The project, which was named (by Rupert’s son James, with typical Murdoch hubris) after a famous military campaign by Julius Caesar, had reportedly already sucked up about $30 million in funding, and had a staff of more than 100. The venture was being led by Ian Clark, former managing director of thelondonpaper, and a News Corp. (s nws) digital specialist named Johnny Kaldor. According to one report, it had already booked$1.5 million worth of advertising in other publications to promote the launch, which was expected within a matter of weeks.