AFR uses QR-code for augmented Power Issue cover

Today’s edition of the annual Power Issue by The Australian Financial Review features a giant QR-code, which takes readers to an augmented reality magazine cover, that displays either a state premier or the PM, depending on the reader’s location.

The premiers of the four most populous states have pipped the Prime Minister for No.1 spot in the list.

The Power List is divided into three categories – Overt, Covert and Cultural – which are debated on by panels of  decision-makers drawn from across Australia’s political and business spheres as well as from sports and the arts.


The panel elected to combine the four premiers into a joint entry for the top position on the power list, noting that each rules over their respective state like a fiefdom.

“The pandemic has resulted in a real shift in how power is exercised within the federation,” said The Financial Review Editor-in-chief Michael Sutchbury. “That’s based on the extreme risk aversion within the population, which the premiers have responded to.”

AFR Magazine editor Matthew Drummond. added: “We worked with Unbnd to create our augmented reality cover, which we think is an innovative way to bring together print and digital,.

Daniel Andrews, Gladys Berejiklian, Mark McGowan and Annastacia Palaszczuk have become more powerful than the PM in the view of a majority of members of AFR Magazine’s Power Panel. It marks the first time since the inaugural power list in 2000 that the Prime Minister is not perceived as the country’s most powerful person.

Joining Premiers Andrews, Berejiklian, McGowan and Palaszczuk on the list are Prime Minister Scott Morrison (No.2), Treasurer Josh Frydenberg (3), state Chief Health Officers (4), Reserve Bank Governor Philip Lowe (5), Brittany Higgins (6), Deputy PM Barnaby Joyce (7), Commonwealth Bank of Australia CEO Matt Comyn (8), Opposition Leader Anthony Albanese (9) and Defence Minister Peter Dutton (10).

Australian of the Year Grace Tame is listed as the most powerful person on the Cultural list, which also features tennis champion Ash Barty (2), actor Chris Hemsworth (3), Olympic medallist Emma McKeon (4), and singer The Kid Laroi (5).


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