The first task that Carlo assigned to Loren was to own a regular newspaper. Whether it was buying an existing newspaper or starting one from scratch, Carlo only needed a result. To demonstrate his capabilities, Loren took this task very seriously.
In just two days, he investigated the existing newspaper agencies in Italy, screening out those with potential for acquisition. The newspaper Loren ultimately selected was *Il Sole 24 Ore* (Twenty-four Hours Sun). Founded last year, it was primarily known in the business community of Milan. However, it had the potential to become one of Italy's top ten newspapers in later generations. Loren's choice indicated his unique and excellent vision.
After determining the acquisition target, Carlo tasked Loren with properly acquiring this newspaper. This delegation reflected the benefits of having someone to command you, allowing Carlo to avoid personal involvement despite his princely status. The acquisition process went smoothly. At that time, *The Sun* was still a tabloid newspaper, and its founder couldn't resist Carlo's offer to raise the price. It took Carlo less than four days from proposal to securing all the shares of *The Sun*.
Unfortunately, *The Sun* was struggling, with daily sales around 1,500 copies—barely enough to support itself. However, Carlo's goal wasn't immediate profitability. Instead, he aimed to fill the streets of Italy with affordable and popular newspapers to increase his control over public opinion. Whether he remained in Italy or sought to become the King of Spain, his experience in newspapers would help him establish a public opinion empire more smoothly.
Controlling public opinion would facilitate his objectives. With the people's support, Carlo could act with more initiative. Compared to other small and medium-sized private newspapers, *The Sun*, now under Carlo's control, held significant advantages. As an Italian prince, Carlo could publish content that might not pass traditional reviews, such as pressing political news.
This was not the future era when newspapers faced declining sales; good news and engaging content could easily boost circulation and profitability. As Carlo's sole subordinate, Loren took charge of *The Sun*, overseeing its expansion. Carlo set several objectives for Loren.
First, he aimed to increase *The Sun*'s daily sales from 1,500 copies to at least 7,500 within two years. Considering Milan's prosperity and proximity to Turin and Genoa, this target was realistic. The second requirement was for *The Sun* to establish itself as a well-known media outlet in northern Italy, gaining credibility among the populace. If the newspaper couldn't convince the people, its existence was redundant. The primary purpose of public opinion manipulation was to instill belief in the information presented, aligning with Carlo's expectations for Loren.
Additionally, *The Sun* needed to be profitable within two years and expand its control over as many newspapers as possible. Although Carlo didn't intend to profit directly from newspapers, a self-sufficient newspaper industry would free up funds for more significant endeavors. Establishing or acquiring more newspapers was essential for strengthening Carlo's influence over public opinion.
Under Carlo's guidance, *The Sun* would focus on reporting current affairs and international events, while some tabloids would cover entertainment and gossip. Allowing a credible newspaper to indulge in gossip would undermine its trustworthiness.
While Loren diligently executed Carlo's directives, Carlo examined a map of the Kingdom of Italy, deep in thought. Although the fragmented Apennine Peninsula was largely unified, two regions remained outside its borders: the Veneto region, still under Austro-Hungarian control, and Rome, the heart of Italy, which belonged to the Papal States.
Though the Papal States seemed vulnerable, France backed them. This was not the France that would capitulate in World War II, but the French Empire basking in the afterglow of Napoleon's legacy. Without a unified Germany, France dominated Western Europe, possessing the strongest army on the continent. France's support allowed the Papal States to maintain control over Rome, which forced Italy's capital to be located in Florence.
Carlo, however, was not anxious. Historically, the Kingdom of Sardinia's unification of Italy had proceeded with minimal conflict. The Kingdom of the Two Sicilies, the largest state in southern Italy, was corrupt and easily dismantled by Garibaldi's expedition of a thousand men. The smaller states of central Italy were disproportionately weak compared to Sardinia and were ill-equipped to resist unification.
The two challenging obstacles lay with the Prussian Empire. The Austro-Prussian War would draw the attention of the Austrian Empire away from Italy, allowing for the reclamation of the Veneto region. The Franco-Prussian War would similarly enable France to secure Rome against Prussian advances. Although the Prussian army played a pivotal role in dismantling these obstacles, it was indeed the Kingdom of Italy that reaped the rewards.
Carlo understood the period of Prussia's rise and noted that 1866 marked the onset of the Austro-Prussian War. Looking at the historical trend, the war would begin in six months, accelerating Prussian unification and enabling Italy to reclaim the Veneto region.
Faced with such a crucial historical juncture, Carlo could not let the opportunity slip by. While direct interference in the Austro-Prussian War was impossible, as a participant, Carlo could subtly influence the course of history.