Why Murdoch shouldn’t change the WSJ
http://mediabiz.blogs.cnnmoney.com/2...hange-the-wsj/
News Corp. (NWS) and Dow Jones (DJ) have FINALLY done it. The two companies agreed late Tuesday night to News Corp.’s $60-a-share takeover bid. Will News Corp. CEO Rupert Murdoch destroy the credibility of The Wall Street Journal? Is this the end of business journalism as we know it?
While I do think that the demonization of Murdoch is a bit excessive in the mainstream press, it will be interesting to see if Murdoch changes the culture of Dow Jones’ most important asset. And since News Corp. is paying a not insubstantial amount for Dow Jones, it will be extremely important for Murdoch to make sure that News Corp. shareholders get their money’s worth.
If he embarks on a radical editorial overhaul of the Journal, that could bolster the readership of publications like The New York Times (NYT), Pearson’s (PSO) Financial Times and dare I say it, Time Warner’s (TWX) CNNMoney.com, the owner of this blog.
Advertisers may not care that much about “editorial integrity” but they do care about eyeballs. If News Corp. alienates the core readers of the Journal, whom I suspect care more about stocks and bonds and less about politics and celebrity gossip, then Murdoch will have lots of angry News Corp. shareholders to deal with.
There are already some investors who aren’t thrilled with the fact that News Corp. is buying Dow Jones, since it increases the company’s exposure to the slow-growth publishing business. Buying Dow Jones may enhance the prestige factor of News Corp.’s newspaper unit but it won’t make News Corp. a sexier, more exciting media company.
As far as I’m concerned, the most important thing to keep an eye on in the months and years ahead is whether Dow Jones can boost News Corp.’s profits or if it will be a drag on earnings.
Anyway, I’ve discussed this merger saga endlessly for the past three months, dubbing it the lamest bidding war ever. And now that it’s finally over, I’m not the slightest bit sad. This was a story that, despite all the Bancroft bickering, lacked the drama of other takeovers, namely because there were no legitimate counteroffers to drive the price higher.
But as a treat (or trick depending on your tolerance for my rants) for my readers, I figured I’d end my coverage of this soap opera with a humorous little musical interlude. Apologies to the great Etta James…and to my wife for taking our wedding song and turning it into a Weird Al Yankovic-esque parody. (Sorry Beth!) But please, just imagine Rupert singing this in the shower this morning. Or not. That is a bit of a disturbing image.
At last, my love has come along
Now I own Dow Jones
For which I payed a song
Ooh At last
the Journal, can it be true
well my Fox News Channel praised me
the night that I bought you
I found a respected paper
that I could speak to
an editorial page I could call my own
Reporters to leak my right-wing thoughts to
a thrill that I have always known
well
You bluffed
I smiled
oh and then the spell was cast
Three months and $5 billion later
And you are mine at last