Why Murdoch Wants Dow Jones (and Why CNBC Should Sweat)

Well, yes, there's some diversification for News Corp (geographical and business-line), and, yes, there is perhaps the ability to fire up the financial performance of an ancient family-controlled company, but, more important, there's also the instantaneous injection of credibility and content into FOX's future business-news channel.

Today's financial TV leader, CNBC, has been understandably nervous about FOX's entry into the market (look at what FOX did to the incumbents in an apparently unassailable three-network TV monopoly a decade or two ago).  Until now, however, the assumption was that the FOX business formula would be "beautiful women reading shocking headlines."  This strategy would certainly allow FOX to run away with some of the viewership (beautiful women reading to testosterone- and adrenalin-filled men is not a lousy gameplan), but CNBC would likely position itself as the "prestigious" and "thoughtful" business channel.

If Rupert is successful in his Dow Jones bid, however, CNBC will look comparatively like business-lite.  The sharp, telegenic Wall Street Journal reporters who now provide CNBC with some of its pith will provide it to FOX's business channel instead.  Executives who want to reach the greatest number of influential leaders will speak first to News/Dow Jones/Marketwatch/FOX Business News--and thus cover all their media bases--instead of to CNBC.  And the combination of MySpace/Marketwatch/Wall Street Journal Online would give News Corp a very credible Internet platform on which to repurpose much of the resulting content (a la Bloomberg).  Since CNBC/NBC has no Internet platform, the TV brand would become increasingly isolated and marginalized.

So the folks at CNBC are presumably hoping that the Dow Jones Bancrofts will snicker at $60 a share and tell Rupert to get lost.  Which they have.  For now.  Which gives the folks at GE/NBC/CNBC a chance to think about whether they really can afford to let Dow Jones fall into Murdoch's hands.

Comments

[socialismisevil]

Also, on Marie Bartiromos show of 05/01/2007
she pulled up the chart from I think it was 04/16/07 the day she noted that the letter of intent was sent by Murdoch AND the spike in volume.
She mentioned there must have been a leak in which the guest agreed.

The point: they never get into the insider trading issue unless that is the focus of the story.
I am glad it was pointed out but when it was I could only shake my head and WONER WHERE WAS THE OBJECTIVITY knowing that MUrdoch is launcing a business network to compete and probaly crush CNBC

[Entaloraj Enshalamaju]

As long as CNBC has that sweetie Becky Quick, I'll remain loyal.

[batteries]

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