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In
locking up Dow Jones & Co. for $5 billion late Tuesday,
Rupert Murdoch ensured that his vast influence would be
felt in the business world for years to come—as it is
now by hundreds of millions of global TV viewers,
moviegoers and Internet users.
News
Corp.’s purchase of the parent of the Wall Street
Journal puts Murdoch, its chairman, within reach of
fulfilling a years-long personal ambition: leveraging
the most trusted name in business news into the premier
TV, print and online provider of financial information
across the globe.
Murdoch
claimed his prize after respective board meetings of
News Corp. and Dow Jones directors late Tuesday. In
recent days, Murdoch swayed enough members of the
Bancroft family, which has 64 percent of the voting
power, to cede ownership of a company they have
controlled since 1928.
Murdoch
intends to use the Journal brand, its stories and its
editorial talent in new ways, most urgently to fill a
new cable channel he is launching this fall to rival
CNBC. He promises to beef up the Journal’s editions in
Asia and Europe. He wants the Journal to cover more
general and political news, positioning it as a
head-to-head rival of the nationally circulated New York
Times. He also plans to expand the Journal’s
money-earning web site.
Already,
teenagers are among the 115 million global Myspace.com
users whom Murdoch counts as his customers. So are the
tens of millions of moviegoers worldwide who watched
The Simpsons Movie in cinemas last weekend, the more
than 30 million viewers who tuned in for the American
Idol finale on the Fox network and some 300 million
StarTV viewers in Asia. His empire has secured the
rights to sporting events worldwide, using such
properties as the NFL in the US and soccer overseas to
garner audiences and popularize his TV channels.
“He owns
more than 100 newspapers, an international empire in
television, print and the Internet,”
Boston University
journalism expert Louis Ureneck said. “He’s everywhere.”
Veteran
newspaper analyst John Morton called Murdoch a modern
equivalent of William Randolph Hearst because of the
extent to which News Corp. carries the 76-year-old
billionaire’s imprint, just as the late California
newspaper baron once did. “Seldom do you see a
businessman so closely identified with his empire,”
Morton said.
For
those who disdain the native Australian’s conservative
politics, and for journalists who fear his potential
meddling in editorial decisions, the news that Murdoch
had finally completed the deal after nearly three months
of public wrangling was greeted with resignation and
dismay.
Recently, Murdoch has suggested that Journal stories
should be shorter and less esoteric. In scores of
letters to the Bancrofts, reporters portrayed Murdoch as
someone with a history of selecting editors who would
use their power to help advance Murdoch’s corporate
interests.
“Dow
Jones and The Wall Street Journal are just feathers in
Murdoch’s cap—but signal a disturbing trend for
consumers who rely on media to be independent and
diverse sources for news and information,” Consumer
Union’s Gene Kimmelman said in a statement Tuesday.
Officials from the Independent Association of
Publishers’ Employees, which represents Journal
employees, also expressed disappointment.
But Josh
Bernoff of Forrester Research in Boston said he doesn’t
expect Murdoch to meddle with the Journal’s news
operations because its reputation is its most valuable
asset. “You don’t buy a Bentley and then go off-roading
with it,” he said.
From the
start, Murdoch’s checkbook and patience gave him the
advantage. His pursuit started informally earlier in the
year when he got wind that the Bancrofts might be
willing to sell for $60 a share, a price not seen in
more than five years.
The News
Corp. chairman asked Dow Jones chief executive Richard
Zannino to breakfast in March. His first approach was
rebuffed, but the margin of resistance grew smaller
after Murdoch’s proposed terms leaked and the stock
soared. Murdoch then met with the Bancrofts and agreed
in writing not to fire the Journal’s top editors without
the approval of an independent board.
By
bidding 65 percent above the value of the Dow Jones
stock, Murdoch all but eliminated any serious rivals and
also made it virtually impossible for the Bancrofts to
pass up his offer. And, despite suggesting at times he
was frustrated and might walk away, it seemed clear
Murdoch wasn’t going anywhere.
Dow
Jones enjoys a rich history dating back to 1882, when it
was founded by three journalists. The Wall Street
Journal appeared in 1889, with the Dow Jones Industrial
Average stock index debuting seven years later. In 1928
Hugh Bancroft, whose family controls the company, became
president.
When
everything was going well, Dow Jones ranked among the
country’s most admired companies and the Bancrofts were
toasted for their hands-off posture. The Journal
consistently produced one of the world’s great
newspapers.
But in
recent years, as the company stumbled and the newspaper
advertising market weakened, members of the Bancroft
family began to wonder if they had ceded too much
control to their professional managers.
At the
same time as Dow Jones shares sagged and some family
members grew restless, Murdoch was plotting to challenge
General Electric Co.’s CNBC business news channel. In
February he formally unveiled his plans.
Murdoch
aims to use the Journal to build that new channel.
Ownership of the second-largest US paper by circulation,
after USA Today, will give Murdoch an immense supply of
stories and data about businesses, a profitable and
still-growing part of a broader journalism world that
has been shaken by the explosion in free,
advertising-supported news web sites.
Murdoch
likes the Journal’s business news because people are
willing to pay for it online in a way they won’t pony up
for news about City Hall, celebrities or bus crashes.
Bernoff of Forrester Research called the Journal “sort
of a hat trick”: a mass audience that generates online
subscription fees with advertising its readers don’t
mind.
Still,
Murdoch isn’t about building niche businesses. Rather,
his pattern is to exploit assets in fresh ways for his
company, which includes such newspapers as the New York
Post, a collection of web sites such as MySpace, the
20th Century Fox movie studio, the Fox network and the
Fox News channel.
“He’ll
no doubt project Dow Jones and the Wall Street Journal
into other parts of his company in ways that we haven’t
thought of yet,” Morton said.
Many of
Murdoch’s own executives were skeptical of his pursuit
of Dow Jones, believing it was an expensive bet on old
media at a time when new media is taking off. Newspapers
are out of favor, with advertising and readership
migrating to the Internet. Analyst Laura Martin of
Soleil—Media Metrics said that Wall Street will watch
closely to see how he justifies the price.
“The
reason this is a big deal is that people are wondering
whether Rupert sees something we are all missing from
the upside of newspapers,” Martin said.
Murdoch
is counting on growing demand for financial news
worldwide as the economies of China, India, Russia and
Latin America become stronger. There are few sources of
reliable news and analysis in these emerging markets,
where News Corp. already has made inroads. For instance,
Murdoch was plotting entry into China before most other
media companies. He was early in spotting India’s
growing middle class and staking out TV channels there.
Since
inheriting a small Australian newspaper business from
his father more than 50 years ago, Murdoch has relished
trampling on conventional wisdom. He built his global
media empire in large part through deals that experts
considered too risky, too expensive or both.
Few
thought there was room for a fourth TV network in the
1980s when his Fox network took on ABC, CBS and NBC.
Similar skepticism greeted the Fox News cable-TV channel
when it challenged CNN, and his 2005 decision to pay
$580 million for MySpace.com. Murdoch has had some big
misses, such as the ill-fated acquisition of
Hollywood-based Gemstar TV Guide International.
Nonetheless, his hits have been big enough to give
skeptics pause when he took his $5-billion swing at Dow
Jones. Today his personal net worth is estimated at $7.7
billion by Forbes.
Andrew
Leckey, director of the Reynolds National Center for
Business Journalism at Arizona State University, said
that Murdoch’s strength is his ability to look at
properties dispassionately, then figure out where they
fit into his vision, something he expects him to do at
Dow Jones.
“It was
worth far more to him than it would be to others because
he can do more with it,” Leckey said. |