Anthony Crupi of Mediaweek writes Monday about how News Corp. has a plan to sell advertising across all of its businesss news media properties at the same time.
Crupi writes, “While the first order of business will be to increase buys on Fox News’ proprietary Web sites, the proposition of being able to steer clients to the Dow Jones properties is particularly alluring to Rittenberg. ‘Streaming video on the Journal‘s site could be a game changer,’ Rittenberg said. ‘The one thing Fox News can do that no one can argue about is good video. And WSJ.com really doesn’t do that.’
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“Synergy should also help drive traffic at the Fox News sites, which have always lagged far behind rivals CNN.com and MSNBC.com. Per Nielsen Online, FoxNews.com averages around 8.5 million unique visitors per month, while CNN.com drew 37 million in February. WSJ.com could send as many as 15 million uniques to the Fox News sites, based on its numbers from last month.
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“How the Fox Fusion approach will pan out with regard to the Fox Business properties and the Journal is still uncertain. News Corp. chairman Rupert Murdoch is looking to tap into the Journal‘s talent pool in order to fortify FBN’s news-gathering capabilities, but a pre-existing deal between the paper and CNBC gives the NBC Universal net the exclusive rights to the Journal‘s editorial staff through 2012.”
Read more here.
