What Murdoch would gain from Yahoo: More business news clout

Abbey Klaassen of Advertising Age writes Monday that the proposed deal between News Corp. and Yahoo would give CEO Rupert Murdoch even more power in the business news category.

Klaassen wrote, “Just a few months after he closed the deal on his quest for the much-coveted Dow Jones Co., the famously ambitious Australian is looking to link up with the most-trafficked online-news site, Yahoo Finance, through a deal that would give his News Corp. a 20% stake in Yahoo.

“His influence over business news would easily span a trifecta of powerful media. What’s more, his audience would cover everyone from high-end business professionals who start every day with the Journal to more casual business audiences who surf over to Yahoo Finance after checking their e-mail.

“Yahoo Finance reaches almost 19 million monthly unique visitors — and its growth totaled 81% over the past year, according to ComScore. It accounts for almost a quarter of all news and finance-related online-display advertising — more than Forbes.com, CNN Money, TheStreet.com and Reuters combined.”

Read more here.