News Corp (NWS): Launching An Ad Network, Too
News Corp.'s Fox Interactive Media unit is one of the few big Web players that has yet to roll out its own ad network (selling space on third-party sites). That's about to change, sources tell us: FIM is building out it own ad network, designed to sell inventory across its MySpace, IGN and Photobucket properties. More interestingly, FIM is also pitching the idea to other NWS Web properties, like the NY Post. The internal ad network, we understand, should be ready in the first half of 2008 and there are discussions about selling outside of News Corp. properties as well.
Easy enough to pooh-pooh the move as me-too. As Saul Hansell points out, ad networks now strike everyone as a sure-fire winner, even though only a few are likely to co-exist with Google in a few years. But FIM's MySpace property alone gives the network-to-be a shot. And if/when it can be combined with Rupert Murdoch's other Web properties -- most intriguingly, of course, the Wall Street Journal and Dow Jones -- it could be a home run.
Easy enough to pooh-pooh the move as me-too. As Saul Hansell points out, ad networks now strike everyone as a sure-fire winner, even though only a few are likely to co-exist with Google in a few years. But FIM's MySpace property alone gives the network-to-be a shot. And if/when it can be combined with Rupert Murdoch's other Web properties -- most intriguingly, of course, the Wall Street Journal and Dow Jones -- it could be a home run.
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And I'm sure that you & your readers would be well and truly aware of the Looksmart "controlling stake" rumour about NWS & one that was initially started by John Battelle (CEO of Federated Media Publishing - and a probable "player", too IMO), that was floated just on 12 months ago.
The Looksmart SP got to $5.45cps at the time ....and, without even "trying"...
And Looksmart's Chairman & acting CEO Ted West, told us all from within it's Q3 Report, only just the other day:
"Following a focused review of the LookSmart's market opportunities, developmental priorities, and business initiatives, the Company reorganized its business to better focus on its advertiser networks and publisher services clients. This resulted in the decision to dispose of or sell all remaining consumer properties, a process that was commenced during the third quarter of 2007. The consumer assets impacted by this decision are FindArticles, the Company's "Vertical Search Sites", Zeal, Grub, "Wisenut" and "Furl.""
The moment the market got the news that Looksmart's FindArticles was sold to C-Net and then the (above), other news ........... that, ".......the Company's "Vertical Search Sites", "Wisenut" and "Furl" were to be disposed of ...... was the moment of realisation for me that, the Co had .............
...."virtually" been "SOLD" already!
For the "Up to 33,200 "mini"-Verticals" Looksmart once had that appear to have now been "trimmed down" to 12,800, (& may be just, to get the "show on the road"?) have, along with "Wisenut" and "Furl", quietly been moved across to the new "owner", is my belief ......... who will inherit a "bonanza" with them and THAT, many would have absolutely NO doubt about, whatsoever!
http://www.investorvillage.com/beta/smbd.asp?mb=3240&mn=942&pt=msg&mid=3215474
Your readers may also find it interesting that MySpace has leased the 4th floor of the LookSmart building, 625 Second Street.They intend to move 200 engineers into the space.
In the CC Looksmart's acting CEO Ted West also indicated they have several deals in the pipeline that may be six figure clients. Myspace would fit into that category without even, a "shadow of doubt". Interesting times ahead.
Cheers!
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