|“Even though Dow Jones has a partnership deal with CNBC that runs through 2012, an acquisition would give Fox ‘instant credibility, which is priceless,’ says Bill Reynolds, head of media at ad agency Erwin-Penland. For example, some Wall Street Journal advertisers might be interested in package deals that included the new cable channel.
Other ad buyers counter, however, that Murdoch might hurt himself by becoming too dominant in financial news. ‘Will they really service us (by crafting custom deals)? Or will it be a big gorilla platform that no one will be able to customize?’ says Maggie Knoll, print director at media buying firm MindShare.