Sunday May 6, 3:20 am ET
By Michael Liedtke, AP Business Writer
SAN FRANCISCO (AP) -- News Corp.'s Rupert Murdoch has a $5 billion crush on the owner of The Wall Street Journal, Thomson is eying Reuters and Microsoft apparently is flirting again with Internet icon Yahoo.
The media mating dance that broke out this week is part of a mad scramble not to just provide the content, but to find the right mix of technology and business savvy to remain relevant and profitable amid the upheaval wrought by the rise of the Web.
"Media companies are trying to adapt quickly and they are looking for some help," said Ryan Jacob, a money manager who runs fund specializing in Internet stocks.
Even mighty Microsoft -- the world's most valuable technology company and a catalyst in the personal computer revolution -- seems uncertain about its ability to cope on its own. It currently trails both Google and Yahoo in the lucrative and growing business of selling and displaying ads linked to search terms.
How else to explain Microsoft's reported decision to renew its on-again, off-again takeover talks with Yahoo?
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