Dow Jones won't find a better deal than Murdoch's

If someone offers you $1 million in cash for your house that's only worth $450,000, would you take the money? Of course you would. That's the same situation that the Bancroft family was in yesterday with Rupert Murdoch's unsolicited $5 billion offer for Dow Jones & Co. (NYSE: DJ).

The Bancrofts, descendants of the founders of the New York-based publisher, turned Murdoch's incredibly generous offer down, proving that just because you're really rich it doesn't make you smart. The Wall Street Journal's Heard on the Street column points out that Murdoch's bid valued Dow Jones at a multiple of 40 times 2007 earnings. Google Inc. (NASDAQ: GOOG) currently trades at a multiple of 31.

That's right, the Australian-born tycoon gave Dow Jones a valuation BETTER than Google. He offered a 65% premium over Monday's closing price, which as the column points out, surpasses what the company could have gotten from private equity players.

An alliance between News Corp. (NYSE: NWS) and Dow Jones makes sense strategically. The Wall Street Journal would be a good fit alongside other Murdoch properties including Fox News Channel, The New York Post and the yet too be launched Fox Business Channel.

Though there's speculation about other potential buyers, I doubt that any would be willing to pay the price for Dow Jones that Murdoch offered. Murdoch is an especially motivated buyer, having coveted the Journal for years. This deal is more about gaining clout than creating shareholder value.

The Bancrofts seemed to be letting their pride in owning one of the best newspapers in America get in the way of common sense. They better get while the getting is good. Otherwise, they are going to be stuck in the same rut they've been in for years.