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Dow Jones executives clash with Murdoch over WSJ Online

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In what could could be a sign of things to come, Rupert Murdoch and executives at the Dow Jones Company's (NYSE: DJ) Wall Street Journal are trading arguments in the press about the future of the newspaper's online edition.

A few days ago, Murdoch said that he planned to make the Wall Street Journal Online free, and make up for the lost subscription revenue by selling advertising on the site. Given the Journal's status as the premier financial news source, he estimated that he could increase traffic 10- to 15-fold from its current base of about 1 million subscribers.

Well some executives at the paper responded that the "The exclusivity of Journal content provides value beyond the Web site" and that making the Journal free would reduce print subscriptions and cannibalize traffic to other Dow Jones-owned sites.

My hunch is that Murdoch is right -- online advertising is exploding and the idea of a property as valuable as this newspaper getting so little traffic makes me think there's a better way. But regardless of who is right, this is a fight Murdoch will probably win. It's been said before and it's worth saying again: Rupert gets what Rupert wants.

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Last updated: November 25, 2009: 10:07 PM

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