MarketWatch's tech diva Bambi Francisco left the Dow Jones & Co. (NYSE: DJ) Web site late Friday after questions were raised about her financial interest in Vator.TV, a web site that features video interviews with technology executives.

Stories in CNET and The Wall Street Journal pointed out that Francisco regularly wrote about companies that appeared on Vator.TV or had dealings with backer Peter Thiel, the co-founder of PayPal who is now a venture capitalist. Most news organizations forbid journalists from writing about companies in which they have a financial interest.

MarketWatch made an exception for Francisco, who is well-known in Silicon Valley. David Calloway, the editor-in-chief of the site, told CNET that he told Francisco to avoid writing about Vator.TV and the companies that use the service.

That agreement that was doomed to fail since Vator.TV interviewed tech executives and Francisco did the same thing for MarketWatch. Her bosses should have realized that arrangement wasn't working before other news agencies pointed that out to them.

Even though several hours before filing her final column, Francisco told the tech news service that she did nothing wrong, her departure was unavoidable. Advertisers won't pay top rates to advertise with news organizations whose credibility is in question.

Dow Jones deserves some credit for not sweeping this matter under the rug the way that CNBC did with the Maria Bartiromo episode.

MarketWatch technology columnist Bambi Francisco is the Dow Jones & Co.'s (NYSE: DJ) website's answer to CNBC's Maria Bartiromo. Now it looks like she's followed the ethical path blazed by the Money Honey.

The Wall Street Journal (subscription) today reported that Francisco invested in Vator.TV, a video platform that links entrepreneurs with venture capitalists. Dow Jones reporters are allowed to invest in whatever they want to, provided that they don't use their position to further their own interests.

MarketWatch executive editor David Calloway said he approved of Francisco's investment under the condition that she "not write about that company, its investors, or the companies using Vator.TV," the Journal said.

That didn't happen.

In January, Francisco posted an interview with a company called PreFound, which had previously uploaded a video on Vator, and in March wrote an item about Helio, which had uploaded a video on Vator, according to the Journal. Four days she wrote about Friendster, the social networking site posted a video on Vator.TV, the paper said.

Francisco has her own personal blog in which she has a video blog called Vator Reports, which she described as
"a show on innovation, based on the many innovative ideas and businesses Peter Thiel and I are seeing on the vator.tv site."

Thiel is the co-founder of PayPal and also an investor in Vator.TV. He's also a backer of Facebook, which Francisco also wrote about. Her bosses apparently never bothered to look on her site or Valleywag, which had this story in November.

Most journalists would have been fired for doing what she did. But Francisco, like Bartiromo, isn't like most journalists. It will be interesting to see what if any punishment she gets from Dow Jones.