Bannister, Larissa
June 2006
Campaign;6/23/2006, Issue 25, p24
Trade Publication
This article focuses on recent acquisitions of Internet properties by traditional media owners. The year 2005 has seen a rush by traditional media owners to spend vast sums on Internet properties that do not appear to have the revenues to justify their price tags. In March 2006, the U.S. media giant NBC Universal became the latest to join the party, when it acquired the iVillage for $600 million. News Corp's Rupert Murdoch believes that investment in digital media is imperative because that's where the audiences are. It is this fundamental shift in the market that makes the difference this time around. The sites that are proving so popular are based on the concept of social networking.


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