Murdoch Discusses Future of

  |  January 10, 2006   |  Comments

Rupert Murdoch dished on enhancements to and its potential transformation into a next-generation portal.

For the first time, News Corp. Chairman Rupert Murdoch talked about plans for the future of, which include international expansion and possible outsourcing of ad sales. News Corp. acquired MySpace's parent in July for $580 million.

Speaking at the Citigroup Entertainment, Media and Telecommunications Conference, Murdoch discussed evolving into a next-generation portal.

"I think [the current portal] model is in danger of becoming out of date," he said. "Young people today -- who are the great users of the Internet -- know exactly what sites they want to go to and they go there, they don't have to work their way through Yahoo's homepage, or MSN." Later he added, "It [MySpace] certainly won't be a traditional portal."

Murdoch detailed enhancements that will take MySpace into more portal-like offerings. The community site will begin to offer free video downloads this week. Upcoming enhancements include the launch of a branded instant messenger client, which was originally developed for Voice capabilities will come in the future, Murdoch promised.

News Corp. also plans to expand the site internationally. "We're taking it out around the world," he said. "First in Britain, then in Western Europe, and then in other countries."

But even as it stands now, Murdoch bragged that MySpace has a lot to offer advertisers.

"We've got the biggest mass of unsold inventory," said Murdoch. "We have the third most page views of the Internet in America." had 24.5 million unique visitors in November of 2005, according to Nielsen//NetRatings data. While that isn't a dramatic number, the average user spent more than two hours on the site. That's why boasts the number three rank by page views, with nearly 14 billion for the month of November. It falls just behind Yahoo and eBay, and ahead of MSN and Google.

To address the unsold inventory issue, Murdoch said the company has met with ad networks to "judge whether they can sell it better than we can."

Murdoch said the Internet became attractive to News Corp. with the emergence of broadband and strengthening of advertising on the Web.

"About 12 months ago we saw the explosion of broadband which made the Internet a totally different experience," said Murdoch. "We could also begin to see and feel advertising in traditional media…was pretty flat. So that was a wake-up call."

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!


Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?


    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora,, continues to expand! In order to meet the needs of our...