Rupe 2.0. How many stories like this do we have to read before they get the point that we got the point?

We don't know and we can't put our finger on it, but we're so sure we read something like the story on News Corp boss Rupert Murdoch in the current issue of Forbes already. You know about his plans to remake News Corp into this new era digital -esque media company and blah blah blah. We're sure there are some new mentions like Myspace China and News Corp's recent finger in the whole pain in the ass Tribune madness though. But in late 2004 Murdoch and Chernin, watching the resurrection of Yahoo, the rise of Google and the shift of ad dollars to the Web, jumped back in. The best way to access the power of the Internet, they decided, was by inserting yourself where users already congregate. They were heavily influenced by the success of FoxSports, a once unexceptional Web site, after it cut a deal for prominent placement on Microsoft's msn network--and then saw traffic leap from 2.2 million to 10.4 million visitors per month. The two asked a group led by FoxSports manager Ross Levinsohn to round up a list of Web properties likely to be available. He came back with three targets: MySpace, then owned by a marketing outfit called Intermix; ign; and a site Chernin won't identify. Yo Ross!, we sure hope you're getting some kind of lifetime cut out of all the money Myspace is bringing and will bring to News Corp. One thing's for sure, they (Rupe & Pete) are really enjoying your work. Murdoch 2.0 [Forbes]