Last week, we mentioned the consolidation taking place in Financial Media.
This effectively triples DJ’s reach. Dow Jones’ WSJ.com (paid subscription access only) averaged 2.8 million "unique visitors" every month. MarketWatch, which is a free site, had 7.6 million visitors.
The purchase will give Dow Jones a "dual" model: a high end subscription site, including Barrons and WSJ, and a higher traffic, free site. One would expect economies of scale and creative advertising packaging (different sites with different demographics) to make this work on an ongoing basis.
I haven’t drilled down thru the numbers to see if they are overpaying, but it seems rich at first glance.
Next up: What do the suitors who failed to snag Marketwatch — NYT, Reuters, Yahoo!, etc. — do instead? They look at whether The Street.com offers a viable alternative to Marketwatch help bulk up traffic.