• The Guardian (free registration required), Friday, March 17, 2006 11:15 AM

Rupert Murdoch and his minions are on a tear, plotting Web Strategies left and right. Those who don't adapt to the new platform are toast, Murdoch has been telling the industry for months.  He's a full-blown convert.  His latest move: The Sun of London is linking its Web site to MySpace.com, the amazingly popular (60-plus million users) social-networking portal Murdoch's News Corp. acquired last year. The idea is to get the Sun's readers deep into MySpace, where they can create their own Web pages, react to Sun content, write blogs, upload video clips.  News Corp. had also thought about linking MySpace to the Times of London's Web site but decided to pass, thinking its older audience probably wouldn't like--or understand--the youth-oriented portal.  "This is a generation, now popularly referred to as the 'MySpace generation', talking to itself in a world without frontiers," Murdoch said in London earlier this week.  Leveraging assets on the Web is not only smart, Murdoch has been saying lately, it's the unstoppable wave of the future and, perhaps, the salvation of many companies.

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