Who was the real winner?

from my Hatena Bookmark

I found myself today very much concerned about media crisis in the United States. I think the reason may be discussed in three ways:

  • Why Microhoo deals ended up with prolonged no-deal?
  • Who was the real winner?
  • Does Steve Ballmer quit Microsoft?

First question, which I am recently concerned, might be so-called 'God only knows.' Nevertheless, I have no intention on this topic to be forgotten.
Needs to take an roundabout way, I suppose.
Here is an excellent blog post by Jonathan Berr:

Jonathan Berr maintains:"Investors should demand that the media explain something -- anything -- about why the identities of these sources are being kept secret. The New York Times does a pretty good job of this already, though I was puzzled by a passage in the story by Miguel Helft"
I read Jonathan Berr's discussion with a lot of surprising and I really thought that blogosphere is not working enough to query what the future fo media is going to be.
What do the anonymous sources mean? Berr argues the use of anonymous sources on Microsoft-Yahoo! deal got out of hand. I agree with him because anonymous sources could be reproduced, and imitated into anonymous reporter's.
It may be safely assume that Microsoft wanted to buy Yahoo in order to make themselves competitive online advertising company, especially competitive with Google. However is it the only point? For what Microsoft needs to be an advertising company, indeed?
I suppose Microhoo is experiencing a pain of birth for history generator.
History in general has been scribed between pages on books. In 20th century that was radically changed when radio and TV caught mass attention. The long-term history retained its archive on books, but short-term history deeply depended on tape recorder or disc assessments. Instead, universities made their library a host of knowledge archives. Furthermore, in 21th century that is going to be radically changed because the old radio and TV companies fell into an department of advertising agency, especially in the United States. Google achieved its peak in being the world largest online advertising company.
Microhoo seemed to Steve Ballmer the only potential rival against the Mountain-View based company. Is it true?
In searching Google news, the Microhoo deals topic peaked 3,000 over related articles on the web. Though I do not know exactly who is going to summarize at last, anyone with internet access could read virtually whole article if he/she want. Summing up the 3,000 over assessments, I suppose, must be a history generator. The assessments on the web, are accessible only when using Google.
The real winner of Microhoo deals could not be but Google.
Every Microhoo effort, regardless their wont, is going to be Google's assessment, which generates online advertising revenue every day.
The longer Microhoo prolongs with no-deal, the longer Google News retains its outstanding position.
From my point of view, the only alternative person or company (if exists) whose assessment can keep away from Google's digital gravitation is not Microhoo, but Rupert Murdoch, or News Corporation.
There are several instances for it.

Larry Dignan lists winners:"Rupert Murdoch(.....)There are only a few companies that Ballmer has mentioned as having the scale to boost Microsoft’s online advertising strategy and MySpace was one of them. MySpace is a property that is hard to monetize, but the inventory is certainly there."
MySpace is on News Corpration's subsidiary, and the social networking media which retains its crown for most visited in the United States.
In viewing the online advertising from social media point of view, Google is apparently far from monopoly, though its search defeated every potential rival by AdWords and AdSense programs.
Probably MySpace could achieve its monopoly when its acquisition effort makes good. The only company whose assessment has potential synergy relationship with Microhoo seems to be MySpace, whether Microsoft buys Yahoo or not.
Therefore, real winner should be Rupert Murdoch, Larry Dignan?
Following post would be on the third question.