NBCUniversal is officially the new home Walt Mossberg, Kara Swisher and the AllThingsD team, according to Bloomberg. Mossberg and Swisher, in the spirit of journalist salary-men-turned-moguls, have negotiated a majority stake in the site, with NBC and an unnamed investor keeping 1/3 of the business.
As an asset of The Wall Street Journal (and thus, Rupert Murdoch’s News Corp.), AllThingsD generated $3-4 million in annual advertising revenue, in addition to operating a high-status conference business, with some tickets retailing for as high as $5,500. Mossberg and Swisher were pitching their site’s value between $25 million and $35 million to prospective investors, meaning that NBCUniversal and its anonymous partner investor are shelling out about $10 million to gain equity. That barely puts a dent in NBCUniversal’s operating profit of $1.2 billion, and with innumerable synergies between AllThingsD and NBC’s TV news properties, this looks like a solid investment for an old-line media company that, in the words of media analyst Ken Doctor, is “newly appreciative of content.”
Basically, we should all be expecting to see Mossberg and Swisher a lot more on business TV.
Swisher and Mossberg will also be renaming AllThingsD — although they have not announced the new brand yet — and will be operating the site under their holding company Revere Digital, which is apparently named for Paul Revere.