Expect To See A Lot More Of Walt Mossberg And Kara Swisher On CNBC


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.