'Ice Age' helps News Corp. post 11% rise in profit

Nov 4th, 2009 - Los Angeles Times

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Emphasizing a major shift in strategy, News Corp. all but conceded Wednesday that its once-dominant social network MySpace is no longer competitive with rival Facebook or micro-blogging service Twitter and will seek to rebuild the site around entertainment.

News Corp. said MySpace -- whose 2005 acquisition was once considered so pivotal that it landed Chairman and Chief Executive Rupert Murdoch on the cover of Wired magazine -- has undergone layoffs and a massive restructuring but continues to lose revenue. The site is attempting to regain momentum by building online communities around music, video and games.

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