Must Read Verizon, Google Debate The Future Of Video ‘Pipes,’ Facebook’s Growing Front 100% Mobile Viewability Guarantees ‘Will Become Table Stakes’ Fraudsters Locate A New Frontier Verizon-AOL Deal Foretells More Merger Fervor Verizon Will Buy AOL For $4.4 Billion In Media And Ad Tech Expansion How Fraud And Viewability Metrics Are Affecting Ad Peformance, Pricing How The Rise Of Publisher Coalitions Helps Programmatic App Annie Buys Mobidia For Access To More Usage Data Rubicon Project Grows Revenue 62%, Orders Biz Takes Off » Murdoch Moves To Subscriptions; Clickable Hires DoubleClick-er Fall; Targeting Audience At The Dentist by AdExchanger // Friday, August 7th, 2009 – 8:07 am Share: Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Murdoch Turning To Subscriptions Building on recent comments by Rupert Murdoch that news may need to switch to a subscription model quickly, one of Murdoch's properties, London's Sunday Times, will either be turned to a subscription model or something closer to a pay-per-view/micro-transaction system according to the UK's Guardian. CBS Reports Tepid Q2 2009, Brighter Outlook An expected, CBS did not positively surprise anyone with its second quarter performance, but CEO Les Moonves did say that he is seeing and expects improvement in the coming quarters. PaidContent's Staci Kramer gives her Twitter, earnings call-inspired, summary here. Moonves notes cross-channel advertising with effective attribution as a key driver - from the Seeking Alpha earnings call transcription: Once again, more platforms represent more ways for us to get our content to new audiences. Of course, getting sufficiently paid for delivering these audiences has been the challenge. The good news is that new initiatives like authentication appear to have us on a track towards closer economic parity online and on air. The initiative represents the latest consumer friendly technology to make content along with its advertising available across multiple platforms and be measured in a uniform way for clients. Whether you call it authentication, reverse comp, or retransmission fees, our content is increasingly benefiting from multiple revenue streams. With greatly expanded reach and scale, our CBS Interactive segment plays a key part in these initiatives. More from the WSJ. Clickable Hires DoubleClick's Fall MediaPost's Laurie Sullivan looks at Clickable's most recent hire, Dave Fall. Fall worked at Google and led DART Search until recently an will be Clickable's Senior Vice President of Product and Operations. Click here for a Clickable-produced video interview of Fall by Max Kalehoff. Digital Out-Of-Home At The Dentist From the press release wires, a company called NobelVision is hooking into the Argo Digital Solutions rVue platform to sell inventory from nearly 700 dentist offices in North America. Toothpaste-intenders may have just become easier to find. Pharma Vertical Ad Network Revs Double ClickZ's Elizabeth Gardner notes the doubling of year-over-year revenues of Healthline Networks whose CEO, West Shell, said was partially as a result of an FDA crackdown on the way pharmaceutical companies can use search advertising per more restrictive, newly-mandated guidelines. Shell also cites an improving economy as a factor. Read more here. Atrinsic Acquires ShopIt.com Publicly-traded Atrinsic has bought Shopit.com, "an e-commerce platform that enables buyers and sellers to complete simple transactions and tap into the audiences of the largest social networking sites, such as Facebook and MySpace." (Read the release.) Add a comment Click here to cancel reply. Name (required) Email (will not be published) (required) Website Comment XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong> Notify me of follow-up comments by email. Notify me of new posts by email.