There has been a lot of buzz of Rupert Murdoch slamming the media, saying they have dug themselves into a hole. Of course he is just stating the obvious, but reading through the article, there was one thing that really stuck out at me:

The 77-year-old Murdoch, recalling a long career in newspapers that began when his father’s death forced him to take over the Adelaide News in 1952, said the profession has failed to creatively respond to changes wrought by technology.

(emphasis added)

Sure Murdoch owns MySpace, which is a monster in terms of internet real estate, but let’s look at his other big division – FOX News. Earlier this month, Drudge was touting how he beat out the NY Times in ratings. In those same ratings is something else very interesting:

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(full report here – pdf version)

Yeah Drudge beat NYTimes, but the NYTimes beat Fox. As matter of fact Fox was the lowest views getter of all the cable news networks.

As someone who has spent years in internet development, I can tell you from a professional stand point that Fox’s website sucks. Their site is way to busy and hard to navigate. Perhaps if Murdoch looked into his own company a little bit, instead of bashing the industry as a whole, then he could lead by example. Until then he is just a whinny old man.