This year seems to be about the accelerating trend of online companies buying more traditional media.  Google's buying DoubleClick (which is not really a "traditional media", more like an online advertising property than anything that Search Related) seems to echo a trend with more and more "adjacent" channels to Search Engines being aquired in a way that did not make much sense till recently (and to me, I'm still not sure it makes that much sense). 

Even a year ago it looked like traditional media was warming up to Online Advertising spending fairly slowly, still, and spending on search was just small portion of that "thaw".  But in the last year it's been Search Engines buying up traditional media greatly accelerated  the convergence of all media (online and offline). 

I'm not saying it's a bad thing …. but it makes me wonder what Google would do with Dow Jones, and why would Google want to own Dow Jones?  Till recently, such an acquisition made no sense at all - but as Google has been gobbling up other companies the strategy of buying Dow Jones, publisher of the Wall Street Journal, begins to make sense, at least, to some people (mostly analysts who would profit over such a deal - let's be perfectly honest about that).

I'm wondering why Google's name is being invoked here - and just how much can Google end up owning before it becomes another version of the former Soviet Union.   In other words, can Google remain Google if it gobbles up companies that have entirely different kinds of culture and work ethics …won't Google eventually become diluted and lose its' edge?

I mean, look at the Roman Empire .. it expanded for a while …. and then at some point, it had more people in it who weren't Romans, who were conquered, and eventually, the idea of what was Rome became diluted (not that Rome should have been saved…. 1000 years was enough for one Empire)…but still.  Can Google remain Google if it starts buying up every media outlet in sight?   And if Google is buying these companies partly to get them away from Microsoft or Yahoo buying them…. how likely are they going to be to run those acquisitions well…and do justice to what they have bought?   I just don't know.

In Google Mentioned As Dow Jones Suitor I have to wonder "who" mentioned Google as a Dow Jones Suitor?  Was it Google…or just some analyst that wants to fuel speculations and push the price of Dow Jones up higher?  According to WebProNews:

"…If it's a matter of who can afford a ten-figure price tag for Dow Jones, publisher of the Wall Street Journal, why not mention Microsoft as well? Steve Ballmer could put Dow Jones on his corporate AmEx card and have plenty of Microsoft's cash left over for other deals, like the rumored billion-dollar 24/7 Real Media purchase that Microsoft spokespeople are no-commenting about today?

The ultra-reliable Bloomberg reports the magical name of Google has been invoked in the Dow Jones conversation, along with several other financial heavyweights:"

I think this is all a bunch of hot air - but then again, John Battelle actually thinks there's some case for an acquisition - at least, on Google's terms:

"…If Google were to have an interest, and right now it's just one analyst suggesting it, John Battelle thinks he knows how they would handle its ownership:

They only way this makes any sense (see my rant on buying NBC for more) is for Google to take a public service stance and put the Wall St. Journal in a non profit trust. Now that would be ballsy. It's is in a trust).

Well…it's a lot different for one analyst to suggest Google is interested in Dow Jones (when Google never said it was interested) and a full blown takeover offer. 

I think Google needs to absorb what it has bought before going off and buying a lot more companies - but that's my take.  If I were Google I'd wait 6 months to a year before making any more major acquisitions - because every acquisition takes energy and time to nurture -it's best not to bite off more than one can chew.

So …. I'll come forward and say I think Google's buying Dow Jones makes no real sense and I hope they won't go that way.