Just in time for next month’s TV upfront, Fox will begin unveiling a new ad sales program designed to match up media buys along its cable channels and online news sites, Mediaweek reports. Dubbed “Fox Fusion,” the effort promises to transfer the advertising attraction derived from WSJ’s print and online versions to sister News Corp. (NYSE: NWS). cable properties Fox News Channel and Fox Business News. While the deal extends control over some WSJ.com ads, Fox Fusion will not overlap the brands within Fox Interactive Media, which includes MySpace, FoxSports.com and AmericanIdol.com. Instead, it applies to segments under the news division, such as mobile and covers sites within the whole WSJ Digital Network, including WSJ.com, Barrons.com, MarketWatch.com and AllThingsD.com.
— Video’s a game-changer: The initiative’s top priority is to boost ad sales on its cable channels’ websites by placing more of those properties’ videos on WSJ.com. Online video sold through WSJ Digital Network commands hefty $90 CPMs. Paul Rittenberg, SVP of advertising sales for Fox News Channel and FBN, thinks that the cable nets can increase that ad value somehow: “Streaming video on the Journal