Lessons for Murdoch’s Daily from the iGuide

An interesting post by Evan Rudowski on PaidContent about the demise of Murdoch’s 1995 iGuide project.  He wonders out loud whether the planned Daily news app for tablets could be subject to similar problems.

As I watch the coverage of Rupert Murdoch’s upcoming iPad publication, The Daily, my mind races back to 1995, when I worked on Murdoch’s last effort to create a new digital publication for a new medium.

Known as “iGuide,” the effort I worked on was one of the first attempts by a major media company to build a unique and original offering for the then-nascent world wide web. For about 15 wild months, News Corporation (NSDQ: NWS) brought together some of the brightest editorial, marketing and technical talent to make it happen—only to pull the plug in the end.

My enduring image from that time is of Murdoch himself, his hand bandaged and in a sling following a sailing accident on Larry Ellison’s boat. The iGuide team was gathered in a standing circle at our trendy downtown Manhattan offices as Murdoch rallied the troops in his gruff Australian accent. Everything was going great, he assured us, and Ellison was coming on board to help foot the bill for our extravagant operation. But, in the end Ellison, wasn’t in—and maybe six weeks later we were all out.

I can’t help but wonder about the similarities The Daily may share with our long-ago failed iGuide effort.

He goes on to talk about big media talent (and egos), the revolving door of management, the big budget expectations, brand confusion, timing and reliance on partners. Rest of post is here.