News Corp unveils logo, takes aim at Bloomberg

Associated Press

NEW YORK (AP) — News Corp. on Tuesday unveiled a new, friendlier-looking logo for its publishing division as it prepares to split the company in two by the end of June. The head of its subsidiary, Dow Jones & Co., also took aim at financial data company Bloomberg in an address to analysts in New York.

The logo, in cursive lettering, is based on the handwriting of founder Rupert Murdoch and his father. It replaces the striped globe of the current News Corp. brand.

Dow Jones CEO Lex Fenwick also talked about new products that take aim at Bloomberg's financial data and news services. A product called DJX will include a wire service that gives institutional subscribers a 2-minute head start on news broken by The Wall Street Journal and Dow Jones reporters.

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