INTERNATIONAL BUSINESS MEDIA: THE SPLASH AND THE AFTERMATH - It’s the largest ever takeover and the media are racing to tell the big story. As the news breaks then unfolds, Paul Farrelly compares the quality of the rival coverage

The business world hasn’t seen anything quite like WorldCom’s audacious bid for MCI, its US telecoms rival. Worth more than dollars 30 billion, it beats Kohlberg Kravis Roberts’ dollars 25 billion buyout of R. J. R. Nabisco ten years ago as the biggest takeover in history.

The business world hasn’t seen anything quite like WorldCom’s

audacious bid for MCI, its US telecoms rival. Worth more than dollars 30

billion, it beats Kohlberg Kravis Roberts’ dollars 25 billion buyout of

R. J. R. Nabisco ten years ago as the biggest takeover in history.

The bid trumps BT’s dollars 24 billion proposed merger with MCI - the

biggest ever transatlantic deal - and leaves BT’s international strategy

in tatters.

This is a poker game for huge stakes, with giant clashing egos, and

demands that no issue be unexplored. Who is Bernard Ebbers, the

interloper’s cowboy-booted chief executive? How has he built WorldCom

from nothing in just five years? Is this upstart company, of Jackson,

Mississippi, a stockmarket bubble waiting to burst? Crucially, how can

BT salvage its year-long deal after knocking down MCI’s price a few

weeks ago? With MCI in trouble itself, is WorldCom’s strike really a

blessing in disguise?

The Financial Times these days is a pale pink shadow of the paper it was

a few years ago, when its investigative team was breaking award-winning

scoops. On a big corporate story like this, however, you expect its

coverage to be unrivalled - and it is.

It’s not just that the ’pink un’ has more space, more staff and

unparalleled boardroom access. No, its editorial direction is superb,

breaking out all the angles in easily digestible chunks across two days

of full-page analysis. Here it easily beats its main international

rival, the Wall Street Journal, against which it is now going head to

head in the US.

The FT’s Thursday front-page splash covers the gamut of BT’s surprise,

the blow to its ambitions and Ebbers’ ’joke’ about a bid for BT itself -

all accompanied by great graphics. Analysis describes WorldCom’s rise,

BT’s options, the cunning arbitrageurs and more.

On Friday, the FT’s excellent New York correspondent, William Lewis,

moves the story forward, with WorldCom’s court assault on MCI’s ’poison

pill’ defences, including a dollars 450 million abort fee for BT.

Meanwhile, the influential comment column, Lex, takes a pop at MCI’s

inflated share price and BT’s arrogant silence. It’s always been ’good

to talk’, except at BT’s headquarters.

The WSJ does not break its seamless copy up into easily readable


The US-style front page, with its columns of ’news in briefs’

cross-referring to stories inside, is also harder on the eye. However,

it does describe Ebbers superbly as the former basketball coach who

’scratched out his strategic plan on the back of a napkin in a diner in

Jackson, Mississippi’ and ’asked a waitress to name his company’.

For journalists in the first line of financial newsgathering - the

international wire agencies - Ebbers certainly dished up a novel

experience. On Wednesday 1 October, the bid was posted not on Wall

Street or the Stock Exchange, but on the Internet at the crack of dawn,

US time.

Fitting, perhaps - WorldCom is now the biggest force on the Net - but a

route which left news agencies groping in the dark as BT and MCI shares

motored ahead on what, at first, seemed little more than unsubstantiated


For corporate news, Reuters is still the agency to beat. For those used

to an elegant newspaper read, newswire style is bleak and factual. That

doesn’t matter, facts are what the dealers want to help them make

instant decisions.

First, the one line ’alert’ with the key essential, the price. After the

bare bones, Reuters is quick to provide BT’s unhappy chronology of

international dreams, a profile of the thwarted chief executive, Sir

Peter Bonfield, and the implications for its European ventures.

As the day unwinds, Reuters produces well-crafted, stand-back pieces,

not just for the markets but for its other major customer, the

international press. There are some great quotes - ’they can’t outbid

WorldCom without looking like the Keystone Cops’ - which will get great

play (that is, be ripped off) by the next day’s UK papers.

If there’s one criticism, it is that the analysis is not pursued


There’s the kernel of some great stuff about BT’s tough choices, for

example, but it simply peters out into a string of analysts’ quotes.

This lazy style is endemic to much agency copy - you simply wouldn’t get

away with it in a newspaper.

Bloomberg of the US is fast overtaking Reuters’ more established rivals

such as AP Dow Jones, Telerate and Knight Ridder. Bloomberg’s strength

is the bond markets but it has been expanding its mainstream


On a huge international story, you would expect it to match Reuters. It


Five days later, Bloomberg is still playing catch-up on the European

angle, which is now old news. Admittedly, BT and MCI are playing it

tight-lipped, but by Sunday it has no reaction at all.

European Business News was the first of several dedicated business TV

channels to spring up on cable. All are struggling to lift pan-European

audiences but EBN, drawing on the resources of Dow Jones, is probably

the best.

This is noticeably cheap television. However, EBN’s London presenter,

Denise O’Callaghan, is a professional interviewer with a thorough grasp

of the subject. In a few minutes, she covers all the implications, right

through to the US mergers likely to follow. This is one of the best

pieces I’ve seen on a growing medium that so often looks dull and


As for the weekly business journals, the timing could not have been


As the story broke, both the Economist and the revamped European were

both going to press. (The huge weekday coverage leaves little new for

Sunday newspapers either, but at least it’s a running story and Sunday

papers have more feature space than the dailies, while the general

reader won’t have seen the FT.)

A week later, the Economist could have done better than practically

ignoring the story. The European took the opposite tack. It had a bold

cover-story stab at the Continental dimension.

There’s life in the European yet and, likewise, the US’s usually staid

Business Week. Its colour cover picture of Ebbers (a Country ’n’

Western-style ’Telecom Cowboy’) and a special report inside left its

prestigious rivals, Fortune and Forbes, simply hanging on the line.

(This feature went to press on the day it was announced the GTE

Corporation put in a pounds 17 billion cash offer for MCI.)

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content