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Walter Cronkite Returns (NYT)
In accordance with CBS policy at the time, Walter Cronkite retired from the CBS Evening News in 1981 at age 65. "Old anchormen, you see, don’t fade away; they just keep coming back for more," he said during his sign-off. Now, proving his point 26 years later, Cronkite is expected to sign with an aptly named cable network, Retirement Living TV.

Fox Business Channel Unveils Gilded Logo (B&C)
Less than a month before Fox Business Network (FBN) launches on cable, Fox has settled on a logo for the channel. Featuring bold gold letters against a black background. Ray Lambiase, vice president of Graphics for FBN, who started the project in June, says the gold is a nod to the riches one might garner from tuning in to FBN. Marketwatch: It shouldn't come as a surprise that the business channel will continue to stress the Fox brand and do many of the things that have worked at Fox News, writes Jon Friedman.

Old Media Start to Feel the Pain (AdAge)
American companies are shifting more and more marketing dollars out of paid media. You see it happening every day as marketers — smart ones, at least — talk about things such as word-of-mouth and conversational marketing, the kind of activity that doesn't feed the coffers of media sellers or traditional ad agencies and hence goes unmeasured in bellwethers such as TNS reports.

At 25, 'McPaper' Is All Grown Up (NYT)
USA Today, which turned 25 on Saturday, still stands apart as a lighter and quicker read than most of its competitors. But at the same time, it has gradually become more like other papers — more substantive, more serious, more likely to give ample space to at least a few big stories. The newspaper has grown up from a caricatured outsider to a respectable part of the establishment.

Web Sitcom Powerloafing Lets Emmy-Winning Writer Take His Talent to Another Medium (LAT)
Mike Upchurch has elevated slacking to an art form. The Emmy Award-winning writer is the creator of Powerloafing, an online comedy about a world-class slacker, Cubicle Carl, whose adroit avoidance of work makes him a role model for aspiring office slugs. Upchurch creates what he calls the world's smallest sitcom on what may be the world's smallest set — his apartment.

TV Buyers Sweating as Fall Debuts Near (NYP)
With the new fall TV season starting this week, buyers of commercial time who have billions riding on the broadcast networks will soon find out which shows are hits and which are misses. Although there is no way to determine a sure-fire winner, ad buyers have spent hours watching the pilots, analyzing the schedules, and coming up with their predictions to send to clients.

Is Google's YouTube Worth $4.9B? (Seeking Alpha)
Valuecruncher estimates the enterprise value of YouTube at $4.91 billion. This represents $15.73 per share for Google shareholders or 3.0 percent of Google's value. Based on the uncertainty that existed at the time of the acquisition and the costs associated with scaling YouTube to the size it is today, the acquisition price of $1.65 billion is still a great result for the YouTube founders.

10 Things That Rupert Murdoch May Need to Do With Dow Jones. (Portfolio)
Jack Flack: No, you are not in need of rescuing. But your reputation as a businessman is riding on how you handle your new purchase, and any conscientious flack would have to worry about how this story will play out for you.

Sex on TV Is OK as Long as It's Not Safe (AdAge)
There's been a surge in sexual content on TV, and the coming fall season features a prime-time show on CBS about swingers, yet America's contraceptive manufacturers are still finding it hard to get lucky in Tinseltown.

AOL Realigns Advertising Business; Creates 'Platform A', Moving HQ To NYC (PaidContent)
Reflecting the urgency to fix AOL, the Time Warner division announced a series of moves this morning designed to highlight its role in advertising. Among them: a literal move of the corporate HQ to New York City from Dulles. The advertising changes include the creation of Platform A, an amalgam of AOL's various advertising businesses that meshes Advertising.com with more recent acquisitions Tacoda, Lightningcast, Adtech and Third Screen Media.

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