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When Rupert Murdoch was asked whether or not News Corp would be launching an e-reader of its own, he answered: "I don't think that's likely." It seems that what he meant was: "Why bother? We can just buy Skiff." And for good measure the world's second largest media conglomerate has just launched something called Digital Journalism In... itiatives (which is responsible for News Corp's new business efforts in premium digital journalism) and dumped some money into Journalism Online, LLC -- the startup that Steve Brill and co. founded to try and figure out how, exactly, news organizations can keep afloat these days. But don't worry: you're not likely to see a Fair & Balanced e-reader just yet. Apparently, the purchase merely covers the platform and intellectual property. Which leads us to our next question: why is this man smiling? PR after the break.