How to make money out of the Internet, by Hugo Dixon

Thomson Reuters paid £12 million for the business, with £3 million of that sum covering Dixon's shares and options. A further retention bonus keeps him in place for another three years.

"You have got to have distinctive, value-added content and in an era of budget cuts that gets harder and harder," he said in an interview. "The temptation if you've got to cut costs by five per cent is just to salami slice and everyone works a bit harder and quality just deteriorates a little bit more. What you end up with when you finally decide to put it behind a paywall is something that's not good enough to persuade people to pay for."

Dixon, now global editor of the re-branded Reuters Breakingviews, says media groups have got to focus much more clearly on what is their unique selling point – "keep the investment there, possibly increase the investment there, and everything else, which may be necessary as part of a package, because a newspaper is a package, they don't have to produce themselves, they can buy that in," he told The Guardian. He says Rupert Murdoch should never be underestimated but he will have a tough time succeeding with a paywall for his newspaper sites in the UK given the free alternatives.

Prior to founding Breakingviews in 1999 Dixon was a correspondent, leader writer and an editor at the Financial Times. At 46 he is "a trim figure with an air of donnish abstraction about him, and a cerebral manner” The Guardian says, and “looks slightly out of place in the corridors of Reuters' glitzy Canary Wharf HQ. He and his US editor, Rob Cox, are the only survivors of Breakingviews' early days as a dotcom startup. With the bet finally paying off, Dixon can afford to dispense advice. But he is not, on the surface, given to self-doubt and former colleagues say he was not always emollient with those without such a high IQ.

"One former ally less pleased by the deal was Jonathan Ford, Breakingviews' co-founder and another ex-FT staffer. Having left the site in 2007 after the two men fell out, he was signed up the following year to run Reuters' fledgling commentary operation, a rival to Breakingviews. Reuters' decision to buy Dixon's business effectively put Ford out of a job, and unsurprisingly he left." Ford returned the FT last week chief leader writer.

The Reuters deal has allowed Breakingviews to beef up its offices in London and New York, add a second columnist in Hong Kong and Washington and another in Moscow and to seek columnists for Dubai, Mumbai, Tokyo and Frankfurt. It also has people in Paris and Madrid and syndicates columns to 15 newspapers including The Daily Telegraph, The New York Times and Le Monde. The 30-strong team of Reuters Breakviews columnists includes Neil Collins, former City editor of The Daily Telegraph and Peter Thal Larsen, former banking editor of the FT.  ■