Today marks the official closing of the Dow Jones acquisition of the MarketWatch investment portal, a move that will give Dow Jones lots more pages in which to place ad inventory in a surging marketplace for online advertising. It's better to have a big board than a small one when the surf gets tall and wild, but when you're defining your wave as "real" content it's going to be hard to capture all of the wave that's upon us. Traditional publishers are scrambling to catch up with this powerful new force in their marketing mix, adding weight to the idea that indeed there can be too much of a good thing if your competition gets a hold of it before you do.
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