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Is FiLife Running On Borrowed Time?

Less than two months after talking up the turnaround at Dow Jones-IAC (NSDQ: IACI) personal finance JV FiLife, paidContent has learned the site’s continued existence is no certainty. It survived the multiple trimmings as Barry Diller cut back on IAC’s portfolio of emerging businesses, but the company is now exploring options that range from leaving it open to a sale or a full shut down. When Ezra Kucharz, president and GM for just over a year, left for CBS (NYSE: CBS) in January, both IAC and DJ credited him publicly with turning around the site and building it to the #4 personal finance site with 4.4 million unique visitors in December. Now both companies are declining comment about the site’s future.

One possibility for IAC could be selling its stake to Dow Jones (NYSE: NWS), which recently bought out SmartMoney partner Hearst. But that’s a well-established brand with an 800,000-circ magazine. Whether DJ would even want to own FiLife outright is unclear—as is whether a deal actually would involve much money. What FiLife does have—more traffic than SmartMoney.com, where personal finance is just one category, and a digital mentality. Is there a way to combine the two?

FiLife has had a bit of a tortured life from its beginning: taking more than a year to move from an idea to a blog, then taking so long to emerge from that status the plans appeared to be dormant. Dave Kansas, brought in from the Wall Street Journal to launch the site, was replaced by online vet Kucharz in late 2008. Adam Wiener, executive editor and VP-content was promoted to GM when Kucharz left, but not given the title of president.

It’s made strides on the editorial side. Just last month FastCompany picked it as the most innovative company in the finance area for using “a Q&A format with a host of social and game-like features to get Americans talking about money. More as warranted—and please feel free to e-mail me if you have details.

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Mar 19, 2010 11:15 PM ET

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Posted In: Features, Exclusive, Media & Publishing, Online News, Companies, IAC, News Corp., Dow Jones

  • FYI man

    I heard that Peter Adderton is in talks with another carrier and a strong financial backing this time and are bringing back amp’d Mobile but are calling it something else. they are bringing back similar content and a lot of social networks content. we’ll see what happens but I work for one of the investors backing Peter Adderton (I cant disclose which one) and from the paper work I have seen it looks like a deal is almost done and we could be seeing Ampd style service brought back to life. From what Ive seen the investing is heavily focused on customer service and phones. services will be provided online and through retail stores.

  • This guy looks pretty sharp to me.

  • That guy is the respnsible for the bakrupcy

  • Mike Reed

    Peter
    Why were you so dishonest with your distributers? I lost everything because i beleived in you and your cronies who lied to me. I was number 11 on your list of the top 20 people to be screwed by ampd. But in the end i should never have listened to a blowhard idiot like you. you didnt know what you were doing and you still dont…
    heres hoping you helicopter runs out of gas… in the air

  • We tried to do a JV with Amp'ed in the fall on 2006 but found it very hard to get any movement on their side.  I even met Peter briefly at CES Jan. '07, but by then I think they were struggling.

    I really think a User Generated Content initiative (which is what we do) would have helped AMP'd greatly.

    In addition, look what our games have done in the iPhone world.

    Good luck in the next venture.

  • Dan

    I bought an Amp'd phone and submitted my rebate with ALL of the required materials. I practically sent the entire box with my submission. Instead of getting my $100 rebate, Amp'd returned to me a postcard falsely accusing me of not including a UPC. When they went under, I lost the $60+ dollars I had on my account.

    Amp'd STOLE my money.

  • Abe

    I got a phone call yesterday from Amp'd threatening my credit if I will not pay for SERVICE till mid August. I always paid my bill on time and disconnected my service on July 24 after they sent a text that service might be interrupted. Now, how the hell can these bastards force to pay for services they never provides. This is the ripoff of the century. Is there something that I can do about this.

  • Craig

    I wrote a review on my own personal Amp'd mobile experience a year and a half ago while working for Organic. It's amazing that the review's thread still has people commenting - all of which are visceral in nature.

    My personal take from the first time I stepped into the world of telecom services, is that if you peel away all the telco layers, at the end of the day, they're fancy billing companies. If their billing infrastructure isn't up to snuff linear to their CRM infrastructure, then the carrier is going to crash and burn. No MVNO is as great a poster child than Amp'd for how things can go wrong if you can't bill and collect correctly.

  • don

    What about the Billing till 8/16 or asking why people are still being billed after proting their numbers and cancelling service.  what about the threats of affecting peoples credit if they do not pay the bills that they are billing for when they stopped providing service or you took your number to another carrier.

    he still is flying his helicopter while the average folk that subscribed to Ampd are going to reap the ill affects of being threatened with having their credit ratings tarnished if they do not pay bills that are not correct.

    And how is the high credit rating customers not being billed anyones fault but ampd mobiles?

  • Toby

    Some other real questions that would have been worth asking:
    Why were rebates RARELY received?
    Why do people have to pay their finals bills through August for no service?
    Even if Adderton didn't know the answers, I'm sure you could have found the person at Amp'd who does (if you can contact Adderton).

  • Doug Feith

    Point taken, no harm no foul.  I shall swear off any further gratuitous ad hominem criticisms of individuals but please, Mr. Game Warden, I am not a disgruntled former Adderton employee nor do I have an axe to grind with Amp'd.  I just demand accountability and honesty from business leaders—just like Wall Street does.  Will anyone be fired for their investment decision in this clean-up in aisle 3?  I doubt it, but questions need to be asked.

  • Rafat

    Doug
    If you want to get personal, get your own soapbox and do it…we'll keep thing relatively meaningful here.

  • Doug Feith

    What happened to Britt Hume's incisive and scathing comments on the Adderton interview?  Adderton's a snake and he conned you guys royally…to the point that you have to practice censorship on your blog!  Bring back Britt Hume—at least he calls a snake a snake…

  • Toby

    More specifically, like where they should go (other than Prexar now)?
    Also, was wasn't the Motorola E816 issue resolved earlier?

  • Toby

    Why didn't you ask him anything about the former Amp'd customers?

  • Rafat,
    Great Interview. I get Peter Adderton's challenges. Its a good road map for anyone   that is in this new media space. Is small better? Very telling. Are big ideas out sized by infrastructure?

    Andrew
    Coffey
    Market News First

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