Elon Musk’s Backing Means Twitter Needs Ads to Stay Aloft

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Elon Musk's Twitter bid puts a $5 billion-a-year advertising business into the hands of someone who has publicly questioned the platform's advertising business model and whose current company—Tesla—buys no advertising

Elon Musk struck a deal on Monday to buy Twitter for about $44 billion, moving the world’s richest man a step closer to taking control of the social-media platform. Photo: Ryan Lash/TED Conferences, LLC/AFP via Getty ImagesWall Street has long known that it is better to play with other people’s money. But in the case of Elon Musk, other people’s money may limit just how much playing he can do with Twitter .

The campaign by the World’s Richest Person on paper to take over the social network has proven to be a success. Twitter announced Monday afternoon that

 

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‘Mr. Musk will likely have his own goals in mind, and a privately held Twitter would be accountable only to him for reaching them. But since Mr. Musk has elected not to pay for Twitter entirely out of his own pocket, he’ll have to be accountable to others as well.’

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