????數碼媒體領域動蕩不安，效力于這類企業的高管們都是“游牧一族”——就算原來不是，也會很快學會這種生活方式。在互聯網上創造、管理內容的業務瞬息萬變，以至于在其他許多行業顯得很短的任期，在數碼媒體世界都算得上整個職業生涯了。

????因此，當新聞集團宣布喬納森?米勒即將離職時——他已擔任該集團首席數碼官三年，起初看起來不過是另一次高管調動而已。但米勒的去職反映了新聞集團的一個重要事實：該集團正在準備分拆為兩家公司，但其中任何一個看起來都與互聯網沒有任何關系。米勒的離開更是凸顯了這個問題。

????很多人認為，米勒在新聞集團的這幾年只能說是功過參半。他與蘋果（Apple）等公司締結了更強勁的合作關系，還安排了多項投資，包括新聞集團向互聯網驅動型機頂盒制造商Roku投資4,500萬美元。但米勒也需要對iPad電子雜志The Daily推出后令人失望的業績負責，出售MySpace時的凄涼景象他也難逃干系——這個網站僅賣得3,500萬美元，遠遠低于新聞集團希望獲得的2億美元，只有當初收購價5.8億美元的十六分之一。

????相比其他事態發展，MySpace的災難性結局鮮明地體現了新聞集團在數碼媒體領域的麻煩。在魯伯特?默多克的想象中，MySpace是一只有魔力的鵝，可以老老實實地坐在鵝舍里生金蛋。可事實證明它只是只普普通通的老母鵝而已。得益于馬克?扎克伯格對大多數忠實用戶使用體驗近乎偏執執著，以及他不斷對網站改版、加強使用體驗的努力，Facebook得以后來居上。

????Top executives working in the turbulent arena of digital media are nomadic -- or they quickly learn to be. The business of making and managing content on the Internet changes so quickly that a tenure that might be considered brief in many industries is par for the course in digital media.

????So when News Corp. (NWS) announced that Jonathan Miller would be leaving his post as the company's chief digital officer after three years, it seemed at first like another executive shuffle. But Miller's departure says something telling about News Corp. as it prepares to split up into two companies: Neither of the two News Corp-lettesseem to have anything to do with the Internet. And Miller's departure only underscores that.

????Miller's tenure at News Corp. is largely seen as a mixed bag. He forged stronger relationships with companies like Apple (AAPL) and arranged deals like News Corp.'s $45 million investment in Roku, a maker of Internet-powered set-top boxes. But Miller also oversaw the disappointing launch of The Daily, a magazine designed for the iPad, as well as the dismal sale of MySpace for$35 million -- well below the $200 million the company hoped to get and a whopping sixteenth of the $580 million it originally paid.

????More than any other development, the MySpace debacle illustrates the troubles News Corp. has had in digital media. What Rupert Murdoch imagined to be a magical goose that would sit placidly in its own room and lay lots of golden eggs turned out to be just an plain-old layer of eggs. Facebook (FB) prevailed because Mark Zuckerberg obsessed over how his most loyal users were using the site he was relentlessly redesigning to be more useful to them.