Michael Eisner, the Web 2.0 guru

Michael Eisner, the former Disney CEO, is turning into a Web 2.0 demigod, claims BusinessWeek. Except it fails to prove any kind of new-media apotheosis whatsoever. Beyond a few cursory details about Eisner's portfolio of invesments — kid-friendly, just like Disney! — the majority of the piece details his interest in a potential acquisition of Topps, the trading-cards company. Somehow, in the perfervid imaginations of BusinessWeek editors, the right to print Star Wars and Teenage Mutant Ninja Turtles trading cards and stickers transforms into "fodder for online shows." But never mind that.

What BusinessWeek should have focused on is Eisner's attempt to ride the MySpace wave with his Web-only production company Vuguru. Its first show, Prom Queen, which was distributed over the social network, is considered a mild success — landing sponsors like the Hairspray remake, Verizon, and Elle Girl. What would make sense is the exact opposite of what BusinessWeek proposes. Instead of ransacking trading-card licensees for online-video ideas, Eisner should think about using Topps to print trading cards for the MySpace set. We can't wait to see the Tom Anderson and Chris DeWolfe cards.