Murdoch intends to make access to The Wall Street Journal’s Web site free?

AP reports that Rupert Murdoch said he intended to make access to The Wall Street Journal’s Web site free, trading subscription fees for anticipated ad revenue.
Not so fast says Michael Rooney, senior vice president and chief revenue officer for the Dow Jones & Co. consumer media group. According to E&P, Rooney believes that Murdoch may be "jumping the gun."