From the article:
Obviously, assuming Murdoch gets this prize it would be unlikely that he will have a go at Pearson. Clearly the market sees this as a real event and the stock was up sharply on the news to slightly below the Murdoch offer level.
The Bancroft family, which controls 64 percent of Dow Jones's voting power, said it would also look at offers from other bidders. Dow Jones in a separate statement said the board would consider News Corp.'s offer and other approaches.
The Bancroft decision is a change from its earlier rejection of Murdoch's $60-a-share bid, and brings the publisher of The Wall Street Journal closer to being sold after more than a century of being independent.