Why Elon Musk Is Blowing Up Twitter’s Business

Hours before Elon Musk closed his deal to buy Twitter, he published an open letter to advertisers. Musk knew that big companies in particular were anxious about his plans to dramatically reduce the amount of content moderation on the site. They saw this as a potential threat to what advertisers call “brand safety,” because it would make it more likely that their ads would end up next to deceptive or offensive content. In his letter, Musk acknowledged those concerns, saying that he wanted Twitter to become “the most respected advertising platform in the world,”...