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Article

Title: Yahoo's Rally Cry

Author: Sauer, Patrick J Article Type: Review
Source: FAST COMPANY, p37(2) Publication Date: Feb 2008
  ISSN: 1085-9241
  Illustrations: Photographs, Tables
URL of Publication: http://www.fastcompany.com

Sports fans love the underdog, and apparently they love the new Yahoo! sports site, which is emerging as the first serious contender to ESPN in the battle for sports on the Web. Yahoo! Sports could be the catalyst in turning around the companys fortunes. Just two years ago, Yahoo! Sports was an also-ran that lacked the media properties to attract hard-core sports fans to the Web. However, Yahoo! has not just stumbled into the role of Cinderella because the company has worked hard to establish its online sports presence. Sports content is a gold mine that draws most of its advocates from the largely desirable demographic of men between the ages of 25 and 49. Yahoo! has a strategy to earn a big share of the increasingly lucrative online ad revenue for sports sites. Thus far, Yahoo! has succeeded, beating ESPN--the self-proclaimed worldwide leader--in unique visitors online in August, September, and November 2007, according to comScore Media Metrix. A private Nielsen/NetRatings AdRelevance report acquired by Mansueto Venture's Fast Company reveals that Yahoo! Sports equaled ESPN.com in ad revenue through the first three quarters of 2007. Yahoo! CEO Jerry Yang cites Yahoo! Sports as part of his goal of becoming the starting point for the most consumers on the Internet. The shift in the editorial direction at Yahoo! Sports started in early 2006 when Yahoo! hired Dave Morgan away from the Los Angeles Times to be the websites executive director. Yahoo! Sports more balanced approach extends to the redesign of its homepage, which launched in February 2007. The contrasts between Yahoo! Sports and ESPN give it all the makings of a classic rivalry. While Yahoo! Sports may never rival ESPN in scope, it really does not need to as long as it feeds the bigger Yahoo! effort to reinvent itself.

Special Features: Photographs, Tables

Companies:
comScore Networks Inc ESPN Internet Ventures
Mansueto Ventures LLC Nielsen Co
Yahoo! Inc

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