YAHOO'S RALLY CRY by ProQuest

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Perhaps the best Cinderella story in sports today is in the press box. Since the birth of the Net, the bigfoot of Web sports has been ESPN. No one has seriously challenged it. Until now. And the plucky hero is Yahoo! Yet Yahoo hasn't stumbled into the glass slipper. Sports content, which draws the majority of its adherents from he highly desirable demographic of men between the ages of 25 and 49, is a gold mine. Yahoo beat the worldwide leader in unique visitors in August, September, and November 2007, according to ComScore Media Metrix. In the money game, according to a private Nielsen/NetRatings AdRelevance report, both Yahoo Sports and ESPN.com generated about $80 million in ad revenue through the first three quarters of last year.

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