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Yahoo Lost On Original Content

David A. Utter
Staff Writer
Published: 2005-12-12

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A year into ‘Lost' creator Lloyd Braun's regime at Yahoo's Santa Monica base of media operations hasn't yielded a solid web-based original content hit, and worse, advertisers aren't buying in either.

Reporting from Iraq hasn't found much traction with potential advertisers on Yahoo's original content site, Kevin Sites in the Hot Zone. The war correspondent's chronicles of global live-fire zones have returned to Iraq, where the extensive coverage of the conflict there plays out on TV and web sites daily.

AdAge noted this coverage isn't drawing advertisers. On the home page for Hot Zone, only a Warner Brothers ad for its limited release George Clooney Middle East-vehicle ‘Syriana' appears. AdAge theorized the graphic war content might even be turning off potential advertisers.

Richard Bangs Adventures currently shows ads from Canon and Travelocity, the latter a provider for Yahoo's travel search services online. Stories of travel from Panama and Thailand haven't engaged viewers, the article said, as traffic to the site has been low.

Yahoo defended the approaches taken with both sites. Scott Moore, who works under Braun as VP of operations for Yahoo's media group, cited the two sites' "innovative nature" but did acknowledge it hasn't had a breakthrough moment yet.




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About the Author:
David Utter is a staff writer for WebProNews covering technology and business.

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