• Ad Age, Tuesday, December 13, 2005 10:34 AM

Ad Age says that Lloyd Braun, the former chief of ABC Entertainment, has been at Yahoo! for a year now, but some of his ideas have yet to bear fruit. Content on the Yahoo! site is actually quite good--its news service reels in a great deal of traffic--but most of it comes from other sources like AP, Reuters, or blogs like Gawker.com. Braun's department has hired well-known financial journalists for Yahoo! Finance news, and is continuing to build up other areas as well, but in travel and foreign correspondent offerings, two areas where Yahoo! expected to deliver the next generation of Web content and services, traffic is weak and ad revenue is minimal. In particular, its new front-line dispatch services, "Kevin Sites From the Hot Zone," and "Richard Bangs' Adventures," have been disappointing, the former attracting one million users in its first three months, the latter too few to count. Whereas ads on Gawker and the HuffingtonPost (another blog Yahoo! has a content deal with) are run off-site, its original content offerings are attracting far fewer advertisers.

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