That's the Zen-like parable that Yahoo has been trying to answer in its most recent dive into the creation of original online content, according to James Pitaro, head of media at the online
destination.
"Historically, we have created content for audiences," Pitaro told an audience member at OMMA Publish in New York this morning. "For the past year or year-and-a-half, we have been
looking to create more and more content that takes the advertisers interests into account."
Don't get Pitaro wrong. He's not saying that Yahoo is "going to go out and create an infomercial.
What we're trying to do is strike a balance."
Pitaro characterized that balance as the new Holy Grail for online publishers: Creating content that will work for audiences, but will also work
for advertisers.