SBD/Issue 232/Sports Media

Sporting News' Updated Website Includes Partnership With Yahoo

Sporting News Debuting Revamped
Website, Partnership With Yahoo Sports

Sporting News today is debuting a substantially reworked website, a new destination it is rebranding as the Sporting News Feed. The new site will feature increased emphasis on original content and breaking news within the seven major properties Sporting News covers: MLB, NFL, NBA, NHL, NASCAR, college football and college basketball. It also will offer substantial video content through an expanded partnership with video syndication outfit CineSport, as well as a variety of customization and social-media features. Additionally, the site is partnering with Yahoo Sports in a deal that positions Sporting News as a breaking news affiliate for the portal. A two-way partnership, the planned arrangement calls for content sharing in which some material from each site will appear on the other, with linking capabilities. Managing Editor Marcus DiNitto is relocating from the company’s Charlotte HQs to Yahoo Sports’ Santa Monica, Calif., hub to work closely with the outfit. The new site represents the third Sporting News property to be substantially overhauled since the '06 purchase of the company by American City Business Journals, parent company of SportsBusiness Daily and Journal. A new format for the biweekly print magazine and the digital daily newspaper Sporting News Today have already debuted. “As we looked to create a differentiated position in the marketplace, the opportunity for us was to really bring news back into Sporting News,” said Sporting News President & Publisher Jeff Price. “Between this and the magazine relaunch and Sporting News Today, this is now much more of an even-legged stool both from a fan perspective and on the business side.” Among the unique components on the new site is a feature in which stories will be accompanied by an interactive timeline that allows easy access to prior related stories in a sequential fashion. To that end, Price said the site will be predominantly issue-driven in its editorial approach and will greatly de-emphasize basic game recaps and other more commoditized forms of sports coverage. Monetization plans are largely ad-based, with some subscription content as well. The new site construction was performed internally with the aid of New York-based digital marketing firm Omnigon Communications.

CBSSPORTS.COM ALSO UNVEILS REDESIGN: today launched phase II of its site redesign, continuing a substantial reworking that began in March. The site's simplified new look includes a permanent scoreboard atop the home page, an emphasis on a single "cover story," an enhanced focus on both live and on-demand video content, a more personalized version of the team-based RapidReports that debuted last year, and additional blog-style content for its NFL, MLB and NBA coverage, among other changes. The site last month ranked fifth among U.S. online sports destinations with an audience size of 14.7 million uniques, according to comScore.

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