SBD/January 12, 2011/Media

Yahoo Sports Launches Online Magazine With

ThePostGame will feature lengthy articles, reports on athlete style and betting lines
Yahoo Sports and, a social networking and blogging site, last night produced the first issue of, a "daily magazine that will publish lengthy articles (and 140-word rants), and reports on athlete style, sports technology, travel, fitness and betting lines," according to Richard Sandomir of the N.Y. TIMES. The publication "will also be packed with blogs from its partners, Twitter messages from athletes and polls." The home page of the first edition "features a design that looks a bit like that of The Daily Beast." The day’s "major feature article, 'Tom Brady’s Guru,' is in a block across the top, with four columns beneath it, two with photos that roll over into headlines, and two that link to articles and blogs." Creating ThePostGame is a "lateral move," but one that Yahoo "felt it was time to make." Yahoo Exec Editor of North American Audiences Dave Morgan said, “This is the logical evolution of Yahoo Sports. ... Yahoo is very much about what’s going on right now in sports. A magazine can give a greater shelf life to the breadth of content we have and the talent on our roster.” Morgan and SportsFanLive CEO David Katz said that 90% of ThePostGame's content "will be original" (N.Y. TIMES, 1/12). Katz on the site wrote, " is our attempt to re-architect the sports magazine for the Internet generation. ... With a mixture of interviews, investigative pieces, commentary, humor, blogs, and video, we will look at stories from every angle." He added, "We will take risks. We will innovate. And we will evolve with your feedback and support" (, 1/12).
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