Yahoo Sports

Not Being a Yahoo Anymore

Even as financial vultures circle overhead, Yahoo is trying to capitalize on its dominant online position. Its strategy involves producing more original news and entertainment that give Yahoo a distinct voice, potentially opening new doors for marketers.

According to comScore calculations for August, Yahoo attracted 81.2 million unique visitors to its site featuring largely aggregated content from a mix of media sources. That was more than the 75.3 million who clicked on CNN, which most casual observers would declare as the online news leader.

That audience hasn't automatically translated into revenue, Yahoo officials concede. Their answer is to make Yahoo a more indispensable online hangout through original content.

The New York Times reported Yahoo has signed deals with Walt Disney to showcase articles and videos produced by ABC News and create a co-branded website for "Good Morning America." Yahoo also is hiring reporters and editors to break news online.

It is personalizing online content and adopting social media concepts, such as allowing users to share articles with friends, a la Twitter and Facebook. Yahoo also will create exclusive online events, such as a video stream of a charity concert featuring Lady Gaga, Usher and Bono.