Despite AOL’s recent success in editorial content – ranging from Engadget, Download Squad, TUAW, Politics Daily and Autoblog – after acquiring Blogsmith and Weblogs, Inc, Yahoo is trying yet again to build more original content across its network after a recent report on Media Week said that Yahoo might be looking to get journalists in order to “beef up” its sites – including Shine and Yahoo News – most likely in the form of blogs.
Sounds similar to AOL? Hmm.
“Yahoo is on the verge of hiring more traditional journalists as it plans to aggressively beef up original content for its top verticals, including news, business and entertainment,” Mike Shields wrote.
“That identity has already begun taking shape as Yahoo has hired a handful of journalism veterans to expand on Yahoo News, including former WashingtonPost.com editor Russ Walker, the site’s new politics editor; Andrew Golis of Talking Points Memo, who is assembling a team of news-hungry bloggers; and ABC News veteran Anna Robertson, now Yahoo News’ director of multimedia and social media.”
Jimmy Pitaro, the Vice President of its Media division, said that this move is to add more “human editorial” talent to its Entertainment, Finance and Lifestyle sites after they heavily rely on aggregated content from numerous sources.
But is it worth investing after Yahoo has tried a few times to become an editorial content site? According to ZDNet, it even had a large business news group that had its own TV studio that provided news during Wall Street’s trading hours, before dumping the idea when the bubble burst. Then it reappeared in 2005, even hiring a person to run the division, before the 2008 layoffs that streamlined operations, but also cut down a lot of people working on its content sites.
However, the main important question should be: does Yahoo have enough money to support editorial content? It might, after new CEO Carol Bartz’s cuts, closures and outsourcing search to Microsoft’s Bing.
Only time will tell, but users are set to see the change later in the winter (or summer in the US), it will be using its own team to cover politics, according to Media Week.