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Brushed off by AOL, 'SI' hooks up with Yahoo; Magazine looks outside Time Warner to ramp up multimedia push.

Publication: Advertising Age
Publication Date: 31-JUL-06
Format: Online
Delivery: Immediate Online Access
Full Article Title: Brushed off by AOL, 'SI' hooks up with Yahoo; Magazine looks outside Time Warner to ramp up multimedia push.(News)

Article Excerpt
Byline: NAT IVES And ABBEY KLAASSEN

Memo from Sports Illustrated to America Online: We don't need you anyway.

After being rebuffed by its Time Warner sibling AOL on a proposal last year to build a major sports portal together, Sports Illustrated is nailing down a deal to expand its relationship with Yahoo, presenting a planned "My SI'' desktop application to agencies and striving internally to improve its online video.

Under the deal with Yahoo, the Yahoo Sports home page will feature Sports Illustrated news, columns and photos in sections broken out from the rest of the content and highlighted. In exchange, Sports Illustrated's site...

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