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Yahoo Finance Gets Makeover

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Yahoo Finance Gets Makeover

Yahoo Finance Gets Makeover

Here’s the new look. Here’s a quick overview from Elinor Mills at CNET and more detail on the specific changes and upgrades from Eric Auchard at Reuters.

PaidContent says a quick check of message boards indicated an initial negative response. Among several new features that have been previously reported, the two most interesting to me are video and a syndicated Yahoo! Finance “Badge,” which will also carry advertising apparently.

Yahoo! Finance is by far the dominant finance site, with approximately 35% of the traffic in the category. MSN Money is second with about 13% and Google Finance is well behind, not among the top 20 finance sites.

Clearly there was little competitive pressure to change Yahoo! Finance, although widespread speculation suggests that these changes were motivated by the introduction of Google Finance. In this instance Yahoo! obviously isn’t subscribing to the “if it ain’t broke” school of online strategy.

Related: Yahoo!’s “new” homepage goes live today for everyone. As I said previously, it’s much better and more effective on many levels than the old one.

Greg Sterling is the founding principal of Sterling Market Intelligence, a consulting and research firm focused on online consumer and advertiser behavior and the relationship between the Internet and traditional media, with an emphasis on the local marketplace.

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