This story was written by David Kaplan.
The difficult media landscape is encouraging more content companies to start sharing content. Today’s partnership comes from CBSSports.com and Sports Illustrated. The two will mix and distribute each other’s content across their online properties, as well as in Sports Illustrated magazine. The deal also includes CBS Interactive’s high school sports site MaxPreps, which will be prominently placed on SI.com’s High School section front. Unlike ESPN (NYSE: DIS), which can do this all vertically, CBS (NYSE: CBS) Sports lacks a magazine and SI can use the cross-pollination with a major sports TV site. While the sites will share content, for the most part, the ad revenue will stay with the respective sites, multiple sources told paidContent. The two companies may eventually consider building a more formal revenue structure to the partnership, a source familiar with the arrangement said, adding that the focus of this deal right now is more about driving traffic to each site.
MaxPreps replaces high school and college sports network Takkle as the power behind the magazine’s Faces in the Crowd franchise, which showcases up-and-coming sports stars, both in print and digital, Sports Business Journal noted (sub. req.). In turn, Sports Illustrated writers, including David Feherty and Seth Davis, will be syndicated across CBSSports.com. Release
As for Takkle, the partnership with Sports Illustrated was likely doomed after two strokes: the first was when the site was sold to Alloy Media back in February; the second was when it lost its main backer, Jeff Price, who resigned as SI Digital’s president in April.
By David Kaplan