The Walt Disney Internet Group (NYSE: DIG), the tracking stock of Disney's (NYSE: DIS) Internet arm (previously traded under the ticker GO), has redesigned the Go.com Internet portal. The new look is designed to separate the portal from those of its competitors.
The revamped site devotes prominent space to Disney sites such as ABCNews.com and ESPN.com. And there's also a departure from the ubiquitous "banner" ads seen on other sites. At Go.com, there's a "Big Impression" box that, in theory, will draw more attention from Web surfers and also translate into higher prices from advertisers.
The new site is no surprise, as Disney said several months ago that it would turn Go.com into a portal dedicated to entertainment and leisure, which are, of course, Disney hallmarks. As a general-interest Web portal, Go.com simply could not draw as many eyeballs as Yahoo or Lycos. So much for the original strategy behind Go.com, which was formed after Disney bought a majority stake in Infoseek Corp. (NASDAQ: SEEK) last year. At the time Disney had simply brought its own web content to Infoseek's Internet space and hoped to compete with the portal juggernauts......
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