Nov 5, 2010 - Dominique Dawes on Weekend Edition

Yahoo Working for the Weekend

Nov 5, 2010

Yahoo wants more of those at-work news consumers to frequent the portal’s news channel on the weekends.

The company, as part of a partnership with sponsor Buick, has rolled out Weekend Edition on Yahoo News, a lifestyle-focused content package. Weekend Edition features a mix of Yahoo-produced original video as well as content aggregated from sites such as The Daily Beast, Time and LiveScience.com.

Topics covered in the new section include exercise, entertainment and parenting. Yahoo has also integrated listings from its local feed, highlighting leisure activities and events like the Candemonium Canned Beer Festival in New York on Nov. 5.

Among the talent lined up to contribute to original Weekend Edition videos are former Olympic gymnast Dominique Dawes, who will cover fitness topics; New York Times columnist Harry Hurt (Executive Pursuits); and Jim Brasher, who hosts The Discovery Channel's international series Way of Life.

Besides traditional ad elements, Buick will receive branded entertainment treatment as part of its sponsorship. Each Yahoo-produced video will be followed by a related branded vignette called Discovered by Buick.

Original Story: MediaWeek