But the strategy absolutely will not work for nonportal brands. Fads are seductive. It seems that the owners of big Web sites believe they can just copy the best features from AOL, The Motley Fool or Yahoo, put it all together and get the best of everything. It's a nice dig at the portal potentates of new media. But copying Yahoo won't be the way to beat it.
Marketers looking to beef up their sites have lots of places to turn.
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