Why is SI.com struggling? Mike McAllister on What Needs to Change

by Teri Berg
Why is SI.com having such a hard time with online traffic? It seems as though SI.com’s best ideas for filling up all its virtual space was to repeat what its own magazine editors had already published and to scavenge off the success of rivals. But Terri Berg enters the 32nd floor of the Time-Life Building and speaks with Mike McAllister, who has quickly become one of its most savvy new media editors. He has moved from the “Scorecard” section to the NHL beat to NASCAR to golf and the NBA, driving more traffic, and bringing in more advertising dollars. Berg finds out from McAllister what needs to change and why it still hasn't, uncovering the tough realities of the online publishing world.
-Interested in Teri Berg's article? Contact her at tb2231@columbia.edu