User-Centric Design Is Also Ad-Centric Design For ESPN

new_ESPN.jpg
ESPN.com believes less is more when it comes to digital design (and I’d tend to agree).
According to The New York Times, the sports site is about to go a major design overhaul. Currently, sports fans are greeted by “intense coverage of every major sport from the get-go.”
John Skipper, ESPN’s executive vice president for content, says “There can be a thing as too much.”
Making ESPN.com as appealing to visitors as possible — and thus to advertisers — has taken on greater importance as the economic recession in general and in auto sales in particular have put pressure on the company’s television ad sales.
The new ESPN.com will give advertisers more options for displaying messages on its most heavily visited pages.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. After working for seven agencies in five states and freelancing for several more, I ventured out on my own in 2009. Today, as head of brand strategy and creative at Bonehook in Portland, Oregon, I'm focused on providing effective integrated marketing solutions to mid-market clients.