06/09/2010 01:00 pm ET | Updated Jun 07, 2013

Video:Yahoo's Old Fashion Take on Value of Journalism: Scoops Drive a Media Business

LOS ANGELES --Hiring a small group of enterprising sports reporters four years, who grabbed headlines with scoops, was a clear indication of the value of original journalism in driving traffic and attracting advertising dollars.

The traditional value of enterprising reporting is central to the evolving media strategy at Yahoo, according says Jimmy Pitaro who head media content at Yahoo!  The company is hiring journalists for several beats including news, finance and entertainment..

I interviewed him last week at the All Things Digital conference.

In this video interview, he explains the other element of content creation: crowd-sourced material.  He says that Shine, the popular women's site, is made up of one third of user-generated content. 

He talks about how the recent acquisition of Associated Content will allow Yahoo to scale quickly in many special interest and general topic areas.

You can find this post up on Beet.TV