MSN Celeb Site Wonderwall Flips The On Switch

imageMicrosoft’s MSN is following AOL’s TMZ and Yahoo’s OMG with a 10-letter word: Wonderwall, the joint production of MSN and BermanBraun Interactive going live today. Wonderwall exemplifies the latest rage in portal strategy — a site that can stand alone with its own brand while feeding from and feeding into the portal.

To most, it looks like MSN is playing catchup. Not so, argues MSN GM Rob Bennett, who contends that Wonderwall provides a single destination for content scattered across MSN, not something completely new. “The reality is a lot of the same content and the same audience is there.” That lack of a single destination is “why it looks like we


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