5:20 PM -- Contentinople kicked off the day with a discussion on musical chairs at Yahoo:

• Yahoo is shuffling its executive deck, but will it matter? Egotistical executive tweaking won't have much impact in the long run, writes Scott Raynovich -- at this point what Yahoo needs is a total leadership overhaul.
  
  
• NBC Sports and ESPN reported record traffic during Tiger's victory this year at the U.S. Open -- but MLB.com CEO Bob Bowman is not impressed. So what would impress him? Ten million concurrent streams -- and he thinks it'll happen in the next two years.

And in today's News Bits: how to capture the attention of the fickle online audience. — The Staff, Contentinople