ESPN, like most leading publishing sites, is sticky by nature. The user base is deeply devoted to the content, the content is thorough enough to hold the viewer’s interest for a long time and it is updated regularly, so multiple visits a day will be rewarded with fresh, quality information.

But the real magic with ESPN rests in the fantasy sports sections of the site. Fantasy sports has everything for the sports-oriented (mostly male) audience. Where teenage girls share their feelings and their music on MySpace, adult men can share a virtual punch in the arm through the ESPN fantasy sports online community.

As if the site and the topic weren’t enough to keep the audience staying and coming back to check updated scores, there is a desktop applet available that calls you back to the site when new information is available. That's like Christmas every day for the true sports fan.