Eisner Increases Stake in Disney’s Go.com by Half

Walt Disney Co. Chairman Michael Eisner bought $1 million worth of shares of the entertainment company’s Go.com Inc. Internet unit last month, boosting his stake by half as the stock fell.

Eisner bought 50,000 shares on March 2 at $20 each, bringing his holdings to 150,000 shares, according to a regulatory filing with the U.S. Securities and Exchange Commission.

Eisner first bought shares of Go.com in November, shortly after the company’s stock began trading Nov. 18. The stock has fallen 50% since then as the company tries to revamp the unit’s Go Network portal, or Web directory, to focus on Disney’s strengths in entertainment and leisure.

The shares of Sunnyvale, Calif.-based Go.com had fallen 26% this year before Thursday. They rose $1.13 to $18.69.

Go.com provides news and entertainment information from ABCNews, ESPN Sports, NFL.com, Disney and other sites.

Disney hasn’t been promoting the Go Network as heavily as it has in the past as it refocuses the site. Eisner recently said once the portal is improved, the company will begin advertising it again.