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Hollinger developed the website Alleyoop in , initially as a hobby and sounding board for his musings on the game. Touting the site as "The Basketball Page for Thinking Fans," Hollinger followed in the footsteps of noted analysts Dean Oliver and Bob Bellotti in a quest for the ultimate basketball statistic. During Alleyoop 's early years, Hollinger experimented with offensive and defensive ratings points created and allowed per possessions in much the same way as Oliver, as a means of quantifying a player's overall contribution to his team. While the methods were hardly groundbreaking, Hollinger's writing style and incisive commentary caught the eye of such industry luminaries as Web Magazine, and The Wall Street Journal. Hollinger spent the next three years as the sports editor at OregonLive. It was during his OregonLive years that Hollinger developed his Player Efficiency Rating PER , a figure that attempts to combine all of a player's contributions into one number.