The online giant has been steadily transforming itself from a search company to a content producer. Here's how it is hoping to woo readers.
Look up stories in the press about Yahoo and they inevitably talk about search--despite the fact that Yahoo gave up that battle almost 18 months ago. What gets less attention is how the company has been steadily building out its media properties. Though many industry veterans reflexively think of Yahoo as an aggregator of other people’s content, it’s been increasingly adding its own voices, as with the hiring last year of an all-star team of bloggers for its news section or the addition of lifestyle sites like Shine for its entertainment vertical that harvests user-created content.
The latest addition to the fold is a “sports magazine,” ThePostGame, which Yahoo says will create a place for longer and more universal sports content that doesn’t currently...
Look up stories in the press about Yahoo and they inevitably talk about search--despite the fact that Yahoo gave up that battle almost 18 months ago. What gets less attention is how the company has been steadily building out its media properties. Though many industry veterans reflexively think of Yahoo as an aggregator of other people’s content, it’s been increasingly adding its own voices, as with the hiring last year of an all-star team of bloggers for its news section or the addition of lifestyle sites like Shine for its entertainment vertical that harvests user-created content.
The latest addition to the fold is a “sports magazine,” ThePostGame, which Yahoo says will create a place for longer and more universal sports content that doesn’t currently...
- 1/13/2011
- by E.B. Boyd
- Fast Company
New York -- To kick off fall TV premiere week, CBS has teamed with Yahoo to maximize online buzz for its new and returning shows in what is Yahoo's largest single initiative to-date for any entertainment marketer and the largest premiere week online campaign to-date from CBS.
CBS will virtually "own" Yahoo this week, surrounding online and mobile users across the Yahoo network, including its home page, email service, mobile front page and Yahoo Messenger with CBS marketing messages, a Yahoo spokesman said Monday. Offline, the campaign will extend to Yahoo's Times Square billboard.
Earlier this year, NBC struck a similar deal with Microsoft's MSN to focus more of its digital ad spend tied to the fall TV season on one big digital player.
The CBS-Yahoo partnership is not exclusive. It is expected to generate more than 800 million impressions among adults 25 to 54, according to company estimates. Financial details weren't disclosed.
CBS will virtually "own" Yahoo this week, surrounding online and mobile users across the Yahoo network, including its home page, email service, mobile front page and Yahoo Messenger with CBS marketing messages, a Yahoo spokesman said Monday. Offline, the campaign will extend to Yahoo's Times Square billboard.
Earlier this year, NBC struck a similar deal with Microsoft's MSN to focus more of its digital ad spend tied to the fall TV season on one big digital player.
The CBS-Yahoo partnership is not exclusive. It is expected to generate more than 800 million impressions among adults 25 to 54, according to company estimates. Financial details weren't disclosed.
- 9/20/2010
- by By Georg Szalai
- The Hollywood Reporter - Movie News
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