Just read the above article about Yahoo striking global
content partnerships with UK publishers (21-Feb-2017) as it steps up ambitions
to lead news. Yahoo has been struggling to be a dominant player of online
display ads in the US, as it stands distant fourth behind Facebook, Google,
Twitter. This deal with the consortium of seven newspaper chains (The
Telegraph, the Guardian, The Independent, the Evening Standard and Hearst UK)
representing 176 newspapers is a major pivot and exciting pivot for Yahoo as it
plans to dominate the US news market. Yahoo is currently ranked fifth news
source behind Google, The New York Times, The Washington Post, The Huffington
Post, and Twitter.
In my opinion, this is a win-win situation for both the
newspapers and Yahoo. The UK newspapers are trying to make a big push to become
global brands. Yahoo is one of the dominant players in news media in the US and
Yahoo Finance is the number one in the finance sector. Yahoo will have access
to quality content to build on their existing verticals, and the newspapers
will have Yahoo’s over 1 billion monthly users worldwide and 29.3 million
unique UK site visitors reading these articles.
The deals include a
revenue share agreement using Yahoo’s native advertising marketplace Gemini.
Advertising will appear within each article to reach and engage relevant
audiences with highly-targeted content.
I think the ultimate winners will be the Yahoo users who
will access to an array of premium content on a wide range of channels. To me
as a Yahoo user, it means combining the best of Yahoo journalists with the masses
of journalists covering every piece of news out there.
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