-
Too Popular For Its Own Good
-
Yahoo! is a failed old brand, right? No, not even close: The site has a huge number of users. It's corralled a lot of top writers and generates its own strong content. So why can't it sell advertising at rates it needs to succeed? Because times have changed and ad buyers will no longer pay a premium for the largest audience or even the best audience. No, they put money into "exchanges" that aggregate and resell ads on random sites at the lowest possible rates. Content isn't important. They enter the desired demos and metrics and the computers do the rest. Yahoo! is a success in terms of attracting and holding eyeballs, but "old media" in selling them. (New York Times)
Have an opinion? Add your comment below.