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| Yahoo Wants You to Linger |
| Yahoo Wants You to Linger (on the Ads, Too)
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| UNITED STATES OF AMERICA
, 22-June-2014
13:45:53 PM |
| Four editors were deep in debate at Yahoo Food's offices in Manhattan: Would Yahoo visitors click on a feature about foods of the ancient Silk Road, or would they prefer a guide to cheese fries and other snacks that go well with ranch dressing for the Final Four basketball games?
Rachel Tepper, the resident history buff, said people would be interested in how wheat and millet spread throughout the world millenniums ago. Julia Bainbridge, who joined Yahoo Food last year from Bon Appétit, had her doubts.
"I don't see our readers clicking on, 'What's the deal with the Silk Road?'" she said.
Such choices - ranch dressing versus food history - are the stuff on which Yahoo's future now depends.
The Internet pioneer still attracts a huge audience, but advertising, its prime source of revenue, is steadily declining. Marissa Mayer, the chief executive, has decided that one way to reverse that decline is to turn the company into a media empire with a constellation of what it calls digital magazines on topics like food, technology, movies and travel.
Mayer says she wants to make Yahoo a "daily habit" for its 800 million users. But she doesn't want people to come to Yahoo just to read email, post photographs on Flickr or get the latest sports scores. She also wants Yahoo to be a place where they curl up and spend some time, whether they are into haute couture, the latest gadgets or tabloid gossip.
And curling up right beside them would be the advertisers.
Built using technology acquired last year as part of the company's $1.1 billion purchase of Tumblr, the new publications combine original articles and material licensed from other sites, as well as big photos and videos into an endless page of tiles aimed at enticing people to linger. Mixed into that stream is a different kind of advertising - so-called native ads or sponsored posts -
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