The Yahoo Conundrum

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Yahoo continues it’s Kmart-like identity crisis with its many faces. Is it a yellow press with a gossip hungry audience that floods every article mentioning the words Bieber, Kardashian and Snooky with hundreds of senseless comments? Or a profound and serious media with steady growth as demonstrated by Yahoo Finance? Is it even a search engine anymore?

After reading about its recent alliance with CNBC I, for the first time in probably 5 years, decided to navigate it’s page. Let’s start with the fact that a digitally active person working in advertising has not visited this site in half a decade. This is probably because every time I need to perform a search there is a brand on top of my mind (can you guess which?) and there are 10 other sites that I think about when I’m looking for information, none of which include Yahoo.

Yahoo does has very wide demographics, making it an attractive place for advertisers who think that online advertising works in the same way as traditional massive media (a topic a I tackled on a different article). I also see a tendency in Yahoo to position itself in the finance niche (one that clashes with even more specialized niches in this category such as CNBC) and, for this reason, this new alliance makes sense. What I don’t see in the alliance is clarity in the brand’s direction. What is Yahoo and why does it exist?

After browsing the site for a few minutes, I wasn’t able to answer these questions. Perhaps some of you Yahoo fans can enlighten me. Could it be that the Chinese who are investing in Yahoo have a clearer idea?

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June 14th, 2012 0 comments Corporate Branding