Yahoo: Yes, We’re Still a Media Company
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The last time Yahoo threw an upfront — or NewFront, as they’re called when digital companies imitate TV’s annual pitches to ad buyers — it was a media company, or at least aspired to be. It was run by media exec Ross Levinsohn and threw a full-fledged, TV-style spectacle for advertisers, promoting shows like “Burning Love” and Anthony Zuiker’s “Cybergeddon.”
Then Google exec Marissa Mayer was installed as CEO and media faded from Yahoo’s story altogether. Ms. Mayer’s Yahoo wasn’t about content; it was about tools: a weather app, a re-launched Flickr and Mail, a redesigned home page and, of course, “your daily habits.” In the new Yahoo narrative, media barely had a speaking role.
Yahoo tried to change that on Monday with a new slate of six new shows focused on comedy and sex plus partnerships with WWE and Conde Nast. The message? “Guys, we’re still a media company.”
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