What Katie Couric Is Really Worth to Yahoo
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Broadcast dollars turn to digital pennies, as former NBC chief Jeff Zucker famously said. So as Yahoo brings on Katie Couric, the biggest of big-money TV anchor talent, how will they make it make the economics work?
Faced with consistently declining ad prices, Yahoo needs a shot of exclusive, high-profile content to get viewers to stick around and advertisers — especially TV advertisers — to pay attention. Ms. Couric made $15 million a year as anchor of the “CBS Evening News” and a reported $40 million a year as part of her expiring daytime talkshow syndication deal at ABC.
While we don’t know how many pennies Yahoo will be showering on Ms. Couric, ad buyers consulted by Ad Age believe her presence on Yahoo’s home page will boost pricing, adding millions to Yahoo’s top line over the course of a year for the home page and Yahoo News alone.
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