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Yahoo Opens Content Control to Plebes

Written on

Feb 26, 2008 

Author

Sarah Novotny  |

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Yahoo Opens Content Control to Plebes

ADOTAS — Yahoo Inc., announced today that the content of its start page will soon be controlled by the hoi polloi. Well, partially.

Yahoo Buzz will be an extension of Yahoo.com – it will identify the most interesting and timely stories by measuring user votes and search patterns and some of the designated hot stories will be featured on Yahoo’s front page, which receives more than 90 million U.S. visitors a month. But editors, not a computer program, will ultimately decide if a story lands on the start page.

The move is clearly a bid to attract more users, drive traffic and bring publishers and online advertisers a-calling. In time, Buzz will be open to every site online but in its beta phase, it will include content from about 100 publishers, including The New York Times, People and The Economist.

Yahoo says that as Buzz evolves, it will form the basis for an open ecosystem of publishers, advertisers and consumers. Yahoo plans to build new syndication and monetization tools that will enable publishers to share content, connect to advertisers and reach a bigger audience.

“With Yahoo Buzz, we are building on the recent success of the homepage of Yahoo and improving consumers’ favorite online starting point, by combining popular stories with the wisdom of real people to determine what is most engaging and relevant,” said Tapan Bhat, vice president, Front Doors and Network Services, Yahoo. “Consumer engagement with the Yahoo homepage has increased nearly 20% year-over-year, evidence that continuing to open up and provide consumers with direct links out to third party publishers keeps people coming back to Yahoo again and again.”

Tags: banners, behavioral, buzz, display, in-page, pop-ups, search, web-site and Yahoo

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