Yahoo Wants You to Linger (on the Ads, Too)
By Vindu Goel, New York Times
… Marissa Mayer, the chief executive, has decided that one way to reverse that decline (in advertising) is to turn the company into a media empire with a constellation of what it calls digital magazines…
Ms. Mayer says that 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 …. And curling up right beside them would be the advertisers.
Actually, Ms. Mayer is talking about Tablets as magazines. A few more musty posts:
15 April 2007
Positioning Magazines for Baby Boomers
There are active and passive parts of our day. Without getting into too much psychobabble, as you get older the passive side needs more nourishment. It’s not really passive. It’s focused absorption. At some point you have to climb out of your frenetic digital nest and concentrate on one thing. It might be reading a book, watching a TV show or movie, listening to music, looking out the window.
Or immersing yourself in a magazine.
28 August 2013
Tablets & The Magic of Muggles
…Tablets could become a major vehicle for advertising. They’ll get bigger, lighter, much thinner, flexible or semi-flexible if that’s what you’d prefer, easy to handle while sitting, lying down. Finger scrolls won’t be much different than turning pages…
04 November 2013
Smartphones & Tablets, Apples & Oranges
… If I tuck a magazine under my arm and take it with me, is that mobile advertising? If I’m home on my couch flipping through Flipboard on my tablet that I don’t take anywhere anymore because the thrill of brandishing it is gone, I just use it at home - would those big, almost full screen ads be traditional advertising?
It’s good to see the young’uns catching up. They may need a bit of help, however: