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Can Verizon Build a Strong Brand From the Bones of Yahoo and AOL?

After AOL, the company Armstrong has run for the past nine years, merged with newly acquired corporate sister Yahoo in June, Armstrong was tasked with uniting the two.

First he announced a new brand nameOathsuggesting a move away from the stale early days of the internet that many people associate with AOL and Yahoo.Then he united his fiefdom physically, bringing disparate Yahoo properties like Tumblr and Yahoo News under one roof in the storied Wanamaker Building in New Yorks Greenwich Village.

A life-size stuffed gorilla covered in Tumblr stickers stands guard in front of Armstrongs corner meeting room.

That wasnt what Oath was going for; Armstrong points out that the artwork comes from content created by Oath properties. Cutouts of Warren Buffetts face, promoting Yahoo Finances recent live coverage of Berkshire Hathaways annual meeting, seem to be everywhere, the octogenarians likeness clashing with the whimsical startup accoutrements.

And its not clear that any independent publishereven one of Oaths size, with over a billion visitors a monthcan compete with the Facebook-Google duopoly.

On a recent spring morning, Armstrong describes how Oath will thrive by serving personalized content from its brands, including HuffPost, TechCrunch, Yahoo Sports and Yahoo Finance, directly to consumers through its apps, websites, and services. Where before, Oath properties relied heavily on social media for distribution, now theyre focused on going directly to consumers.

Oath has moved the offerings of Yahoos ad system to higher-quality, higher-priced offerings, doubling the average price in a matter of months, he says.

Original article
Author: Wired

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