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Article

Title: Yahoo Tries to Protect Turf from TV Rivals

Author: Vranica, Suzanne; Steinberg, Brian Article Type: Company
Source: Wall Street Journal, v249 n38 pB2(1) Publication Date: Feb 15, 2007
  ISSN: 0193-2241
URL of Publication: http://www.wsj.com

Yahoo! Inc. wants to protect its digital market from the increasing competition arising from television networks. These networks have started to invest resources in putting many of their popular programs online in the hope of getting a share of the online video advertising market. Yahoo!, feeling pressure from Google Inc. in terms of search advertising, has experienced a serious slowdown in its revenue growth, and it cannot afford to lose market share to television networks as well. In the past, Yahoo! has held low-profile meetings with media buyers. Now Yahoo! has made its 'upfront' presentation three months before any broadcast networks had scheduled such presentations for buyers. Executives from Yahoo! want to convince media buyers to consider the online site more seriously when they begin to create their spending budgets. Terry X. Semel, chairman and chief executive of Yahoo!, believes that the website should form a larger portion of the buyers' early planning. Yahoo! is telling media buyers that the web portal can help them reach targeted audiences that are focused on specific areas of interest. Yahoo! has seven million newsgroups, for example, and its Yahoo! Answers site allows advertisers to target individuals who are asking questions about specific topics. Yahoo! has also criticized its competitors by saying that advertising on television alone means reaching audiences that may or may not be interested in their products.

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