San Francisco Chronicle and Brian Solis See Tumblr as Yahoo’s Doorway to Younger Audiences

Yahoo_buys_Tumblr_to_court_younger_crowd_-_SFGate

San Francisco Chronicle’s Benny Evangelista and Brian Solis review Yahoo’s acquisition of Tumblr as a venture to lure a younger crowd.

Adding ‘coolness points’

This year, Yahoo paid $30 million to a British teenager who created a news aggregation app called Summly. But with Tumblr, Mayer is trying to add “coolness points” to a brand that “may have been viewed as the antithesis of cool,” said Brian Solis, principal analyst at San Mateo’s Altimeter Group and author of “What’s the Future of Business.”

“Like Instagram, Millennials are the life-force of Tumblr and Yahoo needs new vehicles to find its way toward a new era of digital relevance,” Solis said in an e-mail.

Yahoo is paying a premium for Tumblr. But Solis said if Mayer and Yahoo “can infuse business expertise into the community without disrupting it, Yahoo and Tumblr will increase revenues that, according to industry forecasts, will help it recoup acquisition costs.”

Share

ABOUT ME

Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

Contact Brian

RECENT TWEETS

FLICKR FEED

  • A Good Friday sunset...Maui style.
  • A gorgeous view from the @grandwailea #maui
  • Digital Transformation - Checklist
  • Digital Transformation - The Team

ARCHIVE