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.”

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ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. More so, he humanizes technology’s causal effect to help people see people differently and understand what to do about it. He is an award-winning author and avid keynote speaker who is globally recognized as one of the most prominent thought leaders in digital transformation and innovation.

Brian has authored several best-selling books including What’s the Future of Business (WTF), Engage! and The End of Business as Usual. His blog, BrianSolis.com, is ranked as a leading resource for insights into the future of business, new technology and marketing.

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