CMO Today: Daily Mail Joins Potential Yahoo Bidders – Wall Street Journal

6 months ago Comments Off on CMO Today: Daily Mail Joins Potential Yahoo Bidders – Wall Street Journal

YAHOO UK: With the April 18 deadline for preliminary bids for Yahoo approaching, The Wall Street Journal reports that a surprising suitor has emerged for the media giant: the parent company of British tabloid the Daily Mail. The company is in talks with several private-equity firms to shape a bid, which could result in the Mail taking over or merging with Yahoo’s news and media properties, including Yahoo Finance, Yahoo News and the video operation starring Katie Couric. The Mail’s interest is a reminder that not all potential bidders are in this for Yahoo’s entire core business—some have their eye on particular assets. The Mail is one of about 40 potential suitors, including strategic buyers like Verizon, which—unlike the Mail—has met with Yahoo executives. With Verizon seen by many as the clear front-runner, it seems that Yahoo is Verizon’s to lose, rather than the Mail’s to win.

BLIND MELON: On Friday, hundreds of thousand of people watched two BuzzFeed employees place rubber bands on a watermelon until it exploded on Facebook Live, the social network’s nascent live-streaming function. “BuzzFeed wins,” declared the Verge. It’s the “future of TV,” according to CNBC. Wired even found seven TV shows with a smaller audience than the 800,000 who, at its peak, were tuned in to watch the melon cam. Nevermind that TV viewership is counted differently, the success of the BuzzFeed watermelon makes for a tidy narrative about the death of traditional media and the rise of Facebook and the companies deft enough to navigate its video-centric waters, such as BuzzFeed. Still, an exploding watermelon isn’t exactly the next “Game of Thrones.” And let’s not forget that Facebook has paid media companies like BuzzFeed to experiment with its live-video product.

FACEBOOK ADDS: Speaking of Facebook, the company has spent the past few months courting publishers who typically view it with a mix of fear and awe, taking measures like easing the advertising restrictions in Instant Articles. Now it will undo a long-standing no-no and allow publishers to post sponsored articles, videos and images to their own Facebook pages, CMO Today reports. That practice—posting third-party advertising that isn’t part of a paid ad placement on Facebook—was technically verboten before. But media companies have been asking the company to allow it through as sponsored content has become a more significant revenue stream for them. Facebook has seemed eager to extend the olive branch to media outlets. Plus, it’s betting that marketers and their media partners will pay to promote that sponsored content anyway.

TRUMP’S GLOBE: The Boston Globe’s opinion section created a fake front page on Sunday that imagined what the world would be like during a Donald Trump presidency. The satirical page, which was accompanied by an editorial that urged the GOP to keep Mr. Trump out of the White House, was “an exercise in taking Donald Trump at his word,” Ideas section editor Katie Kingsbury told CNN. The page, which garnered a mixed reaction from media watchers, featured headlines like “Deportations to Begin” and joked that Mr. Trump had renamed Yellowstone as “Trump National Park.” At a rally, Mr. Trump mocked the gimmick, saying that making the fake page up was “really no different from the whole paper.”


Marketers aren’t the only ones confused by the millennial generation. Big banks are having trouble with attrition from young employees and are easing back things like weekend hours to help retain them. [WSJ]

The send-off of “American Idol” drew 13.3 million viewers on Thursday night, the most since February 2014. The show, a once-dominant force for Fox, had fallen in the ratings in recent years. [CMO Today]

Interpublic Chief Executive Michael Roth brought in $14.5 million in total compensation in 2015, a 12% bump from the prior year. [CMO Today]

NPR is struggling to attract younger listeners who are gravitating toward podcasts. The company has come to depend on its core “news” shows as conversational and storytelling-focused podcasts become increasingly popular. [Slate]

Digital publishers are pushing into video as “lightweight content” generates huge numbers on Facebook, but it’s unclear if media companies will be able to make money off of the burgeoning medium. [Digiday]

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CMO Today: Daily Mail Joins Potential Yahoo Bidders – Wall Street Journal