Yahoo! Inc. (NASDAQ:YHOO) wants to lift Yahoo! Finance engagement by doing something they have never done before: leverage their own popular Tumblr blogging platform by getting experts to write blogs.
According to The Street, experts like Carl Icahn, Jeffrey Kleintop, Jim O’Shaughnessy and Josh Brown will be publishing content through their own Tumblr blogs in a move Yahoo! Inc. (NASDAQ:YHOO) hopes will increase engagement for Yahoo! Finance. These contributors will be publishing content through the Yahoofinancecontributors.tumblr.com address.
Icahn, Kleintop and O’Shaughnessy will be joined by Ben Carlson, Jon Markman, Chris Kimble, Charlie Bilello, Ryan Detrick, Joe Mansueto, Ralph Acampora, Greg Harmon, Linda Descano, Gregor Macdonald, James Altucher, Vitaliy Katsenelson, Jon & Pete Najarian, Ivaylo Ivanov, JC Parets, Andrew Thrasher, Erik Swarts, Jeff Hirsch, Dan Nathan, Michael Batnick, John Licata, Blaine Rollins, Jamie Lissette, Joe Mansueto, Andrew Nyquist, the Estimize platform, Scott Krisiloff, Jeremy Hill, Dana Lyons, Eric Swarts, Justin Frankel,Phil Pearlman, Barry Ritholtz and Chris Ciovacco.
The Tumblr blogs of these 30 contributors will be displayed directly in pages for stock quotes and the Yahoo! Finance homepage. According to The Street, while these blogs will not have advertisements in the near future, Yahoo! Finance pages will continue to have display advertisements displayed by Yahoo! Inc. (NASDAQ:YHOO).
In an interview, Yahoo! Finance Interactive Editor Phil Pearlman told The Street that this is Yahoo! Inc. (NASDAQ:YHOO) using the power of Tumblr which the firm bought for over $1 billion last year.
“We’re opening up the platform to experts in the field. We’re utilizing and employing the power of Tumblr to do that. It’s a cross between social and expert generated content, and we’ll have lots of content, expert-generated content.”
In other news, Yahoo! Inc. (NASDAQ:YHOO) just announced on Monday that is buying mobile advertisement exchange platform Flurry for a yet unspecified amount.