Yahoo to ramp up marketing to woo younger users, says CFO
SAN FRANCISCO (REUTERS) - Yahoo Inc plans to ramp up advertising and marketing efforts as it seeks to break its reliance on an "aging demographic" and become more relevant among young adults, the company's finance chief said on Tuesday.
The struggling Web portal's brand will be more visible on outdoor billboards and at sporting events, among other places, as it seeks to woo 18-to-34-year-olds and get the word out about new products, chief finance officer Ken Goldman said at the JP Morgan Global Technology, Media and Telecom conference in Boston on Tuesday.
"Part of it is going to be just visibility again in making ourselves cool, which we got away from for a couple of years,"said Mr Goldman.
He noted that the efforts will require spending to advertise across various mediums. Mr Goldman gave no specifics on budget or expenditures.