This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

Yahoo! Finance Is Betting on Tumblr for Finance

Stocks in this article: YHOO

NEW YORK (TheStreet) –– Yahoo! (YHOO) is turning to its Tumblr platform as it seeks to boost engagement for Yahoo! Finance, allowing investors such as Carl Icahn, Jim O'Shaughnessy, Jeffrey Kleintop, Josh Brown and more to publish expert-generated content.

"We're opening up the platform to experts in the field," said Phil Pearlman, Interactive Editor for Yahoo! Finance in a telephone interview with TheStreet. "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."

This marks the first time that Yahoo! is leveraging Tumblr for finance, as the initial group of 30 contributors created their own Yahoo! Finance-themed Tumblr blogs to publish original content, which is pulled directly onto Yahoo! Finance quote pages, as well as the homepage.

Here's What It Looks Like Inside Tesla's Massive Factory

Nintendo Should Scrap the Wii U

Yahoo! Finance Gets a Fresh Feel

Yahoo! purchased Tumblr for $1.1 billion in cash and stock in May 2013.

Yahoo! continues to seek ways for increased engagement, as the company's core business (Display and Search) remains stagnant. On Yahoo!'s second-quarter earnings call, CEO Marissa Mayer stated the transformation is not a singular event, but will continue to take time, for quarters and years to come.

"It is a series of events and quarters, some more challenging than others and some more successful than others and it will take time," Mayer said on the call. "In the case of Yahoo!, I have stated in the past that we believe a transformation of this size and scale will take multiple years and we continue to believe that is the case today."

In the second quarter, Yahoo! rolled out native Tumblr-sponsored posts, as it starts to monetize the platform.

With that in mind, the user-generated content from the likes of Icahn, Kleintop and others will have no ads "for the foreseeable future" on the Tumblr pages themselves, Pearlman noted, but there will continue to be advertising on the Yahoo! Finance pages.

The Tumblr blogs will be available at Yahoofinancecontributors.tumblr.com, and will go live, starting today.

--Written by Chris Ciaccia in New York

>Contact by Email.

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 16,805.41 +127.51 0.76%
S&P 500 1,964.58 +13.76 0.71%
NASDAQ 4,483.7150 +30.9230 0.69%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs