Dive Brief:
- Yahoo Finance is revamping its contributor network by pulling in help from Yahoo-owned Tumblr -- a move it hopes will help pull the up the falling traffic numbers.
- Contributors will post directly to Tumblr and the posts will appear simultaneously on Yahoo Finance -- big name contributors like Carl Icahn and Joe Mansueto will have full control over their own Tumblr accounts.
- Yahoo Finance plans to have little editing over the contributors – who will not be paid – and hopes it will result in edgy stories that pull in more readers and ultimately more advertising dollars.
Dive Insight:
Yahoo will now be in more direct competition with other contributor networks like Forbes, Huffington Post and LinkedIn, which could be a good or a bad thing. There is no shortage of outlets for experts to distribute their knowledge, and Yahoo Finance risks getting lost in the shuffle. But as long as contributors are delivering great content, the move to create a Tumblr fueled contributor network could be a smart one for Yahoo Finance.
