Marissa Mayer

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Heather Fletcher is senior content editor with Target Marketing.

Mobile ad powerhouse. Those are the first words that come to mind with Monday’s news of Verizon acquiring Yahoo's operating business for $4.8 billion.

How does a publisher monetize 800,000 freeloaders—without resorting to advertising or list rental? Quite simply, I went through my private business and marketing archives (plus Google) searching out publishers who out of necessity turned themselves into marketers. I looked at what others had done to 1) monetize their existing material and 2) come up with line extensions—relevant new products and services that should delight their existing readers.

In a move that capitalizes on Yahoo CEO Marissa Mayer's largest acquisition, Tumblr native ads will begin to appear across Yahoo properties, the company announced Tuesday. The ads, called "sponsored posts," will seek to capitalize on the strengths of each platform—Yahoo's massive traffic and data and the engagement levels of Tumblr's platform. Yahoo will offer the ads to marketers through its Gemini platform, which launched in February. "Through Yahoo Gemini, now the same posts—articles, images or videos—can be promoted through native ads across Yahoo’s content streams, article pages, image galleries and digital magazines, on desktop, mobile and tablets," Yahoo states

The techie Web hotshots are screwing up big time. They say the right things and do the wrong things. Example: To Marissa Mayer, the chief executive of Yahoo, fashion magazines like Vogue and InStyle have achieved the Holy Grail of advertising. "The ads in those magazines are as interesting as the photo shoots and the articles," she said in an interview last week at the company's Silicon Valley headquarters. "I miss the ads when they are not there. I feel less fulfilled."

Want to use Flickr, Fantasy Sports or any other Yahoo service? It’s time to drag out your Yahoo credentials, because Google and Facebook logins will soon stop working. Yahoo plans to gradually remove the Google and Facebook sign-in options from all Yahoo properties, as Reuters first reported. The first service to require a Yahoo login is Yahoo Sports Tourney Pick’Em, a bracket challenge focused on the upcoming NCAA college basketball tournament. “This new process, which now asks users to sign in with a Yahoo username, will allow us to offer the best personalized experience to everyone,” a Yahoo spokesperson said

Yahoo has 196.6 million unique visitors each month. Yet Yahoo generated zero new revenue in 2013. My opinion: Yahoo CEO No. 6 (in as many years), Marissa Mayer, is hanging on by her fingernails. Any person with 196.6 million names unable to generate new revenue should seek some other line of work. What triggered this column was a Feb. 17, 2014 Time magazine story, "THE MAYER EVENT:It's crunch time for Yahoo's turnaround strategy."

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