What’s next for Yahoo Finance?

Richard Waters, James Fontanella-Khan and Sara Germano of The Financial Times write about what’s next for Yahoo under new ownership, including how Yahoo Finance might change.

Waters, Fontanella-Khan and Germano write, “Yahoo Finance, long one of the company’s crown jewels, could present another opportunity to move beyond advertising. Apollo is considering tapping into its huge audience, which currently is composed of retail investors using its free trading tools and news stream, by potentially building more profitable businesses, including providing access to financial services products.

‘”I see a big opportunity, using that brand, to monetise their tremendous user base in other areas related to finance,’ said Sambur. The private equity firm is exploring whether it can turn Yahoo Finance into something more lucrative, such as a stockbroker like Robinhood or whether it can delve into the cryptocurrency business.

“But even if it uses openings such as this to move beyond advertising, Apollo will still need to succeed where previous Yahoo owners have failed: turning its enviable audience into a more attractive draw for advertisers in competition with Google, Facebook and Amazon.”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.