Verizon Media Group, the media division of Verizon, is going to rebrand most of its media franchises as Yahoo products; and sell them through a subscription offering called Yahoo Plus, reports Axios.
“Yahoo is the future of our consumer-facing brand,” says Joanna Lambert, Head of Consumer at Verizon Media is quoted as saying.
The media division offers a number of Yahoo-related services such as Yahoo Fantasy and Yahoo Finance.
According to the report, Verizon has 3 million subscribers paying for these services.
Verizon had acquired Yahoo for $4.48 billion in 2017.
Verizon plans to move all the non-Yahoo brands to a universal Yahoo brand.
For instance, it has already rebranded media studio RYOT as Yahoo Ryot Lab.
Its women-focused brand Makers has been renamed Makers by Yahoo.
The company, however, has not yet renamed publications such as TechCrunch, AutoBlog and Engadget.
Interestingly, TechCrunch in a post said that the publication will not be renamed as YahooCrunch or something on those lines.
“TechCrunch is a brand that, against all odds, has stood the test of time in a radically changing; and challenging landscape. That’s thanks to the bold idea of its founder as well as the tireless efforts of every member of the TC staff past; and present who are all immensely talented, generous, multi-hyphenates that I have taken intense satisfaction from working with every day;” wrote TechCrunch’s Matthew Panzarino.
The Axios report further said that Verizon was planning to bring Plus versions of its services such as Yahoo Fantasy Plus; Yahoo Finance Plus, Yahoo Mail Plus, Yahoo Plus Protect.
It is also experimenting with a service called Tastemakers; which gives users access to Yahoo subscription brand premium features such as investor reports.
“From a strategy perspective, we have enormous scale that is unlike most media companies in the world. The question becomes; ‘how do we take that audience and drive them from being free users to subscribers of really valuable paid offerings?“
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