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10.09.06
Yahoo Finance Wants Your Blog
 By David A. Utter
Heavily trafficked blogs and sites can participate in the Yahoo Finance advertising test, and receive a day's worth of promotion on the Yahoo Finance website.
Yahoo Finance has been the dominant leader for online financial information for quite some time, and even well-known offline publications, and competition from Google, has not displaced it.
In May 2006 during the Syndicate Conference, Yahoo launched its Finance Badges, which permit site publishers to display content from Yahoo Finance directly on their blogs or sites. Developers have continued work on them, to the point where Yahoo Finance wants to investigate more of their capabilities when it comes to advertising.
Katie Hartnack Beltramini, Yahoo! Finance Product Manager, posted a call on the Yahoo Publisher Network blog for willing testers to help them out with the badges:
Yahoo! Finance is interested in exploring different advertising options for the badge, and we're looking for publisher and bloggers to help us with this task. I'm organizing an ad test and am actively looking for participants. As a thank you, all participants selected by Yahoo! will receive free promotion space on Yahoo! Finance for 24 hours at a day, time and location designated by Yahoo!. Additionally, this is an opportunity for you to provide feedback to Yahoo! on what elements create the best ad experience for your site.
I'm looking for five blogs, each with a minimum of 200,000 monthly page views. You'll need to display our badge on your site for two months in your most trafficked areas.
The trade is two months on a publisher's site in exchange for 24 hours on Yahoo Finance. Since Yahoo gets to pick the time and place for its end of the bargain, that could either be very good (a day of promotion during the end of a fiscal quarter for publicly traded companies) or very bad (two words: Christmas week.)
An agile and clever site publisher could capitalize nicely on 24 hours of Yahoo Finance promotion. If the site has 200,000 monthly page views already, they are doing something right already, so building on Yahoo's reciprocal push should be an attainable prospect.
Yahoo did report some softer financial results due to weakness in its financial and automotive advertising in their third quarter. Enticing more people to place Finance badges with advertsing on them would increase the reach of those ads, and could help Yahoo boost its Finance ad sales with the expansion of display outlets.
About the Author:
David Utter is a staff writer for WebProNews covering technology and business.
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