Yahoo wants to expand the audience coming to its sites for information on food, family and relationships.
The digital content company, controlled by Apollo Global Management, on Tuesday unveiled partnerships with celebrity chef Nick DiGiovanni, parenting experts Big Little Feelings, and media personalities Amy Robach and T.J. Holmes. Each will contribute content that will roll out on Yahoo properties in days to come.
“We are expanding our content offerings by partnering with respected personalities who bring authentic voices and content that will resonate with our audience,” says Brooke Siegel, vice president of content for Yahoo News. The aforementioned personalities “allow us to expand our scope in lifestyle, a key area of interest for our readers.”
DiGiovanni, an author and finalist on the “MasterChef”” TV series, will offer content tied to his culinary expertise. Deena Margolin and Kristin Gallant, founders of Big Little Feelings, will publish a weekly column that will serve as a companion to their new podcast “After Bedtime with Big Little Feelings,” produced by Dear Media, which provides practical solutions to parenting challenges. Robach and Holmes will write a weekly advice column, “Ask Amy & T.J.,” which will launch in June. The duo will directly to reader questions about love and relationships.
Yahoo unveiled the new partnerships Tuesday at the company’s “NewFront” presentation to advertisers.
Lifestyle topics “have the highest click-through rate of any vertical” including politics, says Siegel. “I have lots of ideas for other voices” that could be introduced in months to come.
The creators all suggested they see their alliances with Yahoo as a new way to reach fans and consumers. “I’m looking forward to bringing the recipes and content my followers already enjoy to a new audience,” says DiGiovanni. The new Yahoo column will allow Margolin and Gallant to “dig even deeper into the parenting topics that matter most,” the duo say.
Robach and Holmes see a chance to turn conversations they have with people they meet into advice for a larger crowd. “We’ve been moved and humbled by the response from people who’ve reached out or even stopped us on the street to share their own love stories. None of us are alone in our struggles to navigate the complexities of relationships. And none of us get it right all the time. We know!” they say in a statement. “We are grateful to Yahoo for recognizing the opportunity and giving us a chance to speak directly to readers, offering our hard-earned perspective based on our own personal triumphs and mistakes.”
Yahoo might consider personalities or experts tied to wellness or travel, Siegel says. “I think this is just the beginning,” she adds.
