Hillary+Thatch

Strategy report
TO: Proximity Music Team FROM: Hillary Thatch DATE: October 27, 2009 SUBJECT: Strategy Report Below is my strategy report for Yahoo Music. Yahoo has had trouble keeping up with other global networks, while Yahoo Music is being compared to the many other online music distributions. Depending on Yahoo’s strategies, Gen Y will either grasp onto the improvements or move onto something more appealing. Yahoo is a public online network which has a variety of integrated services. Founded in 1994 by two Stanford students David Filo and Jerry Yang, the company’s headquarters is in Sunnyvale California. After a dispute with Jerry Yang ignoring the offer from Microsoft, Carol Bartz became the new CEO. Yahoo Music provides a selection of different music services (Wikipedia 2009). Yahoo Music began as a website and magazine called “LAUNCH,” later becoming “Yahoo! Music,” followed by “Y! Music” in 2005 (Wikipedia 2009). Yahoo Music includes radio, a music jukebox, unlimited music subscription and downloading services, etc. In March of 2007, Yahoo Music was the number one online music website in terms of audience and visitation time. The primary force driving the competition comes from Google, Microsoft and AOL. Yahoo Music is competing with any other online music website including, AOL Music, Pandora, and Napster. When comparing certain websites, many of them use the same ideas, advertisement and capabilities, making the appeal “boring” to Gen Y. Carol Bartz wants to shift the focus from the company to the users. Yahoo has launched a new campaign to connect with consumers, hence the new tagline, “It’s Y!ou.” Yahoo hopes that by personalizing the Yahoo experience for each user and allowing them to be more involved, the company will yet again rise to the top. This may very well work; today, Gen Y loves any attention they may receive. With Yahoo shifting its focus, Gen Y’s attention may pertain to this new found idea. As for Yahoo Music, things are not coming that easy. Just because Yahoo has a strategy does not mean Yahoo Music will change or become anything different (or better) from what it already is. In order to take part in many of the services, one has to be a member of Yahoo. If the users do not have a desire to be a part of Yahoo, you cannot do as much as you might want to. It seems to me that we can go ahead and say, Yahoo Music is in trouble and without a strategy it will only decrease its value to consumers and Gen Y. Yahoo Music might as well say goodbye to any Gen Y user they have now. With all of the other online music websites out there and those to come, Yahoo Music will only continue to move down the list in attraction. Unless Yahoo plans on taking its strategy and incorporating it into Yahoo Music, Gen Y will only find the next popular way to live their music lives.
 * Profile **
 * Competitive Landscape **
 * Yahoo’s Strategy **
 * Gen Y Implications **

Schonfeld, Erick. Yahoo Launches New Campaign to Connect with You. (2009, September 22). Seeking Alpha. Retrieved September 24, 2009 from [] Wikipedia. (2009, September 20). Yahoo! Music. Retrieved September 22, 2009 from []. Yahoo. (n.d.) Yahoo Investor Relations. Retrieved September 24, 2009 from, []
 * References **

Blog proposal
TO: Proximity Music Team FROM: Hillary Thatch SUBJECT: Blog Post Proposal DATE: October 27, 2009 I propose that we do our Proximity blog post on the advertisement differences between different online music websites. This post can be used to get an idea of what music fans are attracted to and may want more of when exploring music online. Online music websites are becoming too much of the same thing and may be losing their appeal to music fans; they are using much of the same layouts and advertisement making things “boring.” However, Yahoo has launched a new campaign to reconnect with consumers. By using the new tag line, “It’s Y!ou,” Yahoo is planning on shifting the focus onto the user, directing things more toward them. This campaign could ideally be the way to change the appeal of the music website, allowing users to recognize the certain attraction of what the website offers. I recommend that we use this youtube video in our blog post discussing the new campaign and what it’s about. [] Schonfeld, Erick. Yahoo Launches New Campaign to Connect with You. (2009, September 22). Seeking Alpha. Retrieved September 24, 2009 from []
 * Rationale **
 * Sources **

Report proposal
TO: Proximity Music Team FROM: Hillary Thatch DATE: November 25, 2009 SUBJECT: Report Proposal Yahoo Music has been struggling in the world of online music websites since former CEO, Jerry Yang declined an offer with Microsoft, causing the company to essentially fall apart. I propose to write a report on the new strategy brought forth by new CEO, Carol Bartz. Yahoo’s new strategy is thought to be a respectable stepping stone for the company but the question of having the same affect on Yahoo Music is what needs to be addressed. · Competition with other online music websites is still in affect · Advertisement is lacking in generating Gen Y attention · There is a lack of knowledge dealing with the future of Yahoo Music · Other music players are taking away the attractiveness of online music websites Yahoo Music needs to offer things that no other online music websites either already offer or are planning to. The advertisement is lacking; Gen Y only cares about things pertaining to them, not other audiences. Just because Yahoo has a strategy, this does not mean Yahoo Music will change for the better; this information needs to be presented to the public. Yahoo Music has lost its appeal for quite some time and it only is continuing to with other music players on the rise to success. Clients of Proximity that wish to reach Gen Y customers need this report to understand the importance of advertisement, new strategy’s and ideas and making the appeal strong. The report, “Yahoo’s New Strategy; Will Yahoo Music Survive?” will cover the following topics: · The new strategy: shifting the focus from the company to the users. “It’s Y!ou.” · Advertising; what it consists of and how it can make improvements <span style="font-family: Symbol; font-size: 12pt; line-height: 200%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">Competition with other online music websites and music players <span style="font-family: Symbol; font-size: 12pt; line-height: 200%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; msobidifontfamily: Symbol; msofareastfontfamily: Symbol; msolist: Ignore;">· <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 200%;">The future of Yahoo Music <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">The report will also include attachments of interviews with the CEO, Carol Bartz discussing the “new” Yahoo. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Mahanta, Vinod. Yahoo! Will Always Move Quickly: Carol Bartz. (2009, November 6).The Economic Times. Retrieved November 24, 2009 from, [] This article is an interview with Carol Bartz asking her about the present situation and future situation of the company. She explains the strategic motivation she has for the company as well as giving the public further information on the market, Microsoft, and Jerry Yang (former CEO of Yahoo).
 * <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Need **
 * <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Topics **
 * <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Sources **

Schonfeld, Erick. Yahoo Launches New Campaign to Connect with You. (2009, September 22). Seeking Alpha. Retrieved September 24, 2009 from, [] This article discusses Yahoo’s new strategy; what it is and what it hopes to accomplish. It includes brief quotes and information given by CEO, Carol Bartz as well as brings forth key points of the positive and negative aspects of the new strategy.

Swisher, Kara. Exclusive Yahoo and Microsoft Poised to Finally Sign Definite Search and Ad <span style="color: #171717; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold;">Agreement. (2009, November 18). The Wall Street Journal. Retrieved November 24, 2009 from, [] This article explains the deal Yahoo and Microsoft have made in the department of advertisement and search. With detail, the article goes through the two company’s agreement and partnership. The article also explains the situation with receiving international approval for the deal. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">

What Yahoo Must Do to Survive. (2009, January 1). ReadWriteWeb. Retrieved November 24, 2009 from, [] This article gives us an overall synopsis on what the strategy of Yahoo pertains. It goes into depth with explaining how this particular strategy is supposed to make a difference. It focuses on the market and the services.

Yahoo’s Strategy Makes Me Sigh. (2009, October 23). Sramana Mitra. Retrieved November 24, 2009 from, [] <span style="font-family: Times New Roman; font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; msoansilanguage: EN-US; msobidilanguage: AR-SA; msofareastfontfamily: Calibri; msofareastlanguage: EN-US; msofareastthemefont: minor-latin;">This article is another one explaining the strategy of Yahoo. However, this article goes into detail with the company’s revenue, content management and the expansion of the company.

Team conference presentation proposal
Possible things to discuss:

1) Pandora having the Mobile Application 2) Survey of Gen Y usage with Pandora and Sirius

Sales letter and report prospectus
<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;"> December 5, 2009 <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> Ms. Melissa Lowry, Director of Advertisement FYE Inc. 2234 Joppa Road Towson, MD 21286

Dear Melissa,

I enjoyed talking to you yesterday at Proximity’s Next Generation Media seminar regarding FYE’s need to promote its brand to Gen Y. Enclosed you will find a prospectus on the report I mentioned describing Yahoo’s new strategy, shifting the focus from the company to the users.

As you explained yesterday, FYE feels the need to reach Gen Y and instituting brand identity with them in order to sell their music products. I believe that Proximity can collaborate with you using Yahoo and its new strategy to reach the focus of the music to Gen Y.

Our company can provide you with customized survey and focus group results to help shape FYE’s image to a more Gen Y focus. Our consultants can advise your sales force on how to advertise new products and our production teams can make appealing ads to Gen Y. In addition, the company also employs trained student marketers who can give input on Yahoo’s new strategy.

I invite you and your staff to join us at Proximity’s Towson office for a special focus group session on Yahoo’s Gen Y brand image. After the session, you can meet with members of our group to discuss how Proximity can help you achieve the goals you’d like to meet.

Sincerely, Hillary Thatch Associate Media Analyst

Enclosure--
 * About Proximity **

Proximity is a Gen Y on-demand media strategy group. Its analysts know how to connect with their generation using campaigns designed for the new media landscape. Because it is associated with Towson University, Proximity has immediate access to a large student population and the expertise of faculty who specialize in marketing and media research.

Proximity offers its clients a full range of services for developing and executing customized campaigns that can reach any segment of Gen Y. It regularly conducts on-line surveys and focus group sessions to keep marketers up to date on the social trends and emerging technologies that determine how this cohort communicates and what it purchases. Visit Proximity at www.proximity.edu to sample its research and see examples of successful campaigns. **//<span style="color: white; font-family: 'Arial','sans-serif'; font-size: 18pt; mso-fareast-font-family: 'Times New Roman';">PROXIMITY reports //**<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> || <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman'; mso-no-proof: yes;">                <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">  || <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> //<span style="font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">connecting with Gen Y using on-demand media //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> ||^   || <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> **<span style="color: maroon; font-family: 'Arial','sans-serif'; font-size: 18pt; mso-fareast-font-family: 'Times New Roman';">Yahoo Music **<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">Hillary Thatch <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Arial','sans-serif'; font-size: 18pt; mso-fareast-font-family: 'Times New Roman';"> //<span style="font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">Will It Survive In the Eyes of Gen Y? //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> || <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 13.5pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> Online music websites are slowly becoming ignored due to the high rise of other popular online music players. Advertisement and generic similarities are making the appeal boring to Gen Y. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> || <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 18pt; mso-fareast-font-family: 'Times New Roman';"> //<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">Proximity //<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">focus group results show that Gen Y viewers still value and use accounts with online music websites. They will pay attention to entertaining advertisement and the focus shift from the company to the user. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">This report details how Yahoo’s strategy is to shift the focus from the company to the user and make the experience more personalized. It will serve a better and more valuable experience for the user as they use the online music website for their entertainment. The focus change will appeal to Gen Y and provide positive feedback for the new strategy. <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> || <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman'; mso-no-proof: yes;"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">
 * //__<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 18pt; mso-fareast-font-family: 'Times New Roman';">The problem __//**<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">
 * //__<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 18pt; mso-fareast-font-family: 'Times New Roman';">The problem __//**<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">
 * //__<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 18pt; mso-fareast-font-family: 'Times New Roman';">Proximity’s on-demand media solution __//**<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">
 * //__<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 18pt; mso-fareast-font-family: 'Times New Roman';">Proximity’s on-demand media solution __//**<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">
 * <span style="color: maroon; font-family: 'Arial','sans-serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">Available now at www.proximity.edu **<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; mso-fareast-font-family: 'Times New Roman';">