Online portal giant Yahoo! is boosting its direct marketing efforts in a bid to promote its expanding portfolio of paid-for products.

Eager to end its reliance on advertising revenues, Yahoo! has introduced 25 premium content services that carry a charge, including personal ads, astrology and fantasy football. It also plans to launch paid-for broadband offerings in a joint venture with SBC Communications later this year.

Supporting such services, the portal has employed email and guerrilla marketing, banner ads and a marketing preferences page. It intends to track users’ behaviour on its network then target them with promotions for relevant products.

Yahoo! has 237 million unique users and 98m active, registered customers. The latter group accounts for 68% of all purchases on the network.

Data sourced from:; additional content by WARC staff