NATIONAL NEWS

What to know about Twitter’s new CEO Linda Yaccarino

May 12, 2023, 10:59 AM | Updated: 11:56 am

FILE - The Twitter splash page is seen on a digital device, Monday, April 25, 2022, in San Diego. B...

FILE - The Twitter splash page is seen on a digital device, Monday, April 25, 2022, in San Diego. By hiring Linda Yaccarino as Twitter’s new CEO, Friday, May 12, 2023, Elon Musk is welcoming a veteran ad executive to the helm of the social media site. (AP Photo/Gregory Bull, File)
Credit: ASSOCIATED PRESS

(AP Photo/Gregory Bull, File)

NEW YORK (AP) — Elon Musk is welcoming a veteran ad executive to the helm of Twitter, the social media site the billionaire Tesla CEO had been running since he bought it last fall.

Musk focus on product design and new technology.

Here’s what to know about Yaccarino.

VETERAN AD EXEC

Yaccarino, 60, has worked as an advertising executive for decades. She came to NBCUniversal in 2011, just as Comcast was completing its merger with NBC, and oversaw integrating the companies’ ad sales platforms. There, her most recent title was chairman, advertising and client partnerships. She oversaw all market strategy and advertising revenue, which totaled nearly $10 billion, for NBCUniversal’s entire portfolio of broadcast, cable and digital assets.

Before that, she held a variety of roles at Turner Broadcasting System Inc. from 1996 to 2011, including executive vice president and chief operating officer. That was after she held management positions at several media sales outlets.

“She’s a marketer’s leader,” said Mark DiMassimo, founder and creative chief of ad agency DiGo.

“She speaks CMO and she understands what marketers need,” he added, referring to the role of chief marketing officer.

PUSHING BOUNDARIES

Yaccarino has pushed the ad industry for change on several fronts, including advocating for relying less heavily on Nielsen ratings for measurement, and introducing a digital platform called One Platform that makes it easier to buy ads across a variety of different media in an effort to better compete for ads against social media companies and traditional media companies.

“It’s worth noting that they built out a big team that’s made a lot of innovative products and supported the growth that they’ve experienced,” said Brian Wieser of strategic advisory firm Madison and Wall. “They’ve been pushing the industry on a lot of fronts, you know, trying to make it better.”

“I think that first and foremost, she’ll bring to Twitter an understanding of what advertisers need to see to get back on the platform from the brand safety perspective,” said Dave Campanelli, chief investment officer of media buying firm Horizon Media. “She knows better than anyone what it’s going to take and I think for advertisers and buyers, the question really is, is she going to have free rein to do all that or is it going to be just the same old, same old (with Musk).”

BIOGRAPHICAL DETAILS

Yaccarino serves as chairman of the World Economic Forum’s Taskforce on the Future of Work. A 1985 graduate of Pennsylvania State University, she lives in Sea Cliff, New York, with her husband, Claude Madrazo. They have two children, Christian and Matthew.

National News

Associated Press

New Hampshire Gov. Sununu signs bill banning transgender girls from girls’ sports

CONCORD, N.H. (AP) — Republican Gov. Chris Sununu of New Hampshire has signed a bill that would ban transgender athletes in grades 5-12 from teams that align with their gender identity, adding the state to nearly half in the nation that adopted similar measures. The bill passed by the Republican-led Legislature would require schools to […]

14 minutes ago

Associated Press

2024 Election Latest: Growing chorus of Democratic lawmakers call for Biden to drop reelection bid

A rapidly growing chorus of Democratic lawmakers called Friday for President Joe Biden to drop his reelection bid, even as the president insisted he’s read y to return to the campaign trail next week to counter what he called a “dark vision” laid out by Republican Donald Trump. As more Democratic members of Congress urged […]

20 minutes ago

Jungle Cruise Skipper Gabriel Ramos keeps up the Jungle Cruise-style humor as he joins other Disney...

Associated Press

Disneyland workers authorize potential strike ahead of continued contract negotiations

NEW YORK (AP) — Thousands of workers at Disney’s theme park and resort properties in California voted late Friday to authorize a potential strike, as contract negotiations drag on. The strike authorization was approved by an overwhelming margin, nearly 99% of the members who cast votes according to a union statement. The election was held […]

50 minutes ago

FILE - Republican presidential candidate former President Donald Trump is covered by U.S. Secret Se...

Associated Press

This is how Secret Service protection has changed for presidents over the years

WASHINGTON (AP) — During Abraham Lincoln’s presidency, anyone could come to the White House and see him. Come they did: mothers looking to have their sons released from military service, wives urging that their husbands be freed from prison after resisting the draft, others who simply wanted to meet the president. “Some only wanted comfort […]

2 hours ago

FILE - Deborah Moody, an administrative clerk at the Alaska Division of Elections office in Anchora...

Associated Press

Alaska election officials to recalculate signatures for ranked vote repeal measure after court order

JUNEAU, Alaska (AP) — A state court judge on Friday disqualified numerous booklets used to gather signatures for an initiative that aims to repeal Alaska’s ranked choice voting system and gave elections officials a deadline to determine if the measure still had sufficient signatures to qualify for the November ballot. The decision by Superior Court […]

7 hours ago

Associated Press

UN approves more transparent procedures for people and entities to get off its sanctions lists

UNITED NATIONS (AP) — The United Nations Security Council unanimously approved more transparent procedures Friday for the hundreds of individuals, companies and other entities who are subject to U.N. sanctions and want to get off the blacklists. The resolution, co-sponsored by Malta and the United States, also authorizes the establishment of a new informal working […]

9 hours ago

What to know about Twitter’s new CEO Linda Yaccarino