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Private equity firm Apollo agrees to buy Verizon Media assets for $5 billion

The Verizon logo is seen at the headquarters for Northern Virginia on January 2, 2015 in Ashburn, Virginia. Thousands of high-tech terminals offering free Wi-Fi and other services will soon replace New York's remaining fleet of seldom-used pay phones, the city mayor said last November. AFP Photo/PAUL J. RICHARDS (Photo credit should read PAUL J. RICHARDS/AFP via Getty Images)

Following several days of negotiation and rumors, Verizon today announced that it has entered an agreement to sell its media assets to private equity firm Apollo Global Management for $5 billion. The deal will see Verizon retaining 10% of the business, but its divestment signifies a formal retreat for the telecoms giant away from its expensive effort to take a stronger role in efforts to own, build and monetize content on top of its own and others’ networks. The new company, known simply as Yahoo, will continue to be led by current CEO,  Guru Gowrappan.

The price Apollo is paying is in line with reports of the deal in recent days, which collectively pegged the deal at around $4-5 billion.

Those figures may sound big, but not when compared to what Verizon originally paid: a combined $9 billion+ respectively first for AOL in 2015 and then Yahoo in 2017.

The former deal brought AOL and its various media holdings — including The Huffington Post, TechCrunch, Engadget — under the VZW umbrella, while the latter added the iconic Yahoo search portal along with a slate of Yahoo services and Tumblr, resulting in a curious mix of newer services skewing to younger audiences mixed with a number of legacy internet properties, plus some experimental efforts thrown into the mix.

After the acquisition, the two companies were merged under the umbrella of a new brand, Oath, part of a bigger strategy that Verizon had to grow a media empire to help it take on online ad giants like Google and Facebook, with the operation run by Tim Armstrong, who had been AOL’s longtime CEO going into the Verizon acquisition.

Ultimately, it never quite played out as Verizon thought that it would, or at least not as quickly as it had hoped.

Hans Vestberg — a longtime telecoms executive who first joined Verizon as CTO in 2017 — became the CEO in June 2018. In doing so, he essentially inherited a digital media business strategy that he had no hand in building.

“Verizon Media has done an incredible job turning the business around over the past two and a half years and the growth potential is enormous,” Vestberg said in a press releas. “The next iteration requires full investment and the right resources. During the strategic review process, Apollo delivered the strongest vision and strategy for the next phase of Verizon Media. I have full confidence that Yahoo will take off in its new home.”

Within six months of him taking the top role, Armstrong had left the company (to be succeeded by Guru Gowrappan, who still leads the media business); and then Verizon wrote the value of its media assets down to $4.6 billion, noting that Oath, “has experienced increased competitive and market pressures throughout 2018 that have resulted in lower-than-expected revenues and earnings.”

And the Oath name was short lived, with Verizon adopting a far more straightforward name, Verizon Media, in January 2019.

Further moves happened in increments. In August 2019, the company sold blogging platform Tumblr to WordPress-owner, Automattic, for what was described then as a “nominal” price.

Then late last year, as the media world suffered from lack of ad revenue amid the COVID-19 pandemic, Verizon sold off HuffPost to Buzzfeed, coupled with an equity investment into the digital media company and an advertising and syndication deal. And there have been various layoffs to trim the wider media operation.

Since the HuffPost transaction, the rumors swirling around Verizon’s plans to shed its remaining media assets intensified. (Although, again, there were reports around a possible sale for years before this.)

Yet that isn’t the full story. In spite of a rough year for online publishing, Verizon Media began to see a rebound earlier this year, marking a 12% year-over-year jump in revenue for Q1. It was some short term good news that may have ultimately better positioned the telecom for a big selloff.

Founded in 1990, Apollo has a wide and diverse range of assets, including the recently purchased Venetian resort in Las Vegas and craft giant, Michael’s. It also has a pretty extensive range of holdings in the telecoms, media and tech sector, including ADT, Coinstar, radio and television conglomerate Cox Media, with some assets going private but then getting spun out as public businesses (Rackspace, another Apollo investment, is one example of that). In other words, precisely what shape a company like Verizon Media would ultimately take as part of the Apollo portfolio is still something of a question mark.

“We are big believers in the growth prospects of Yahoo and the macro tailwinds driving growth in digital media, advertising technology and consumer internet platforms,” Apollo Senior Partner David Sambur says in the release. “Apollo has a long track record of investing in technology and media companies and we look forward to drawing on that experience to help Yahoo continue to thrive.”

The deal is subject to the standard regulator scrutiny. It’s expected to close in the second half of the year.

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