In terms of portal reassignment surgery, locally, it doesn’t get much bigger than this as Yahoo7 is set to announce the redesign of its online portal and also launch its biggest marketing campaign since the start of the joint venture between Yahoo and Channel Seven in 2005.

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And reports abound that there will be a greater emphasis on content aggregation, more diversified news feeds as well as the potential for a new delivery platform, although Yahoo7 has to confirm or deny this.

And it seems, from a graphic standpoint, there will be cosmetic changes as well as the original purple will return as the signature brand colour of Yahoo7 and the Yahoo model will also be brought back as the brand’s signature.

The launch tomorrow night is being taken as a straight-out pitch to the advertising industry to show the portal some serious love, with a guest list that is understood to include the heads of many of Australia’s top and most influential advertising agencies.

According to reports, someone at Yahoo7 has rediscovered the meaning of convergence, as there will also be more access to Seven’s stable of magazines at Pacific Magazines and the new site will also allow localised content relating directly to the user’s suburb to be delivered.

Yahoo7’s relaunch is seen as a way to take leverage the increasing user personalisation of web sites and also to reinvigorate the online appeal to advertisers as growth in online spend is reported to have slowed somewhat this year.

Pic: (c) goosmurf