On Friday, Elon Musk announced that NBC Universal's Linda Yaccarino will serve as the new CEO of Twitter. Yaccarino is a longtime advertising executive credited with integrating and digitizing ad sales at NBCU. Her challenge now will be to woo back advertisers that have fled Twitter since Musk acquired it last year for US$44 billion.
Since taking ownership, Musk has fired thousands of Twitter employees, largely scrapped the trust-and-safety team responsible for keeping the site free of hate speech, harassment and misinformation, and blamed others -- particularly mainstream media organizations, which he views as untrustworthy "competitors" to Twitter for ad dollars -- for exaggerating Twitter's problems.
At one point, she asked if Musk was willing to let advertisers "influence" his vision for Twitter, explaining that it would help them get more excited about investing more money -- "product development, ad safety, content moderation -- that's what the influence is." "I would be worried about creating a backlash among the public," he said. "Because if the public thinks that their views are being determined by, you know, a small number of in America, they will be, I think, upset about that."
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