Elon Musk has upended Twitter's business. Here's how he could fix it – CNN

New York CNN Business  —  Much of Twitter’s ad sales team has been fired or pushed out. Large companies from General Mills to Macy’s have paused advertising on the platform, with more potentially following suit after new owner Elon Musk’s decision to restore the account of former President Donald Trump and other controversial figures. And any cursory scroll of the platform will likely show you fewer big brand ads. That would all seem like horrible news for a business that generates the lion’s share of its revenue from advertising. But Musk may not care. The Tesla CEO has previously said he “hates advertising” and, as Twitter’s owner, professed a desire to make the company more reliant on subscription revenue than advertising dollars. Twitter has always struggled to turn its outsized influence in media, politics, and culture into a highly successful advertising business. And without needing to please advertisers, the billionaire would be freer to implement his “free speech” vision for Twitter. “I’ve always thought that a move to a subscription business would make sense for Twitter … it’s never been a great advertising platform,” said Larry Vincent, associate professor of marketing at USC’s Marshall School of Business. Twitter’s advertising business
Read More