Inside Yahoo`s Identity Crisis

By David F. Carr Print this article Print

Losing its lead in Internet traffic and ad revenue along with its chance to win the search market, Yahoo aims to reinvent itself.  But with a slowing economy and downward forecasts for earnings, how bad are things for Yahoo? That could depend on Microsoft’s plans to buy the struggling Web portal.

The exclamation point at the end of its logo once symbolized Yahoo's synonymity with the exciting opportunities of the Internet. Originally dubbed "Jerry's Guide to the World Wide Web," Yahoo defined itself as the portal to the digital world. Missteps and missed opportunities caused it to lose out on some key opportunities—including an acquisition of rival Google—which is now costing it Web traffic and advertising revenue and raising questions about its viability. Under pressure, Yahoo is trying to reinvent itself as a true multimedia company, investing millions of dollars in new technology and products that could restore its former glory.

Latest News, Opinion & Features:

Story Guide:

Also in This Feature:

  • Yahoo Timeline
    A look at Yahoo's development from its founding in 1994 to present
  • Return of the CEO
    Just as Michael Dell and Steve Jobs reclaimed their CEO mantles, can Jerry Yang lead Yahoo back to glory?

This article was originally published on 2007-10-26
David F. Carr David F. Carr is the Technology Editor for Baseline Magazine, a Ziff Davis publication focused on information technology and its management, with an emphasis on measurable, bottom-line results. He wrote two of Baseline's cover stories focused on the role of technology in disaster recovery, one focused on the response to the tsunami in Indonesia and another on the City of New Orleans after Hurricane Katrina.David has been the author or co-author of many Baseline Case Dissections on corporate technology successes and failures (such as the role of Kmart's inept supply chain implementation in its decline versus Wal-Mart or the successful use of technology to create new market opportunities for office furniture maker Herman Miller). He has also written about the FAA's halting attempts to modernize air traffic control, and in 2003 he traveled to Sierra Leone and Liberia to report on the role of technology in United Nations peacekeeping.David joined Baseline prior to the launch of the magazine in 2001 and helped define popular elements of the magazine such as Gotcha!, which offers cautionary tales about technology pitfalls and how to avoid them.
eWeek eWeek

Have the latest technology news and resources emailed to you everyday.