Inside Yahoo`s Identity Crisis - Yahoo Base Case
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Yahoo Base Case
HEADQUARTERS:
701 First Avenue, Sunnyvale, CA 94089
PHONE:
(408) 349-3300
BUSINESS:
Internet media and technology company
CTO:
Jerry Yang stepped into this role after the departure of
CTO Zod Nazem in May, before Yang was bumped up to CEO. Co-founder
and Chief Yahoo David Filo plays a strong behindthe-
scenes role in Yahoo's technology choices but doesn't
appear to covet the CTO title.
FINANCIALS IN 2006:
$6.4 billion in revenue, with net income of $751 million
CHALLENGES:
Yahoo must find ways to sustain its audience,
maintain its base of loyal, registered users, and figure out better
ways to make money off those users through search marketing
and other forms of advertising.
BASELINE GOALS:
- As of October, Yahoo said it was aiming for between $5 billion
in sales for 2007 (excluding "traffic acquisition," the cost
of working with affiliates to drive traffic to Yahoo), compared
with $4.6 billion for 2006.
- In the same report, Yahoo said it was targeting operating
income of $658 million to $678 million for 2007, compared
with $941 million in 2006, as it invests in improving its
business.
- Yahoo points to the growth in advertising revenue on its
"owned and operated" Web sites as a trend it aims to continue.
In that segment, search advertising revenue rose 30%
and display advertising rose 20% from a year ago in the third
quarter, according to the company. However, Yahoo must
also reverse a downward trend in advertising income from
affiliate Web sites.
Projects: Web Application Development 
