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Yahoo Is Getting Noticed Again
9/24/2013 8:45:00 AM
The folks at
) must have danced with joy when their new logo design was widely
ridiculed and panned.
Where is all this going? It looks like Mayer is trying to reestablish Yahoo in its old role as a home page for the Internet. But the Internet has come a long way since then, so this new home page has to be different for every user, and far more dynamic than was possible back in the "old days" of Yahoo.
Since Yahoo and its then-biggest competitor, AOL ( AOL ), started their long slide into oblivion five years ago or more, the Web has had no "front page." Users go to Google to search, to Facebook to schmooze, to one or more general or specialized sites to read the news, and to an email provider for correspondence.
Serendipity is great, but it would be nice if somebody figured out a way to pull it all together in one page. That is what Mayer seems to be trying to do.
She claims that Yahoo has increased monthly traffic by 20%, to more than 800 million monthly users, excluding Tumblr.
It is especially significant that 350 million of those users were on mobile devices.
Yahoo, at least briefly, regained the top slot in comScore's Web traffic rankings in the July numbers , passing Google for the first time in two years. But some analysts discounted the importance of that report, in part because it did not include mobile usage.
So, a key question when Yahoo reports its quarterly earnings on Oct. 21 will be whether that increasing mobile usage is translating into ad dollars. Its display ad revenue overall was down 11% in the last quarter, not a good trend.
Mayer does not underplay the challenges ahead. At a recent conference, she said it would take "three or more" years for Yahoo to get where it needs to be.
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