Yahoo's quest for respect

From CNET News.com: Yahoo CEO Carol Bartz is already tired of cynicism about the company, but understands that the business world still looks at Yahoo with a healthy dose of skepticism.

Yahoo introduced a new $100 million global ad campaign Tuesday in New York at the IAB's MIXX conference, centered on the marketing-friendly ideas of personalization and empowerment. Expect to see a blitz of Yahoo ads starting Monday emphasizing that "It's You" when it comes to finding what you want on the Internet, and especially at Yahoo.

Most of Chief Marketing Officer Elisa Steele's presentation, before those in town for Advertising Week and streamed live online, was constructed to emphasize that Yahoo cares about its users, with the reasonable presumption that advertisers will care about a company that can attract hundreds of millions of those users. Yahoo is already an Internet monster: the second largest property on the Web behind Google with 581 million visitors a month and 70 percent of the U.S. Internet population stopping by on a regular basis.

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