Does Yahoo Know What it is? - Page 2
The old statement that ‘content is King’ no longer applies. In actual fact as more information is created, the more the value of that content is reduced. And despite attempts to woo spending with bigger, bolder and more targeted ads, services that help consumers navigate to that content, namely search, remain the big money makers online. Most people make money pointing to content, not creating, curating or collecting content.
The internet pioneers Yahoo and AOL are losing out to the new kids on the block, Facebook and Google, both of whom are adept at helping point the way to pertinent or interesting material. As a result, Yahoo and AOL are getting left behind in the fast-growing U.S. market for online advertising, which ballooned 20% to $31.3 billion from 2010 to 2011, according to eMarketer.
So with Yahoo stalled and lacking focus or direction, this new appointment has to be more about how Yahoo perceives its own self in a world where it has become sidelined by quicker moving competitors who have overtaken the one time ‘King of the Web’ and who are re-writing how to make money from the internet.