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Yahoo’s $100 Million Hail Mary
by Andrew McCaskey
A Very Bad Feeling
If I were a Yahoo stockholder, I would have a very bad feeling about this $100 million advertising campaign about to be kicked off by Yahoo management. It sounds like a sure fire way to get rid of a lot of money and instead of building the brand, have the reverse effect. As AOL begins to fade, Yahoo is probably not too far behind. Like the comfort food qualities of Wheaties, Ovaltine and Quaker Oats, Yahoo will be able to resonate with a large part of the population, for a while – but it looks like a losing battle.
At least they don’t have the expensive embarrassment of a $4 Billion purchase where they forgot to get the source code as a part of the deal.
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