Can Carol Bartz fix Yahoo!? Telegraph.co.uk
In Silicon Valley years, reaching the grand old age of 15 makes Yahoo! a veteran.
Since Bartz took over from the company's co-founder, Jerry Yang - who remains the firm's largest shareholder with a 3.4pc stake - last January, she has dedicated a significant amount of time and money to communicate to the world that Yahoo!'s mission is to seize the 21st century, not look back to the 20th.
The critics said that Yang, the man who controversially turned down Microsoft's now eye-watering offer to buy the whole of Yahoo! for $44.6bn (£27bn) in 2008, had, by all accounts, failed to keep Yahoo!'s purpose clear and prominent in the mind of its user base – let alone attract a major swathe of new users.
One of Bartz's first moves was to spend upwards of $100m on a worldwide marketing campaign dubbed "It's You!", all about the personalisation of Yahoo!'s recently revamped homepage and products.
"Yahoo!, the vintage portal is finally getting some web 2.0 treatment, giving users the 'web of one' – where the world and your world collide in one place online," according to a bullish Bartz. Colourful posters featuring a Benetton-esque range of people adorned billboards and appeared on televisions and computers around the world at the end of last year bearing the message: "The internet is under new management. Yours."
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