The Yahoo Dossier
"The right offer should be so attractive, only a lunatic would say no." —Claude Hopkins
Excerpts from our final exchange:
CLIENT TO DH:
The letter is very good. With your permission I would like to incorporate much of it into a letter of my own.
DH TO CLIENT:
You don't have to ask permission.
You own it.
What Triggered This Column—the Continuing Saga of the Ditzy Blonde Goddess
DISCLAIMER: On Dec. 11, 2005, I switched from AOL to Yahoo, where I have been ever since.
In 2012, Marissa Mayer became the sixth CEO of Yahoo in five years.
It was hoped by all that wunderkind would take an amorphous collection of services and give it a positive new—and profitable—identity.
Mayer has failed—totally.
As I write this (Oct. 2, 2014, 8:36 AM) the following notice is in my Yahoo inbox:
! We're experiencing some technical difficulties...
We're sorry, but Yahoo Mail can't load due to a temporary error. You can try back again shortly, or visit our help pages for ways to troubleshoot the issue. Temporary error 14.
- The elegant Yahoo email system was summarily revamped and customers (including me) are berserk.
- Mayer's work ethic is an oxymoron. She missed a key dinner meeting with top advertising prospects (MillerCoors, Chobani yogurt, IPG) because she "fell asleep."
- As well as sleeping on the job, Mayer has become a publicity hound, posing as a glamorous blonde goddess for Vanity Fair, Fortune and Vogue. [See the second image in the media player at upper right.]
- Yahoo said its email service recently fell victim to a coordinated cyberattack that resulted in the compromise of an undisclosed number of user accounts. —Los Angeles Times, Jan. 30, 2014
- Wall Street has persuaded Mayer to become a manipulator of stock. In 2013, she spent $1.1 billion to buy Tumblr—a company whose revenue was a laughable $13 million in 2012.
- Mayer's acquisition spree included getting in on the ground floor of the Alibaba craze prior to the IPO. Currently Yahoo owns a $36 billion stake in the Chinese company.
According to the Times' Michael J. de la Merced and David Gelles: