Eric Jackson was sitting in his hotel room on Sea Island, Ga., watching his kids splash around in the pool, when he clicked “publish” on his latest blog post for Forbes.com. Jackson, an influential hedge-fund manager, had become fixated on Yahoo and the efforts of its chief executive, Marissa Mayer, to turn around the enormous yet floundering Internet company. It was July 21, 2014, almost exactly two years to the day since Mayer took over, arriving at Yahoo’s headquarters to an unfurled purple carpet and Shepard Fairey-style “HOPE” posters bearing her face. During those 24 months, Mayer eliminated dozens of products and rebooted others. She acquired 41 start-ups and even hired Katie Couric. But just one week earlier, Mayer announced the company’s lowest quarterly earnings in a decade. Jackson argued in his post that Yahoo no longer made sense as an independent entity. Instead, it might be a nice takeover target for one of the tech industry’s Big Four: Apple, Facebook, Amazon or Google.
Jackson’s conclusion wasn’t based simply on a discouraging quarter. It was a result of an eye-opening calculation he had performed — what’s known on Wall Street as a sum-of-the-parts valuation. Yahoo had a market value of $33 billion at the time, but that figure owed largely to its stake in Alibaba, the Chinese Internet conglomerate. According to Jackson’s valuation, Yahoo’s stake in Alibaba was worth roughly $37 billion. But if you subtracted that position, the entirety of Yahoo’s core business, all its web products and content sites, actually had a market valuation of negative $4 billion. A conquering company could theoretically buy Yahoo, sell off its Asian assets and absorb its business units free. This sort of sale would make a lot of money for Yahoo’s shareholders, Jackson wrote, even if it meant gutting the company and losing Mayer as C.E.O. after only two years.
A day after his post, Jackson received an unusual email. A major Yahoo shareholder had written to explain that he and many other investors, along with numerous employees and advertisers, had themselves become extremely frustrated with Mayer. Her turnaround plan, he said, had failed. The start-ups she acquired (most notably the social blogging platform Tumblr, which Yahoo bought for $1.1 billion in 2013) had failed to revive the company’s flat revenues of roughly $5 billion per year. Nor had Mayer succeeded, despite her track record overseeing Google’s search engine, in turning any of Yahoo’s many products into an industry leader. There were also a number of embarrassing management setbacks. The best outcome for Yahoo, the shareholder said, might be to sell the company. (...)
Dynamic and wildly profitable Internet companies like Facebook and Google may get most of the attention, but Silicon Valley is littered with firms that just get by doing roughly the same thing year after year — has-beens like Ask.com, a search engine that no longer innovates but happily takes in $400 million in annual revenue, turning a profit in the process. Mayer, who is 39, was hired to keep Yahoo from suffering this sort of fate. She believed it could again become a top-tier tech firm that enjoyed enormous growth and competed for top talent. And two years in, Mayer, who has a tendency to compare herself with Steve Jobs, wasn’t about to abandon her turnaround plan. On the afternoon of Oct. 21, she entered a web TV studio on Yahoo’s garrisonlike campus to present the company’s latest quarterly results. But the presentation effectively became a response to Starboard’s campaign. Even though Yahoo’s revenue had decreased in five of the past six quarters, Mayer attested that she had “great confidence in the strength of our business.”
Mayer’s resolve was consistent with other remarks she had made at the time, in both public and private. She highlighted various signs of promise. Yahoo’s mobile revenues, while still small, had doubled from the previous year. Display advertising revenue was down 6 percent, but the number of ads sold had actually increased by 24 percent. Yahoo was engaging more mobile users than ever before. Mayer didn’t bother talking about a potential AOL takeover. Her goal was nothing less than to return her company to the level of the Big Four. “We believe deeply in the future potential of Yahoo,” she said into the camera, “and the transformation we are pursuing to bring an iconic company back to greatness.”
Generally speaking, there are only a few ways to make money on the Internet. There are e-commerce companies and marketplaces — think Amazon, eBay and Uber — that profit from transactions occurring on their platforms. Hardware companies, like Apple or Fitbit, profit from gadgets. For everyone else, though, it more or less comes down to advertising. Social-media companies, like Facebook or Twitter, may make cool products that connect their users, but they earn revenue by selling ads against the content those users create. Innovative media companies, like Vox or Hulu, make money in much the same way, except that they’re selling ads against content created by professionals. Google, which has basically devoured the search business, still makes a vast majority of its fortune by selling ads against our queries.
Yahoo essentially invented the online-advertising business. In 1994, two graduate students at Stanford, Jerry Yang and David Filo, dreamed up a way to help early users navigate the web. They picked URLs that they each liked — beginning with around 100 links, including one for Nerf toys and one dedicated to armadillos — and listed them on a page called “Jerry and David’s Guide to the World Wide Web.” Within a year, their guide had to be divided into 19 categories (art, business, etc.) and was generating one million clicks a day. In 1995, the year Yahoo started selling ads, a former company executive estimated that the entire market was about $20 million. By 1997, Yahoo’s ad revenues alone were $70.4 million. The next year, they were $203 million.
To keep up with the growth, Yahoo quickly expanded beyond its directory to create a multitude of ad-supported products. The company aimed to be all things to all web users, and for most of a decade, it was a wildly successful strategy. In 1997, Yahoo added chat rooms, classified ads and an email service. In 1998, it introduced sports, games, movies, real estate, a calendar, file sharing, auctions, shopping and an address book. Even during the crash of the Internet bubble, a profusion of more traditional advertisers began to migrate from print to digital. The search business, in particular, was growing enormously. In 2002, Yahoo’s first full year monetizing search results with attendant ads, its revenues reached $953 million. In 2003, they eclipsed $1.6 billion. In 2004, they grew again to $3.5 billion. At its peak, Yahoo’s market capitalization reached $128 billion. It was $20 billion larger than Berkshire Hathaway, Warren Buffett’s holding company.
But this growth obscured a looming problem. While Yahoo was busy enlarging its portfolio, a new generation of start-ups was focusing on perfecting one single product. Soon enough, Yahoo was losing out to eBay in auctions, Google in search and Craigslist in classifieds. Then Facebook came along, replacing Yahoo as the home page for millions of people. The advertising dollars soon followed, and Yahoo’s revenue flattened. Between 2007 and 2012, the company churned through four C.E.O.s. The last of them, Scott Thompson, resigned in disgrace after five months when a large activist shareholder, Dan Loeb, published an open letter accusing him of fabricating a computer-science degree. After Thompson’s resignation, in May 2012, Yahoo was worth less than $20 billion on the public markets.
Jackson’s conclusion wasn’t based simply on a discouraging quarter. It was a result of an eye-opening calculation he had performed — what’s known on Wall Street as a sum-of-the-parts valuation. Yahoo had a market value of $33 billion at the time, but that figure owed largely to its stake in Alibaba, the Chinese Internet conglomerate. According to Jackson’s valuation, Yahoo’s stake in Alibaba was worth roughly $37 billion. But if you subtracted that position, the entirety of Yahoo’s core business, all its web products and content sites, actually had a market valuation of negative $4 billion. A conquering company could theoretically buy Yahoo, sell off its Asian assets and absorb its business units free. This sort of sale would make a lot of money for Yahoo’s shareholders, Jackson wrote, even if it meant gutting the company and losing Mayer as C.E.O. after only two years.A day after his post, Jackson received an unusual email. A major Yahoo shareholder had written to explain that he and many other investors, along with numerous employees and advertisers, had themselves become extremely frustrated with Mayer. Her turnaround plan, he said, had failed. The start-ups she acquired (most notably the social blogging platform Tumblr, which Yahoo bought for $1.1 billion in 2013) had failed to revive the company’s flat revenues of roughly $5 billion per year. Nor had Mayer succeeded, despite her track record overseeing Google’s search engine, in turning any of Yahoo’s many products into an industry leader. There were also a number of embarrassing management setbacks. The best outcome for Yahoo, the shareholder said, might be to sell the company. (...)
Dynamic and wildly profitable Internet companies like Facebook and Google may get most of the attention, but Silicon Valley is littered with firms that just get by doing roughly the same thing year after year — has-beens like Ask.com, a search engine that no longer innovates but happily takes in $400 million in annual revenue, turning a profit in the process. Mayer, who is 39, was hired to keep Yahoo from suffering this sort of fate. She believed it could again become a top-tier tech firm that enjoyed enormous growth and competed for top talent. And two years in, Mayer, who has a tendency to compare herself with Steve Jobs, wasn’t about to abandon her turnaround plan. On the afternoon of Oct. 21, she entered a web TV studio on Yahoo’s garrisonlike campus to present the company’s latest quarterly results. But the presentation effectively became a response to Starboard’s campaign. Even though Yahoo’s revenue had decreased in five of the past six quarters, Mayer attested that she had “great confidence in the strength of our business.”
Mayer’s resolve was consistent with other remarks she had made at the time, in both public and private. She highlighted various signs of promise. Yahoo’s mobile revenues, while still small, had doubled from the previous year. Display advertising revenue was down 6 percent, but the number of ads sold had actually increased by 24 percent. Yahoo was engaging more mobile users than ever before. Mayer didn’t bother talking about a potential AOL takeover. Her goal was nothing less than to return her company to the level of the Big Four. “We believe deeply in the future potential of Yahoo,” she said into the camera, “and the transformation we are pursuing to bring an iconic company back to greatness.”
Generally speaking, there are only a few ways to make money on the Internet. There are e-commerce companies and marketplaces — think Amazon, eBay and Uber — that profit from transactions occurring on their platforms. Hardware companies, like Apple or Fitbit, profit from gadgets. For everyone else, though, it more or less comes down to advertising. Social-media companies, like Facebook or Twitter, may make cool products that connect their users, but they earn revenue by selling ads against the content those users create. Innovative media companies, like Vox or Hulu, make money in much the same way, except that they’re selling ads against content created by professionals. Google, which has basically devoured the search business, still makes a vast majority of its fortune by selling ads against our queries.
Yahoo essentially invented the online-advertising business. In 1994, two graduate students at Stanford, Jerry Yang and David Filo, dreamed up a way to help early users navigate the web. They picked URLs that they each liked — beginning with around 100 links, including one for Nerf toys and one dedicated to armadillos — and listed them on a page called “Jerry and David’s Guide to the World Wide Web.” Within a year, their guide had to be divided into 19 categories (art, business, etc.) and was generating one million clicks a day. In 1995, the year Yahoo started selling ads, a former company executive estimated that the entire market was about $20 million. By 1997, Yahoo’s ad revenues alone were $70.4 million. The next year, they were $203 million.
To keep up with the growth, Yahoo quickly expanded beyond its directory to create a multitude of ad-supported products. The company aimed to be all things to all web users, and for most of a decade, it was a wildly successful strategy. In 1997, Yahoo added chat rooms, classified ads and an email service. In 1998, it introduced sports, games, movies, real estate, a calendar, file sharing, auctions, shopping and an address book. Even during the crash of the Internet bubble, a profusion of more traditional advertisers began to migrate from print to digital. The search business, in particular, was growing enormously. In 2002, Yahoo’s first full year monetizing search results with attendant ads, its revenues reached $953 million. In 2003, they eclipsed $1.6 billion. In 2004, they grew again to $3.5 billion. At its peak, Yahoo’s market capitalization reached $128 billion. It was $20 billion larger than Berkshire Hathaway, Warren Buffett’s holding company.
But this growth obscured a looming problem. While Yahoo was busy enlarging its portfolio, a new generation of start-ups was focusing on perfecting one single product. Soon enough, Yahoo was losing out to eBay in auctions, Google in search and Craigslist in classifieds. Then Facebook came along, replacing Yahoo as the home page for millions of people. The advertising dollars soon followed, and Yahoo’s revenue flattened. Between 2007 and 2012, the company churned through four C.E.O.s. The last of them, Scott Thompson, resigned in disgrace after five months when a large activist shareholder, Dan Loeb, published an open letter accusing him of fabricating a computer-science degree. After Thompson’s resignation, in May 2012, Yahoo was worth less than $20 billion on the public markets.
by Nicholas Carlson, NY Times | Read more:
Image: Matt Dorfman. Photographs by Getty Images
