The first question I have for Yahoo’s board of directors is “what
took you so long?” Was it founder’s syndrome that kept Jerry Yang from stepping
down or a board too timid to do the obvious?
The stock price alone
provides compelling evidence that change was overdue. Yahoo’s stock has fallen by
two-thirds since Microsoft offered to buy the company for $33 a share back in
the spring and Jerry said “No!” It has rebounded 12 percent since Monday’s
announcement of Mr. Yang’s intent to step down.
Maybe now Yahoo will finally figure out what Yahoo is. While
archrival Google always maintained its focus on being a search company and
making money through search advertising, Yahoo was all over the map. It has
lurched from one identity to the next. For six years Yahoo was led by Terry
Semel, a Hollywood executive who seemed bent on turning the company into a
media conglomerate. He brought in former ABC TV chief Lloyd Braun, who
developed Lost and Desperate Housewives, and they made plans for original TV
shows for the Internet. Then suddenly, in 2006, just as video became a force on
the Internet, the company denied having any media ambitions. Mr. Semel left in
2007, and Mr. Yang came back as CEO.
Google has become so dominant that it is easy to forget that
Yahoo was the search pioneer, going public even before Google was founded. Yahoo!
started as personal project by two Stanford University graduate engineering students,
Mr. Yang and David Filo, who set up a search engine in a campus trailer in 1994
to track their favorite web sites. By the time the site registered 1 million
hits in a single day, the two men realized they had a business. They raised $2
million in venture funding from Sequoia in 1995. In April of 1996 Yahoo!, with just
49 employees, went public at $13 a share; the stock soared to $43 before settling
$33. At the height of the dot-com boom, Yahoo
shares reached $118. At that point, Yahoo was the No.1 Internet brand. The day
after Mr. Yang resigned, the shares traded at just under $12 and a market cap
of $16 billion, down 20 billion since Mr. Yang turned down Microsoft’s offer.
Then two years after Yahoo’s IPO, two other Stanford
students, Sergey Brin and Larry Page started Google. It took six years to go
public, a spectacular public offering that raised $1.67 billion in 2004 and
gave the company a market cap of $23 billion. Today, Google is worth $94
billion. Yahoo has lost $16 billion of its value. Google has steadily gained in
revenue and in reputation. The company became one of the most desirable places
to work. It came out with cool products: Google Mail, Google Earth, and a suite
of desktop applications that work over the Internet (“cloud computing”) that
seemed aimed at breaking Microsoft’s hold on consumers.
Yahoo lost its cachet. It no longer seemed on the cutting
edge. The name didn’t come up in Silicon Valley the best and brightest no
longer beat a path to its door. Yahoo remained one of the most popular destinations
on the Web, but its search engine fell to No. 2.
Ultimately, Google may have indirectly caused Mr. Yang’s
exit. As Yahoo struggled to hold off Microsoft, Mr. Yang discussed a deal to let
Google run ads on Yahoo’s site. Microsoft abandoned its quest. But the planned alliance with Google, which controls
60 percent of Internet searches, raised antitrust issues, and last week, Google
called the whole thing off. Mr. Yang was
left holding an empty bag and a bunch of devalued shares. That’s finally when the
board bit the bullet.