THIS ISSUE I have decided to present the Genuine Pewter Maven Award to the first advertiser chosen for a makeover a second time. The lucky winner is Yahoo!.
Such a great search engine. Such lousy ads. Such a pity.
In a recent quarter, Yahoo!’s sales fell to $182 million from $273 million a year earlier. Its stock was selling recently for $18, down from a high of $475.
I would not be so softheaded and audacious as to claim that lousy advertising has brought the company to this state. But, boy, it sure hasn’t helped.
Instead of explaining its unique features in a way that makes you want to try them, Yahoo!’s print ads have resorted to a series of sophomoric photo cartoons. They fail to connect to readers’ real needs and interests.
Yahoo! was the first and is probably still the best when it comes to organizing the vast universe of Web data into convenient folders and sub-folders.
Although Google is my most-used search engine, I use Yahoo! frequently for shopping
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