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Marissa Mayer’s top 3 challenges as Yahoo CEO
SAN FRANCISCO (AP) - Like a lot of math geeks, Marissa Mayer enjoys tackling complex problems. She will find plenty of those as the latest CEO at Yahoo. The troubled company has turned into a vexing brain-twister as its financial performance has steadily deteriorated even though it still boasts one of the Internet’s biggest audiences and best-known brands.
Yahoo announced Tuesday another lackluster set of financial results in the second quarter. The company earned $227 million, a 4 percent decrease from a year ago. In the last five years, Yahoo’s stock has tumbled 41 percent. It closed Tuesday at $15.60.
Mayer, 37, will try to reverse the financial malaise as Yahoo tries to match the growth of rivals Google and Facebook Inc. Both companies have been prospering as advertisers spent more money on Internet advertising.
_ACQUIRING AN ALLY
Mayer’s to-do list probably will start with deciding the fate of Ross Levinsohn, who had made a positive impression among analysts during his two-month stint as interim CEO. He took over after the mid-May ouster of Yahoo’s previous leader, Scott Thompson, who left amid a flap over misinformation on his official biography.
Levinsohn had envisioned Yahoo’s website becoming the hottest spot on the Internet to get a mixture of exclusive content and material produced by a wide range of other media outlets. He was particularly focused on improving the quality of Yahoo’s video offerings, figuring more people would stick around the company’s website if it was serving up professionally produced news and entertainment clips. That in turn would help Yahoo sell more online advertising and revive revenue growth.
Mayer has previously worked with Levinsohn while she was overseeing Google’s Internet search team and he was running the digital operations at Rupert Murdoch’s News Corp. In 2006, News Corp.’s MySpace social network struck a lucrative advertising partnership with Google that was widely seen as a coup for Levinsohn.
But it’s not clear if those past ties will be enough to smooth things over with Levinsohn, who has now been snubbed twice for the Yahoo CEO job in less than a year. He was also interested in running Yahoo after the company fired Carol Bartz as CEO last September, but didn’t even get an interim tryout that time. Yahoo instead relied on Tim Morse, its chief financial officer, as its temporary CEO.
Some analysts believe the two could form a powerful combination at Yahoo if Mayer can win Levinsohn over. That’s because Mayer specializes in developing products and managing how online services interact with users while Levinsohn’s strong suit is negotiating media partnerships and selling advertising.
_CHARTING A NEW DIRECTION
Whether Levinsohn stays or leaves, Mayer will have to answer a question that has stumped the four other full-time CEOs that have steered Yahoo during the past five years: Where does Yahoo Inc. fit in an Internet and mobile market that is increasingly tilting toward Google Inc., Apple Inc., Facebook Inc. and Amazon.com Inc.?
As Mayer ponders this one, she is likely to draw on her experience as one of Google’s top executives. She probably knows Google’s weaknesses, as well its strengths. And her perch at Google may have given her a better vantage point on the potential vulnerabilities at Apple, Facebook and Amazon.com.
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