• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI

2

Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 

3

The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises

1

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI

2

Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 

3

The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
Yahoo

Post-Bartz, Yahoo faces familiar problems

By
Miguel Helft
Miguel Helft
Down Arrow Button Icon
By
Miguel Helft
Miguel Helft
Down Arrow Button Icon
September 7, 2011, 7:15 AM ET



FORTUNE — Back in June 2007, Yahoo appeared to be rudderless. Its business was slowing, morale was low and many of its key executives were leaving. Yet its board told shareholders during their annual meeting that it strongly backed its chief executive, Terry Semel. A week later, Semel was out as C.E.O. (He remained non-executive chairman for about six months.)

Fast-forward four years to this June, when Yahoo (YHOO) was still muddling through, and its management was unable to reignite growth or to articulate a clear vision for the business. Yet Roy Bostock, Yahoo’s chairman, told shareholders that Carol Bartz, the C.E.O, was doing a stellar job. Now Bartz is out.

The similarities between the two departures end there. Semel resigned, though he faced pressure from unhappy shareholders. Bartz was fired unceremoniously –- Bostock broke the news to her via phone. She did not sound pleased. In an email to Yahoo’s entire staff, which she quickly tapped out on her iPad, she wrote: “I am very sad to tell you that I’ve just been fired over the phone by Yahoo’s chairman of the board. It has been my pleasure to work with all of you and I wish you only the best going forward.”

Her firing represents an unusually bold action by a board that has been widely criticized as timid and ineffective. The same board stood idly by Semel, who presided over the beginning of Yahoo’s decline. It stood idly by Semel’s successor, co-founder Jerry Yang, who fought a lucrative takeover bid by Microsoft (MSFT), a decision that was seen as disastrous by shareholders. And after Yang resigned, it stood by Bartz for two-and-a-half years, even as investors grew more and more dispirited.

Bartz shook things up early on, shedding non-core businesses, cutting costs, streamlining operations and deciding to outsource part of its Internet search operations to Microsoft. But she seemed to run out of ideas for how to turn the company around. Her famously blunt remarks and salty language were received as breath of fresh air initially, but ended up wearing thin on shareholders and even some of Yahoo’s own business partners in Asia, with whom Bartz clashed repeatedly.

When Bartz took over in January of 2009, Yahoo faced a handful of major problems. It was losing share of the lucrative search advertising business to Google (GOOG); it had missed opportunities to buy fast growing sites like Facebook and YouTube, which were attracting younger users; its display advertising business, one of its crown jewels, was under siege by ad networks and under pressure from the economic downturn; morale among employees was low and shareholders, still angry over the collapse of merger talks with Microsoft, were impatient.

Two and a half years later, Yahoo faces pretty much the same problems. Its share of the advertising business, which accounts for the majority of Yahoo’s revenue, has continued to slip and the trend is not expected to reverse any time soon. The company has long ceased to be seen as a top innovator and its stock has languished.

So what’s Yahoo’s plan? It seems that the board is not so sure. It fired Bartz without a successor on hand, naming Tim Morse, the chief financial officer, as interim C.E.O. And when it comes to strategy, well, the board named a team of five senior executives to assist Morse in “a comprehensive strategic review.”

Yahoo, of course, remains one of the most valuable Internet media properties, with some 600 million people using its sites or services every month. It’s market value was more than $16 billion, and that was before shares jumped more than six percent in after hours trading Tuesday, following news of Bartz’s firing. Yahoo also has valuable stakes in China’s Alibaba Group and in Yahoo Japan. So you can expect investment bankers and other advisors to visit the company’s headquarters in Sunnyvale, Calif., to talk about selling those assets, which Yahoo has considered before. That’s likely to be the easy part. But no one — certainly no one at Yahoo — seems to have figured how to stop the long, agonizing decline of an erstwhile Internet giant.

About the Author
By Miguel Helft
See full bioRight Arrow Button Icon

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

WHO declares latest Ebola outbreak a global health emergency. A rare variant of the disease with no approved treatments is to blame
HealthHealth
WHO declares latest Ebola outbreak a global health emergency. A rare variant of the disease with no approved treatments is to blame
By Chinedu Asadu and The Associated PressMay 17, 2026
1 minute ago
The top foreign holders of U.S. debt may soon dump Treasury bonds and bring their money back home, potentially spiking borrowing costs
EconomyDebt
The top foreign holders of U.S. debt may soon dump Treasury bonds and bring their money back home, potentially spiking borrowing costs
By Jason MaMay 17, 2026
42 minutes ago
BlackRock private credit fund’s valuations are probed by DOJ
InvestingDepartment of Justice
BlackRock private credit fund’s valuations are probed by DOJ
By Olivia Fishlow, Ava Benny-Morrison and BloombergMay 17, 2026
3 hours ago
Ukraine brings the war to Moscow with one its largest drone attacks on the capital, adding to the ‘darkening cloud of anxiety over Russia’
EuropeRussia
Ukraine brings the war to Moscow with one its largest drone attacks on the capital, adding to the ‘darkening cloud of anxiety over Russia’
By Samya Kullab and The Associated PressMay 17, 2026
3 hours ago
Drone strike sparks fire at UAE nuclear power plant, the first time it’s been attacked since the Iran war started
EnergyNuclear Energy
Drone strike sparks fire at UAE nuclear power plant, the first time it’s been attacked since the Iran war started
By Jon Gambrell, Samy Magdy and The Associated PressMay 17, 2026
3 hours ago
This community college student is America’s entrant in the Olympics of skilled trades. ‘I always wanted to be the first female to do something’
Future of Workthe future of work
This community college student is America’s entrant in the Olympics of skilled trades. ‘I always wanted to be the first female to do something’
By Mike Householder and The Associated PressMay 17, 2026
3 hours ago

Most Popular

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI
AI
Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI
By Jake AngeloMay 16, 2026
1 day ago
Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 
Politics
Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 
By Jason MaMay 16, 2026
20 hours ago
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
Politics
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
By Jake AngeloMay 12, 2026
5 days ago
SpaceX heads into a record-shattering IPO with the 'deepest moat that exists today' as investors vow to 'never bet against Elon'
Innovation
SpaceX heads into a record-shattering IPO with the 'deepest moat that exists today' as investors vow to 'never bet against Elon'
By Jason MaMay 16, 2026
1 day ago
Oil markets could be a month away from the moment of truth. Brace for a 'non-linear' price spike and panic buying, analysts warn
Energy
Oil markets could be a month away from the moment of truth. Brace for a 'non-linear' price spike and panic buying, analysts warn
By Jason MaMay 16, 2026
23 hours ago
‘You’re not a hero, you’re a liability’: Shark Tank’s Kevin O’Leary warns Gen Z founders to stop glorifying hustle culture
Future of Work
‘You’re not a hero, you’re a liability’: Shark Tank’s Kevin O’Leary warns Gen Z founders to stop glorifying hustle culture
By Jacqueline MunisMay 16, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.