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Changing Colors: Is Bartz The Critic Turning Into Bartz The Defender?

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Yahoo (NSDQ: YHOO) CEO Carol Bartz is known for not pulling any punches when it comes to zinging her company—this fall, she referred to the company’s operating margins as “pathetic” and, last spring, used an unprintable four-letter word to refer to the productivity of some of her employees. But during the company’s earnings call this week, Bartz seemed to transform herself into a big defender of her company’s so-so performance—at one point even comparing Yahoo’s results favorably to “traditional media” (of all industries). Three examples, after the jump.

Bartz on the company’s 10-percent year-over-year drop in revenue:

SEE ALSO: Yahoo’s Bartz: Company’s Operating Margins Are ‘Pathetic’

Most of the S&P 500 suffered with declining revenue last year and includes many of our largest customers. In that (line), Yahoo’s revenue decline of only 10 percent is pretty darned good. Compare that with traditional media who were really struggling and we all held up well.

Bartz on the company’s declining page views:

A lot of people are starting to back away from page views because there is a lot happening. For instance, a lot of the technology we are putting on our pages now drives page views away, whether that is streaming quotes or what have you. So we are actually trying to look at as much as anything engagement.

Bartz on the results of the company’s $100 million ad campaign:

It has sort of two real different vectors. The vector in the U.S. is not to grow users but to change attitudes and behavior and to sort of reacquaint them with the Yahoo brand and its vision. In places like India, parts of Europe it is to not only engage but to get known better and to grow and we have seen both things happen—even though three months is way, way too soon to judge any ad campaign.

Sure, the company’s overall performance did improve somewhat (i.e. there was less red). And Bartz did refer to the pop-ups on Yahoo’s new home page as “driving crazy” advertisers and users.

But is Bartz, one year into the job, losing her critical edge? After all, she can no longer easily blame the company’s ails on her predecessors—so instead she has to defend them, despite what some metrics might suggest.

(Direct quotes from the call are via SeekingAlpha)

Jan 29, 2010 3:00 PM ET

Carol Bartz, Yahoo/Microsoft Deal Photo: AP Images


Posted In: Money, Companies, Yahoo, carol bartz

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