Don’t call it a comeback

Yahoo's showing signs of motion after a long period in the morgue. But is it reborn, or just undead?

A conference call discussing fourth quarter earnings at Yahoo appears to have ignited a surge of optimism for the veteran web company’s prospects – just google “yahoo comeback” to find out – but are commentators getting carried away?

Yahoo reported a 14 percent rise in earnings during 2012’s final quarter, supported largely by growth in search advertising revenue, and pleasantly surprised investors: share price immediately jumped 5 percent, topping off a 25 percent six month rally.

Most encouragingly, in a call to analysts discussing the result, newly installed CEO Marissa Mayer said the company’s next investments would go towards the entrenchment of Yahoo services in users’ “core daily habits” – the most core of these (if you don’t mind the term ‘core’ being used as an adjective) being its search function.

The FT headlines this as Yahoo “taking on google in the search wars”, but I don’t know if I’d go that far.

To put things plainly, despite overall revenue growing 4 percent, Yahoo’s actual net income fell 8 percent year-on-year, a fact that seems to appear at the bottom of most reports on the results if it appears at all.

More to the point, even with search advertising revenues healthy, the company only presides over a small and shrinking slice of the search advertising market - 6.2 per cent in 2012 compared to 17.8 per cent in 2008 according to one research firm.

So why the sudden optimism?

Because, at the heart of it, everyone likes an underdog story. And this has all the ingredients of a great one.

Google, having dominated the search market since the advent of its PageRank function in the early 2000s, is an obvious Goliath, and has fallen prey to the same erosion of public trust that has afflicted other web giants – see also Facebook, Apple and Amazon.

Furthermore, Yahoo has a young and charismatic CEO who has obviously captured the imagination of analysts and investors alike. And let’s not forget she’s ex-Google – not only does this fact make the narrative more pleasing, it adds serious credibility to the idea of the near-forgotten nineties relic clawing back ground from a complacent rival.

Yahoo’s long-term prospects in the ‘wars’ for users’ everyday web activity remain dubious. At the very least, however, the current burst of media excitement has awarded it an early marketing victory.

Yahoo's Marissa Mayer in Davos this year. Photograph: Getty Images

By day, Fred Crawley is editor of Credit Today and Insolvency Today. By night, he reviews graphic novels for the New Statesman.

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Keir Starmer's Brexit diary: Why doesn't David Davis want to answer my questions?

The shadow Brexit secretary on the resignation of Sir Ivan Rogers, the Prime Minister's speech and tracking down his opposite in government. 

My Brexit diary starts with a week of frustration and anticipation. 

Following the resignation of Sir Ivan Rogers, I asked that David Davis come to Parliament on the first day back after recess to make a statement. My concern was not so much the fact of Ivan’s resignation, but the basis – his concern that the government still had not agreed negotiating terms and so the UKRep team in Brussels was under-prepared for the challenge ahead. Davis refused to account, and I was deprived of the opportunity to question him. 

However, concerns about the state of affairs described by Rogers did prompt the Prime Minister to promise a speech setting out more detail of her approach to Brexit. Good, we’ve had precious little so far! The speech is now scheduled for Tuesday. Whether she will deliver clarity and reassurance remains to be seen. 

The theme of the week was certainly the single market; the question being what the PM intends to give up on membership, as she hinted in her otherwise uninformative Sophy Ridge interview. If she does so in her speech on Tuesday, she needs to set out in detail what she sees the alternative being, that safeguards jobs and the economy. 

For my part, I’ve had the usual week of busy meetings in and out of Parliament, including an insightful roundtable with a large number of well-informed experts organised by my friend and neighbour Charles Grant, who directs the Centre for European Reform. I also travelled to Derby and Wakefield to speak to businesses, trade unions, and local representatives, as I have been doing across the country in the last 3 months. 

Meanwhile, no word yet on when the Supreme Court will give its judgement in the Article 50 case. What we do know is that when it happens things will begin to move very fast! 

More next week. 

Keir