How will your approach compare with Alison Reay's?
Until very recently, the internet was always challenged in its legitimacy, both from a reach and an audience perspective. During Alison's tenure, the medium, and therefore Yahoo!, transitioned from 'why?' to 'how?'.
Alison and I do not differ in our passion for the medium. I see this as a tremendous opportunity to be a catalyst for healthy change. That is what I'm passionate about and what you will hear from me most over the next 12 months. As you will see, my passion bubbles over into everything I do.
What challenges face Yahoo! and its sales team for 2006?
We need to be sensitive to how our medium fits into the planning process as a whole. The time consumers spend on the internet has reached critical mass and that will increase as broadband penetration increases.
With this shift comes wholesale changes in how marketers should allocate marketing budgets, which has been fairly consistent for 40-50 years. We must help clients and agencies as they work through what this means creatively, organisationally and financially.
How will Yahoo! sales change in the next 12 months?
There won't be a radical change in how Yahoo! approaches things. The one area where we will focus efforts - across all disciplines and not just sales - is in making it easier for others to do business with us.
The medium is still hard to buy compared with others.
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