Yahoo's handling of financial blogs says it all

What best symbolizes what went wrong at Yahoo Inc (NASDAQ: YHOO)? How it handled the rise of financial blogging.

When looking up stock quotes on Yahoo Finance, there is a financial blog section -- but it only publishes blogs from Seeking Alpha and no one else. Why? Because Terry Semel, Yahoo's ousted CEO, applied the old-boys media network model to Internet programming -- partner with large and well-established media companies and split up the profits. Did this work? No.

"In Web 1.0, the publisher told you what to read, in web 2.0, the consumer is the boss," said Andy Monfried, president and founder of LOTAME, in a recent interview on Wallstrip.com. Monfried was a top executive at Advertising.com which he helped build into the leading third party advertising network which is now part of AOL.

"Click through rates and brand methods do not apply any more. The cost to buy the media from social media networks is so much less than portals and other resources that have content. Going forward, advertising is all about user-generated content," Monfried noted.

LOTAME stands for Local Target Media and wants to be the connector between local social content and advertisers such as a Myspace or Facebook with the local pizza guy or the national advertiser. Yahoo has preached for years of its desire to be the leader in bringing the Internet advertising model to the local guy, but it never succeeded. It is the user-generated content that is the missing link for success in this area and Semel never got it.

Yahoo is in big trouble. Google Inc (NASDAQ: GOOG) figured out what was going to work and has won Web 2.0. For Yahoo to succeed it will have to find something it can do differently than Google, possibly aligning with Myspace.com, which was speculated yesterday on CNBC.

From an investment perspective, Yahoo's real estate position on the web is too big to pass up on. The Fly has blogged endlessly for the past year of Yahoo being a value stock and investors should jump into it and put it away. Our stance remains the same. A successfully run Yahoo has the potential to generate some big returns for shareholders.