Yahoo’s Brand Unlikely to Command Premium in Sale Deal

San Francisco Chronicle: Should AT&T, Verizon, or someone else succeed in acquiring Yahoo, the winning bidder will pay billions of dollars for the business. Normally, any company on the selling block would factor brand value in negotiating a sale price. But in Yahoo’s case, the real value of the business is its still sizable audience and advertising reach. “Let’s be honest, Yahoo is not the brand that it once was.”