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【财经新闻】Yahoo Continues to Face Uphill Climb 雅虎致力于增加点击率

(2011-04-21 23:37:25)
标签:

弗里德兰

华尔街

雅虎

搜索引擎广告

谷歌

分类: 经济新闻

以下均为社员原创翻译,欢迎分享转载,未经本社同意,不得随意复制、抄录。谢谢合作!

 

Yahoo Continues to Face Uphill Climb

雅虎致力于增加点击率

The Wall Street Journal   APRIL 20, 2011  2011.4.20  

 

By AMIR EFRATI   记者:埃米尔·埃弗拉提

 

Yahoo Inc. is still struggling to turn around its core online advertising businesses, even as its rivals experience growth amid an overall surge in online ad spending.

雅虎仍然试图扭转核心的网络广告业务,即便其对手们在网络广告开销的整体激增中增加投放。

 

The Internet company on Tuesday reported a 28% drop in first-quarter profit as revenue declined 24% from a year earlier. The results underlined how Yahoo is still working to jump-start revenue as it grapples with competition from Google Inc. and Facebook Inc., which have grabbed the attention of Internet users—and online ad dollars.

这家网络公司周二的报告显示,第一季度利润下降了28%,收益也与去年相比降低了24%。这些结论强调了雅虎是如何在与谷歌和脸谱网的竞争中努力盈利,而雅虎与脸谱网正吸引着互联网用户以及网络广告投放金额的注意力。

 

Google last week posted a 27% revenue jump and a 17% profit increase, even as it ramped up its spending on labor, marketing and research.

谷歌上周公布了27%的收入上涨以及17%的利润增长,即使它将开销倾斜于员工工资、销售以及研究。

 

Still, Yahoo's results beat Wall Street expectations. Excluding certain factors, such as recent divestitures and its search-advertising partnership with Microsoft Corp., Yahoo's revenue growth for the quarter was flat. That helped boost the company's shares more than 3% to $16.68 in after-hours trading after ending at $16.12 at 4 p.m. on the Nasdaq Stock Market.

的确,雅虎的数据出乎华尔街的预料。排除一些特定因素,例如近来的投资以及与微软的搜索广告合作,雅虎本季度的收入增长显得平凡。这些都将帮助促进雅虎3%以上的股份达到16.68美元的价格,在此之前,雅虎历经数小时最终以16.12美元的价格于下午4点在纳斯达克证券交易市场结束交易。

 

The results come as Yahoo Chief Executive Carol Bartz has stayed largely out of public view in recent months following layoffs of about 5% of employees and few product announcements. While Ms. Bartz has cut costs, concerns abound over Yahoo's growth prospects.

这些数据随着雅虎CEO卡罗尔·巴茨最近几月大幅淡出公众视野而出现,随之而来的是5%的员工被解雇以及几乎为零的产品公告。在巴茨女士缩减开支的同时,对雅虎发展前景的忧虑也随处可见。

 

In a conference call, however, Ms. Bartz was upbeat. "We have a lot of proof points this quarter that highlight very tangible progress," including increased page-views and minutes spent by users on the company's media websites, she said.

然而在一次电话会议中,巴茨女士显色很乐观,她说:“本季度我们有很多证据可以突显我们切实的进步”,包括增长的浏览量及用户在雅虎媒体网站上停留的分钟数。

 

Some Wall Street analysts had a different view. Yahoo's report "shows there's no material shift in 'user engagement' on its websites," which has been falling, said Jim Friedland, an analyst at Cowen & Co. "There's no sign of that turning around, but the sentiment has been so negative about Yahoo that a lack of deterioration in its ad businesses is a positive sign."

一些华尔街的分析家持不同观点。“雅虎报道表明用户在其网站上没有实质性的转变” 柯文公司一位名叫弗里德兰的分析家这样说道,“那种转变目前还没有征兆,但是有关雅虎的看法很消极,以至于广告业的无害性都能作为一种乐观的迹象。

 

Yahoo has blamed much of its revenue declines on certain divestitures and the transition of combining Yahoo's search-advertising business with that of Microsoft as part of a 10-year agreement. Microsoft's Bing search engine now powers searches on Yahoo sites, a move expected to save money over time because Yahoo no longer needs to invest in search technology.

由于雅虎在某些资产剥离造成收益减少,并且改变了和微软合作十年的搜索引擎广告业务方面的条约,雅虎已经受到指责。目前微软的必应搜索在雅虎网站上这项措施可以减少成本,因为雅虎已经不再需要对搜索技术进行投资。

 

Ms. Bartz has said the Sunnyvale, Calif., company, which still designs the look of its search engine while Bing technology executes the searches, would be able to increase its share of the overall Web-search market this year after losing ground to Google and Bing in 2010. But so far that hasn't happened, according comScore, which said Yahoo's share of the U.S. search market dropped to 15.7% in March, down from 16.9% a year ago.

巴茨女士已经说过,美国加州桑尼威尔基地的雅虎在必应搜索技术执行他们搜索任务的同时仍然在开发他们自己的搜索引擎,预计这一举措在今年将会增加他们自2010年以来从谷歌和必应搜索中减少的在整个搜索市场的市场份额。但是这一目标并未实现,康姆斯克的数据显示,雅虎三月份在美国搜索市场的份额从去年的16.9%下降到15.7%。

 

In the earnings call, Ms. Bartz said lower-than-expected search-advertising results in the first quarter were due in part to "technical limitations" of Microsoft's technology.

在收益方面,巴茨女士说,第一季度搜索引擎广告的效果比预期的要低,部分原因是微软的技术限制。

 

Meanwhile, Yahoo's share of the $10 billion U.S. online display-ad market is projected to rise by just 0.3% this year to 16.4%, or $1.65 billion, research firm eMarketer says. Facebook's share is expected to grow to 21.6% this year, up from 13.6% in 2010, while Google's could reach 12.6% this year, up from 9.6% in 2010.

同时,网络营销公司的调查数据显示,雅虎的在线显示器广告市场在美国占到了10亿美元的份额,预计今年仅仅会增加0.3%,达到16.4%的占有率或者是16.5亿美元。预计今年脸谱网的市场份额会从2010年的13.6%增加到21.6%,今年谷歌的市场份额将会从2010年的9.6%增加到12.6%。

 

Sales of "display ads," which include graphical, interactive and video ads, on Yahoo websites increased just 6% in the first quarter. But when adjusted for new accounting changes by display-ad buyers and excluding commissions that Yahoo paid to partners, sales rose 17%, which pleased investors, said Cowen & Co.'s Mr. Friedland.

“第一季度雅虎包括图像、互动和视频广告在内的显示器广告仅仅增长了6%。但是如果考虑到购买显示器广告位的客户的变化并且除去雅虎为搭档支付的资金,收益就增加了17%,显然,这个结果很能让投资者很高兴。”柯文公司的弗里德兰说。

 

Overall, Yahoo posted first-quarter net income of $223 million, or 17 cents a share, down from $310 million, or 22 cents a share, a year earlier. Revenue fell 24% to $1.21 billion from a year earlier.

总体来说,雅虎发布的第一季度净利润为2.23亿美元(每股17分),少于一年前的3.1亿美金(每股22分)的净利润。收益比一年前降低了24%,为12.1亿美元。

 

Yahoo projected revenue of $1.23 billion to $1.29 billion for its fiscal second quarter. The company projected income from operations in the second quarter of between $160 million to $190 million, in line with Wall Street's expectations.

本着华尔街的预期,雅虎预计第二季度的财政收益会从12.3亿美元增加到12.9亿美元。公司预期第二季度的业务收入会在1.6—1.9亿美元之间。

 

                                                       Translated by 川透社:郭欣  慕潇潇

                                                        当日责任人:潘岩岩   责编:郭欣

 

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Advices of the translation and assistance are warmly welcomed.

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