Next Yahoo chief: Snoop Dogg?

The rapper seems very interested in taking over Yahoo's business. Would he be any worse than the company's other top picks?

By Kim Peterson Sep 7, 2011 1:45PM
Should Snoop Dogg be the next CEO of stumbling search company Yahoo (YHOO)? He wants the job.

"Im takn over as tha CEO of Yahoo," Snoop wrote on Twitter. "Need sum of that Snoop Dogg content ya digg."

I digg. CEO Snoop (or maybe he would be called CEO Dogg) isn't such a bad idea.

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Yahoo didn't fare well with its last chief executive, the tough-talking, jobs-cutting Carol Bartz. The share price was stagnant during Bartz's tenure, although it jumped nearly 4% Wednesday on news of her departure.

The number of minutes that U.S. visitors spent on Yahoo sites has dropped by 33% since Bartz started the job, research firm ComScore reports. And Yahoo's stake in U.S. display advertising may decline to 13.1% this year from 14.4% last year, notes research firm eMarketer. Revenue has been stagnant.

So whom should Yahoo install as the next CEO? That was the guessing game Wednesday, and Snoop might just be crazy enough to work. Bartz was knocked for failing to recognize the threat from Facebook, but Snoop Dogg is a Facebook savant, nabbing nearly 12 million "likes" and offering his own Deal of the Day on the site.

Snoop would always keep Yahoo's break room stocked with Hennessy and brownies, and by that I mean very special brownies. And the man knows how to manage -- he coached his son's youth football team, buying jerseys, letterman jackets and scooters for the players.

Sure, Snoop might drop a few F-bombs, but Yahoo employees are used to that. Bartz was well known for her foul language and straight-shooting style. And who better to stand up to the likes of Microsoft (MSFT) and Facebook than a man with a long and sordid criminal record? (Microsoft owns and publishes MSN Money.)

But if Yahoo doesn't want to take a leap with Snoop, here are some other candidates being mentioned as Bartz replacements:

Peter Chernin, a former president of News Corp. (NWS), who has had his eye on Yahoo for some time. In fact, he reportedly approached Yahoo with a takeover deal earlier this year. If Yahoo's board really wants to cement a deal, hiring Chernin to run the show is a good option.

Jason Kilar, the chief executive of Hulu. He may be available now that Hulu is selling itself to the highest bidder. Yahoo is reportedly in that race, so Kilar already has an in there.

Joanne Bradford. She's the chief revenue officer at Demand Media (DMD) and knows the ad business inside and out. She was a senior vice president at Yahoo but left last year under Bartz's reign.

Tim Morse, currently the interim CEO of Yahoo. Maybe the company should just go low-profile and keep Morse, who was Yahoo's chief financial officer (and still is) before being asked to fill in as CEO after Bartz left. He has been a success at Yahoo, boosting margins even as the rest of the ship foundered.

Kara Swisher from AllThingsD, who wrote about Snoop's tweet early this morning, has a few more good suggestions here.




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