Fortune on Yahoo! - Semel's Juggernaut

Story Text:
I've only got through the first two pages of Forune's take on Yahoo! but it's proving to be quite a good read. While all eyes are on Google, Terry Semel is quietly building a n advertising beast of gargantuan proportion.

It's been easy for most people to overlook the media and advertising juggernaut that Terry Semel, Yahoo's CEO, has assembled since he arrived from Hollywood four years ago. That's partly because Semel makes himself easy to overlook. He's not a showman like Apple's Steve Jobs or a high-tech rock star like Google's Larry Page or Sergey Brin. In fact, he seems to work hard at being bland. Listen to him theorize about the online revolution: "The great part about the Internet of all the existing mediums from before is that it's the first one that is truly global, and its impact is massive." Caffeine, anyone? Semel doesn't care if he's boring. Like many good negotiators, he knows that the more he says publicly, the less he's likely to win. Twenty years of doing movie deals as co-CEO of Warner Bros. taught him that. At 62, Semel's a behind-the-scenes guy, a strategist with a bold master plan: to transform Yahoo into the 21st century's first media titan. He has surrounded himself not with nerdy brainiacs but with veteran advertising and media executives adept at building bridges to the powerful businesses that feel the most threatened by the Internet.

If you have a little time (it's 5 pages long!) then im thinking it's well worth a read..