A familiar site on the drive out of San Francisco is no longer.

The famed neon Yahoo billboard in the South of Market District, which has been seen by drivers as they approach the Bay Bridge for the past 12 years, has been dismantled.

Yahoo officials told the San Jose Mercury News that “the company is focused on new and innovative ways to market itself.” Clear Channel, which manages the space, is offering the prime advertising spot for $65,000 a month.

The ad went up in 1999 when Sunnyvale-based Yahoo was leading the dot-com boom in Silicon Valley.

But shrinking revenue and more competition have led them away from the spot.



Photo Credit: Scott Beale / Laughing Squid, www.laughingsquid.com