Yahoo! Auctions, the Rodney Dangerfield of the online auction business, seems to be getting some respect these days along with its parent, Yahoo!. Business 2.0 ran a positive article about the company yesterday (http://www.business2.com/articles/web/0,1653,38799,00.html). "The company's turnaround can be attributed to some key strategic moves - and [Yahoo! CEO Terry] Semel's decision to open up his fat Hollywood Rolodex." Prior to joining Yahoo!, Semel was co-chairman and co-chief exec of Warner Bros. and was recognized as one of the most powerful figures in Hollywood. In a recent deal with Yahoo!, Fox made its largest ever advertising commitment to an online media company, and Sony made a deal with Yahoo! last fall.

Yahoo! is currently running what it is calling "The Biggest Sale in Internet History." The promotion extends throughout its ecommerce shopping portals, including Yahoo! Auctions, and runs from March 13-15. The Yahoo! Auctions promotion included a free listing day on the 12th to attract seller listings, and a $1 No Reserve Auctions Showcase to attract buyers. It remains to be seen whether consumers will join Hollywood in showing Yahoo! the proper respect.