In a shift that is sure to be much commented on by the advertising industry, Yahoo has tapped Goodby, Silverstein & Partners to take the lead for its creative, advertising, digital marketing and strategic planning efforts.

The San Francisco-based Goodby, which is owned by the Omnicom Group, is known for innovative ideas and has done such memorable campaigns as the terrific “Got Milk?” campaign.

Perhaps a “Got Yahoo?” campaign is in the future?

Until now, the top job of goosing Yahoo’s tarnished brand, as part of a recently launched $100 million marketing push, has been helmed by Ogilvy & Mather.

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In one week, Yahoo will report its third-quarter earnings, after the market closes.

And so far, its stock is showing signs that investors are hoping for better days ahead for the Internet giant.

Other good news: A pair of bullish analyst reports yesterday.

But, a spate of executive departures, with chances of more to come, are worrisome.

As is the excessive yodeling Yahoo is once again encouraging.

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Lonely Planet, best known as a traditional travel guidebook publisher, is announcing a new U.S. head tomorrow–John Boris of Zagat Survey–as it increasingly moves to reposition the company as much more of a “cross-media” platform.

As the paid versus free content online debate gets louder over the next year, how well known brands like Lonely Planet–which has a strong reputation among consumers–handle the fallout will be more and more interesting to watch.

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Yesterday, BoomTown wrote about the status of the regulatory investigation for the Microsoft-Yahoo search and online advertising pact, which most expect to get approved.

One of the few vocal critics of the deal, though, is Jeffrey Chester, the executive director of the Center for Digital Democracy, a public interest group, who lobbed MicroHoo some important questions.

Here are the answers.

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For a long time now, it has been Microsoft constantly raiding the Yahoo talent pool, as one top tech exec after another has left its Sunnyvale, Calif., HQ to join the Redmond, Wash.-based software giant.

Well, turnabout is fair play for Yahoo, as it nabs a top Microsoft ad exec.

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Is there gold in them thar tweets?

Maybe so, because–according to sources familiar with the situation–Twitter is in advanced talks with Microsoft and Google separately about striking data-mining deals, in which the companies would license a full feed from the microblogging service that could then be integrated into the results of their competing search engines.

Sources said a number of scenarios are being discussed to compensate Twitter for its huge and potentially valuable trove of real-time and content-sharing information, generated from the data stream of billions of tweets from its 54 million monthly users.

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Unlike the gripping back and forth of the fight over Yahoogle last year, the approval process for the search and online advertising partnership of Microsoft and Yahoo is chugging along slowly but surely as the Justice Department has deepened its investigation by reaching out to a broad range of publishers, advertisers, public interest groups and rivals for comment recently.

But, so far, there is still no significant external challenge to the MicroHoo deal, even from Google, the likeliest company to try to scuttle or, at the very least, slow down the deal.

In other words: Zzzzzzzzzzz…

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In a week, the entire advertising sales staff of MySpace will gather at a swanky new seaside resort about 20 miles south of Los Angeles to get a first glimpse of the fresh direction the company is preparing to take under its new management.

The beleaguered social networking site has been in the midst of an effort to reinvigorate its image, spur innovation in its product and–most of all–pull itself out of a too-long slump, even as longtime rival Facebook has seen explosive growth.

On the possible agenda: A new strategy aimed at music and entertainment; a new look; and, perhaps, a new boss for the ad sales team.

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Let’s all agree first to blame owner Condé Nast for deciding to shutter Gourmet–the elegant and iconic magazine, which has been around since 1941, after the November issue.

While circulation remained steady at Gourmet at just under one million monthly paying subscribers, Condé Nast Chief Executive Officer Chuck Townsend pointed to a fall-off in advertising spending by luxury brands that result in a money-losing mess.

But some are blaming a movement of readers to the Web. Is it true?

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Considering the ongoing skirmishes going on right now between Amazon and Google over digital book publishing, it’s more than ironic that Amazon CEO and founder Jeff Bezos was one of only a few initial investors in the search giant.

But–in one of the many interesting details in New Yorker author Ken Auletta’s new book, “Googled: The End Of The World As We Know It”–it was indeed Bezos who invested $250,000 in the start-up in 1998 at four cents a share.

Not that there’s anything wrong with that!

There’s a great excerpt in the New Yorker this week.

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For the last month or so, the Google homepage has played with the famous colored-letter logo by morphing it into a sci-fi in-joke and later adding another “l” to indicate the company’s 11th birthday.

Now, a portrait of Mahatma Gandhi–the Indian leader whose 140th birthday anniversary is today–has become the “G” in the logo.

Yes, indeed, the head of the man known as “The Father of a Nation” is a letter.

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A new survey that should surprise only the people behind the Beacon debacle shows that a majority of Americans of all ages don’t like being tracked online by advertisers.

In related stating-the-obvious news, Americans also find Jon and Kate Gosselin super-annoying.

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Yesterday, BoomTown checked in with Docstoc CEO Jason Nazar about the document sharing start-up.

Today, it’s Trip Adler, CEO of its much larger rival, Scribd.

Launched in early 2007, the San Francisco-based online publishing company allows customers to share a wider range of documents, including books and manuscripts. It now claims to have 10 million documents.

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On BoomTown’s trip to London earlier this week, I stopped by the U.K. and Ireland offices of Facebook for a look-see.

Located just off once-swinging Carnaby Street, it’s a very small operation, mostly dedicated to advertising sales. But I did run into some engineers too, at what is Facebook’s most important international outpost.

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According to sources close to the situation, AOL has been busy selecting the board for the company, which is still set to spin itself off by year’s end–even as it slows down a decision on a new search deal with either current partner Google or a more emboldened Microsoft.

AOL is using Spencer Stuart in the search for directors, led by well-known headhunter Jim Citrin, sources said, and the company has already settled on several outside candidates.

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