Yahoo is set to unveil a major marketing campaign to reset advertiser and consumer perception of the long-troubled company during Advertising Week in New York, which starts a week from tomorrow.

According to numerous sources BoomTown has spoken to about the campaign, Yahoo (YHOO) is–at least with advertisers–going to focus on stressing the size and scale of the Internet giant.

The details of the plan will be made public Tuesday, Sept. 22, at a press conference.

It will take place immediately after a keynote speech–titled “Yahoo’s Consumer Revolution…Round II”–that the company’s new CMO, Elisa Steele, is set to deliver on the second day of the Interactive Advertising Bureau’s MIXX conference.

MIXX is a two-day event, run by IAB, focused specifically on online advertising.

Yahoo CEO Carol Bartz is also going to be attending Advertising Week–during which all the major players in the advertising business gather in Manhattan for a series of events–for a plethora of meetings with big Yahoo clients.

It is likely she and several other senior Yahoo execs will be at the press conference, sources said.

That press event will also include Penny Baldwin, a well-known industry exec Yahoo hired as its SVP of global integrated marketing and brand management in July.

The main message Bartz is set to deliver is that Yahoo is a powerhouse unlike any others on the Web when it comes to online display advertising.

And, in fact, Yahoo–despite all the internal and external turmoil it has undergone in recent years–remains one of the largest sites on the Internet, and is the top player in what is also called graphical advertising, as well as online media and communications.

“The whole push seems to be to remind people of vibrancy of the brand and exactly how huge its reach is,” said one person who has seen parts of the presentation. “It is less Yahoo is back than Yahoo has never left.”

Sources also noted that Yahoo is likely to stick to its plan to push the idea of “your home on the Web” to consumers, which I had previously posted about earlier this summer.

The idea of the Silicon Valley icon being the key hub destination for Internet users does dovetail with pushing its size to advertisers–major marketing messages that will also likely cost a pretty penny.

They will have to–Microsoft (MSFT) has been in the midst of a $100 million campaign for its new Bing search site and will likely spend more when it unveils updates to the service, dubbed Bing 2.0–within the next few weeks.

The company showed the changes it showed to its own employees last week, which was the subject of much tweeting on Twitter.

Yahoo will apparently give more specifics as to the spend for the marketing push at the press conference.

But, many sources said, the company is already out in the advertising market now, buying tens of millions of dollars in advertising online and offline to hawk Yahoo in print, on television and elsewhere.

(Full disclosure: Sources said that campaign will include The Wall Street Journal network, which includes this site.)

“It’s dramatic,” said one source about the marketing outlay.

Since she got to Yahoo, Bartz has continually stressed the need to promote Yahoo products and services more, including in an interview last week on CNBC (you can see that longish video here).

And, in the July earnings call for Yahoo, Bartz said: “In addition, we’re hard at work on plans to reposition our most valuable asset: Yahoo’s brand. Our Q3 plans include an initial wave of incremental marketing spend which will increase substantially into Q4 and next year.”

Also, in a Q&A in the same call, she added more about the long-term nature of the spending on branding:

“The branding and our whole campaign of advertising is just starting; however you have to understand that this is an ongoing campaign so it’s not transient at least for the next year or so. We’re really going to move to reposition the Yahoo brand and Yahoo Company, so right now, consider that as cost that’s in the system.”

What Bartz and other Yahoo execs will likely stress less is search, due to the search deal Yahoo struck in July with Microsoft in which the software giant will take over the back-end technology and Yahoo will sell search ads for both companies.

The company will compete with both Microsoft and Google (GOOG) in garnering the search market still, once the partnership is approved by regulators, with Yahoo focusing on differentiating itself via innovative user interface, design, features and functionality.

You knew it was coming, of course.

Since the blogosphere couldn’t actually kill him off–deeply lazy and incredibly wrong in insinuating that Apple CEO Steve Jobs was dying imminently–it turned around yesterday and declared him a liar for not saying he had a “hormonal imbalance” sooner.

Of course, Apple (AAPL) has also played along in this bizarre game, along with its defenders, who have all tried to pretend nothing is wrong with a man who clearly looks like he has had the stuffing knocked out of him because of his long-running health issues.

Still, the worst offender, of course, was the original story in Gizmodo by Jesus Diaz last week about Jobs’s keynote pullout from Macworld, using a single source for the report that Jobs was doomed.

In it, Diaz went well over the top by using this one source as confirmation that Jobs was “declining rapidly” and “it may be even worse than we imagined” and, quoting the source directly, “Apple is choosing to remove the hype factor strategically vs. letting the hype destroy Apple when the inevitable news comes later this spring.”

That sounds pretty bad to me. Inevitable, of course, always means taxes or death and dying. As in pancreatic cancer returning. As in start cuing the pallbearers. Get Marcus Welby, M.D., stat!

As it turned out, it was also a bit of a premature diagnosis by someone not a doctor but playing one on the Web, as Jobs countered the rumors with his own news yesterday in a terse letter that ended with the back of his hand to crepe-hangers like Diaz and his specious source:

“So now I’ve said more than I wanted to say, and all that I am going to say, about this.”

So it’s done, right?

Sadly, no, it is not.

Not satisfied to be utterly wrong about relaying on a rotten source and posting it with a screaming headline and declaring someone on death’s door and then finding that perhaps he had a breath or two still in him–remind me never to tell Nick Denton I am feeling nauseous or I will be on my way to the morgue pronto–Gizmodo tried to twist its original story into a shape even the the malleable corpse in “Weekend at Bernies” could not get into, and got it wrong a second time yesterday.

Under the new title, “Steve Jobs Skips Macworld Because of His Health,” the new post started: “Looks like our source was partly right: Jobs’ condition was the a reason for his Macworld no-show.”

Except Jobs did not ever say that in his letter, except to note: “A few weeks ago, I decided that getting to the root cause of this and reversing it needed to become my #1 priority.”

Does the mean he quit Macworld because of that alone?

I have no idea and neither does Gizmodo, which seems to still have done no actual reporting on this issue it makes such a big deal of. Instead, the post whips up implied guilt without a shred of real reporting.

It could be true, it could be false. But Diaz does not help us, except to just ask us to take his say-so. It’s profoundly simplistic and reeks of an agenda.

More importantly, here’s the problem with portraying the Macworld withdrawal as so cut and dried: At all corporations I have ever covered, big decisions are nearly always a complex mix of emotion and business and chaos.

To wit: It is well known Apple hates Macworld, and having to introduce a fabulous new product at a weird time too.

My guess–and that is all it is–as to what seems plausible: Apple had no wow products to show. Execs have wanted out for a while. Jobs felt lousy and wanted to try to get better. A confluence of events seems more likely than one big Apple plot.

But it did not stop Gizmodo from declaring it so, by egregiously reading into Jobs’s letter, as if it were tea leaves and Diaz was that wacky divination professor from “Harry Potter.”

As Hermione Granger said of her: Rubbish.

Then, worse, Diaz goes for the full pretzel, noting about the Jobs letter:

“What does this mean? First and foremost, that his health is not declining rapidly now, as our source affirmed. Thank god for that. Like I said in the original article, I hoped our source was wrong about this point, and they were. The source’s information was probably from earlier in the year.”

What? Earlier this year? Probably? This is a whole new kind of backpedaling.

Actually, when you boil it down to the really important issue, it was posting the information about Jobs being on his deathbed that was wrong, and no amount of fobbing off blame on the source can fix that.

All this could have been solved if Apple were more forthcoming, of course, but this is akin to wishing for a miracle cure.

Apple should be, obviously, although the company is also well-known for its secretive behavior, which continues to surprise people covering it, despite it being business as usual for almost its entire history.

And, as the Gizmodo follow piece does correctly point out, the Jobs-Is-Fine-and-Dandy reporting done by CNBC’s Jim Goldman (and clearly fed by Apple) also went too far in the other direction and oddly ignored the obvious signs of some kind of health issue.

And Goldman’s own claim later that he was sort-of right was just as silly. Neither he or Diaz seems to be.

Jobs is not well as Goldman claimed, but neither is he dying as Diaz said (Sorry, Jesus, I mean your source said, although you talked to that source, used the info, typed it in and let it fly.)

Now, as the professional mourners disperse, it remains to be seen how much longer this will go on. My guess is for a while, since the obsession with Jobs’s health seems infinite in its creepiness.

(I know the drill, it’s only mentioned constantly because it is all about Jobs’s value to the stock, and that is the reason for the intense attention still, even though even Martians have gotten the message about his troubled pancreas. Right.)

But here is one thing I do know for sure: In a letter he was forced to write, Jobs seem to have declared yesterday firmly that he still has a life.

Now, everyone else should get a life too and move on.

BoomTown is not saying it’s going to be like watching grass grow.

But 2009 is not exactly getting off to a rousing start this week–with a pair of definitely underwhelming blockbuster tech events taking place that already have more of an air of whimper than of bang to them.

That would be the Consumer Electronics Show, the annual egregious gadgetfest in Las Vegas, and the final appearance by Apple (AAPL) at Macworld in San Francisco.

Of course, while CES tries to fend off the spate of no-one-is-going-to-CES stories–well, I am!–the absence of his digital Holiness and Apple CEO Steve Jobs at Macworld has really generated most of the glumness.

[UPDATE: In a public letter, Jobs says he has a "hormone imbalance" and will stay on as CEO as he recovers.]

Still, the keynote cancellation by Jobs–which started off a new round of is-he-sicker? rumors–is profoundly depressing for Macworld.

After all, it was only two years ago that he practically blew out every geek mind with the introduction of the iPhone there. (See a part of that masterful performance in a video below.)

Thus, it falls to Apple’s SVP of Worldwide Product Marketing, Phil Schiller, to be thrilling–with exactly what, it is still unclear. Rumors abound, none of which are very promising (New iLife and iWork! New Mac mini! Zzzzzzzz).

There is, of course, the vain hope that Schiller will end his speech by uttering Jobs’s patented “one more thing” line, wherein Jobs will walk out (without a walker!), wave and create what would be a genuine frenzy, especially since the last sighting of him was at a yogurt store.

As to CES, there is no big or new product trend to point to, except rumor of a possibly exciting intro of a touchscreen smartphone from Palm (PALM) with a slide-down keyboard. Wheeeee!

Some keynote speakers include Sony (SNE) CEO Sir Howard Stringer, Ford Motor Co. (F) CEO Alan Mulally, Intel (INTC) Chairman Craig Barrett and Cisco (CSCO) CEO John Chambers.

Interestingly, the absence of former Microsoft (MSFT) head Bill Gates at CES–long announced, after more than a dozen times there–caused no weeping and rending of garments, as did Jobs’s nonappearance.

In his place, there will be a keynote by the software giant’s CEO, Steve Ballmer, in which no major announcement seems to be coming.

Still, one can dream, and I desperately hope Ballmer will say “one more thing” and out will come Yahoo (YHOO) CEO Jerry Yang to announce a big honking search deal, finally putting to bed one of 2008’s longest-running soap operas.

What can I say? This is tech and, for us (okay, me, at least), that would be exciting.

Speaking of gripping, I dare you to watch this 2007 iPhone intro performance by Apple’s Jobs and not be deeply impressed by his stylings:

BoomTown extends apologies to the late Francis P. Church, who penned the original “Yes, Virginia, There Is a Santa Claus” editorial in the New York Sun on Sept. 21, 1897.

But with just a little rejiggering, his eloquent words work perfectly as a translation for Apple’s press release about its withdrawal from San Francisco’s Macworld and no keynote speech from Apple CEO Steve Jobs yesterday, which doubtlessly shook the Apple (AAPL) faithful to the core.

Oddly enough, it matches up surprisingly–and a little disturbingly–well.

Thus, here’s a little holiday inspiration to help those poor souls make it through these darkest of days:

Dear Editor:

I am 28 years old. Some of my little fanboys say there is no Steve Jobs at Macworld. My imaginary friend at AppleInsider says, ‘If you see it on BoomTown, it’s so.’ Please tell me the truth, is there a Steve Jobs?

–O’Hanlon, a geek in Virginia”

Apple wrote: CUPERTINO, California—December 16, 2008—Apple today announced that this year is the last year the company will exhibit at Macworld Expo. Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing, will deliver the opening keynote for this year’s Macworld Conference & Expo, and it will be Apple’s last keynote at the show. The keynote address will be held at Moscone West on Tuesday, January 6, 2009 at 9:00 a.m. Macworld will be held at San Francisco’s Moscone Center January 5-9, 2009.

Translation: Virginia geek, your little friends are wrong (and they also have no life, which is self-evident). They have been affected by the skepticism of a skeptical age. They do not believe except they see. They think that nothing can be which is not comprehensible by their little minds. All minds, Virginia geek, whether they be men’s or children’s, are little. Not as elegantly tiny as the iPod Nano, but little nonetheless. In this great universe of ours, man is a mere insect, an ant, in his intellect as compared with the boundless world about him, as measured by the intelligence capable of grasping the whole of truth and knowledge.

Apple wrote: Apple is reaching more people in more ways than ever before, so like many companies, trade shows have become a very minor part of how Apple reaches its customers. The increasing popularity of Apple’s Retail Stores, which more than 3.5 million people visit every week, and the Apple.com website enable Apple to directly reach more than a hundred million customers around the world in innovative new ways.

Translation: Yes, Virginia geek, there is a Steve Jobs. He exists as certainly as love and generosity and devotion and the fabled touchscreen tablet Mac exist, and you know that they abound and give to your life its highest beauty and joy. Alas! how dreary would be the world if there were no Steve Jobs! It would be as dreary as if there were no amazingly great iPhones. There would be no childlike faith then, no poetry, no romance, no Pull My Finger app to make tolerable this existence. We should have no enjoyment, except in sense and sight. The eternal light with which childhood fills the world would be extinguished.

Apple wrote: Apple has been steadily scaling back on trade shows in recent years, including NAB, Macworld New York, Macworld Tokyo and Apple Expo in Paris.

Translation: Not believe in Steve Jobs! You might as well not believe in those admittedly freaky iPod shadow dancers. You might get your other pretend friend at MacRumors to hire men to watch in all the Chinese manufacturing factories on Christmas eve to catch Steve Jobs, but even if you did not see Steve Jobs ordering up new Mini desktop computers, what would that prove? Nobody sees Steve Jobs, but that is no sign that there is no Steve Jobs. The most real things in the world are those that neither children nor men can see. Did you ever see the iPod dancers dancing bizarrely on the lawn? Of course not, but that’s no proof that they are not there. Nobody can conceive or imagine all the wonders there are unseen and unseeable in the world.

Apple wrote: Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications.

Translation: You tear apart the baby’s rattle and see what makes the noise inside, but there is a veil covering the unseen world which not the strongest man, nor even the united strength of all the strongest men that ever lived could tear apart. Only faith, poetry, love, romance, and the fact that the Mac guy vs. PC guy ads are pure genius can push aside that curtain and view and picture the supernal beauty and glory beyond. Is it all real? Ah, Virginia geek, in all this world there is nothing else real and abiding.

Apple wrote: Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary iPhone.

Translation: No Steve Jobs! Thank God! he lives and lives forever, despite Henry Blodget-fueled health rumors to the contrary. A thousand years from now, Virginia geek, nay 10 times 10,000 years from now, he will continue to make glad the heart of Mac fanboyhood.

The prospect of no Steve Jobs keynote and Apple’s last year at IDG’s annual Macworld Conference & Expo is sure to do five things:

1. Send the legions of Apple (APPL) fanboys–whose attendance at the January event has been akin to those who flock to sightings of the Virgin Mary in various places like, um, toast–into a deep chasm of depression from which they will never recover.

2. Renew rampant and unsubstantiated speculation about the health of Apple CEO Steve Jobs, which will immediately impact the stock of the tech icon. In fact, Apple shares are already down almost six percent in after-hours trading.

3. Begin rampant and unsubstantiated speculation about a power struggle within Apple among the potential successors to Jobs, including product czar Phil Schiller–who is giving the keynote–and COO Tim Cook. This utterly ignores the fact that you actually need more than one person to run a major corporation, even with His Digital Holiness in charge.

4. Result in a series of spurious reports of what cool new product the company will and will not release at the event, reports that BoomTown has calculated on my handy-dandy abacus are typically 83 percent wrong. Incredibly, the company always seems about to release something, because I seem to keep buying.

5. As Digital Daily’s John Paczkowski noted in a tweet just now: “Man, they must be chugging Mylanta by the gallon over at IDG corporate right now.”

Hey, BoomTown just heard that Apple (AAPL) is having some kind of conference for its developers today and there will be–what is the name they are calling it?–a “keynote” by some guy named Steve.

Blah, blah, blah on some new iPhone with three Gs. With GPS, video recording, more space, a better camera and an ability to beam you up to the Starship Enterprise.

OK, OK, for those not under a rock over the last several weeks, Apple leader Steve Jobs takes the stage for his much-expected keynote at Apple’s Worldwide Developers Conference at San Francisco’s Moscone West, starting at 10 a.m. PDT.

In other words, Twitter should be completely collapsing at 10:01 a.m., under the weight of 1,265,452,983 tweeting fanboys (and girls too) going into digital ecstasy at Jobs’s every utterance, all hanging on for the detailed details and, you guessed it, one more thing!

AllThingsD will also be there live too, in the form of Digital Daily’s John Paczkowski, who will be blogging right from the WWDC keynote.

And Walt Mossberg is also in town, so BoomTown will try to corner him and Paczkowski after the Jobs speech with our new Mino video camera from Pure Digital to find out about iPhone’s beam-me-up-Scotty feature.

Until then, please enjoy this less-than-impressed-with-the-iPhone piece by Dan Gillmor in Voices today. Apple fans fire away, as Dan likes a good debate!

What else to watch on the day of Yahoo’s earnings call but a six-part series, taken by a hand-held camera, at CEO Jerry Yang’s keynote speech at the Consumer Electronics Show in Las Vegas earlier this month.

While we did a bit of video in our post about the event, where Yahoo unveiled some interesting new mobile and email initiatives, this video person went to town and taped the whole shebang and posted it on YouTube (which is also known in Silicon Valley as the company-Yahoo-whiffed-on-buying).

If you want to understand where and at what pace the Internet giant is going–ahead of earnings–it might be a good idea to consider this attempt to explain the revival attempts at Yahoo, which is vintage Yang.

In other words: Careful, deliberate, not prone to boldness and definitely on his own timetable. Good lord–even Yang’s mother makes an appearance!

So here it is, in all its glory (or, more precisely, all its sensible-shoesness):

Part 1

Part 2

Part 3

Part 4

Part 5

Part 6