One of Yahoo’s highest-ranking premium advertising sales execs–David Dickman, VP of West Coast sales–is leaving the company, people familiar with the situation said.

Sources said Dickman, who will leave Yahoo at the end of the month after three years at the company, is reportedly going to Time Warner (TWX) unit Warner Bros. to work in digital sales.

Well liked at Yahoo (YHOO), Dickman was impacted in a sales reorganization done in the spring.

At the time, Atlanta-based regional sales VP Mitch Spolan was named to lead Yahoo’s North American field sales, consolidating its display ad sales groups, which had previously been split between the East and West Coasts.

Before that, Dickman ran the Western sales and another exec the Eastern sales, serving big display advertisers. The latter exec took over agency sales, while Dickman remained running sales on the West Coast, reporting to Spolan.

Dickman’s departure comes after another top Yahoo display ad exec, Todd Taplin (pictured here), left last week. He was regional VP of sales in New England and Canada, responsible for big Yahoo display advertising accounts like Fidelity Investments in Boston.

Taplin–who was also well regarded at Yahoo–took a job at Collective Media in New York, as its new Chief Revenue Officer.

Flux at the Yahoo ad sales group in the U.S.–which accounts for most of the Internet giant’s revenues–will be closely watched by Wall Street right now since it is also charged with selling premium search ads for both Yahoo and Microsoft (MSFT) under the recent deal they struck. Yahoo is also aiming to turbocharge its premium graphical ad sales business.

After a while–in a BoomTown mangling of the old cliché–if you are a nail, everything begins to look like a hammer.

So, it is probably inevitable that the next thing for much-beleaguered AOL staffers to start rumbling about is 2,000 people getting laid off next week, as was reported earlier this week by Silicon Alley Insider.

After all, the Time Warner (TWX) unit has a long history of whacking employees. So, it is easier to assume things will not be different under the regime of the latest CEO Tim Armstrong.

Except it’s not actually true that such massive cuts are in the offing, since–as many sources I spoke to said–Armstrong is only in the early part of figuring out what to do about the cost structure of AOL, after laying out a company strategy and rejiggering management recently.

While the end result of the cost-to-benefit analysis might, in all likelihood, mean layoffs of a chunk of its 7,000 employees–a larger number for its smaller operations.

And, after all, staff costs are one of the biggest line items in AOL’s budget–sources at the company said Armstrong will not rely on simply cutting jobs to craft a more attractive budget for its upcoming spinoff.

Still, there is obviously a lot of pressure on Armstrong to get the financials–which are still largely dependent on AOL’s declining, but money-generating, access business–looking pretty.

That access business did almost $2 billion in revenue last year–about half its sales–and it represented almost all its profits.

In contrast, AOL’s advertising business lagged, dropping hugely over the last several quarters.

Still, Armstrong has laid out a strategy that has included, in part:

Being a new kind of content giant, via a series of branded niche media sites, with about 500 full-time writers and editors and 1,500 freelancers; selling premium display advertising on these sites and strengthening its third-party self-service ad network business; finding a way to use its communications properties to redistribute traffic to other properties in a kind of virtuous circle.

There are also local, analytical and venture elements. But–for all intents and purposes–Armstrong’s plan is a content-and-advertising model, supported for now by the dwindling piles of cash from the access business.

That’s why, of course, costs are the next item on Armstrong’s to-do list.

“The cost structure is the last part of what was going to be dealt with, as Tim has told everyone,” said one person close to the situation about the former Google (GOOG) exec. “But, if it is slash-and-burn only, that would be pretty short-sighted.”

Perhaps, except that it is that exact tactic that has been business-as-usual at AOL for far too long.

A major Yahoo investor yesterday told me that he liked what he saw so far from new Yahoo CEO Carol Bartz, but he still remained wary.

“I like the sizzle,” he said, referring to Bartz’s decisive take-no-prisoners style. “But I am still waiting to see if steak is there too.”

Well, Bartz handed over some tough news to chew on today, announcing Yahoo’s first-quarter earnings, which were just as weak as expected.

The company reported an eight-cent-per-share profit, down from 37 cents a year ago, a 78 percent drop.

Revenue in the quarter came in at $1.6 billion, a 13 percent decline from last year’s $1.8 billion.

And Yahoo (YHOO) also said it would cut five percent of its staff of 13,600, which means layoffs of close to 700 employees.

BoomTown liveblogged the Yahoo earnings conference call, with Bartz and outgoing CFO Blake Jorgensen.

(Bartz, well known for her ribald words and sassy phrases, lobbed several, and also tossed out a small F-bomb at the very end of the conference call, so read on to the bottom.)

2:04 p.m.: The call started off a few minutes late, but who can blame Yahoo, given the poor results? But Bartz finally came on the call with an upbeat tone.

“What an amazing and busy three months it’s been,” she said, outlining what she had learned so far on her whirlwind visits across the Yahoo empire and “deep dives” into the products and services of the troubled Internet giant.

“The most important takeaway was the importance of having a ‘Wow!’ experience,” concluded Bartz, who noted the definition of that particular enthusiasm was different, depending on who you were.

“Wow!” did not describe the earning results, to be sure.

But we pressed on.

2:08 p.m.: Bartz noted that Yahoo remained focused on investment and also renewed investment in the company.

She pointed to content, email, search and advertising as key building blocks of Yahoo and focused on three key goals:

1) Globalizing the Yahoo platform

2) Building “fantastic products” that deeply impact users

3) Investing in “industry-leading” online ad solutions

You know, getting back to basics of exactly what made Yahoo great before.

2:09 p.m.: Bartz complimented Yahoo CTO and Product head Ari Balogh, as well as other current Yahoo staff at the Silicon Valley-based company.

Then she announced that Yahoo had hired Jeff Russakow (pictured here) as its new customer advocacy head.

I am guessing he is now the key guy in charge of monitoring the “Wow!” level.

Russakow is currently VP of corporate strategy for Symantec, the online security software firm, which does not trumpet Yahoo! to me.

So, I wonder if Yahoo engineers should build a “Wow!” meter to help Jeff?

Bartz then noted that Yahoo has been and will continue to “slim down our portfolio,” while continuing in investing.

That would mean dumping the non-”Wow!”

2:11 p.m.: CFO Jorgensen hopped on, noting the “difficult economic environment.”

We noticed!

Jorgensen then proceeded to go through the unimpressive numbers for a while, in a voice that lulled me into a slight stupor. There was essentially no good news anywhere for Yahoo.

Then, he summed up and said goodbye, as he is leaving Yahoo soon and there will be a new CFO by the next quarter’s call. Jorgensen said he will be watching Yahoo “with interest.”

Blake! We hardly knew you! Call me anytime and we’ll chat and maybe have lunch (bring lots of internal memos!).

2:20 p.m.: Bartz complimented Jorgensen, although she did kind of “part ways” with him.

Then, finally, came a patented Bartzism, which is that special sassy phrase or ribald word, with her noting that users were looking for a “kick-ass” experience from Yahoo.

She obviously could not resist, which was a good instinct.

Bartz soon threw in a “freakin’” too.

Then, she non-answered anticipated questions about Yahoo’s talks with Microsoft over a search and advertising partnership by noting, “search is a very valuable asset for Yahoo.”

And that, she said, in a Forrest Gumpism, “is all we’re going to say about search today.”

Also, life is a box of chocolates.

2:25 p.m.: Bartz then discussed the economy, especially the impact on branded display advertising, which she said was not going to be killed off.

Brands were always important, she noted, and Yahoo could even help damaged brands revive themselves.

Like, um, maybe, Yahoo?

She closed the talking points part of the call on another upbeat note: “Let me say again how happy I am to be here.”

Us too, cuz Bartz is a definitely a live wire, as it later turned out.

(Bartz also announced an analysts day on Oct. 28.)

2:29 p.m.: Now began questions from said analysts (media folks are muted, of course).

The first was about ad price differences, which was dull.

The second, though, touched on the Microsoft (MSFT) talks, with someone essentially asking if Bartz was smart enough about search to be able to entertain an offer.

Well, what do you think she was going to say?

That’s right: “I am well versed enough in the search business to say it is critical to Yahoo.”

Bartz also noted that she thought advertisers prefer a combined search and display experience, which felt like she was channeling Yahoo EVP Hilary Schneider.

But Bartz also managed to keep the door open, saying–and I just know she had a mischievous smile while she said this–“Relative to anything else related to Microsoft, no comment.”

She was also not gaming the economy, noting that no one knows what will happen in the future.

“A wise person stays to the sides and lets the economists figure it out,” said Bartz.

As if!

2:33 p.m.: More questions were asked about costs and layoffs (sad!) and about ad inventory.

Bartz underscored the importance of its premium ad sales staff and placement over ad networks and randomness.

“Chanel does not want to end up next to Harley-Davidson. It kind of doesn’t work,” she asserted.

Well, it works for me! I mean, black leather and more black leather–what’s not to like?

2:39 p.m.: More about globalizing the Yahoo platform, which Bartz said would take a while.

“It’s not like flipping a switch,” she said. “This is work, this is not just words.”

Bartz also talked about how non-easy the current ad management systems at Yahoo are. Several times.

2:46 p.m.: A question then came about reinvestment, which was really about selling off stuff like the Asian assets.

No answers were forthcoming, although weak product groups are getting tossed off the good ship Yahoo quite quickly under Bartz.

More questions about the economy, the ad business and another attempt to find out about the Microsoft talks.

“Search is important,” to consumers and advertisers of Yahoo, Bartz underscored again, noting she was not going to fall for a “tricky” question.

Good lord, she’s a sharpie.

3:03 p.m.: Last up is a question about the investment in the global platform and the reorganization.

And, in the end, Bartz uttered the naughty word many had expected sooner.

It came when Bartz was on a roll about how engineers have been “scattered to the winds” at Yahoo and that there have been too many product managers overseeing things and annoying those windswept engineers.

She was dead right about this nagging issue at the company, as it has slowed down innovation and rollouts of key services and products.

“Nobody’s f#*king doing anything,” Bartz stated with apparent exasperation.

She tried to take it back quickly, adding, “I knew that would slip out some time.”

But Bartz should not take it back. Never ever.

In fact, most would agree that it was well past time that such an assessment should slip out of Yahoo.

While recently in Los Angeles, I paid another visit to Jason Kilar, who has been quietly making the Hulu premium online video service one of the brightest spots in the Web 2.0 space.

The joint venture between News Corp. (NWS) and General Electric (GE) media unit NBC Universal has shown an astonishing growth since its launch in late 2007.

Yesterday, for example, comScore reported that it had risen to No. 6 in online video market share in October, after big players like the Google (GOOG) video service YouTube, Microsoft (MSFT) and Yahoo (YHOO), and in front of both Disney (DIS) and Time Warner (TWX) online unit AOL.

According to comScore (SCOR), Hulu served up 235.1 million videos in the month, grabbing a 1.7 percent market share, while Google sites garner 39.7 percent of the share and No. 2 Fox Interactive Media sites just 3.8 percent.

In addition, the October comScore numbers showed that Hulu has almost 24 million unique monthly visitors, who watch an average of almost 10 videos.

While it is not quite a little-engine-that-could story–after all, it has access to some of the most popular premium content, such as “The Simpsons”–Hulu’s fast growth and innovative experimentation with advertising in online video is being watched carefully by Internet and media players alike.

While some still don’t agree with its strategy of creating a one-stop destination site and think both News Corp. (owner of this site) and NBC Universal should send its content far and wide (the “promiscuous” strategy of players like CBS), others wait for the most massive video site of all–YouTube–to introduce some sort of premium service as a copy of Hulu very soon.

Already, YouTube has been trying to add on more premium offerings in its main juggernaut, even though the bulk of its popularity is due to short videos and user-generated content. But such inroads have been harder for Google, given the continued antipathy–and fear–toward it by Hollywood.

Not so for the homegrown Hulu, which has its HQ in Santa Monica, surrounded by a gang of entertainment and Internet outfits.

So, here’s my latest video interview with Kilar about where Hulu is going next (with two videos from my previous visit in April below it):

Please see this disclosure related to me and Google.

Well, here’s a good reason not to write off Joost quite yet: When the London-based company officially debuts its new Web-based service in mid-October, it will have some pretty hot content with its half-dozen seasons of the former NBC hit, “Friends.”

Also, there will finally be no more irksome plug-ins.

In other words, anyone with an Internet connection can watch streaming television shows and movies on Joost, with advertising embedded in various forms.

There will also be social-networking elements–you can see what your friends watch and form groups, make comments with cool tools and the rest of that sort of thing.

While all this is not going to make up for the lost time the online video service has wasted with its annoying P2P-based desktop client download, going to a Web-based, all-Flash service with more robust content is certainly the right way to stop rival service Hulu from continuing to clean Joost’s clock.

Joost was first out of the gate last year with a giant slug of funding, fancy founders (Janus Friis and Niklas Zennström, who were also founders of Web phenoms Skype and Kazaa) and blue-chip investors (Sequoia Capital, Index Ventures, as well as CBS, Viacom and wealthy Hong Kong investor Li Ka-shing).

In any case, Hulu quickly grabbed the lead in terms of press praise (I ate my words even!), ease-of-use and, most importantly, user numbers.

In the most recent stats, for example, Hulu had more than 100 million monthly video streams and 3.3 million unique monthly visitors. (But since Joost has just soft-launched its new Web-only service, it’s hard to make comparisons just yet, although the competition is now clearly afoot!)

And, although it has been written off by some, I do not think it is too late for Joost.

First, it is still early in the premium online video game.

Second, success will depend on having increasing amounts of quality content. And Joost–with CBS, Warner Bros., Sony and other unusual content like anime–certainly can keep up with Hulu’s programs from its partner parents, News Corp. (News Corp. is the owner of Dow Jones and this Web site) and NBC Universal.

Lastly, despite decent consumer uptake, the business is still in its nascent popcorn-stand stage of revenue and profit generation.

And while spending too much money and having too many employees did not help Joost, it seems as though CEO Mike Volpi has finally gotten control of the start-up beast.

Thus, while in London this week, I stopped in at the offices of Joost (near the famed King’s Cross train station, where, of course–to no avail–I tried to make it through the wall at Platform 9 3/4!) to chat with Volpi about all the changes at the much-hyped company.

Here’s a longish video, in which the always-well-turned-out former Cisco exec talks about all that and more: