Joanne Bradford, a longtime sales chief at MSN who later headed up Microsoft's content operations, now runs U.S. sales. Jeff Dossett, after a protracted job dance with both Microsoft and Yahoo, just took over Yahoo's "audience" group, which oversees its media websites. And Eric Hadley, another longtime Microsoftie, has just gotten a job running marketing.

The three all know each other well from MSN and form a tight-knit cabal. And one thing drove them from Microsoft to Yahoo: Microsoft's senseless obsession with Google.

MSN has always been an oddball operation at Microsoft. Is it not, at its heart, a media company. That Google figured out a way to turn attracting an online audience and selling advertising into an algorithm infuriated Microsoft's leadership — but the thought that the Web might be a software business after all held a deep attraction to them.

Google's strength is in search advertising. And search advertising is bought, while display advertising is sold. Keyword ads practically sell themselves, while banner ads require the careful cultivation of human links between Web publishers and advertisers.

In their display-ads sales, Microsoft and Yahoo both took their eye off the ball, distracted by Google. Microsoft will remain distracted, possibly for all time. But Yahoo is beginning to rebuild an ad-sales operation badly wounded by Yahoo president Sue Decker's mishandling of sales chief Wenda Harris Millard.

That's what Bradford, Dossett, and Hadley have figured out. If there's still a role for humans in the packaging of audiences for advertisers, it's going to be filled at Yahoo, not Microsoft. It is a chancy, contrarian bet; running up against both Google and Microsoft takes guts. But it's no coincidence that so many Microsoft executives are now at Yahoo.

Yahoo has lacked a strong sales leader since the departure of Wenda Harris Millard, whom President Sue Decker disgracefully drove out of the company. With the hiring of Hadley to run marketing and Jeff Dossett to run media, Bradford is assembling her own team of loyalists, from Microsoft and elsewhere. In sales, personality rules. And every cult needs its leader.

(Photo by Andy Plesser)

Heavy has never been a particularly reputable company. It used to inflate its traffic with popup ads. Yet it still managed to raise $20 million in venture capital in January 2007. By last fall, investors began to clamor for more revenue. The startup's management then brought in what our source calls "C-level grownups."

The hires included CMO Eric Hadley from Microsoft; CTO Scott Penberthy from Photobucket; CFO Todd Sloan from Nielsen; and VP Richard Rocca, who spent a few months at shady ad network Glam Media after leaving the equally unsavory ad startup Gorilla Nation.

That crew now runs the company, "but the problem is there's not going to be anybody to run it with them," says our source, who calls the new leaders "ineffective."

Most C-level people, you know, they might have been able to roll their sleeves at one point in time, but now they're pretty much ineffective people. In one instance, [Hadley, who came] from Microsoft was going around asking for help with Excel. Didn't they give classes on Microsoft Excel at Microsoft? He was like, 'well, uh, I went to business school.

Heavy's problems run deeper than its executives' lack of skill with office-productivity software. Its advertising deal with MillerCoors to sponsor Heavy's "Tiny Entourage" show has the brewer in trouble with consumer advocate groups. Also, our source says the ad network that's supposed to save the company isn't making any money.

The litany of defections from Heavy is long. The VP of west coast sales left in June. The VP of east coast sales left this week for a competitor. Three sales directors on East Coast left, leaving one with the entire territory. ("He's loving it," our source says.) The entire U.K. team quit in June, and the company is trying to hire new staff there. The VP of marketing left for Ripe Digital Entertainment, an online-video studio. And Jimmy Jellinek, a VP of programming who had quit the company once but returned in February, has left again, this time for Playboy.

But the hardest loss to bear, for a company trying to attract 18-34 males, may be comely reality-TV star Jen Schefft. Scheftt, who starred in ABC's "The Bachelorette," only joined the company in June. She's gone, too, our tipster says. That's a pretty abrupt cancellation.

(Correction: Richard Rocca informs us he was not fired from Gorilla Nation, as we reported, but left on his own. "Gorilla Nation and I are still close and I forward business there way all the time.")