Bottom line: Baidu’s long-term revenues will decline by 15-20 percent from current levels as a result of a cut-back in sponsored links and new transparency policies that will scare away some of its advertisers.

What’s the cost of being honest, or at least a little more honest? If your name is Baidu (Nasdaq: BIDU), apparently the answer is about $400 million, which is how much China’s leading search engine has just lowered its latest quarterly revenue forecast after taking steps to become more transparent. Put differently, the figure is about one-eighth of Baidu’s previous revenue forecast for the quarter, meaning it would translate to lost revenue of about $1.3 billion of the $10.25 billion it generated for all of last year. Read Full Post…