Newspapers a Boon For Yahoo in Land Grab

by admin November 20, 2006 at 1:22 pm

Yahoo needed content so it went and got some. Today, the company added 150 daily U.S. newspaper sites to its inventory to push for businesses and individuals in your neighborhood.

As part of the deal, publishers will use Yahoo’s technology platform to sell online advertising. They will also adopt Yahoo’s search and search advertising on the newspaper sites.

Publishers will also have the option to distribute content in areas, such as Yahoo Search results, Yahoo News and other content verticals.

According to a statement, Yahoo will partner with a consortium of newspaper sites to provide search, graphical and classified advertising.

Members of the newly formed consortium include Belo; Cox Newspapers; Hearst Newspapers; Journal Register Company; Lee Enterprises; MediaNews Group; and The E.W. Scripps Company.

Dailies include the San Francisco Chronicle, The Dallas Morning News, The Atlanta Journal-Constitution, Houston Chronicle, Denver Post, Rocky Mountain News, St. Louis Post-Dispatch, San Jose Mercury-News, New Haven Register and the Commercial Appeal (Memphis).

The first element of the partnership to be implemented will allow advertisers that list jobs in any of the consortium’s newspapers the to also post their jobs on Yahoo HotJobs and throughout the Yahoo network.

And that’s what makes the deal a big one for newspapers, Peter Zollman, founding principal consulting company Classified Intelligence, told

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