Yahoo! Partners with 176 Newspapers

The partnership will see newspapers embrace the technology they once feared.

by Helen Leggatt

The group of newspapers includes major metropolitan dailies such as The Denver Post, The San Fransisco Chronicle and The Dallas Morning News and has a combined circulation of around 12 million.

The deal will enable the newspaper industry to tap into the online ad market. Initially, it will involve job advertising on Yahoo’s HotJobs service and will take in other types of online advertising in the future.

The newspapers will supply local news content for Yahoo, who will provide mapping tools and links back to the news sites.

“There has been a big question asked for a while as to how newspapers will navigate the online future,” said William Dean Singleton, vice chairman and chief executive of MediaNews Group (via the International Herald Tribune). “I think this is the answer to that question.”

Yahoo’s partnership with the newspaper consortium comes in the wake of Google’s test of redirecting overflow display ads to print.

The seven newspaper groups involved are EW Scripps, Hearst, Belo, Cox Newspapers, MediaNews, Journal Register and Lee Enterprises.

Tags: newspapers, Yahoo

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This seems like a great move by Yahoo, as it has an existing strength in local marketing and this even adds to it. It's the type of move and news that Yahoo needed to show that they still have some creative ideas coming out of them.

Posted by: Gary Bourgeault (thealphamarketer.com) on November 21, 2006 06:07