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BizReport : Advertising : January 12, 2007
Yahoo’s Newspaper Alliance Grows
Yahoo’s deal to provide job listings to newspaper websites across the United States is expanding. Morris Communications has come on board. The company publishes 27 newspapers across the country.
At least eight of the Morris papers had previously been associated with CareerBuilder.
The addition of Morris Communications to the Yahoo-HotJobs fold brings the number of participating newspapers to 215. The program launched in November 2006. So far Yahoo is only providing job listings for the sites, but that is expected to change. Many analysts expect the deal to eventually include other types of advertising and content sharing. They say the newspaper websites would include Yahoo search and mapping capabilities; the co-op could also deliver news content.
Newspapers across the board have struggled to boost online revenue in the face of online news aggregators and online advertising. Yahoo isn’t the only online portal having luck inducing newspapers into the online world.
Google has also formed a consortium to sell unused print advertising, and three newspaper publishing groups are expected to band together to form their own online ad distribution firm. Gannett, McClatchy and Tribune have announced plans to pool 10% of their online budgets to give newspapers the ability to buy online ads in a one-stop-shop. That deal has not been finalized.
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Comments
Yahoo's newspaper alliance is a masterstroke lacking legs. Yahoo's HotJobs property has enormous potential ... provided it dramatically improves job search results. Not until searchers (job seekers) are compelled to use HotJobs' search engine will they embrace HotJobs and its newspaper partners. Jeff Tokarz CEO & Founder Just-Posted Inc. http://www.Just-Posted.com
Posted by: Jeff Tokarz on January 13, 2007 01:51
The Yahoo Newspaper Consortium concept is ingenious in one way. The fact that it is drawing in traditional local print advertisers which will slowly but SURELY migrate the lions share of their advertising dollars toward online media and hopefully (for Yahoo) to Yahoo online entities. What better way to facilitate the shift to online than to gain access to and work directly with current print advertisers! Stephen, Executive VP Keniston & Company- Boston, MA & Portland, ME
Posted by: Stephen on April 23, 2007 20:54