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BizReport : Advertising archives : November 12, 2007

Fifth largest newspaper in U.S. joins Yahoo

The new addition brings the total number of newspapers working with Yahoo to around 400, owned by 21 different companies.

by Helen Leggatt

The New York Daily News is the latest newspaper to join Yahoo to take advantage of the increased revenues generated by online advertising. The NY Daily News is the largest newspaper so far to have joined Yahoo. It has a daily circulation of 681,415 which makes it the U.S.’s fifth largest newspaper.

"By adding the most widely circulated newspaper in New York to our extensive list of newspaper partners, we are expanding our reach and relevance in the nation's largest metropolitan market," said Lem Lloyd, Yahoo’s vice president.

The collaboration will see the NY Daily News take advantage of Yahoo’s technologies for the targeting of Internet users via advertising on its website, and Yahoo’s Hotjobs integrated in to the NY Daily News’ website.

"Our partnership with Yahoo will allow us to provide additional opportunities to our advertisers, to job seekers and to all of our users," said NY Daily News CEO Marc Kramer.

Recent reports suggest that the top five largest newspaper companies in the U.S. are discussing the formation of an online newspaper-only ad network.

Tags: ad targeting, display advertising, newspaper, Yahoo

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