More US Newspapers Step Under Yahoo Advertising Umbrella

20 November 2007

SUNNY VALE, California: Yahoo has signed another raft of US regional newspapers to its year-old advertising partnership. Seventeen titles belonging to the New York Times Company have come under the search giant's umbrella, which is already sheltering more than 500 dailies and weeklies.

The partnership offers publishers content sharing and cross-selling of ads as part of a national network, through integration with Yahoo's job placement website HotJobs.

Yahoo allows newspapers to add job listings to HotJobs at a wholesale rate, while publishers can charge higher prices to advertisers for help-wanted ads they also upload to the site.

All parties claim the deal has boosted revenues but none has specified numbers.

Meantime, a coterie of newspaper publishers is mulling its own advertising alliance to stem the outflow of revenue and readers to online rivals.

Data sourced from Washington Post Online; additional information by WARC staff