Yahoo-Newspapers: It’s Official: McClatchy Joins; Deal Expands To Display Ads, Search, Content
By Staci D. Kramer - Mon 16 Apr 2007 06:02 AM PST
Yahoo and the newspaper consortium announced a significant expansion of their deal—and new member McClatchy, as expected after reports last week from the WSJ and LAT. The consortium now includes 12 newspaper groups with 264-plus newspapers across 44 states representing a combined total of more than 50 million uniques. The expansion talks started even before the consortium debuted with a deal to co-brand and use Yahoo HotJobs. McClatchy, a co-owner of CareerBuilder.com, will participate in everything but HotJobs. The expanded version covers:
-- Graphic ads: The newspapers and their advertisers will use Yahoo’s ad-serving, targeting and inventory management. The release claims it creates the newspaper industry’s “most comprehensive and integrated online advertising network.”
-- Ad sales: Yahoo will be able to sell inventory for the newspapers to national advertisers while consortium members can sell Yahoo’s local online inventory to local advertisers.
-- Content distribution: Newspaper content will be “fully integrated within local news modules” delivered across various Yahoo verticals. The release says “this strategic partnership paves the way for mobile distribution of newspaper content.”
-- Paid search: The newspapers will integrate Yahoo’s paid search across their sites and will offer a custom toolbar.
The consortium launched last November with Belo; Cox Newspapers; The E.W. Scripps Company; Hearst Newspapers; Journal Register Company; Lee Enterprises; and MediaNews Group, Inc., adding Calkins Media; Media General; Morris Communications; Paddock Publications and now McClatchy. We should have more specifics after a conference call scheduled for 11 a.m. eastern. It also will be webcast. Release.
Posted in: Advertising, Companies, Hearst, McClatchy, Yahoo, Media, Newspapers, Mobile
