Yahoo to Expand Newspaper Partnerships

Yahoo Inc. has announced that it has expanded its growing network of newspaper partnerships with the addition of four publishers, including Shaw Newspapers and its 25 daily and weekly newspapers covering northern Illinois and Iowa, The Buffalo News and its paper that covers Buffalo, NY, the Times Publishing Company that produces The Erie Times News in Erie, PA, and the Columbian Publishing Company that publishes The Columbian in Vancouver, WA. With the addition of these publishers, the Newspaper Consortium now includes 634 participating newspapers, 425 of which are dailies – 30 percent of all U.S. daily newspapers and 37 percent of all U.S. Sunday circulation.(1)

“Yahoo!’s continued momentum with the newspaper industry shows that current and new Consortium members value the opportunity to combine the newspapers’ own unmatched local news and deep local advertising relationships with Yahoo!’s leading technologies and extensive online audience,” said Lem Lloyd, vice president, Newspaper Consortium for Yahoo!, Inc. “We’ve already seen tremendous growth and have captured valuable local audience share across every major U.S. region through integration with Yahoo! HotJobs and the newspaper partners.”

Yahoo! has more than tripled the number of member companies in the Consortium since its inception in November 2006, significantly strengthening its Advertiser/Publisher Network and advancing its advertising strategy to be the “must buy” for the most advertisers.

“We’re in the infancy of a relationship between Yahoo! and our newspaper consortium that already exceeds our expectations,” said Jay Smith, President of Cox Newspapers, Inc. “Roughly one-third of the U.S.’s newspapers, including ours, believe a better day is here with this unique partnership of 634 newspapers and Yahoo!. We are seeing impressive results as our sales teams offer Yahoo! inventory to our local advertisers. As our consortium grows, so, too, will our success.”

Yahoo!’s partnership with the Newspaper Consortium spans multiple initiatives, including for many members, the adoption of Yahoo! HotJobs as their exclusive online recruitment solution, the distribution of headlines across Yahoo!, the adoption of Yahoo! Search on newspaper sites, cross-selling of advertising with newspapers’ local sales forces selling local advertisers’ inventory on Yahoo! and Yahoo!’s national sales force selling national advertising on newspapers’ sites. Many of the members also will be exclusively using the Yahoo! ad platform to sell display advertising on their sites.

To date, Yahoo! HotJobs has launched co-branded career sites serving more than 425 U.S. newspapers. By integrating with the newspaper partners and delivering better reach, relevance and performance, Yahoo! HotJobs has experienced 50 percent year-over-year traffic growth, becoming the fastest growing Web site among the leading job boards and surpassing in the U.S.(2)

In addition to the Yahoo! HotJobs implementations, the first phase of advertising cross-sales has begun, with the sales staffs of several newspapers integrating Yahoo! inventory into sales packages for their local advertisers. The program will be expanded during the next several months, allowing Consortium members to target ads to specific audience segments. To date, 126 of the Consortium newspapers now also feature Yahoo! Search on their sites.

The newspaper publishers that have most recently joined the Newspaper Consortium are:

Shaw Newspapers, based in northern Illinois and publishing 25 daily and weekly newspapers in Illinois and Iowa, all of which will be implementing Yahoo! HotJobs on their sites. Of those newspapers, 13 of them will also participate in the Yahoo! Core Services components of the Newspaper Consortium-Yahoo! relationship, providing them with Yahoo! Search on their sites, as well as enabling their local sales forces to sell their local advertisers ads on Yahoo! and the Yahoo! sales force to sell national advertisers onto the newspaper Web sites. Additionally, these newspapers’ content will be distributed in key locations on Yahoo!, including Yahoo! Mail, My Yahoo! and Yahoo! News.

The Buffalo News, which serves the Buffalo/Niagara region of the state of New York, will participate in all aspects of the Yahoo!-Newspaper Consortium partnership, including Yahoo! HotJobs and all the Core Services components.

The Times Publishing Company, which produces The Erie Times News in Erie, Pennsylvania, also joins the Newspaper Consortium to co-brand its classified business with Yahoo! HotJobs. The Erie Times News serves Erie County and surrounding towns on the shore of Lake Erie, including eastern Ohio, western New York and northern Crawford County.

The Columbian Publishing Company of Vancouver, Washington, publishes The Columbian and will join the Newspaper Consortium to incorporate Yahoo! HotJobs into their site. The Columbian serves the Portland, OR / Vancouver, WA area.

With the addition of these newspapers to the Newspaper Consortium, it now includes 26 publishing companies and has a presence in 42 of the top 50 DMAs in the United States.

Other Yahoo! Newspaper Consortium members include: Belo Corp.; Calkins Media, Inc.; Columbus Dispatch; The Day Publishing Company; The E.W. Scripps Company; GateHouse Media, Inc.; Hearst Newspapers; Herald Media, Inc.; Journal Register Company; Lee Enterprises; McClatchy Company; Media General, Inc.; Morris Communications Company, LLC; MediaNews Group, Inc.; Paddock Publications, Inc; Paxton Media Group; Philadelphia Media Holdings, LLC; The New York Daily News; The New York Times Regional Group; Times-Shamrock Communications; and the Tribune Review Publishing Company.

The newspapers represented by the Newspaper Consortium include major market dailies such as The Atlanta Journal-Constitution, The Boston Herald, The Commercial Appeal (Memphis), The Dallas Morning News, The Denver Post, The Florida Times-Union, Houston Chronicle, The Miami Herald, New Haven Register, The Philadelphia Daily News and The Philadelphia Inquirer, The Rocky Mountain News, St. Louis Post-Dispatch, The Sacramento Bee, San Francisco Chronicle, San Jose Mercury News and The Tampa Tribune.

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