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Article

Title: Yahoo to Extend Online Advertising Partnerships

Author: Nuttall, Chris Article Type: Product Analysis
Source: Financial Times, p16(1) Publication Date: Apr 17, 2007
URL of Publication: http://www.ft.com

A dozen leading newspaper groups have endorsed Yahoo!'s major extension of an existing strategic partnership designed to make Yahoo! a strong competitor to Google in the online ad business. Yahoo! and companies that include Hearst Newspapers, MediaNews, Cox Newspapers, and McClatchy have said they will share a common online ad platform, cross-sell ads, and share content in a deal that become more than a recruitment advertising relationship, which was established last November. Commenting are Robert Decherd of Belo Corp media group, Sue Decker of Yahoo!'s Advertiser and Publisher Group, and Gary Pruitt, CEO of McClatchy. Mr. Decherd has said most companies could expect revenues higher than those reached by the current Yahoo! HotJobs arrangement, but he would not offer specific numbers or predictions. Ms. Decker said Yahoo! wanted to extend the company's industry-leading graphical abilities, which required another step that allows the newspapers to sell on Yahoo!s ad inventory and allows Yahoo! to sell on their inventory. Mr. Pruitt said he expects other newspaper companies to join the group in the near future. Yahoo!'s paid-search technology would be integrated across newspaper sites to bring in more revenues, and Yahoo! would distribute newspaper content across its network.

Companies:
McClatchy Co Yahoo! Inc

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