• PaidContent.org, Tuesday, December 22, 2009 10:14 PM

Yahoo is expanding the online ad partnership it struck with Martha Stewart Living Omnimedia to include her magazine, TV and radio programs. This past weekend, MSLO began running the first of eight custom Webisodes it produced with Yahoo.

In 2009, MSLO's online ad revenue has been mixed, while its general publishing and broadcast dollars have challenged. The deal with Yahoo should help MSLO improve 4Q and grow its online video business. "There were some smaller, online-only advertorials that we've done, but this is our first cross-platform deal with Yahoo," said Janet Balis, MSLO's executive vice president of media sales and marketing.

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