Yahoo Partnership Propels Gannett Online Revs

by , Apr 19, 2011, 5:16 PM
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Gannett CEO Craig Dubow said this week the company's sales agreement with Yahoo is helping drive ad revenues at Web sites linked with many of its TV stations.

The deal, in which Gannett helps sell Yahoo local online inventory in multiple markets and split revenues, helped drive a 28% overall increase in TV station digital sales in the first quarter.

"We continue to extend the reach of our strong television brands in our local markets through Yahoo, as well as local community sites," Dubow said.

Hyper-local sites affiliated with the stations have been a point of emphasis.

Dubow said on a call with investors that the Yahoo arrangement has been successful enough to expand from seven markets, where Gannett operates stations, to nine.

He added that the company -- which has 23 stations -- is exploring ways to take advantage of Facebook and Twitter, "which are becoming even more important tools for gathering and distributing content," to boost digital sales for stations.

The Yahoo arrangement is much more expansive with regard to Gannett's print operations.

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