Newspapers are reporting success chasing local online advertising with technology and ad inventory from Yahoo. The Yahoo newspaper consortium has reportedly sold nearly $50 million in Yahoo
inventory so far, with sales running several million dollars a week.
About 150 papers started using the new Yahoo platform last fall. Another 350 have signed up since. At Scripps
newspapers, the new platform was largely responsible for a 30% increase in online-only ad sales in the first quarter, say company execs. The Yahoo partnership helped the Atlanta Journal
Constitution line up fast-food and telecom accounts previously devoted to broadcast and outdoor, according to the paper.
"Yahoo right now is our largest strategic partner on the sales
side and I don't see that changing anytime soon," says Stephen Weis, general manager at the Houston Chronicle. "[With them] we've got the largest sales force on the street in most markets.
They've got an incredible scale audience."
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