• by Wayne Friedman , June 11, 2010

Expanding its deal started three years ago, television and newspaper company Media General will sell more online Yahoo advertising with its TV stations sales teams.

By the end of 2010, all 18 of its TV stations will now sell Yahoo products, including Yahoo Display advertising.

Yahoo Display advertising is primarily targeted at banner ads that appear on Yahoo.com pages. These ads will target online users in specific ZIP codes, with demographics in Media General's markets that advertisers want to reach.

Marshall N. Morton, president and CEO of Media General, stated: "This expansion of our Yahoo sales is a prime example of how our market structure promotes the development of new revenue streams and facilitates customer-focused sales and marketing solutions across multiple media platforms."

Media General has been testing the sales of Yahoo products in these markets: Birmingham, Ala., Columbus, Ohio, Mobile, Ala. and Greenville/Spartanburg, S.C./Ashville, N.C.

The company's newspaper sales team has sold $7 million of advertising in 2009 for Yahoo products, Yahoo HotJobs and Yahoo Display advertising. Media General says it estimates this amount will grow to approximately $10 million in 2010.

The sale of Yahoo Display ads is expected to increase Media General's total Yahoo Display revenues by 50% on an annualized basis.