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Yahoo partnering with 150 newspapers on advertising

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Internet giant Yahoo on Monday announced a strategic partnership with more than 150 daily US newspapers to be their main source for online ads.

Under the deal, Yahoo would deliver local ads to the newspapers' websites and those sites would use Yahoo as the main news search engine.

Partners in the deal include Belo Corp., Cox Newspapers, Hearst Newspapers, the Journal Register Company, MediaNews Group and the EW Scripps Company.

"This announcement is consistent with our strategy to establish relationships that advance Yahoo's objective of securing leading positions where we see the biggest prospects for growth," said Terry Semel, chairman and chief executive officer at Yahoo.

"We believe the local segment is largely untapped and provides significant opportunities to expand audience engagement and subsequently grow local advertising."

The companies will use Yahoo's technology platform to sell online advertising for their websites.

The dailies would also offer Yahoo's local products such as Yahoo Local listings, Yahoo Maps and event listings.

"This is a transformational deal for the newspaper industry," said William Dean Singleton, CEO of MediaNews Group, and Victor Ganzi, president and CEO of Hearst Corporation, in a joint statement.

"This relationship will significantly extend our local assets to a much wider audience, and gives us the technology required to fulfill the growing demands of advertisers and consumers."

The deal comes after Google announced plans to test the money-making potential of using its search savvy to sell advertising in US newspapers.



AFP 201819 GMT 11 06

COPYRIGHT 2006 Agence France-Presse. All rights reserved.

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