In an effort to drive more traffic to its Web site and grow advertising revenue, Journal Sentinel Inc. on Monday became the latest newspaper publisher to join Yahoo Inc.'s newspaper advertising consortium, Milwaukee Journal Sentinel and McClatchy Tribune Information Services reported Tuesday.

The Yahoo's newspaper consortium is now at 27 newspaper publishing groups and more than 635 newspapers in 43 of the top 50 U.S. markets. Journal Sentinel's flagship is its Milwaukee Journal Sentinel.

According to a news release, the agreement will “enhance distribution of Journal Sentinel stories via the Yahoo network, one of the world's most popular Internet destinations. That, in turn, is expected to increase visits to the newspaper's Web site – a key factor in attracting online advertising.”

Joining in the consortium will also make it easier for the Journal Sentinel to sell advertising to firms wanting to advertise in several markets, as Journal Sentinel ad representatives will offer Yahoo's online audiences to companies in the Milwaukee area, stated Sharon Prill, senior vice president of Journal Sentinel Inc. and general manager of its interactive wing.

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