Yahoo Newspaper Consortium standing strong
Posted by Simon Day on May 22, 2009 at 1:44 AM
The 800 strong Yahoo Newspaper Consortium has sold an estimated US$50 million in Yahoo ad inventory, with "several million" more in sales each week, AdAge's Nat Ives estimates, paidContent reported Thursday.
While Yahoo does not provide figures, consortium members have been commending the success of the group, especially newspapers who began using the search giant's APT ad distribution and targeting system earlier this year.
While Yahoo does not provide figures, consortium members have been commending the success of the group, especially newspapers who began using the search giant's APT ad distribution and targeting system earlier this year.
Publisher EW Scripps said the programme has resulted in a 30 percent increase in online ad revenue for the first economic quarter, amounting to around US$800,000.
Following the addition of Yahoo's inventory, the Atlanta Journal Constitution, published by Cox Newspapers, was able to expand its circulation area and received advertising from telecom and fast food companies, industries that don't traditionally spend much on newspapers, according to paidContent. McClatchy intends to work with Yahoo to offer "rate incentives" in order to encourage advertisers to make regular purchases from the Yahoo ad invertory.
However, some of the consortium members worry Yahoo may sell its HotJobs site, as they still rely on help wanted ads for some revenue, paidContent reported.
Following the addition of Yahoo's inventory, the Atlanta Journal Constitution, published by Cox Newspapers, was able to expand its circulation area and received advertising from telecom and fast food companies, industries that don't traditionally spend much on newspapers, according to paidContent. McClatchy intends to work with Yahoo to offer "rate incentives" in order to encourage advertisers to make regular purchases from the Yahoo ad invertory.
However, some of the consortium members worry Yahoo may sell its HotJobs site, as they still rely on help wanted ads for some revenue, paidContent reported.
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