Yahoo and Newspapers: The mutually beneficial alliance

Posted by Ben Thalman on June 8, 2007 at 10:45 AM

From November of 2006 to the present, Yahoo’s alliance with newspapers has grown from 7 newspaper groups, representing about 150 titles, to 17 publishing groups, representing about 400 daily papers. This alliance has seen the sharing of each groups audience – Yahoo’s large national audience and newspapers’ local audiences – and the sharing of advertisers.

According to Hearst, a key publisher in the alliance, millions of dollars have already been generated for its newspapers. “Most of this revenue has extremely high profitability,” said Lincoln Millstein, Hearst senior vice president and director of digital media. “That’s just the initial phase. There’s a lot of revenue opportunities we’re talking about.”

Yahoo is helping newspapers:
- boost the quality of their online ads through aggregation of content across the country and sell to big companies
- help with behavioral targeting – the identification of users interests based on their search and viewing preferences
- increase the tools available to newspapers’ websites

Source: Red Herring