The Milwaukee Journal Sentinel is joining Yahoo’s consortium of newspapers to help boost traffic to the newspaper’s Web site.
The newspaper’s parent company says the consortium will now include 635 newspapers from across the country.
The partnership means news from the Milwaukee Journal Sentinel will be delivered across Yahoo’s online network.
The newspaper also says there will be chances to make its Web site more profitable. Its sales force will be able to sell print and web advertising to Milwaukee-area advertisers and promise a wider reach through the partnership with Yahoo.
Yahoo’s search technology will be used on the paper’s Web site as well.