Milestone: Yahoo Drives 100 Million-Plus Visits to Newspapers

By: Jennifer Saba

Yahoo has driven more than 100 million visits to its newspaper partners, the consortium announced today.

Under the content-distribution portion of the alliance, more than 775 newspapers provide news headlines to Yahoo for placement across the Internet giant’s many channels like Yahoo Sports and Yahoo Finance. The links take readers directly to the newspaper site.

“It’s like a firehose blasting us with up to 800,000 page views in just a couple of hours,” Anthony Moor, deputy managing editor, interactive, at The Dallas Morning News, said in a statement. “We’ve had placements that have accounted for up to 27% of the day’s page views, and 65% of the day’s unique visitors.”

Yahoo places stories according to its service Yahoo Buzz, which measures several variables of an article’s popularity including user votes and search. Top stories are given primary editorial consideration for placement on Yahoo’s homepage.

The New York Daily News, also a member of the alliance, is experiencing traffic growth through Yahoo links.

Said Jon Beck, vice president, online advertising and business development: “More than bursts and spikes, sharing our content with Yahoo brings a steady growth of traffic to our site, which provides us with more inventory to sell to our advertisers.”

Content distribution is one of several pegs to the alliance. Newspaper partners also have access to Yahoo’s new advertising platform AMP! and Yahoo’s recruitment arm HotJobs.

“The ability to link to a national network of newspapers gives our audience a more valuable local perspective,” Scott Moore, senior vice president and head of media at Yahoo, said in a statement.

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