Nearly 100 Newspapers Join Yahoo Alliance

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By: Jennifer Saba

The Yahoo newspaper consortium has welcomed 94 more newspapers into the fold bringing the total to 779 newspapers representing about 41% of total Sunday circulation.

The newest companies to join the partnership are the Sun-Times News Group (STNG) with its flagship Chicago Sun-Times and 70 Chicago-area papers; the Milwaukee Journal Sentinel; Black Press, which includes the Akron Beacon Journal and the Honolulu Star-Bulletin; Stephens Media Group, including the Las Vegas Review Journal and 11 dailies; Independent Newspapers, publisher of the Delaware State News; and Yankton Media, publisher of the Yankton Daily Press and Dakotan.

“We have been impressed with how Yahoo and the newspaper consortium have jumpstarted the newspaper industry’s digital presence,” Rich Surkamer, chief operating officer of STNG, said in a statement.

Elizabeth Brenner, president and COO of Journal Communications, said in a statement the company was attracted to Yahoo’s advertising network platform.

The partnership allows newspapers — if they choose — to integrate HotJobs into their offerings. Other prongs of the alliance include access to Yahoo’s advertising technology, the recently launched AMP which will give the members one common platform. In the summer, Yahoo expects to roll out AMP to its partners.

Newspapers also have the ability to sell Yahoo’s local inventory to their clients.

So far, almost 600 newspapers have signed on to HotJobs, using the recruitment site exclusively through co-branded efforts. More than 50 newspapers are involved in the test pilot selling targeted Yahoo inventory to local advertisers.

Close to 150 papers have launched Yahoo search products. And newspapers in the partnership now receive more than 10 million “referrals” a month from the distribution of news headlines across the Yahoo network.

“We’re now in the midst of a comprehensive sales training program designed to help the consortium’s 6,000-plus sales representatives to take advantage of the new online tools they’ll soon be receiving from Yahoo,” Lem Lloyd, Yahoo vice president of the newspaper consortium, said in a statement.

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