Yahoo Newspaper Alliance Joins QuadrantONE

By: E&P Staff

The newly formed national advertising network quadrantONE has picked up the Yahoo newspaper consortium as members.

Formed in February by Tribune Co., Gannett Co., Hearst Corp., and The New York Times Co., quadrantONE now has 26 newspaper companies as part of the group representing more than 250 newspapers or about 25% of U.S. dailies. The Yahoo alliance represents more than 400 dailies.

The newest members will become affiliates and will devote guaranteed inventory on their sites for advertisers looking for national, regional, and local reach.

“In joining quadrantONE, the newspaper consortium takes another giant, logical step in uniting much of the newspaper industry for the benefit of audiences and advertisers,” Michael Romaner, president of Morris Digital Works and co-chair of the consortium’s steering committee, said in a statement. “Over the last year, our partnership with Yahoo has driven significant employment revenue for many of our members and set the stage for a continuing series of content and sales initiatives. Together, we are moving quickly into an exciting future.”

QuadrantONE is positioning itself as solely a newspaper and broadcast network. Under the Yahoo alliances, newspapers can cross-sell inventory with Yahoo.

The new members of quadrantONE include A.H. Belo, Cox Communications, Lee Enterprises, McClatchy, Media General, MediaNews Group, Morris Communications, E.W. Scripps, and others.

Currently Tribune and Gannett are not part of the Yahoo alliance.

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