Yahoo increased cooperation with the media

This Monday (April 16), Yahoo announced adding four more publishers to the Internet business group that sells advertising online. A move suggests that Yahoo is strengthening its business relations with journalism and media.

Based on this partnership, Yahoo will expand the scope of its business projects, not just stopping the sale of recruiting ads as in the first phase. Instead, Yahoo will integrate its search technology on pages of more than 264 corporate newspapers in 44 states.

Yahoo and publishers also agree to share local news between Yahoo's vast news and news networks, and sell local online ads and use Yahoo's graphic advertising technology. in newspapers.

The cooperation agreement was first announced in November last year, focusing on selling online job ads. It is an agreement to combine the huge revenues of local newspapers with the nationwide coverage of Yahoo's online HotJobs job search service. However, the specific terms of the financial agreement were not disclosed.

Since then, there have been four other press publishers involved, namely McClatchy, the press company with the third highest domestic circulation, Media General, Morris Communications Company LLC, and Paddock Publications.

At the end of March, McClatchy announced that it had signed a separate contract with Yahoo, allowing the group to use specific stories and online content produced by McClatchy's overseas divisions. . Both companies claim they will share profits, but do not give specific figures.

The development of an advertising collaboration between the newspaper group and Yahoo has further expanded the operation of an industry division between those newspapers and the two leading publishers are Gannett and Tribune. Tribune and Gannett have established their own network of online advertising sales nationwide.

These are also the two largest holding companies of CareerBuilder, a large enterprise that sells classified ads.

Finding every way to reap the profits from online advertising has become an essential need for newspaper firms as readers and advertisers continue to 'find their way' to the Internet. A lot of newspapers on the one hand announce the growth in profits thanks to online advertising activities, but on the other hand, the most important factor in their business is print advertising is in crisis.

Last month, the American Press Association (NAA) said that print advertising in general fell 1.7% in 2006, while online advertising increased 31.5%, total advertising revenue. 0.3% reduction.

Do Duong