Some Newspapers Booking Local Ads Online Thanks to Yahoo
Posted: May 22, 2009
By: adage.com
NEW YORK (AdAge.com) — There’s no Manhattan Project out there, micropayments and e-readers included, that can win newspapers their old glory back. But there are fronts where newspapers are holding their ground or even advancing a bit, like the push to wring more money out of print readers. Now newspapers are reporting success with another intriguing industry effort: chasing local advertising with technology and ad inventory from Yahoo. The Yahoo newspaper consortium has sold nearly $50 million in Yahoo inventory so far, according to estimates.
Sales are running several million dollars a week. About 150 or so papers have started using a new platform meant to simplify ad targeting and selling that Yahoo delivered last fall. Another 350 or so are up next……[read entire article]
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