Yahoo Helping Newspapers Sell More Ads Online
May 22, 2009 at 2:03pm ET by Matt McGee
Here’s a change of pace: Some newspapers are making money online and crediting a search engine with making it happen. AdAge writes about the Yahoo-Newspaper consortium, and cites multiple cases where individual papers or newspaper groups are using Yahoo’s ad targeting technology to increase online-only ad sales.
The consortium has sold an estimated $50 million in Yahoo inventory so far, with about 150 papers using the platform and 350 more on the way. But what’s most impressive is some of the individual reports from happy newspaper people:
- Scripps newspapers report a 30% jump in online-only ad sales in the 1st quarter; “… our ability to sell behavioral targeting has really caught on with our advertisers and particularly with our sales forces,” Scripps says
- The Atlanta Journal-Constitution tripled inventory to cover 70% of the market, and can sell at higher rates because of Yahoo’s ad targeting
- Hearst Newspapers is also selling targeted ads at 15% premiums
This is the second positive report on the Yahoo-Newspaper consortium in recent months; we wrote about similar gains in early March.
Share, Bookmark & Discuss This Article
More:
Keep Updated: News Via Email | News Via RSS Feed | News Via Twitter
See more stories like this in the Members Library! Check out the Yahoo: Business Issues, Yahoo: Display Ads, Yahoo: Partnerships sections of the Members Library where this story is filed. Members also get access to exclusive video content, a members-only weekly & monthly newsletter, plus more. Check out all the benefits!
TOP STORIES
SEARCH NEWS BRIEFS
FEATURES & ANALYSIS
RECENT COMMENTS
- Michael Martinez said " According to news sources, AOL's deal with Google runs out on December 17 and they have asked for (a"
- EkOz said " IMO the pitfall in how Youtube handles ratings is that they only desplay an average rating. With no "
- Robert said " There are smart phones that have RSS feed option in them. So even if your site is not mobile friendl"
FREE DAILY SEARCH NEWS RECAP!
Stay on top of all the search news with our daily summary, the SearchCap newsletter. View a sample ›
STAY CURRENT THROUGHOUT THE DAY
Search Engine Land produces SMX, the Search Marketing Expo conference series. SMX events deliver the most comprehensive educational and networking experiences - whether you're just starting in search marketing or you're a seasoned expert.
SMX Web Site » | SMX Difference » | SMX News »
Join us at an upcoming SMX event:
- SMX West - March 2-4, 2010
- SMX Munich - March 23-24, 2010
- SMX Toronto - April 8-9, 2010
- SMX Sydney - April 22-23, 2010
- SMX Advanced London - May 17-18, 2010
- SMX Advanced Seattle - June 8-9, 2010
- SMX East - October 4-6, 2010
- SMX Stockholm - October, 2010
Learn more about search marketing with our free online webcasts and webinars from our sister site, Search Marketing Now. Upcoming online events include:
- Making Online Marketing Relevant and Responsive: Tactics and A Tool for Success - November 17, 2009
- Ask the Search Engines: War Stories from the World Tour - December 1, 2009
- Turning Clients Into PPC Champions: How to Make PPC Meaningful to "the Other Guys" - December 8, 2009
TRACK US SOCIALLY
- Wall Street Journal Recommended Reading
- Ad Age Power 150 Blog
- Technorati Top 100 Blog
- Techmeme Leaderboard Source
- Best Search Engine Community/Forum
Featured sites from our Blogroll
- Ask the SEO Guru
- Mark Grote: Microsoft SEM, SEO & More
- CNET News.com | Tech news blog
- Inside AdWords
- Link Building Best Practices – A Weekly Q&A With Eric Ward
Get Your Search Engine Land
Premium Membership!
Become a premium member today and receive:
- Express commenting privileges & photo.
- Exclusive videos & newsletters.
- Discounts to our SMX conferences.
- Access to "How To" & Other Archives.
© 2009 Third Door Media, Inc. All rights reserved. Google, Yahoo & Microsoft logos trademark respective companies and used with permission.
