Even as Google is cancelling its experiment with newspaper advertising, Yahoo is expanding its newspaper consortium. Today, Yahoo is announcing that it is adding two new members: The Boston Globe and the St. Petersburg Times. That brings the consortium up to 38 media companies, representing 793 total newspapers, up from 635 newspaper partners a year ago, and 176 at launch in November, 2006
Yahoo’s newspaper strategy has seen success because, unlike Google, it never tried to get into the business of selling print ads. Instead, Yahoo focused on helping newspapers get more traffic to their Websites. One way it does this is by showing article headlines from partner newspapers across Yahoo-owned properties, including the home page, Yahoo News, and Yahoo Mobile. Over the past year and a half, these links have delivered 200 million clicks or views to the partner newspaper sites, including some that have reached a million views for an individual story, such as this one about puppies saving a three-year old. (Puppies sell newspapers).
HotJobs is being used by 600 of those newspaper Webistes. And Yahoo also helps 120 of the newspapers with online ad management, through its Apt ad management system, which allows the newspapers to tap into Yahoo’s advertising inventory when they cannot sell the the inventory themselves. This won’t save the newspaper industry, but at least it is a bright spot. Or is Yahoo simply taking share in a dying business?
It is good to see this type of collaboration between newspaper and intenet companies. We need to see more of this in other media segments such as music, movies and TV.
That is right…
Internet + Newspaper now speak the same language…it’s called “Media”…
Since now everything / any content you seek/see is always online…so there is now hardly any gap between the concept of a “newspaper” company and the resources on the internet like “Yahoo”.
http://www.livbit.com
ho hum. the fact that Yahoo makes this news is a clear sign of desperation. Why would any major company want to tie their pr strategy to an industry that is bankrupt?
Remember “One man’s meat is another man’s poison” or “there’s gold in them there hills”. Just maybe that Yahoo sees what others don’t.
totally agree with your point
Hmm, that’s an interesting approach for Yahoo. By the way, you made a typo here:
“HotJobs is being used by 600 of those newspaper Webistes.”
“And Yahoo also helps 120 of the newspapers with online ad management, through its Apt ad management system, which allows the newspapers to tap into Yahoo’s advertising inventory when they cannot sell the the inventory themselves.”
Actually, more than that, Yahoo makes inventory on its network of web sites available to the newspapers to sell. So, the newspapers can sell more to clients, especially when inventory is tight on a newspaper’s web site. Also, the Yahoo Behavioral Targets are available to the newspapers to sell on Yahoo, as well as on the sites using APT.
It won’t save the newspaper industry, but it does help monetize the content newspapers are producing…
It’s all a smoke screen. Yahoo is desperate to rediscover itself. News papers are and will continue to fall to the wayside. Look at the Rocky Mountain News website. The paper fell and the site has not been updated since. The same will happen to yahoo news papers. They will donate their content to Yahoo until they fall. And when the last one goes the world will be a better place. No more single sided views. No more stress to the environment, and money freed up to buy a starbucks instead
You want news? Googles got it all figured out. Yahoo will continue to fall has it continues to stray further from the internet culture.
You’re way oversimplifying that. The Rocky operated under a joint operating agreement with the other Denver metro newspaper which means assets like the masthead and web site are still part of a complex legal architecture. They can’t just update the web site without being tied into the tens of millions of dollars of debt and all the other obligations that the JOA entails.
Where do you think Google gets its news? When we lose newspapers and the thousands of trained and paid journalists, we’re going to be more f’d up than we are now… Rent “All the President’s Men,” as a reminder of what good journalism is. It aint Google or an army of moronic bloggers.
Good comment.
Nowadays the news paper websites accepts comments and hence it is not that one-sided view. So I wouldn’t really mark it as out of ‘internet culture’.
‘Googles got it all figured out’ – can you substantiate. If they were so wise why did they even try in that direction and pullout when they finally fall on their face. Some of the anti-yahoo arguments are now losing any substance and becoming just a fad.
I’m surprised Google’s experiment with newspaper advertising failed. Google could have automated the process of buying print ads targeting certain cities expanding the pool of potential advertisers by reducing transaction costs. Could have been win for newspapers as well.
Here is something I dont understand. I read both internet news and local newspapers in print. If print is loosing money then why do they insist on changing the lay out of the paper online that they have spent maybe 100’s of millions on over the years setting up in print. It would SSSSOOOOOO nice to go online and see the exact same set up online as in print. They could use the same ad’s and not loose moneys from advertisers. Just copy the darn paper online exactly as it is in print. Why is that not done. Why do they change the lay out? I dont understand that move?
Because the web is not a newspaper. The same reason you can not make a movie be the exact same a s a book.
You mean something like this?
My newspaper group launched this Jan. 1. Increased the cost of print ads by $10 or so to pay for the cost of the program (we license it from a UK company) and have had a good response.
Of course, it might cause even more people to cancel their subscription but thems the breaks.
It’s a pity Google didn’t fix their print add process. The dimensions of the PDFs required often didn’t match the add specs and I suspect most people printing from the submitted copy would have had a disappointing result. The pre-press process needed further work but it seemed to be a market that Google should be in more convincingly instead of cancelling.
One can imagine how it just didn’t fit Google’s culture to be dealing with the difficult business of different outlets pre-press requirements.
So we’ve been hearing this puffery from Sunnyvale for the last 3 years.
How much revenue are they generating from this consortium at the moment? A hundred million or so?? Hehehehe.
I like Google more than Yahoo!
Too little, too late. Both for newspapers and Yahoo.
I’ve worked with dozens of newspaper publishers. The simple economics is that revenues have sunk below paper costs (i.e. paper + print + distribute) The stupid argument that their readers prefer paper ignores economics. They can’t afford to deliver paper.
The message is simple. If papers can’t afford paper, then they compete with blogs for online news distribution. But, the paper journalists can’t match the productivity of the professional blogger.
Yahoo is tapping into a local salesforce desperate for something to sell. If they sell enuf Yahoo ads to support the cost of selling, they become a localized rep firm. If they cover editorial costs, they become a blog. To sell enough to cover paper loses is highly unlikely.
Thus, too little, too late for newspaper publishers and Yahoo. Yahoo needs to find a different strategy to grow. Newspapers need to reinvent, drastically. There is no time left for evolutionary change.
> But, the paper journalists can’t match the productivity of the professional blogger.
If the paper journalists are on-line, seems to me they’d do a better job, what with, you know, being able to write and stuff.
How many professional bloggers are there?
Many bloggers ARE journalists who have become entrepreneurs and independent.
The important part of all of this is the HotJobs tie in. HotJobs is one of the driving forces of income at Yahoo.
I would imagine that it would be hard to quantify the amount of money that they are making off of this beacuse of how many different parts of Yahoo this touches. The homepage, Buzz (probably), HotJobs, and all the money Yahoo would make from the advertising across their site.
Overall, it’s a good deal for everyone involved, but it’s not a panacea. It’s one piece of everyone’s puzzle.
I think everything yahoo does is stupid. Every time I click on a video I have to endure that moron in a helicopter. What does a helicopter have to do with trading. It’s incredibly stupid and annoying. That was fine in 1990, but way out of touch with the current high-value content paradigm.
Newspapers are going to disappear. At least in America. Who wants to kill trees and destroy the environment to get information that is 12-24 hours old?
I think yahoo will be consumed by Microsoft or some other company and dissappear.
Completely agree.
Lets not forget that playing full screen isn’t possible.
Yahoo, I flushed you down the toilet back in 01!
+1
Newspapers WILL dissapear. Internet delivers information much faster than newspapers.
You’re really buying this press release? Yahoo’s newspaper strategy a success? Seriously? Why do we always just get number of participants? Why don’t we get revenue or profit? Why don’t we hear stories about newspapers growing their classified revenue or stemming losses?
If a music label put out 200 more albums than last year but made 40% less, would that be a success?
Ya know, i take a frickin day off of spookin and you get yer panties in a ruffle.. relax already!
Not surprising to see some absurd comments here from unqualified morons. Over zealous techies thinking they know more about online advertising than a company making $7 billion a year. They know how to use google and think they know everything about every subjects. Get over it.
LOL,z, are you Carol “Big Mouth” Bartz?
The Yahoo employees should use the site to start looking for jobs. Oh, those newspaper sites will disappear too. Better stay online. Weak plus Weak < Weak.
We all have to remember that content is really important. Yahoo is bringing more content and results to the engines. The newspapers via paper are a lost cause. Although on the internet have a fighting chance. Each paper brings a different spin to news. Some people like brussel sprouts, some people do not.