Yahoo and Newspapers Partner Up

In an unlikely but apparently practical partnership, Yahoo and several newspapers around the country have joined forces in the battle of advertisement. The partnership, called the Yahoo! Newspaper Consortium, was launched in 2006 and it now involves 814 newspapers, or about half of the newspapers published in the United States.
 
This partnership means that every newspaper involved in the consortium has access to Yahoo’s repository of expensive and directly-targeted ads that they can sell alongside their own. In return, each newspaper agrees to give Yahoo half of the revenue it takes in from any ads they sell through this service.
 
Several newspapers have already publicly confirmed the dramatic increase in interest in both their print publications and their online presence. However, several analysts in the industry have expressed concern that such a partnership may eventually become damaging for the newspapers, since longtime advertisers might decide to skip the middleman and purchase ads directly from Yahoo itself, removing a large portion of the newspaper’s revenue.

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