SUNNYVALE, Calif. - Yahoo Inc. announced a deal with seven newspaper companies that will allow more than 150 papers to sell ads on the search engine's online classified service.
Monday's announcement comes just two weeks after Google said it had brokered a similar deal with 50 top newspapers to sell ads through its Web site. The moves could help the struggling newspaper industry increase lagging ad revenue.
The companies that have signed on with Yahoo include Cox Newspapers Inc., Belo Corp., Hearst Corp., the E.W. Scripps Co., MediaNews Group Inc., Lee Enterprises and the Journal Register Co. They publish newspapers in 38 states, including the San Francisco Chronicle, Denver Post, Houston Chronicle and The Dallas Morning News.
The partnership will start in December with Yahoo's HotJobs service. Yahoo also plans on working with the consortium to provide search, content and local applications across the participating newspapers' Web sites.
"Most local newspapers have done a pretty good job of generating local revenue into sites," said Leon Levitt, vice president for digital media for Cox Newspapers. "It's so much harder to generate national revenue because a lot of advertisers don't want to deal with 100 different newspapers. This will make it simple."
Dean Singleton, CEO of MediaNews, said the newspaper companies and Yahoo will share any extra revenue.
Under Google's deal, Google will not collect any revenue during a three-month test period, but when the system is formally introduced next year, it will take a cut.
The Yahoo program will enable advertisers who list jobs in any of the consortium's newspapers to post their jobs on Yahoo! HotJobs and throughout the Yahoo network. Advertisers will be able to use contextual, streaming and interactive media.
The newspapers' online career sections also will be powered by Yahoo! HotJobs and co-branded between Sunnyvale-based Yahoo and the local newspaper.
Hilary Schneider, senior vice president of marketplaces for Yahoo, said the arrangement provides "an enormous database of additional job listings" and gives local newspapers a wider audience.
Financial terms weren't released.