News

Yahoo partnership could help lift newspapers' Web revenue

Terry Maxon
The Dallas Morning News

DALLAS -- Yahoo Inc. and seven major newspaper companies have formed a partnership to sell online ads and work together on sharing content and creating online products, the parties said Sunday.

The initial part of the partnership, which takes effect immediately, will let local newspapers put their online job listings on Yahoo's HotJobs service, and HotJobs' listings will run on the newspapers' online sites, with the parties sharing revenue from the ad sales.

Longer term, Yahoo and the newspapers have agreed to cooperate on a wide variety of online products, with newspapers contributing their local content to Yahoo, and Yahoo offering its maps, search, Yahoo Local and other Yahoo products to the newspapers' online sites.

The intent is to provide ways for the newspapers and Yahoo to generate additional advertising through their combined efforts.

The deal offers the potential for newspapers to hang on to advertisers and readers at a time when print circulation has declined industrywide and spending on print ads has been falling. For Yahoo, based in Sunnyvale, Calif., the deal opens the door to local content and advertisers the company may not otherwise be able to reach.

Executives from Yahoo and the newspapers, speaking in a conference call with reporters Sunday, did not estimate potential profits from the partnership, although they said it would add to revenues.

"Many, many, many people -- both at your newspapers and others -- have been asking the questions: What will newspapers do to navigate into the new, growing online future?" said MediaNews Group

Inc. chief executive Dean Singleton. "This is certainly the biggest answer we've had to date."

Participating in the partnership are:

  • Belo Corp., owner of The Dallas Morning News, The Providence Journal, The Press-Enterprise in Riverside, Calif., and The Denton Record-Chronicle.

  • MediaNews, owner of The Denver Post, San Jose Mercury News in California and other publications.

  • Hearst Newspapers, whose holdings include the Houston Chronicle and San Francisco Chronicle.

  • Journal Register Co., which owns 27 daily newspapers and 366 nondaily publications.

  • Cox Newspapers Inc., owner of The Atlanta Journal-Constitution, Austin American-Statesman and others.

  • Lee Enterprises Inc., owner of the St. Louis Post-Dispatch and other newspapers.

  • E.W. Scripps Co., owner of the Rocky Mountain News in Denver and other newspapers.

    MediaNews and Belo entered into relationships with HotJobs for recruiting and employment ads in 2005. The new partnership expands on the agreement those two media companies began with Yahoo and HotJobs.

    Robert W. Decherd, Belo chairman, president and chief executive officer, said in an interview that the HotJobs partnership has added "several million dollars" in revenues for Belo since it was first announced Dec. 5.

    Decherd said the financial terms for HotJobs and the participating newspapers are spelled out, but the parties still must work through all the details of the additional cooperation with Yahoo.

    "For Belo and all the participating companies, this will certainly be accretive" to revenues, he said. "But we should have modest expectations in the first 12 to 18 months, given that so much is yet to be determined about how the product suites and the financial dimension of the partnership play out beyond HotJobs."

    However, he said the bigger issue is that there's never been a partnership before in which so many big players have agreed to work together.

    "There's been a lot of discussion about it for 20 years and several attempts to bring together a number of companies that represent about this much or more circulation to work with someone on a national advertising platform or a technology venture," Decherd said.

    "For whatever reason, it's never come to fruition. Well, here we are. We've got seven important companies agreed on a single partnership form, with the financials agreed on for one important piece of that partnership and a commitment to agree on mutually beneficial financial arrangements for these other products," he said.

    Singleton and George Irish, Hearst Newspapers president, said the partnership didn't indicate that newspapers aren't successful in generating employment ads online by themselves.

    "We see this just as an opportunity to extend what we're already doing well further," Irish said.

    Singleton said MediaNews' online operations were losing money five years ago. "This year, they will contribute 20 percent of total profit. The growth rate online has been humongous in terms of percentages, on a lower base. We see this as a way to speed up that growth, both on the top line and the bottom line."

  • Music


    Books


    Film


    Recent
    Love in the Time of Coronavirus

    Street Art As Sprayed Solidarity: Global Corona Graffiti

    COVID-19-related street art functions as a vehicle for political critique and social engagement. It offers a form of global solidarity in a time of crisis.

    Music

    Gretchen Peters Honors Mickey Newbury With "The Sailor" and New Album (premiere + interview)

    Gretchen Peters' latest album, The Night You Wrote That Song: The Songs of Mickey Newbury, celebrates one of American songwriting's most underappreciated artists. Hear Peters' new single "The Sailor" as she talks about her latest project.

    Music

    Okkyung Lee Goes From Classical to Noise on the Stellar 'Yeo-Neun'

    Cellist Okkyung Lee walks a fine line between classical and noise on the splendid, minimalist excursion Yeo-Neun.

    Film

    Alastair Sim: A Very English Character Actor Genius

    Alastair Sim belongs to those character actors sometimes accused of "hamming it up" because they work at such a high level of internal and external technique that they can't help standing out.

    Music

    Kaitlyn Aurelia Smith's New LP Is Lacking in Songcraft but Rich in Texture

    Kaitlyn Aurelia Smith's The Mosaic of Transformation is a slightly uneven listen. It generally transcends the tropes of its genre, but occasionally substitutes substance for style.

    Music

    Buzzcocks' 1996 Album 'All Set' Sees the Veteran Band Stretching Out and Gaining Confidence

    After the straightforward and workmanlike Trade Test Transmissions, Buzzcocks continued to hone their fresh identity in the studio, as exhibited on the All Set reissue contained on the new box-set Sell You Everything.

    Books

    Patrick Madden's 'Disparates' Makes Sense in These Crazy Times

    There's no social distancing with Patrick Madden's hilarious Disparates. While reading these essays, you'll feel like he's in the room with you.

    Music

    Perfume Genius Purges Himself and It's Contagious

    You need to care so much about your art to pack this much meaning into not only the words, but the tones that adorn and deliver them. Perfume Genius cares so much it hurts on Set My Heart on Fire Immediately.

    Love in the Time of Coronavirus

    Confinement and Escape: Emma Donoghue and E.L. Doctorow in Our Time of Self-Isolation

    Emma Donoghue's Room and E.L. Doctorow's Homer & Langley define and confront life within limited space.

    Books

    Political Cartoonist Art Young Was an Aficionado of all Things Infernal

    Fantagraphics' new edition of Inferno takes Art Young's original Depression-era critique to the Trump White House -- and then drags it all to Hell.

    Music

    Folk's Jason Wilber Examines the World Through a Futurist Lens in 'Time Traveler' (album stream)

    John Prine's former guitarist and musical director, Jason Wilber steps out with a new album, Time Traveler, featuring irreverent, pensive, and worldly folk music.

    Reviews
    Collapse Expand Reviews

    Features
    Collapse Expand Features
    PM Picks
    Collapse Expand Pm Picks

    © 1999-2020 PopMatters.com. All rights reserved.
    PopMatters is wholly independent, women-owned and operated.