15 November 2007
The New York Daily News - the USA's fifth-largest circulation newspaper - has joined forces with Yahoo!'s newspaper alliance in a move to broaden the publications' reader-base and combat the decline of revenue generated from print advertising.
The alliance, launched by Yahoo! in November 2006 with publishers Belo, Cox Newspapers and Hearst Newspapers as leading members, has since seen membership triple in number to include almost 400 member newspapers from 21 publishing groups across the United States. The New York Daily News is the largest newspaper to join the alliance, with an estimated online and print readership of 4.5 million.
Members of the alliance can utilise Yahoo!'s HotJobs feature to amplify their job listings and send out local advertisements to a national audience, while Yahoo! is in turn allowed to sell national ads on individual newspaper sites.
With revenue generated from print advertising in serious decline, newspapers are increasingly turning towards the realm of the World Wide Web in a bid to halt the slide. Recent reports from the Newspaper Association of America declared that print classified ad revenue had decreased 16.5% for the first half of 2007, compared to previous years. Jennifer Mauer, director of communications for the New York Daily News said upon joining the alliance with Yahoo!:
"The strategy is to get our advertisers' messages in front of as many of the right users as possible, and Yahoo! will help us do that... The Daily News and other members of the Yahoo! Newspaper Consortium are trying to make our Web products as effective and compelling and user friendly as possible for advertisers and consumers"
Since joining the Yahoo!-led consortium, some members have reported gains in advertising revenue, with a reported average 20.3% increase in overall online ad revenue for the first half of 2007 being touted, and one publisher reporting an increase of almost half.
Yahoo! adds the New York Daily News to its growing newspaper alliance
The New York Daily News - the USA's fifth-largest circulation newspaper - has joined forces with Yahoo!'s newspaper alliance in a move to broaden the publications' reader-base and combat the decline of revenue generated from print advertising.
The alliance, launched by Yahoo! in November 2006 with publishers Belo, Cox Newspapers and Hearst Newspapers as leading members, has since seen membership triple in number to include almost 400 member newspapers from 21 publishing groups across the United States. The New York Daily News is the largest newspaper to join the alliance, with an estimated online and print readership of 4.5 million.
Members of the alliance can utilise Yahoo!'s HotJobs feature to amplify their job listings and send out local advertisements to a national audience, while Yahoo! is in turn allowed to sell national ads on individual newspaper sites.With revenue generated from print advertising in serious decline, newspapers are increasingly turning towards the realm of the World Wide Web in a bid to halt the slide. Recent reports from the Newspaper Association of America declared that print classified ad revenue had decreased 16.5% for the first half of 2007, compared to previous years. Jennifer Mauer, director of communications for the New York Daily News said upon joining the alliance with Yahoo!:
"The strategy is to get our advertisers' messages in front of as many of the right users as possible, and Yahoo! will help us do that... The Daily News and other members of the Yahoo! Newspaper Consortium are trying to make our Web products as effective and compelling and user friendly as possible for advertisers and consumers"
Since joining the Yahoo!-led consortium, some members have reported gains in advertising revenue, with a reported average 20.3% increase in overall online ad revenue for the first half of 2007 being touted, and one publisher reporting an increase of almost half.
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