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5 newspaper giants in talks to create ad network

Posted by Cory Bergman on November 6, 2007

The Chicago Tribune reports that Gannett, Tribune, Hearst, Media News and Cox are discussing an online advertising partnership that would “both overlap with and compete with” the Yahoo newspaper constortium. (Hearst, Media News and Cox are part of the Yahoo deal.) “Yahoo still has the best technology platform,” says one newspaper executive who’s part of the Yahoo group. “But why shouldn’t the newspaper industry have its own [ad sales] firm? Don’t you want to get out and tell your own story?” The new ad network would have its own national ad sales firm with a single point of contact for national agencies. The hope is the new group would eventually attract the Washington Post Co. and McClatchy.

  • thedetroitchannel

    how long until station groups get the hint?

    this “best technolgy platform” bs is just that… instead of another half dozen six-figure talking heads for your yesterday’s newcast invest in some developers

  • http://www.liquidbrick.com Matteo

    This isn’t going to work. They are behind the curve and will throw tens of millions in the red for many years before a profit is on the horizon. They are dinosaurs now, by then they will be broke dinosaurs.

  • http://www.kpaulmedia.com kpaul.mallasch

    They’re most like the Stegosaurus to be specific. ;)

    There are grassroots ad networks being built as well. At Muncie Free Press (at the moment) we’re working with someone selling for our site as well as three other local independent media sites.

    Things are starting to get interesting as we finally start to get a stable source of revenue. Lots of possibilities start to open up.

    -kpaul

  • Nick

    Wow, newspapers, welcome to 1997!

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