Yahoo Newspapers Join quadrantONE

According to an announcement made yesterday:

The Newspaper Consortium, a consortium of 26 newspaper companies, will add 138 web sites to QuadrantOne, an online advertising alliance formed in February by four of the country’s largest media companies. quadrantONE allows advertisers, for the first time, to buy hundreds of well-established and trusted online newspaper and broadcasting sites by placing a single order. It is owned by Tribune Company; Gannett Co., Inc.; Hearst Corporation; and The New York Times Company.

The consortium newspapers will become affiliates of quadrantONE, devoting guaranteed inventory on their sites to deliver premium audiences to advertisers seeking national, regional and local reach.

The newspapers represent the total membership of The Newspaper Consortium, which was formed to create a partnership with Yahoo! in the areas of recruitment, search, content and the cross-selling of advertising. The consortium companies include A.H. Belo Corporation; Cox Communications; Hearst Corporation; Lee Enterprises, Incorporated; The McClatchy Company, Media General, Inc.; MediaNews Group, Inc.; Morris Communications Company, LLC; The E.W. Scripps Company and others.

The AP story added:

Rusty Coats, the chief online executive at Media General, said the company was contributing advertising spots from its large-market properties, such as the Tampa Tribune’s Web site, TBO.com.

Mr. Coats said the ad sales being done through QuadrantOne wouldn’t overlap with the company’s cooperation efforts with Yahoo.

So, reportedly, the Yahoo and quadrantONE networks will be complementary. It’s also my understanding that the newspapers have not provided Yahoo with “guaranteed inventory” in the way that quadrantONE will have it. Most of these newspapers also have a deal with Zillow regarding real-estate advertising.

I still haven’t spoken to Centro to hear their take on quadrantONE. Longer term the question is: How will quadrantONE impact other newspaper and local ad networks that rely on newspaper inventory? Those include NNN (newspaper owned), Real Cities (newspaper owned) and MediaSpan.

I would still imagine that there will be unsold inventory on newspaper sites even with participation in all these premium newspaper ad networks, which is served by conventional ad networks (e.g., Advertising.com). However, if that “remnant” inventory goes away or is sold by local sales channels that may adversely impact the ability of the traditional networks to serve decedent geo-targeted inventory.

Finally, will quadrantONE reach out to other industries (TV, radio) and local properties beyond newspaper sites? I would argue the company should.

2 Responses to “Yahoo Newspapers Join quadrantONE”

  1. SearchCap: The Day In Search, March 21, 2008 | Search Engine Studies Says:

    […] Yahoo Newspapers Join quadrantONE, Screenwerk […]

  2. Newspapers First to Get ‘AMP’d’ by Yahoo! « Screenwerk Says:

    […] local ad network (there are more than 500 newspapers that belong to the consortium). In parallel newspaper-run quadrantOne is attempting something similar on a somewhat less ambitious […]

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