Advance Publications, which owns 20 newspapers and a range of other publications, including Condé Nast, Parade Publications, Fairchild, Am City Biz Journals, and other media properties, has thrown its hat in with Microsoft, rather than the Yahoo! Newspaper Consortium.
According to the press release that went out this morning its Internet group will sell Microsoft’s network to its local advertisers:
Through its relationship with Microsoft, Advance Internet’s sales force will be able to offer Behavioral Targeting and Audience Extension capabilities to its local advertisers on the Microsoft Media Network.
“We have the number one local news and information sites in each of our markets,” said Peter Weinberger, president of Advance Internet. “According to Media Audit, five of our sites rank in the top 10 of newspaper affiliated sites based on local penetration of adults 18+. Now through our agreement with Microsoft, we will be able to serve our advertisers with even better online marketing solutions.”
Advance Internet will become a certified reseller of the Microsoft Media Network, offering local advertisers access to 76% of the online adult population. The alliance with Microsoft allows Advance Internet to significantly increase its reach in all of its local markets.
Advance Internet will also be implementing Microsoft Advertising’s Content Ads and Search Ads. Content Ads and Search Ads serve contextually relevant advertisements within articles and other content pages.
The pitch is almost identical to what Yahoo! consortium members are promoting to local advertisers in their various markets. The irony now is that Microsoft’s search reach will include Yahoo!
This deal will probably not please Yahoo!, which otherwise “owns” the newspaper industry. To some degree it may also bump up against the Yahoo!-Microsoft paid search deal – to the extent it implicates “premium search” sales (read: larger advertisers). It won’t if this is all about SMBs however.
The network claims 8.5 million monthly unique users.