Thursday, January 11, 2007

Papers to Jointly Chase Ad Dollars

Newspaper publishers have realized that online news sites are a much bigger threat to them then they are to each other, so they are considering forming their own ad network.

According to the Wall Street Journal, as quoted by the Associated Press, Gannett, Tribune Co. and McClatchy are in talks to form their own ad networks.

The combined reach of hundreds of newspaper websites could be a formidable alliance in winning over national advertisers. This could streamline the selling process if the new ad network focus on geotargeting customers so that advertisers could specify which regions they want to reach, and to what extent.

The publishers could offer targeted advertisements by combining the demographic information that they collect offline with online registrations. The companies could then offer email advertising services with access to an impressive list of customers.

If the publishers do not renew the contracts with their current ad agencies they could cause some serious hurt in the ad world. You might even see some ad execs filing suit, claming that the agreement would create a virtual monopoly.

The newspapers would likely continue to continue sharing content with news aggregation sites such as Yahoo or Google News who have been taking some of their ad revenue. Papers to

Posted By Jason Dowdell at 12:51 PM
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