Yahoo Continues Push for Local Display Ads

According to WebProNews, Yahoo has added five papers to its Newspaper Consortium. The entrants include the Orange County Register, the Gazette in Colorado Springs, the Record and Herald News, and the San Diego Union-Tribune.

The Yahoo Newspaper Consortium is made up of 814 newspapers. The papers receive access to Yahoo’s contextual advertising, paid search and web search products, as well as sales training.

While the challenges the newspaper industry faces are still imposing, at least they’re trying something different by working with Yahoo. And by working with the number two player in the online advertising industry (rather than working with industry leader Google), they likely retain a much larger share of the revenue generated.

As these offerings and relationships mature, they may turn into a highly valued channel for the local advertiser, who often had all too few ways to reach targeted prospects online.