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Newspaper group forms online ad scheme
Print media conceded further ground to online in the battle for advertisers' dollars as leading US newspapers got ready to sell advertising on their websites.The Wall Street Journal reports that Gannett Co, McClatchy Co and Tribune Co – the three largest newspaper publishers in America – believe that online ads are the only way to ensure their survival.
Their aim is to offer a one-stop shop for advertisers looking to place display ads on their internet sites and they aim to attract a national audience.
The news follows a marketing tie-up between US papers and Google, which has proved very successful so far.
Code-named "Open Network", the scheme should allow big-name advertisers to place ads without the hassle of negotiating separate deals with each newspaper.
The companies will probably contribute ten per cent of their online advertising space to the network, reports suggest.
A rival group led by Hearst Corp and MediaNews Group, known as the "Seven Amigos", is also looking to develop its own national ad sales network and has teamed up with Yahoo to do so.
News and Public Relations news posted on 11 January 2007
