A consortium of seven newspaper chains representing 176 daily papers across the country is announcing a broad partnership with Yahoo to share content, advertising and technology, another sign that the wary newspaper business is increasingly willing to shake hands with the technology companies they once saw as a threat.
In the first phase of the deal, the newspaper companies will begin posting their employment classified ads on Yahooâ€™s classified jobs site, HotJobs, and start using HotJobs technology to run their own online career ads.
But the long-term goal of the alliance with Yahoo, according to one senior executive at a participating newspaper company, is to be able to have the content of these newspapers tagged and optimized for searching and indexing by Yahoo.
In that way, local news â€” one of the pillars of the newspaper business â€” would become part of a large information network that would increase usefulness for readers and value to advertisers.
[...] The deal could also help position [Yahoo!] as a willing partner for traditional media companies, an effective counterpunch to a deal its archrival, Google, signed with 50 papers a few weeks ago, and could help it capture a larger portion of the fragmented local advertising market.
For the newspapers, which have struggled in recent years as readers and advertisers have flocked to the Internet, the deal represents an effort to earn a greater share of the fast-growing amount spent online on all types of ads.
Later, this related article on the expanding scope of Google’s interests into offline advertising: Google Mapping an Offline Course