Yahoo has just entered into a partnership deal with seven newspaper groups that control 176 daily papers across the US. The deal will see the newspaper groups sharing content, advertising and technology with Yahoo! in an effort to jump on board the technological wave.
The initial roll out of the deal will see the newspaper companies posting their employment classifieds on HotJobs, Yahoo!’s job site. They will also start using the backend technology of HotJobs to drive their own online employment websites.
The real goal of this partnership goes well beyond getting more exposure for their employment classifieds. As more and more people are looking to search engines to source news and editorial content, the newspaper groups are more interested in getting their content featured in Yahoo!’s news search to expand (recover…) their readership.
This is valuable to the newspapers for two reasons:
- They can regain some critical readership they have lost in recent times due to digital news sources.
- The enhanced reach of their news makes a far more appealing proposition for prospective advertisers whom are rapidly shifting traditional media spend in favor of online and search marketing.
The deal is also a positive for Yahoo! as they have countered Google’s recent deal with 50 odd newspapers in the last few weeks. This new partnership which involves sharing of technology will also help Yahoo! claim a stake in the local search market when it integrates its local search technology into the newspapers’ websites.
The likes of Yahoo! and Google were once the foes of traditional newspapers, now they’re the lifeline to their future prosperity… times are a changing.