Yahoo Newspaper Consortium... What can my local newspaper offer me that Yahoo Ads won't?

[jhinchcliffe]

Hi Everyone

I was recently approached by the Vancouver Sun and the Province (our major newspapers in BC), and they said they had an "exclusive partnership" with Yahoo. I can't seem to find much information on it... what is the "Yahoo Newspaper Consortium" and is there any benefit for me going with what the newspapers offer rather than doing our own thing with Yahoo Ads?

Any resources or info is appreciated

[CleverPhD]

Hello there,

I did some Googling and found the following.

There was a Yahoo Newspaper Consortium, but it basically disbanded and then reformed as the Local Media Consortium this past fall.

http://www.poynter.org/latest-news/business-news/the-biz-blog/225463/newspapers-ad-consortium-with-yahoo-reboots/

http://www.netnewscheck.com/article/29237/consortium-reboots-beyond-papers-yahoo

The members of this group - do not include any of the newspapers (or the parent companies) you mention

http://www.localmediaconsortium.com/consortium-members/

As of the end of February, this group is now joining forces with Google vs Yahoo

http://www.adexchanger.com/publishers/private-exchange-deal-with-google-just-a-first-step-for-reconstituted-local-media-consortium/

As far as the ad deal you are being offered, I would only assume that it might be easier to work with the newspapers as it may save you a step in having to deal with only 1 ad system vs 2.  I would ask to speak with current clients of the newspapers and see how they use the systems, get a demo etc.

Good luck!