The Silicon Valley Business Journal reports that Yahoo! is expanding its reach into the newspaper advertising world. From the articl, this seems different than the Google model which lets Adwords purchasers “go print” as well. In other words, Google was bringing the ad customers to the newspapers. A variety of newspapers were saying “we’ll approach them ourselves later if we see they’re regulars”… it seemed to invite predation of Google’s customers base by the envious newspapers. Google was/is in effect buying up remnant space and inserting their own ads.
This model seems to be structured in a much different manner. Here the newspapers are still selling the ads “on the street” and are now able to offer an online advertising “upsell”. It’s not the newspapers reselling ad space through Google and becoming overly dependent on what the search giant delivers. This also commits the newspapers to use Yahoo! search on their websites for the traffic they generate.
This service was announced back in November 2006 but now really seems to be picking up speed.
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