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Five of the largest U.S. newspaper chains are considering a newnational ad network that could both overlap and compete with the Yahoo(NSDQ: YHOO) newspaper consortium, according to the Chicago Tribune(via Romenesko). Sources “familiar with the situation†tell the Tribune(NYSE: TRB) that its parent company Tribune, Gannett,Hearst, MediaNews Group and Cox Newspapers would create a common adsales force to provide “one-stop shopping†for ads on major marketnewspaper sites, including seven of the top 10 U.S. markets. It wouldtry to attract other majors as well, including the Washington. Post Co.and McClatchy. Or, as Leon Levitt, VP-digital media for Cox, told theTrib: “The more the merrier.â€
If this sounds familiar, it’s because it’s a variation on the themeof the Yahoo consortium established last year—the same one that alreadyincludes Hearst, Cox, MediaNews, McClatchy, Belo (NYSE: BLC) and morethan dozen others. But Gannett (NYSE: GCI) and Tribune, co-owners ofHotJob’s rival CareerBuilder.com,have stayed away from Yahoo. Levitt and others tell the Trib all iswell with the consortium but Yahoo isn’t the entire answer. Yahoo isn’tnewspaper only, it makes deals with competitors like Comcast, newspapers should tell their own story, own their own future, etc.
Couldthis hurt Yahoo? Far too soon to tell—but it could divert energies andattention at the various companies trying to do both.
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