Gannett has agreed to sell Yahoo advertising inventory and provide content as part of a partnership between the two companies announced Friday (July 16).
The deal covers all of Gannett’s 81 local publishing organizations and several of its broadcast TV Web sites. With Yahoo, Gannett, which plans to use the targeting and ad ordering capabilities of the APT platform from Yahoo for local sales, said its local market digital reach would be as high as 80 percent. Beginning this quarter and continuing into 2011, Gannett has also agreed to provide select local content for programming across Yahoo properties in the U.S., including Yahoo’s homepage.
“This partnership builds on the strength of Gannett’s growing digital business and powerful local brands,” said Gracia Martore, president, chief operating officer and chief financial officer at Gannett. “Working with Yahoo will allow us to offer targeted advertising messages with unmatched local audience reach.”
The deal with Gannett is part of Yahoo’s broader strategy to increase its business in local markets. In June, Yahoo extended inked a similar ad sales deal with Media General to include all of Media General’s 18 TV stations. Media General said that its deal with Yahoo would generate $10 million in ad sales.