Media General Expands Yahoo Deal

Media General announced Friday (June 11) it will extend its advertising sales deal with Yahoo to include its TV stations. By the end of the year, all 18 of Media General’s 18 TV stations will sell Yahoo display advertising. With the agreement, Media General becomes the first TV member of the Yahoo! newspaper consortium.

Prior to the agreement, Media General completed a pilot program in four of its TV markets in Birmingham, Ala.; Columbus, Ohio; Mobile, Ala.; and Greenville/Spartanburg, S.C/Asheville, N.C. The company has been selling Yahoo display advertising in the five markets where it owns both newspapers and TV stations, since 2007.

The TV stations will be selling Yahoo display ads targeting users in Media General’s markets, by zip code, demographics or online behavior.

“This expansion of our Yahoo sales is a prime example of how our market structure
promotes the development of new revenue streams and facilitates customer-focused sales and marketing solutions across multiple media platforms,” said Marshall Morton, president and CEO of Media General.

Last year, Media General generated $7 million in Yahoo! revenues at its newspapers. The company estimated that would grow to $10 million this year. By adding the TV stations, Media General’s total Yahoo! display revenues will grow by 50 percent on an annualized basis.