More Papers Join Yahoo Newspaper Consortium

Five more newspapers have joined the Yahoo Newspaper Consortium, according to Reuters.

The new members to the advertising consortium are: The Orange County Register of Santa Ana, Calif.; The Gazette of Colorado Springs; North Jersey Media Group’s two New Jersey dailies, The Record of Hackensack and Herald News of West Paterson; and The San Diego Union-Tribune. The new additions bring the consortium to 814 newspaper members, which Reuters says accounts for 51 percent of all Sunday newspaper circulation.

“The Yahoo alliance has been one of the few bright spots newspapers have been pointing to the past few months,” the story added. “A recent estimate by Ad Age found that the two-and-a-half year-old consortium sold $50 million in Yahoo ad inventory, with about ‘several million’ dollars in sales being added each week.”

The story noted that E.W. Scripps claimed the consortium had contributed to a 30 percent gain in online ad revenues in the first quarter of 2009, or about $800,000. Also, The Atlanta Journal-Constitution claimed to have increased its online audience reach in its home city from 15 percent to 80 percent.

But the report also noted that 592 newspapers in the consortium rely exclusively on Yahoo’s HotJobs for help-wanted ads, “an area that has been hit particularly hard as unemployment has approached 9 percent nationwide-many members have expressed some wariness about how this might affect the value of the consortium over time.”

Nielsen Business Media