Newspapers Enter Online Ad Market

Friday, February 15, 2008
Posted by Jim Hedger @ 10:09 am

A conglomeration of four large American newspaper companies is forming to sell advertising space on the Internet sites of newspapers those companies own. It is estimated that the total advertising audience could reach over 50 million unique visitors each month.

The new advertising company, quadrantONE, will receive a portion of online ad-space on sites owned by The Tribune Company, Hearst Newspapers, the Gannet Company, and The New York Times Company. Three well known newspapers included in the advertising conglom are: The Los Angeles Times, The Boston Globe, and the Houston Chronical. There are several smaller, more localized papers included as well.

The basic idea seems to revolve around a one-call ad center based in Chicago that will automatically feed online advertising to each newspaper property, an important efficiency not reached by other online news ad-schemes such as Yahoo’s newspaper consortium, the Newspaper National Network, or the New Century Network of the late 1990’s.

Sensing an opening and trying to recoup massive advertising losses, the introduction of quadrantONE into the online advertising market by the biggest US publishers further demonstrates an inherent weakness in that marketplace. Currently, online advertising is dominated by Google AdWords with Yahoo Search Marketing and MSN’s adCenter running far behind.

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