An early attempt to boost digital advertising at newspaper organizations by cross-selling local advertising with Yahoo will be attempting an update and relaunch over the next several months.
The goal remains to use the local sales force of 700 participating dailies to sell retail ads to an expanded audience including those who go to an aggregator like Yahoo as their gateway to finding news.
But much else has changed since the partnership started in 2008, Chris Hendricks, digital chief at McClatchy and Rusty Coats, the consortium’s executive director, told me in a phone interview:
- The partnership is shedding the dated official name of The Newspaper Consortium for The Local Media Consortium.
- Yahoo remains as a partner, but not an exclusive one. The consortium hopes to add other significant digital players by the end of the year, Hendricks and Coats said.
- Also the local partner ranks, still heavy with newspaper organizations, now include some local broadcast websites.