In gambling, the best money to play
with is house money. The same goes for
advertising, where even an 80/20 split
with a third party ad network like Yahoo
may be 20 percent too much to give up
for news publishers.
The Chicago Tribune cited sources on
the creation of this ad network as aiming
for "a common sales force"
targeting national advertisers. Gannett,
Tribune, Hearst, Media News Group and
Cox Newspapers have been named as the
ad plotters.
Gannett and Tribune declined to sign
on with Yahoo for an advertising initiative
that has been partially credited with
giving Yahoo's fortunes a slight boost.
The Chicago Tribune said the two big
publishers did not want to let Yahoo
in to their lucrative local advertising
business.
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