December 11, 2006
What the Yahoo-Newspapers Deal Means for Spanish-language Publications
Yahoo announced an ad-sharing deal with seven newspaper groups two weeks ago. Last week newspaper chane Media General also joined the agreement will allow newspapers to provide content to Yahoo and Yahoo to sell online advertising, initially clasiffieds but later display, for the involved newspapers.
All of the the newspaper groups involved in the deal have Hispanic publications and the most prominent are:
Cox Newspapers Inc: (Ahora Si!, Austin, Mundo Hispanico,Atlanta, La Palma, West Palm Beach)
Belo Corp.: (La Prensa, Riverdale, Ca, Al Dia (Dallas/Ft. Worth)
Hearst Corp: (La Voz, Houston, Conexion, San Antonio)
E.W. Scripps Co.
MediaNews Group Inc. (Impacto USA, Los Angeles)
Journal Register Co.
Media General (Centro Mi Diario, Tampa)
“Discussions will take place between Yahoo/Telemundo deal and the Hispanic publications involved in the deal.. There is a lot of work to be done and see what kind of assets are involved”. The specifics are not clear yet. There will be discussions on how to leverage content across all these publications”, “This is going to provide better content to Yahoo and more users and therefore more advertising. Any Hispanic publications joining the deal will raise awareness of the Hispanic market,” Celeste adds.
Commenting on the implications for Hispanic Newspaper websites Hispanic Digital Networks Bill Gato commented, “The Yahoo deal just underscores the fact that Hispanic print media need to take their online audiences seriously. Hispanic publications are still immune to the circulation declines that have afflicted the general market. As a result, they have viewed their websites as a secondary revenue stream, and not a survival necessity. We're helping them to develop their Internet strategies and in early 2007, Hispanic Digital Network will be making some major announcements that will impact the entire Hispanic print industry again.”
Hispanic Digital Network has an agreement with Yahoo Gato adds. “The web search and sponsored search distribution agreement we have with Yahoo is significantly different from the new deal Yahoo struck with general market newspapers. The HDN-Yahoo deal does not include co-marketing or revenue sharing on jobs classifieds, nor content syndication. These are two separate animals. In terms of an impact, we'd be open to exploring any additional win-win opportunites with our search partner, provided our publisher partners agree to it.”