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The Guardian - UK
The Guardian - UK
Business
Roy Greenslade

Rival US paper groups link up to sell adverts

The three largest US newspaper publishers are preparing to sell advertising jointly on their newspapers' websites. Gannett, McClatchy and Tribune hope to attract big advertisers, such as car makers and phone companies, that want to reach a nationwide online audience but don't want the hassle of negotiating ad deals with each company or newspaper. The joint effort, code-named "Open Network," marks a big new bid to win back advertisers that are defecting in droves to portals such as Yahoo, AOL, MSN and Google. A comment on the Editors' weblog puts this initiative in perspective: "When three main competitors decide to partner, it means the whole industry is in a critical situation." See also Jeff Jarvis's take. (Via Wall St Journal)

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