Papers with weak sales combine for bigger weak sales

The Chicago Tribune reports that five national newspaper companies-- Gannett, Tribune, Hearst, Media News Group, and Cox-- are in discussions about teaming up to...

The Chicago Tribune reports that five national newspaper companies-- Gannett, Tribune, Hearst, Media News Group, and Cox-- are in discussions about teaming up to create "a national online advertising network they hope will help them recapture ad revenue leaking away from their print products." Yahoo already has a similar venture that allows buyers to purchase ad space across many national papers, but this appears to be an effort by the industry itself to control its own revenue.

Former crooked stock analyst turned darling finance writer Henry Blodget is less than enthusiastic, writing:

"Collaboration? Good. Pooled national sales force? Bad (or at least irrelevant). Why? Because the amount of incremental national advertising and profit a pooled sales force could add beyond the papers' existing salesforces and Yahoo would barely move the needle."


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