martes, diciembre 26, 2006

El golpe noticioso de Yahoo

Hace un buen rato que Yahoo mira con atención los medios tradicionales. Crearon una experiencia de corresponsales audiovisuales para su sitio de noticias y están realizando diversas investigaciones sobre el valor que las audiencias le asignan a cada medio. Pero sin duda, estas intensiones no igualan al acuerdo que acaba de suscribir con los grandes grupos informativos estadounidenses -Belo, Cox Newspapers, Hearst Newspapers, Journal Register, Lee Enterprises, MediaNews Group y E.W. Scripps- que en total suman 170 diarios. La idea del convenio es que los contenidos de los periódicos se incluyan en los sitios web de Yahoo. Por otro lado, Yahoo pondrá a disposición de los periódicos sus mapas, la tecnología de búsqueda, los listados de eventos y otros contenidos, como HotJobs, el sitio de empleo del portal estadounidense. El acuerdo es muy importante -y así fue recibido por Wall Street- porque genera un sistema de cooperación entre dos mundos que hasta ahora no habían convergido de esta manera. Hace unas semanas Google anunció que pondrá avisos en los 50 principales diarios de ese país, pero de ninguna manera esa decisión se acerca al nivel de integración al que apunta Yahoo. Acá tres puntos de vista sobre esta alianza.
Today’s announcement of a big deal between Yahoo and a bunch of midlevel newspaper conglomerates has its benefits for both. But I can’t help but thinking that this is a meeting of old, old-media companies and the new, old-media company, Yahoo.
The benefits: The newspapers will get local functionality they need and new means of selling automated ads they don’t have and they will tame the beast they thought was a competitor. And Yahoo will get more content (can it ever get enough?).
But they’re both trying to maintain old businesses and old models.
Classified hasn’t just moved online; it’s dead as a category. Craig didn’t kill it. He was merely the first and smartest to see that the internet connects buyers and sellers directly. It massacres middlemen. And both newspapers and Yahoo still want to be middlemen. So the real challenge is to figure out how to enable transactions in new ways.
They talk a lot about content but in a linked world, the goal is not just to own more content but to create a new relationship to more of it: ‘We find the good stuff, wherever it is’ which used to be Yahoo’s goal and should be again — and must become the goal of newspapers as well.
A consortium of seven newspaper chains representing 176 daily papers across the country is announcing a broad partnership with Yahoo to share content, advertising and technology, another sign that the wary newspaper business is increasingly willing to shake hands with the technology companies they once saw as a threat.
In the first phase of the deal, the newspaper companies will begin posting their employment classified ads on Yahoo’s classified jobs site, HotJobs, and start using HotJobs technology to run their own online career ads.
But the long-term goal of the alliance with Yahoo, according to one senior executive at a participating newspaper company, is to be able to have the content of these newspapers tagged and optimized for searching and indexing by Yahoo.
In that way, local news — one of the pillars of the newspaper business — would become part of a large information network that would increase usefulness for readers and value to advertisers.
“Now the industry has religion about the Internet, based on what has happened to the business in recent years,” said the executive, who declined to be identified because he was not authorized to speak for his company. “So there is a lot more genuine enthusiasm today.”
The agreement could also come at an opportune time for Yahoo, which is seeking to regain the confidence of investors and the luster it has lost with some marketers.
The deal could also help position the company as a willing partner for traditional media companies, an effective counterpunch to a deal its archrival, Google, signed with 50 papers a few weeks ago, and could help it capture a larger portion of the fragmented local advertising market.
In another step towards creating the most comprehensive advertising network in the online industry, Yahoo! Inc. (Nasdaq:YHOO) today announced a strategic partnership with more than 150 daily U.S. newspapers to deliver search, graphical and classified advertising to consumers in the communities where they live and work. Beginning with recruitment advertising, the newspapers and Yahoo! HotJobs are bringing one of the largest online audiences, targeting capabilities, local expertise and advertising power to recruiters. In addition, the consortium plans to work together to provide search, content, and local applications across the newspapers' Web sites.
Adding to Yahoo!'s list of high-quality partners across its search, graphical and classified advertising networks, such as eBay and Right Media, members of the newly formed consortium include: Belo Corp.; Cox Newspapers Inc.; Hearst Newspapers; Journal Register Company; Lee Enterprises, Incorporated; MediaNews Group; and, The E.W. Scripps Company. The newspapers in this consortium reach 38 states, and include major market dailies such as the San Francisco Chronicle, The Dallas Morning News, The Atlanta Journal-Constitution, Houston Chronicle, Denver Post, Rocky Mountain News, St. Louis Post-Dispatch, San Jose Mercury-News, New Haven Register and the Commercial Appeal (Memphis).
"This announcement is consistent with our strategy to establish relationships that advance Yahoo!'s objective of securing leading positions where we see the biggest prospects for growth," said Terry Semel, chairman and chief executive officer, Yahoo! Inc. "We believe the local segment is largely untapped and provides significant opportunities to expand audience engagement and subsequently grow local advertising. With our powerful reach, content, technology, local tools and advertising capabilities, Yahoo! is uniquely positioned to seize these opportunities, especially as we continue to enhance our search monetization efforts and to extend our leadership position in graphical advertising."


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