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NEW YORK (Reuters) -
Several top U.S. newspaper publishers
said on Thursday they will devote online advertising space to a
new network that wants to make it easier to place ads on
hundreds of newspapers' Web sites at a time.
The network, quadrantONE, said it will get space from 138
sites and represent more than 250 newspapers.
Publishers joining the network include AH Belo Corp,
McClatchy Co, Media General Inc and EW Scripps Co. Also joining
the network will be Cox Communications, which publishes the
Atlanta Journal Constitution and Denver Post publisher
MediaNews Group Inc.
QuadrantONE, which debuted in February, is designed for
newspaper publishers to capture money that advertisers are
taking away from printed newspapers and moving online as they
see more people spending their time on the Internet.
The privately held company was founded and is owned by
Gannett Co Inc, San Francisco Chronicle publisher Hearst Corp,
The New York Times Co and Tribune Co, publisher of the Chicago
Tribune and the Los Angeles Times.
Larger publishers employ sales staff who sell ad space
across multiple papers, Web sites and local television
stations, but smaller papers do not always have those
resources. Sometimes advertisers prefer to avoid those papers
instead of calling hundreds at a time to buy space.
The papers joining quadrantONE are members of a group
formed with Yahoo Inc that is devoted, in part, to raising ad
revenue at newspaper Web sites and helping Yahoo to tap local
U.S. ad markets more effectively.
(Editing by Tim Dobbyn)
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