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Yahoo broadens newspaper ad deal

Elinor Mills Former Staff Writer
Elinor Mills covers Internet security and privacy. She joined CNET News in 2005 after working as a foreign correspondent for Reuters in Portugal and writing for The Industry Standard, the IDG News Service and the Associated Press.
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Elinor Mills

, Yahoo said on Monday that it is expanding partnerships with a group of newspaper publishers.

Since November, Yahoo had agreements with seven publishers to sell job listings through Yahoo's classified job site, HotJobs. Now, five additional newspaper publishers have joined, including McClatchy, and the agreement is being broadened.

Yahoo's graphical advertising technology will be used for selling ads that appear on the online sites of the newspapers. Newspaper sales reps can sell ads on the newspaper sites and Yahoo's network, and Yahoo sales reps can sell ads to run on the newspaper sites. Yahoo's paid search technology will be used on the newspaper sites, and content from the newspapers will appear on vertical sites on Yahoo.

The newspaper consortium represents more than 264 newspapers in 44 U.S. states. on ad selling. Yahoo rival Google is testing ad sales in a partnership with more than 60 newspapers.