Papers introduce advertisement strategies to compete with Google and Yahoo

According to the New York Post , many US newspapers are trying to encroach on Google and Yahoo’s power over the lucrative online advertising business by launching their own services. Long Island’s Newsday in New York, for example, has launched a “pay-per-click” program that allows advertisers to strategically place adds in specific sections or by news topic. The advertiser then only has to pay if a reader actually clicks on the ad link. Most papers rely on Google’s Adsense as a quick and hassle free way to generate money from online ads. Through Adsense, the publisher gives some control over to Google, which then draws from its large database of advertisers and analysis to select appropriate adds to feed to the publisher’s site. Each time a reader clicks on a sponsor’s link placed through Adsense, the advertiser pays a fee to Google, who then gives a cut to the publisher. Google and Yahoo have been perceived as growing threats to publishers, since both are seeking new ways to attract advertisers in local markets.

Source: New York Post