WebProNews

Some new dealings between newspaper publisher McClatchy and Yahoo will encompass advertising in their partnership; McClatchy had previously made a deal to share international reporting with Yahoo News. McClatchy must see some remarkable potential in Yahoo's recently launched search advertising system, dubbed Panama. The publisher has chosen to break ranks with newspaper titans Gannett and Tribune, and back out of building an online advertising network with them.

The Wall Street Journal reported how McClatchy will better-deal its fellow newspaper magnates and hook up with Yahoo and a rival group of publishers instead. Hearst Corp is one of the Yahoo ad network participants, who already number a dozen participants.

Their network would place Yahoo's search on newspaper websites, while news content will be displayed in relevant Yahoo channels. Ad revenue would be shared among all of the partners.

If it comes to fruition, the deal will be a big win for Yahoo. They have long lagged Google in contextual search performance, and only recently took steps to match Google's formula for ad success. Gaining the support of media publishers for a broad ad network at a time when online advertising, especially local ads, are on the rise should bode well for Yahoo's numbers.

Yahoo and McClatchy announced a deal in early April that will place McClatchy's international coverage of events in Yahoo News. That content will be labeled 'Trusted Voices' and readers will see accompanying entries from regional blogs with those stories.