The McClatchy Company newspaper publishers will partner with WebVisible to add local online search advertising products to the offerings available from its sales force to advertisers.
In the wake of its purchase of Knight Ridder, McClatchy made another move by agreeing to a deal with WebVisible to capitalize on web-based advertising. Sales should begin later this year.
WebVisible's "Geneva" software will act as an exchange between the sales force reselling local search advertising, and search engines like Google and Yahoo. Advertisers would buy contracts to place their ads in sponsored searches for a period as agreed upon by them and the reseller.
"The McClatchy Company is looking to take the complexity out of offering local search on a large, guaranteed scale to their customers," said WebVisible's Marketing VP, Christopher Tippie. "As an exchange, WebVisible is designed to do just that."
Borrell Associates believes local sponsored search will be a $4 billion market itself by 2010. Overall spending on local online ads could reach $8.6 billion in total by that time.
Gordon Borrell said in September 2005 that Google and Yahoo accounted for 32 percent of the local online ad market.
Instead of fighting them, Mcclatchy appears to have decided to work with them through the WebVisible partnership.
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David Utter is a staff writer for WebProNews covering technology and business.
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