Local services Topix and Citysearch are looking for synergy with a deal that swaps Topix headlines for Citysearch ads. By the end of the year, Topix will aggregate local news headlines for 40 Citysearch guides and in turn will use ads from Citysearch on its local news pages. ClickZ news picks up on an important aspect, noting that Topix traffic from RSS feeds is on the rise thanks to a deal with My Yahoo — up from 5% to about 20%; Topix offers advertorials but not straight ads. That may have to be reexamined if RSS access continues to rise.
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