Media Websites’ Efforts In Paid Search; Portal Alternatives

Newspaper sites increasingly are adapting their advertising services to compete with other portla services from the likes of Google and Yahoo. More than a half dozen regional papers have recently begun allowing advertisers to bid directly on their sites to place pay-per-click ads.

The idea, hopefully, is to bypass Yahoo and Google, in part because they increasingly view them as competitors. Newsday decided against joining other Tribune Co. newspapers, including the LA Times, in a deal with Google, largely because it wanted more control over deals with advertisers.

Other papers that have recently begun using the services or plan to soon launch them include the Denver Post, Rocky Mountain News, Memphis Commercial-Appeal, San Antonio Express-News and the Los Angeles Daily News.

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