Blog Post

Yahoo Revs Up Its Local Content Efforts

Over the last year, Yahoo (NSDQ: YHOO) has talked repeatedly about the importance of both local content and local advertising. But, while the company has announced local ad partnerships with Gannett (NYSE: GCI) and direct marketer Valassis, it’s been mostly quiet about bringing new local content to its sites. That may now be changing, as the company is hiring local editors in major cities across the country and soliciting local contributions from the pool of freelancers from Associated Content, which it purchased this spring.

Yahoo’s Careers site currently shows identical openings for local editors in San Jose, Chicago and Dallas. The company wants “seasoned” editors in each of those cities to report and write “engaging and exceptional news stories and blog posts from primary or secondary sources on deadline” and source and manage “content from partners.”

The openings follow Yahoo’s hiring of former Dallas Morning News new media strategy director Anthony Moor to lead its local news efforts last fall. At the time, Moor said he was being tasked with building a staff of editors around the U.S. who would “improve the local news experience on (the Yahoo) frontpage.” This spring, according to the few posts on his Twitter account, Moor was also looking to hire local editors in New York City and San Francisco — jobs that have likely been filled since the listings have been taken down.

Yahoo’s efforts pale in comparison to that of rival AOL (NYSE: AOL), which has said its Patch network plans to hire a staggering 500 local editors by year-end to cover neighborhoods across the country. But the company appears to be counting on some of its other assets, including Associated Content, to make up the difference. Just today, Alan Mutter at Reflections of a Newsosaur noted that Yahoo had e-mailed Asociated Content contributors saying it was “looking for writers living in or near the San Francisco area (like you!) to write compelling, local content