Yahoo! deal expands Empire's reach

Posted: Tuesday, April 17, 2007

Southeast Alaskans who use Yahoo! will soon have easier access to story headlines and advertisements under a deal signed with the Juneau Empire's parent company.

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The agreement between Yahoo! and Morris Communications makes the Empire one of roughly 270 newspapers in 45 states to participate in the arrangement, according to a press release issued Monday by Morris, a Georgia-based corporation.

"Something like this is an even greater augmentation between print and Web-based products, services and content," Empire Publisher Bob Hale said. "It will make our Web site much stronger."

Under the new arrangement, Yahoo! will localize its Web pages to display regional stories and ads for its users. When users click on a link, it will take them to the story or ad on the Empire's Web site.

All Yahoo!'s specialized content pages, including e-mail, messenger services and Yahoo!'s mobile, "Yahoo Go" will be personalized.

Additionally, the Empire will add a new Yahoo! search engine to its Web Site so visitors to will be able to conduct Web searches.

When a user searches for specific information, any consortium newspaper's story on that subject will show up at the top of the search. Local advertisers may also show up on the search results pages.

Users of Yahoo! search engines also will be able to access classified advertisements that appear in the Empire, broadening the reach of potential buyers and sellers.

No time frame was announced, although Hale estimated Empire readers could expect to see changes within a couple of months.

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