Newspaper Consortium Seeing Early Successes
A.H. Belo makes $1.2 Million from 2008 behavioral targeting tests
You may recall that when we announced our APT advertising platform last year, we said that the first customers to use it were members of our Newspaper Consortium. Well, the Newspaper Consortium is now seeing early successes. For example, A. H. Belo, the first holding company to have all of its papers on APT, said in its recent earnings call that its partnership with Yahoo! has been one of its financial bright spots.
CEO Robert Decherd didn’t give revenue projections for APT, but said A. H. Belo had made $1.2 million last year beta testing Yahoo!’s behavioral targeting and saw auto ad revenues rise for the Dallas Morning News. In his words:
”You’re going to have three newspapers using this tool on our sites, but I don’t want to leave you with the impression that the $1.2 million is the most we expect to realize out of this deal. That was mostly one paper and was a test. We’ve now got APT at all our papers and we’ve got the ability, thanks to Yahoo, to sell behaviorally targeted ads on our own sites. This will make a significant difference for us this year.”
For more information about APT, visit apt.yahoo.com.
— The Team
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August 21st, 2009 at 10:31 pm
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