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Yahoo Expands Ad Partnership With Newspapers

Internet media company Yahoo said on Monday it expanded an advertising partnership with U.S. newspapers, including the addition of leading publisher McClatchy.

The Yahoo partnership creates a new advertising channel for newspapers by allowing them to set commercial rates for a much larger Internet readership rather than the traffic to an individual site, or set of a few sites, they have used to date.

The partnership now spans 264 newspapers in 44 states, using Yahoo's technology for graphical advertising across their related Internet sites. The agreement also integrates Yahoo's paid search technology on the Web sites, which together cite more than 50 million users on a monthly basis.

Financial terms were not disclosed.

McClatchy left an Internet advertising pact with fellow newspaper publishers Tribune and Gannett , marking a split in the Web strategies of three of the largest U.S. newspaper companies.

The three jointly own stakes in online jobs site Careerbuilder.com and local search forum Topix.com.

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