Media General to launch Yahoo! display advertising sales in broadcast TV markets

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Media General will become the first member of the Yahoo! Newspaper Consortium to sell Yahoo! display advertising at television stations. This move follows the recent completion of a pilot program in four of Media General’s television markets.

The pilot markets were Birmingham, Ala., Columbus, Ohio, Mobile, Ala. and Greenville/Spartanburg, S.C./Asheville, N.C., which has two stations. Media General will expand the program to eight additional television stations later this month and will continue in the four pilot markets.

The company has been selling Yahoo! Display advertising in its five convergence markets, which include newspapers and TV stations since 2007.

Marshall N. Morton, president and chief executive officer of Media General, said in a statement, “Media General has been a leader in the sale of multiple Yahoo! products at our daily newspapers since early 2007.”

Media General generated $7 million in Yahoo! revenues at its newspapers in 2009, including Yahoo! HotJobs and Yahoo! display advertising, and the company estimates that amount will grow to approximately $110 million in 2010.

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