Seven of the top ten U.S. markets will soon be covered by one ad network, according to an article in the Chicago Tribune
That's because five of the country's top newspapers are planning to build a consortium they hope will recapture some of the ad revenue lost in recent years to the web. Gannett Co., Tribune Co., Hearst Corp., Media News Group and Cox Newspapers may band together, according to the article.
The alliance will help buyers purchase inventory in "one-stop shopping" across big markets, rather then approaching many smaller sites.
The alliance will compete directly with an ad network set up by Yahoo! last year which also happens to include Hearst, Media News and Cox.
The alliance follows the trend of newspaper companies finding anyway to reduce cost and boost ad revenue. In one such example, the New York Times dropped its subscription model to boost ad revenue.