Monday, July 14, 2008

Yahoo and Turner form interesting alliance ...

From TV week in the US - "Turner Broadcasting System and Yahoo! have made a multiyear strategic content and advertising deal for sports-related content. Turner will exclusively represent online advertising sales, including display, sponsorship and video advertising, for Yahoo! Sports’ NBA, golf and NASCAR pages"

I think this sort of deal is an interesting one. In my opinion, it sees Yahoo! outsourcing selected sales duties to a company more equipped, skilled to sell this content to market. Turner handles as well as other sports properties as is a leader in this space in the US. As a result these Yahoo properties also get better access to premium content from, the PGA tour and Nascar.

This has potential locally I think. Given there's a shortage of sales talent could we see, as an example, a group like sportal sell sport content on a major portal, and in turn provide better content to these groups. Or Business Spectator do the same with a portal finance offering and also give them access to their content from Kohler etc. CNet/ZD or Gizmodo selling Tech/Gadget info etc.

I like the idea as it gives specialist sites the ability to further distribute their content and monetise their sales expertise ... for the larger site it allows them to focus their sales efforts in areas they have the skills to do so in.

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