Today Zillow announced a deal to syndicate their real-estate listings to a consortium of 11 print newspaper publishers, representing 282 newspapers including: Hearst, Media General, and E.W. Scripps.
Local advertisers who place their print and online listings with the newspapers will be able to choose to have their listings and open house ads also displayed on Zillow, one of the largest online real estate sites. the alliance is expected to roll out in the first half of 2008.
Many of the newspaper companies in the planned Zillow agreement are part of a newspaper consortium, which formed a year ago and forged a strategic partnership with Yahoo! for online recruitment advertising. It has since expanded to include common online advertising network distribution, online text ads, and content sharing between Yahoo! and consortium newspapers. This new initiative extends the alliance of these newspaper companies to the real estate sector.
This is a smart move by these newspapers are they move to scale: creating partnerships that give them enough users to matter to local advertisers.
See more coverage at : Screenwerk
November 21, 2007 at 7:21 pm
[...] in their pursuit of joining consortiums (e.g.,Yahoo) and aligning strategically (e.g., Blogrunner, Zillow) which are both good tactical first steps. But why are the newspapers stopping there? Why [...]