With newspapers losing subscribers in droves, the three largest newspaper publishers in the U.S. (Gannett Co., McClatchy Co. and Tribune Co.) are partnering to sell advertising space on the newspaper Web sites. They are beginning to realize that their survival depends upon generating more online revenue.
One of the benefits of this is that many local newspapers are having difficulty securing national ads. With the joint effort, it is hoped that they will win back advertisers that have went online in droves.
If this deal takes off (it still could fall apart), the companies will contribute about 10 percent of its of its internet ad inventory to the network.
The goal of the deal would be to attract large advertisers that target national audiences like auto makers. It would also enable marketers to negotiate for deals 
without having to do it one at a time with each newspaper or company.
Some insiders are concerned that with other newspaper publishers allying themselves with Yahoo (YHOO), it could weaken their industry by fragmenting rather than consolidating ad power for national advertisers.
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