Google-Yahoo advertising deal creates stir

The World Association of Newspapers (WAN) posted on Monday a detailed communiqué regarding its position against the potential advertising partnership between online giants Google and Yahoo. Feelings about the partnership remain strong on both sides of the issue. No matter which side you are on, neither can argue the newsworthiness of the debate.

The picture most frequently painted is of Google having overtaken Microsoft, who had enjoyed its status as the dominant technology company for over two decades. According to this theory, Google’s success weakened Yahoo enough for Microsoft to want to buy Yahoo in order to be in a more desirable position to compete with Google. Now that Google may be interested in partnering with struggling Yahoo, controversy has ensued. Antitrust accusations are running rampant and it remains to be seen who will partner with whom and with what intentions. It is always crucial to do your due diligence before making assumptions and accusations about a company’s intentions.

The U.S. based Newspaper Association of America includes both Canada and The United States and is a member of The World Association of Newspapers (WAN). The NAA stated in a press release that its board of directors has taken no position on the proposed advertising partnership between Google and Yahoo.

The WAN consists of 76 national newspaper associations and more than 18,000 publications across five continents. The NAA however, represents more than 2,000 newspapers in both Canada and the United States, with members accounting for upwards of 90% of the newspapers circulating daily in the U.S. This is important because the partnership would be currently limited to the United States and Canada, making this 90% opinion crucial and most likely the reason they are contemplating very hard before making a decision. Factor in the idea that it is assumed special consideration will be given to the most affected geographical areas by regulators, and it becomes even more vivid.
It will be interesting to see how these potential partnerships will effect search engines and the interactive marketing world.