Tom Altman’s Wedia Conversation

Don Doge reports on the deal with newspapers and Zillow/HotJobs.

Maybe there is hope for newspapers. These two deals are a good sign that they understand the need for change. I have written before that local newspapers should “own” the local search and classified market. The local newspapers have a trusted brand name, a long history with advertisers, and significant assets. They have let the online opportunity slip through their fingers. Maybe these two deals signal a change in thinking. Do you think your local paper will make a move online? Or, is it too late?

Isn’t the big winner here Zillow & HotJobs?  They are all gain and no loss.  In fact, but looking at some ofthe “terms”:

Such deals help Yahoo and Zillow extend their reach into local U.S. communities, while newspapers benefit by getting exposure for their ads on a national online ad platform.

Exactly how do newspapers benefit from getting exposure nationally?  How many of newspaper’s classified ads need to be exposed nationally?  Don Dodge himself said in May that “Newspapers need to go hyper-local to survive” - so now I’m really confused.

Which is it - national or local.  I don’t see how what a given newspaper does on a national level really matters.  In my opinion, newspapers should focus on local first - and if it ends up spreading national, then so be it.

I’m interested in hearing anyone thoughts on this.