Yahoo alliance improves BND reach

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Recently I shared that the combined reach of the Belleville News-Democrat and bnd.com was nearly three out of every four adults in Southwestern Illinois, and that the combined reach had grown each month for seven straight months. Many readers I spoke with were astounded by that total.

I am pleased to announce that the Belleville News-Democrat is joining more than 800 daily newspapers in the United States in an alliance with Yahoo! to provide unparalleled local reach online. Here, that translates into 86 percent of total online users in the entire St. Louis market.

The consortium works this way: Yahoo features local news from the News-Democrat and from other newspapers in the alliance on all sorts of Yahoo-powered Web sites. Yahoo also gets to partner with local advertising sales forces at the News-Democrat and in other newspaper markets. Yahoo and the newspapers split the ad revenue.

Yahoo's technology is unique and has been developed to predict consumer behavior based on how people interact online. Yahoo's technology allows advertising messages to be targeted based on consumer behavior, demographics, geography, what system they use and even time of day.

One unique element is called behavioral targeting. Yahoo has developed algorithms that can predict consumer behavior based on a computer user's online searches, content viewed and even movements within a Web page.

Without acquiring the identity of the computer user, Yahoo is able to track online behavior and predict when a consumer is close to purchasing or choosing a service.

Behavioral targeting is a development in online marketing that goes beyond demographic targeting, search-engine optimization, or purchasing search terms. Businesses can target like never before: delivering the right message to the right person at the right time.

If you would like to learn more about how this partnership can benefit your business, please feel free to contact Melissa Mason, our advertising director, at 239-2541 or e-mail her at mmason@bnd.com.

We continue to be committed to working hard for our community, our readers and our advertisers.

Jay Tebbe is president and publisher of the News-Democrat. He can be reached at jtebbe@bnd.com.

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