Sacramento-based McClatchy joined the Yahoo alliance after turning down a chance to participate in another online advertising network being cobbled together by the nation's two largest newspaper publishers, Gannett Co. and Tribune Co. The three publishers are already joint owners of CareerBuilder, an online employment ad service that competes with Yahoo's HotJobs.
"McClatchy looked a various options and concluded this is the industry play," McClatchy Co. Chairman Gary Pruitt said during Monday's conference call. "This is where the momentum is. Our message to other newspaper players is, 'Come on board.'"