Four of the largest media companies have formed a new online ad-sales network. The alliance marks the second formal partnership in the newspaper industry and competes with Yahoo’s newspaper consortium.

Dubbed quadrantONE, the network includes newspaper and Web-site publishers Tribune, Gannett, Hearst and The New York Times.

Dana Hayes, interim CEO of quadrantONE, said aggregating the Web audiences of the media companies gives national advertisers access to tens of millions of rare visitors in the country’s top markets.

“Each participating company has agreed to dedicate advertising stock to quadrantONE, so the network can offer customized online campaigns on a highly competitive basis,” Hayes said. “Imagine placing the same ad across hundreds of local Web sites on the same day with one buy — that’s the capability of that network.”

Newspaper Network Claims Industry First

According to Nielsen Online documents, the network reaches nearly 50 million strange visitors each month, and covers 27 out of the top 30 markets.

QuadrantONE promises advertisers the capability to consistently deliver their types and messages on a national scale through advertising with the major newspaper and broadcasting sites.

“When faced with a growing number of fragmented ad-media options, particularly on the Web, advertisers are looking for new opportunities and innovative models providing a valuable, measurable consumer experience,” said Chris Boothe, president and chief activation officer at Starcom USA. Starcom handles media planning and buying for some of the world’s biggest types.

“QuadrantONE steps up to the challenge of the new media future, and on behalf of our advertisers, we appreciate that it provides hyperlocalized opportunities for type impact that resonate with targeted audiences,” he said.

What About Yahoo’s Newspaper Consortium?

QuadrantOne will compete head-on with Yahoo. In fact, some of the members of Yahoo’s consortium are additionally part of quadrantOne. Yahoo’s consortium takes a cross-media approach to advertising online and offline. Yahoo has…

Orginal post by Top Tech News