Newspapers form ad alliance

In the past, we have blogged about declining demand for newspapers on both the reader and the advertisers side. We have also seen mergers as a strategic response to the declining demand. Now we see the newspapers forming a network so that they can better compete for national advertising dollars:

QuadrantONE, scheduled to be operating by April 1, is designed to offer national advertisers one-stop shopping for display ad space in the partners' network of websites. The sites reach 50 million unique users monthly and cover 27 of the nation's top 30 advertising markets, according to Dana Hayes, a Tribune executive who is functioning as the venture's interim chief executive. The network also would be open to websites unaffiliated with the partners.