Media Groups Share Content in Ad Deals

Media companies are sharing more than advertising sales as they form networks of like-minded sites to combat the growing ad-selling might of major Internet portals. Sharing news headlines and other content is a component of many of the revenue-sharing partnerships being forged to give marketers an alternative to Google Inc. and other tech-centered advertising vendors when they want to reach an audience larger than any single site could deliver. By letting blogs carry the headlines along with the ads, media companies can leverage the trust and reputation they have earned from their offline channels. The cooperation also helps the traditional media organizations compete against online-only operations such as Glam Media Inc., which are also vying to draw ad money from the larger portals by building portfolios of sites around specific topics.
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