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UK News Brands Sign on to Yahoo International Feeds

Leading digital platform expands papers’ audiences to North America and Asia-Pacific

As digital increasingly encroaches on the UK newspaper business, newspapers are getting creative. Several of the biggest legacy print publishers will now see their content distributed via Yahoo’s newsfeeds for users in the Canada, India, Singapore the UK and the US.

The deal, announced on Monday, will add content from The Telegraph, The Guardian, The Independent, the London Evening Standard and Hearst UK to Yahoo’s news, sports, finance and lifestyle coverage.

In addition to more eyeballs, the initiative will provide these publishers a new revenue stream, Yahoo said—with content monetized via a revenue-sharing model using its native advertising marketplace, Yahoo Gemini.

“Yahoo is committed to building the richest set of premium and personalized content experiences for our users, and we are thrilled to use the power of our global platform to work with such high-caliber publishers,” said Greg Miall, Yahoo’s director of global partnerships, when announcing the deal. “The fact that Yahoo can do one global deal, opening up UK publishers’ content to such a vast global audience, is hugely exciting.”

Top 20 UK Digital Properties, Ranked by Unique Visitors, Dec 2016 (millions)

Yahoo has over 1 billion monthly users worldwide, according to the company. It was the seventh most popular digital property in the UK in December 2016, as ranked by unique visitors, according to comScore MMX Multi-Platform data published by UKOM.

Yahoo’s 29.3 million unique UK visitors that month placed the portal ahead of any of the individual UK news sites involved in this week’s agreement, by that measure.

Yahoo is also hanging on in the US. According to a December 2016 survey of US internet users by BuzzFeed and Ipsos, Yahoo was a “major” or “minor” source of news for a combined 40% of respondents—fifth overall behind Google, and higher-ranked than The New York Times, The Washington Post, The Huffington Post, Twitter and several younger, hipper competitors.

—Cliff Annicelli

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