Internet giants becoming more visible on newspaper sites

Several Internet giants are making moves to woo advertisers and newspapers to their respective camps.

Google, for example, last month purchased DoubleClick Inc. for $3.1 billion, adding the ad services firm to its portfolio of services.

“The combined company will offer more tools for publishers, enhance productivity and provide additional revenue potential while letting them focus more on creating and maintaining Web sites that appeal to users,” said Google spokesman Aaron Zamost. “Upon closing, DoubleClick publishers will then have access to our large base of advertisers.”
Google launched its PrintAd service, linking potential advertisers with newspapers with space to sell, last year (see Newspapers & Technology, December 2006.)

The search engine is also showcasing newspapers through its Google News product while AdSense allows publishers to make money from their Web sites by delivering relevant ads to their readers.

Meantime, Microsoft Corp. purchased a minority equity stake in CareerBuilder.com, the online job site owned by Gannett Co. Inc., Tribune Co. and the McClatchy Co.

The investment, reportedly a 4 percent share, also calls for the firms to extend their existing relationship and increase CareerBuilder’s presence internationally.

Microsoft and CareerBuilder first began working together in 2004, when the job site became the exclusive job listings service for MSN Careers. The companies said they will now work together through 2013, with CareerBuilder paying MSN up to $443 million over seven years to continue its exclusive arrangement.

“Microsoft’s equity stake builds on this successful relationship and establishes a global alliance with one of the world’s most ubiquitous technology powerhouses,” said Matt Ferguson, chief executive officer of CareerBuilder.

The alliance between the two will expand CareerBuilder globally, where MSN will integrate the job search engine’s services across international sites, primarily in Europe. The first sites will launch later this year.