Wenner Media Strikes Content Deal with Yahoo:
While digital content partnerships between publishers have been a common tactic for driving traffic and branding from one site to another, less common are dedicated pages shared between the two. Such is the deal that Yahoo and Wenner Media announced today, with Yahoo's omg! and Yahoo Music featuring mini-sites and blended content from Us Weekly and Rolling Stone. Likewise, UsMagazine.com and RollingStone.com will feature Yahoo-branded channels. Taking the syndication deal a step further, Us Weekly and Rolling Stone print magazines will also feature Yahoo content.
According to the partnership, the two companies will pool editorial resources to contribute content across the sites. Wenner's Men's Journal will also provide its content to Yahoo, making it the first time the brand has appeared on the network. The partnership gives Wenner a huge upside on scale. According to September comScore numbers, Usmagazine.com and Rollingstone.com attracted 6.7 million and 3.1 million uniques, respectively. omg! and Yahoo Music attracted 28 million.
