It turns out that newspaper sales forces weren't the only child in the Yahoo APT family. Yahoo Newspaper Consortium members now have a brother, and he's fairly full grown.
Today, Yahoo and ATT announced a deal to enable ATT's 5000 local salespeople to sell display advertising, based on Yahoo's behaviorally targeted (BT) ad engine.
The development is a potential game-changer in the local ad selling game, which itself is in throes of revolution. Just last week, McClatchy announced that digital revenue is now generating 17.3% of its overall intake, and the company has been focused on online-only sales, getting beyond the strictures of bundled print/online buys. Hearst and Scripps have been among the Yahoo Newspaper Consortium members touting their successes with APT, which has doubled prices in some categories. Most significantly, 8000 or newspaper salespeople have been re-trained over the last year, though, clearly only some of them are really actively engaged in selling the new products.