A touted "consortium" of newspapers allowing Yahoo to sell online ads is experiencing scrutiny by some, reports Reuters.

Industry analysts and experts worry that papers are giving too much control to Yahoo, which has every reason in the world to drive traffic to its own pages, but little motivation to drive it to partner sites.

And ceding control to Yahoo may simply not be the best fit for each individual paper.

Consortium membership allows papers to turn ad sales over to Yahoo, a function that allows Yahoo to tap into local ad spending. All this is academic, though, since Yahoo has not yet actually rolled out ad serving, so neither publishers nor industry watchers know how the partnership with Yahoo will work out for publishers in the short or long-term.