The quaadrantOne consortium of newspapers has its first new members, reports The Associated Press.
Publishers including McClatchy, AH Belo and Media General have joined founding members Gannett, Tribune Co., Hearst and The New York Times Co. in their effort to find strength in numbers.
quadrantOne was formed by the four large publishers to simplify the online ad buying and selling process on their papers' sites. The group's goal is to create standardized units that advertisers can buy in bulk.
Some of the papers joining quadrantOne are also part of Yahoo's newspaper consortium, involving classified job listings and cross-platform sales. So the papers in both are likely testing the waters to see which proves to be more effective over the long-term.