Desperately seeking eyeballs

Recognizing that there's more people online than those that visit one particular site, two major players are looking to spread their content to other sites and audiences.

Under one deal, Yahoo Finance will bring in video content from CNBC and its affiliates.

The deal expands the reach of CNBC's programming from the network's one million or so visitors to the 13 million that regularly visit Yahoo Finance. 21 CNBC-related properties will be contributing video content.

News aggregator Topix.net, on the other hand, is looking for local newspaper sites that might be interested in its content.

Topix hopes publishers will be interested in allowing it to create pages with hyper-local and hyper-niche content on locales or categories, to flesh out their online offerings.