Wenner Media has signed a deal for its Us Weekly, Rolling Stone and Men's Journal brands to collaborate on content with Yahoo, the companies said today.
Wenner had previously syndicated some Us Weekly and Rolling Stone content to Yahoo, but the new deal calls for Yahoo celebrity site OMG to post more content in a new, dedicated Us Weekly channel while Yahoo Music makes a home for Rolling Stone content. OMG and Yahoo Music will in turn get pages on UsMagazine.com and RollingStone.com as well as a presence in the magazines' print editions.
The deal also allows Wenner to sell ad inventory on Yahoo for the first time. The companies will share ad revenue associated with their efforts. Further terms were not disclosed.
It's the latest in a string of content alliances for Yahoo, continuing a strategy implemented under interim CEO Ross Levinsohn and before Marissa Mayer took over. The company agreed earlier this year to feature content from CNBC on Yahoo Finance, provide Yahoo Finance reporters to CNBC daytime programs and collaborate on video for both companies' sites. That followed close on the heels of agreements with Spotify, Clear Channel's iHeartRadio and ABC News.
The pacts are designed to help Yahoo bolster existing audiences and attract younger users, Jim Heckman, Yahoo's chief of strategy and emerging businesses, told Ad Age this summer. "Where can we use help?" he said then. "Youth. Yahoo has become uncool."
Mr. Heckman followed Mr. Levinsohn out the door after Ms. Mayer became CEO.