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Yahoo has announced the addition of The Boston Globe and St. Petersburg Times to its Newspaper Consortium, which now has 37 media companies with 796 newspapers. The announcement was timed for The Newspaper Association of America’s  MediaXChange meeting this week in Las Vegas, where Yahoo holds a bi-annual summit.

The consortium was initially envisioned as a “one size fits all” platform when it launched in November 2006. But newspapers had conflicting issues in terms of existing contracts, commitment etc. Consequently, many newspapers are participating on a pick n’ choose basis.

Currently, 120 newspapers participate with the Apt ad management behavioral targeting program (100 of which are “live”). There are also 300 newspapers participating in the “referral” program, in which Yahoo sends users to newspaper sites for specific content; and 600 newspapers participating with Yahoo’s HotJobs recruitment site.