Television Company Belo Corp. Expands Advertising Reach with Yahoo!

DALLAS, Aug. 8, 2011 /PRNewswire/ -- Belo Corp. (NYSE: BLC) one of the nation's largest pure-play, publicly-traded television companies, announced an agreement today with Yahoo!, the premier digital media company, to deliver advertising across Yahoo! sites in Belo's 15 local television markets in the U.S.  The deal marries Belo's seasoned local sales capabilities and leading television station websites with Yahoo!'s market leading reach and display advertising leadership.  This new initiative comes in addition to an agreement completed several years ago by which Belo stations supply select video content across Yahoo! sites.

"The agreement expands the audience reach that Belo stations can deliver to its advertisers and will leverage Yahoo!'s industry leading advertising capabilities," said Peter L. Diaz, Belo's president/Media Operations.  "In many of our markets, we will now be able to reach up to 95 percent of internet viewers."

Yahoo! is committed to making sure local businesses reach high quality target audiences, and only Yahoo! offers all the elements needed for great advertising today: the science to understand and target an audience, the art to create lasting engagement with consumers through context, and the scale to reach the right person in the right setting in meaningful numbers.

"Our agreement with Belo meaningfully expands Yahoo!'s local offering and enables advertisers access to the technology and scale they need to effectively reach online consumers," said Lem Lloyd, vice president North America Channel Sales.  

Belo will roll out the program over the summer beginning in Dallas/Fort Worth, Seattle/Tacoma, Portland, New Orleans, Spokane and Boise.  The remainder of its nine markets will implement over the next 12 months.

About Belo Corp.

Belo Corp. (BLC), one of the nation's largest pure-play, publicly-traded television companies, owns and operates 20 television stations (nine in the top 25 markets) and their associated websites.  Belo stations, which include affiliations with ABC, CBS, NBC, FOX, and the CW, reach more than 14 percent of U.S. television households in 15 highly-attractive markets.  Belo stations rank first or second in nearly all of their local markets.  Additional information is available at www.belo.com or by contacting Paul Fry, vice president/Investor Relations & Treasury Operations, at 214-977-4465.

SOURCE Belo Corp.