While Google has always professed no interest in becoming a content creator, there is no such reluctance at Yahoo, which has its own corps of reporters and has been leveraging its clout to gain the sort of exclusive access once preserved for the so-called old media.
In an interview with Agence France Presse, editorial director Jessica Barron talks about developing content partnerships with agencies and organizations, but also using Yahoo News' own team to break news.
Yahoo's approach has been to try to develop advertising networks to help conventional media in the digital space and help advertisers find the appropriate space for their conventional media advertising. But it's clear, too, that the organization has ambitions to become a major source of content.