The collaboration may also be "Israel Today's" revenge against Hebrew daily "Yediot Ahronot".
Sources inform ''Globes'' that the Walla Communications Ltd. (TASE: WALA) portal and freesheet "Israel Today" have begun collaborating on content and marketing. Walla! will show "Israel Today" articles and the freesheet will publish Walla! content. The sources added that the parties also committed to promoting reciprocal advertising.
Walla!'s news page currently promotes "Israel Today" articles. It is also possible to register for the freesheet's newsletter through the portal.
The agreement is another act in Walla!'s strategy to boost its news content, which is based on the portal's own news desk as well as content from Israel Broadcasting Authority's Channel 1, in order to position Walla! as a broad-based news brand, and not only as an Internet news site.
The collaboration may also be "Israel Today's" revenge against Hebrew daily "Yediot Ahronot", which last month decided for the first time to air content from its weekend edition on its ynet portal, in response to "Israel Today's" new weekend edition.
Published by Globes [online], Israel business news - www.globes-online.com - on December 2, 2009
© Copyright of Globes Publisher Itonut (1983) Ltd. 2009