In a press release published this morning, Yahoo announced a partnership with over 150 daily newspapers across the country to deliver local advertising through search, graphical, and classified mediums.  The deal involves a sharing of technology and content between the search provider and local newspapers in an attempt to help get local content extended to a global audience.

The first stage of the deal, planned to go into effect in December, involves Yahoo HotJobs employment search.  Local job hunting for all of the partnered newspapers will be handled by a co-branded version of HotJobs.  Job listings posted in local markets on HotJobs will become available and searchable throughout Yahoo's entire network of sites and affiliates.

In addition, Yahoo will eventually index content from the local newspapers and feature that content in its search results and Yahoo News.  Yahoo technology will be utilized at member newspaper's websites to sell and display local advertisements.  Yahoo search technology will be implemented on member websites as well as co-branded downloads of the Yahoo toolbar.

As reported by the Houston Chronicle, the Yahoo deal follows closely on the heels of a similar Google deal with 50 local newspapers across the country.  While the deals are structured differently, both aim to increase the range of local content and advertising potential.

Last week was chalk full of mobile and video advertising initiatives and plans.  This week we're seeing a big push into local advertising.  With internet search advertising firmly under control, the big players in online marketing are branching out into the untapped realms of online marketing.

It's still any one's game.  Are you prepared to play?