Yahoo! Looks to Old-Media Exec to Boost Ad Sales

Talk about old media!

By hiring a Reader's Digest (RDA Quote) publishing executive to head up North American operations, new media bellwether Yahoo! (YHOO Quote) appears to be taking to heart Wall Street's concerns that it needs to strengthen its ties to the old-media advertising community.

While the Reader's Digest executive, Gregory Coleman, is getting an unofficial vote of confidence from consumer products giant Procter & Gamble (PG Quote), one longtime media analyst calls Coleman a less-than-obvious choice if advertising is Yahoo!'s top concern.

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