That is the question facing newspapers that want to:

• Tap the broad array of "long tail" advertisers that elude newspapers.

• Gain access to a technology infrastructure that is too difficult to build alone.

• Create a value-added print/online experience for classified and display advertisers.

Clues to the future of such partnerships lie in a report by INMA titled "Building Newspaper Advertising Through Online Alliances: Google, Monster, and Yahoo!"

The partnerships are controversial. Yet early feedback from newspaper clients is beginning to come in.

In this report by INMA based on exclusive interviews with executives at Google, Yahoo!, Monster, newspaper clients, and industry analysts, learn the answers to the burning questions facing newspaper companies:

• How are the partnerships structured?

• What are the pros and cons of the partnerships?

• Why are newspapers partnering today?

• How do the partnerships differ between Google, Yahoo!, and Monster?

• What do the internet giants get and what do newspapers get from the partnerships?

Order your copy of "Building Newspaper Advertising Through Online Alliances: Google, Monster, and Yahoo!" and find out the details of the partnerships with each online company, what newspaper executives think about the partnerships, and what the future holds for such partnerships.

Who should order this report? This report is written for senior-level newspaper executives associated with general management, display advertising, classified advertising, online advertising, marketing, and strategy.