Newspaper Chains Join Forces To Offer Online Ads - InformationWeek

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2/15/2008
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Newspaper Chains Join Forces To Offer Online Ads

Hearst, The New York Times, Tribune Co., and Gannett launched quadrantONE to sell online ads for almost 200 Web sites.

Four newspaper companies have joined forces to launch an online advertising service.

Hearst, The New York Times, Tribune Co., and Gannett launched quadrantONE Friday, announcing that the four chains would sell online ads for almost 200 Web sites. The group said it is open to affiliates. It touts a "quality audience" of nearly 50 million users and exclusive content, including home pages, sports, business, and entertainment.

"By aggregating the online audiences of quadrantONE's participating media companies, large national advertisers can immediately access tens of millions of unique visitors in the country's top markets," Dana Hayes, Interim CEO of quadrantONE and SVP for sales of Tribune Interactive, said in a statement. "Each participating company has agreed to dedicate advertising inventory to quadrantONE, so the network can offer customized online campaigns on a highly competitive basis."

The move positions the papers to compete with online ad sales dominated by Googleand recoup some advertising losses to new media.

Hayes said that placing an ad with the company is like placing the same ad on hundreds of local Web at once, with a single purchase. The network covers markets including New York, Los Angeles, Chicago, San Francisco, Boston, Atlanta, Houston, Phoenix, Detroit, Dallas, Philadelphia, Washington, D.C., Baltimore, Cincinnati, Denver, Minneapolis/St. Paul, Orlando, San Antonio, Sarasota, Ft. Lauderdale, San Jose, and Albany, N.Y.

"For the first time, the media industry will be able to compete effectively for advertising dollars currently going to the national portals and others," Jack Williams, president of Gannett Digital Ventures, said. "quadrantONE's audience is of the highest quality. By networking our Web sites, we have delivered -- in one stroke -- the reach and scope desired by national advertisers."

Chris Boothe, president/chief activation officer at Starcom USA, said advertisers want new models for providing a valuable, measurable consumer experience in an increasingly fragmented market.

Lincoln Millstein, SVP for digital media at Hearst Newspapers, said it's the first time the company has been able to offer advertisers the "aggregated inventory of our prized content categories such as health, business news, technology, sports, personal finance and auto news."

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