The Day has joined a new strategic partnership of more than 700 daily newspapers and related media properties that promises to provide advertisers with the latest tools to get their messages across.
"This is a very good improvement not only for The Day but for the industry itself," said Gary Farrugia, publisher of the New London-based newspaper that covers southeastern Connecticut.
The Local Media Consortium, announced Monday, replaces a previous organization known as The Newspaper Consortium, formed in 2006, that originally used Yahoo! as its sole source for shared content and advertising. The new group will employ Yahoo! as well as other platforms yet to be announced to boost digital advertising, content and network opportunities in an attempt to increase audiences and revenues, according to a press release.
The consortium also plans to give broadcasters an equal footing in the partnership that previously had focused on newspapers.
"This will bring everybody in," said Christine Neves, integrated classified solutions manager of The Day. "Being a member of the consortium gives us the opportunity to explore digital solutions we wouldn't be able to do on our own."
Bob Briere, The Day's advertising director, said the leverage of the consortium also will be beneficial to local businesses.
"We will be able to provide advertisers with all the latest media tools," he said.
Farrugia said the consortium initially will allow The Day to "engage with formidable companies across the country" to develop new sources of advertising dollars.
Down the road, he said, "This thing could go in many different directions."
The consortium includes holding companies with dozens of television and radio stations as well as cable outlets and related websites. About 85 percent of the companies in the previous newspaper consortium have signed on to the new organization, according to the website NetNewsCheck.com, and the group is pursuing relationships with various technology outfits.
"Much work and thinking has gone into the next wave of the consortium by some of the best minds in our industry," John Paton, chief executive of Digital First Media, said in a statement.
Digital First, one of the largest companies in the consortium, operates The New Haven Register and more than 800 media products in 18 states. So far, the consortium comprises 30 companies, including Hearst Corp., the McClatchy Co., E.W. Scripps Co., BH Media Group Inc. (a division of Berkshire Hathaway), The New York Daily News and GateHouse Media, which publishes The Bulletin in Norwich.
The Day is among the smallest newspaper holding companies to have signed on.
The consortium's reach is extensive, representing almost half the newspapers in the United States. The group's online reach is also large, with 200 million unique users and 8 billion advertising impressions each month.
In addition to companies included in the newspaper consortium, the new organization has added at least two other organizations - Deseret Digital Media of Salt Lake City and Ballantine Media of Durango, Colo. - that were not previously represented by the group.
The Local Media Consortium encompasses such major U.S. dailies as The Atlanta Journal-Constitution, Houston Chronicle, The Kansas City Star, Miami Herald, San Francisco Chronicle, St. Louis Post-Dispatch and The Tampa Tribune.
Local Media Consortium members
The Bakersfield Californian
BH Media Group
The Buffalo News
Columbian Publishing Company
Cooke North Carolina Publications
Cox Media Group
The Day Publishing Company
Deseret Digital Media
Digital First Media
The Dispatch Printing Company
Halifax Media Group
The McClatchy Company
New York Daily News
The Oklahoma Publishing Company
The San Diego Union-Tribune
Shaw Family Holdings
Sonoma Media Investments
Tampa Media Group
Tennessee Valley Printing Company
Trib Total Media