The Day joins partnership with Google for digital ads

The Day has joined with more than 800 other daily newspapers and 200 broadcast outlets across the country to form a new advertising consortium with Google to tap into additional revenue sources.

The Local Media Consortium, of which The Day is a member, announced the three-year agreement Monday, saying Google will offer opportunities to use its technology platforms to exchange advertising, manage digital ads across a spectrum of devices and earn additional revenue from matching ads to specific users' interests and needs.

"The vast size and scale of the consortium's collective audience makes this kind of partnership possible with one of the world's top digital companies," Patrick J. Talamantes, president and chief executive of The McClatchy Co. and founding member of the consortium, said in a statement. "We're excited about the possibilities of the partnership."

Google will provide members of the consortium with search and ad-serving technology in a private exchange powered by DoubleClick Ad Exchange. The newspaper and broadcast outlets already boast a collective 240 million unique visitors and 10 billion advertising impressions every month, according to the consortium.

"The Local Media Consortium represents the best of what the Web has to offer in terms of content and engaged local audiences," said Laurent Cordier, managing director of the Google division known as Americas Partnerships, News & Magazines. "We're looking forward to working with their leadership and members to build on this partnership and help grow the businesses of valued newspapers and news stations from across the country."

Besides The Day, other newspaper-based members of the consortium include Cox Media Group, New York Daily News, Hearst Newspapers, Boston Globe Media Partners, Digital First Media, Lee Enterprises and Paxton Media. Media outlets in the group include television stations in Detroit, Phoenix, Baltimore and Seattle.

l.howard@theday.com

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