Recently launched online advertising alliance QuadrantOne, which is owned by Tribune Co., Gannett Co. Inc., Hearst Corp. and The New York Times Co., has announced a partnership with the Newspaper Consortium, a group of 26 newspaper companies. It now represents more than 250 newspapers and 25% of the daily newspapers in the US.
The deal adds 138 Web sites to QuadrantOne’s network, which allows advertisers to place ads across members’ online newspaper and broadcasting sites through a single order. More of the consortium’s 425 newspaper sites may be added in later phases.
According to a statement from Michael Romaner, president of Morris Communications and co-chair of the Consortium’s steering committee, the alliance is the “next logical step in uniting much of the newspaper industry for the benefit of audiences and advertisers.”
The Newspaper Consortium was formed in November 2006 to create a partnership with Yahoo in the areas of recruitment, search, content and the cross-selling of advertising.
QuadrantOne’s audience size has been significantly increased as a result of the announcement. Major markets it reaches include Atlanta, Baltimore, Boston, Chicago, Cincinnati, Dallas, Denver, Detroit, Houston, Los Angeles, Miami, Minneapolis/St. Paul, New York, Orlando, Phoenix, Philadelphia, St. Louis, San Francisco, San Jose, Tampa and Tucson.