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QuadrantOne, the new online ad sales network launched by Gannett, Hearst, The NY Times Co. and Tribune Co. has managed to snare online ad space from the Newspaper Consortium, in an effort to create a larger pool of online ad inventory.
138 of the consortium’s 425 newspaper sites will be available to quadrantOne beginning immediately; more will be added in the future, according to MediaPost. The network hopes to simplify online ad buying for national advertisers by creating a centralized pool of standardized ad units from papers across the country, and selling them in blocks.
QuadrantOne reaches over 20 major markets and 12 smaller ones, and its network of newspaper and broadcast sites represents more than 70 million unique monthly visitors, according to the group.
The Newspaper Consortium, created by McClatchy, Belo Corp., Cox Communications, Scripps and Media General Inc., among others, was formed to partner with Yahoo for the sale of online ads.
Online advertising represents a significant opportunity for newspapers, which are seeing print readership and advertising decline. According to recently released data from Scarborough Research (via MarketingCharts), U.S. newspaper website audience coverage has grown 14 percent - from 6.4 percent for the 12 months ended Sept. 2005, to 7.3 percent for the 12 months ended March 2007 - and that online audience growth is mitigating print audience losses by 28 percent.
“The internet has injected new life into an industry that has been battling declining audiences for decades,” said Gary Meo, svp, print and digital services, Scarborough Research. “Newspaper websites, together with other products such as free daily papers and various niche publications, are part of a powerful advertising portfolio,” he added.
One challenge national advertisers have faced when it comes to advertising on newspaper websites online is the difficulty of making separate buys at multiple papers. Groups like QuadrantOne are hoping to solve that problem by offering advertisers a one-stop shop.
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