McClatchy Makes A Deal With Social Shopper Groupon
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McClatchy (NYSE: MNI) Chairman and CEO Gary Pruitt has emphasized the newspaper publisher’s preference for ad support over paywalls, so affiliate sales revenue seems like a natural area for the company to pursue. The owner of The Miami Herald and The Sacramento Bee is doing just that through a partnership with local social shopping site Groupon. The collaboration begins with Groupon distributing content about shops and deals that are only available to 28 of McClatchy’s local websites. Daily Groupon deals will launch first in the Sacramento and Kansas City markets; other sites will be added over the next few months.
The deal with McClatchy isn’t exclusive. Groupon plans to expand its services to other major publishers this year.
SEE ALSO: Groupon Gets A Ticket To Europe By Acquiring German Clone CityDeal
For McClatchy, hooking up with Groupon is a good way to expand its social strategy as well as capture more local ad dollars. Most newspaper publishers would like to go back in time to the day before Craigslist disrupted their classified ad models. Affiliate sales and social shopping sites have become the latest businesses to try to claim a larger share of local online ad dollars.
In the past, a company like McClatchy might have ignored this challenge. Or it might have waited until it achieved critical mass and tried to play catch up. While it’s unclear how much incremental revenue the Groupon partnership might eventually drive for McClatchy, at least it’s tackling this business fairly early. Release
Posted In: Advertising, Daily Deals, Local, Media & Publishing, Newspapers, Social Media, Companies, Groupon, McClatchy
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