NEW YORK QuadrantOne, the fledgling online-advertising-focused joint venture among Hearst, the New York Times Co., Gannett and the Tribune Co., has signed on Politico as its latest affiliate partner.
Going forward, the company will begin packaging Politico.com’s 6 million-plus unique users with its 340 or so local news sites to national advertisers as it sells display and video ads on the site. With the addition of Politico’s audience, QuadrantOne’s network now reaches 45 million unique monthly users, according to CEO Andy Ellenthal. That’s more than double the reach a year ago when the company entered the market.
QuadrantOne was founded as a means to create clout for local newspaper and information sites that typically don’t have the resources or relationships to lure national ad dollars.
The concept is to package premium ad placements for national brands across multiple sites at once, rather than selling remnant ad inventory as many networks do. “The reason why we exist is to create efficiency in reaching out to national advertisers,” said Ellenthal. “Buyers don’t want to deal with hundreds of sites, and most local sites don’t have the scale or resources to target them.”
According to Ellenthal, the affiliation should help Politico (which has its own ad network) expand beyond its core political-junkie-targeting ad base. “Politico has strength in certain categories like advocacy groups, which we don’t touch,” he said. “This is about bringing advertisers that might not have considered Politico on its own. Like national autos, for example. We’re already there. For these consumer advertisers that like news, Politico now becomes a natural fit.”