MACLEAN, Virginia: America's three biggest newspaper publishers - known collectively as GMT (Gannett, McLatchy and Tribune) - are negotiating an alliance to jointly sell online ads across the hundreds of websites linked to their titles.
The aim is to provide national advertisers with a one-stop shop for buying targeted web coverage coast-to-coast.
Code-named Open Network, the planned alliance marks a determined bid to recoup the legions of national advertisers who have defected to the internet. Most currently buy the bulk of their online display ads from the three major portals: Yahoo, AOL and MSN.
Yahoo also recently announced its intention to work with seven other newspaper publishers to create a similar one-stop-shopping venue for advertisers.
Although the GMT alliance is not yet engraved in stone, the trio hope to ink a deal before the advent of spring.
Signalling that convergence is not just a trend confined to traditional and new media segments, publisher and broadcaster Meredith Corporation on Wednesday announced the acquisition of two interactive agencies - Los Angeles-based Genex and viral-marketing firm New Media Strategies in Arlington, Virginia.
Data sourced from Wall Street Journal Online; additional content by WARC staff