Mark Twain once said “History never repeats itself, but it does often rhyme.”
A press release read “Leading media companies announced a partnership to connect national advertisers to the top U.S. local publisher’s high engaged audiences across existing and emerging digital platforms. It is a true national content marketing network for integrated multimedia solutions, offering advertisers a brand-safe, easy-to-access and scalable distribution alternative.”
That was the launch announcement for Nucleus Marketing Solutions in 2016. The partnership was between four legacy newspaper companies: Gannett, Hearst, McClatchy and Tribune Publishing. In addition, up to 11 other “affiliate partners” across the U.S. were going to join the alliance.
Former Mashable CEO Seth Rogin was appointed to lead the initiative as CEO of Nucleus. Rogin was an impressive get. He oversaw large scale revenue growth at Mashable. Furthermore, he worked at The New York Times for 13 years in various positions.
Fast Foward to 2021
While Nucleus winded down, two leading newspaper companies are trying something similar. Again, we see McClatchy and Gannett coming together in 2021. Moreover, it is once again focused on national advertising.
The new partnership taps into the two companies “200 million digital and 8.4 million print consumers through customized, targeted solutions and within a trusted, brand-safe environment. The collaboration simplifies the buying process and facilitates access to local audiences in a highly efficient manner, allowing both companies to better serve their brands’ customers.”
Tony Hunter, Chairman and Chief Executive Officer of McClatchy, says “National brands look for effective ways to reach local consumers, our two iconic media companies now offer an unparalleled opportunity to go to market with brand-safe media.”
Time of Change
This new effort comes during a season of mergers and partnerships at legacy newspaper companies.
The Los Angeles Time reportedly wants to join with a larger media organization, either through a sale or other agreement.
Meanwhile, Alden Global Capital is acquiring Tribune Publishing in a blockbuster deal. Alden is set to acquire all of the outstanding shares of Tribune common stock not currently owned by Alden for $17.25 per share in cash.
Alden owns MediaNewsGroup, which operates 200 publications. Titles include the Denver Post, Mercury News, Orange County Register and Boston Herald.
Tribune, briefly known as tronc, is a media company which owns local media businesses in eight markets. Tribune newspapers include the Chicago Tribune, New York Daily News, and Orlando Sentinel.
Together, Tribune and Alden would control media properties in half of the top 10 markets in the United States. This includes the three biggest media markets in the country, New York, Los Angeles and Chicago.
