This week brought more
deals to increase the distribution and reach of digital newspaper properties. A new affiliate partnership between QuadrantOne and Politico increases the online reach of the newspaper network and new
digital mobile editions introduced by
USA Today.
The affiliate partnership between Politico and QuadrantOne will give advertisers that use the network access to roughly 6
million unique visitors per month, along with the combined audience of about 39 million unique visitors for the other roughly 340 sites in the network.
With a total 45 million unique users,
QuadrantOne's network has more than doubled its size since this time last year. The company -- founded last February as a joint venture of Hearst Corporation, the New York Times Co., Gannett and
Tribune Co. -- has sought to attract national advertisers by aggregating many smaller sites, including newspapers and local news properties.
Politico continues to operate its own ad network,
which also involves content sharing, with affiliates including national newspaper chains and other news organizations.
Between September and December 2008, Politico signed up 67 newspapers,
which share ad revenue and political news content with the Web site, including The Arizona Republic, Des Moines Register, Atlanta Journal-Constitution and The Philadelphia Inquirer, as
well as all 27 dailies owned by Advance Publications, including the Star-Ledger of Newark, NJ, The Cleveland Plain Dealer and The Times-Picayune of New Orleans.
Also this
week, USA Today revealed that it is preparing new mobile editions, including a paid e-edition, according to Editor & Publisher, quoting Gannett executives at a conference where they
introduced new USA Today heads. The new editions will build on the success of its iPhone app, which is described as "stunning." Company officials forecast a huge market for mobile readers in
the near future. The paid e-edition is set to debut August 3.