• Editor & Publisher, Thursday, November 5, 2009 11:05 PM

USA Today reports that offerings on its offshoot Web site -- the Buzz Bureau -- represent around 1% of its advertising revenue, so far. The Bureau is designed to make advertisers aware of services such as content licensing, research and national distribution.

Susan Lavington, USA Today's senior VP, says the paper is showing that there is money in selling its value-added marketing services as stand-alones. Gannett's popular Buzz Bureau services include the Content Services "desk" where advertisers can license content for a book or use published articles in advertising. Another service: if there is an interesting conversation occurring in comments and an advertiser would like to know more, USA Today can approach specific commenters and ask them if they would be willing to participate in group research.

Lavington says that Buzz Bureau offerings are quickly growing. About 60% of its customers are traditional USA Today clients, while 40% make up new business.

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