Dallas’ CBS 11-TV has launched a pretty cool partnership with local blogs and newspapers.
Basically it’s like this:
But, before I get into detail, allow me to quote former D Magazine Publisher Wick Allison in response to my editorial-front page-analysis three years ago on the “myth of deregulation”:
“The Ellis County Press is the best newspaper in DFW.”
Note: D Magazine and CBS-11 partnered up several years ago.
CBS 11 AND TXA 21 LAUNCH FIRST-OF-ITS-KINDREVENUE SHARING PARTNERSHIP WITH LOCAL BLOGS
AND SOCIAL MEDIA WEBSITES
Dallas-Ft. Worth – March 17, 2008 – CBS 11 and TXA 21 today announced the launch of the CBS 11 / TXA 21 Local Ad Network, a first-of-its-kind partnership between a major media company’s owned television stations and local bloggers and social media Web sites.
CBS 11 and TXA 21 are two of the six CBS-owned stations across the country that are now syndicating local news “widgets” to a variety of blogs and hyper-local sites in the communities they serve. Each widget will feature top local headlines and images with links to the video and text stories on the CBS station’s site. Included in the widget is a companion banner advertisement.
CBS 11 and TXA 21 will deliver real-time news feeds to the widget, allowing the content on the local partner sites to constantly change and update 24 hours a day.
CBS 11 and TXA 21 now have the ability to offer marketers the ability to broadly and efficiently reach a local audience, while remaining attached to the CBS 11 and TXA 21 brands and content.
In exchange for publishing the CBS 11 and TXA 21 local news widgets, owners of the local sites will receive a portion of the advertising revenue generated by CBS 11 and TXA 21, which will be responsible for selling the ad inside each widget.
Local sites that have already become members of the CBS 11 / TXA 21 Local Ad Network include http://www.culturefeast.com/ and http://www.knowyourdallascowboys.com/
The recruitment and management of local blogs and social media sites that will form the core of the CBS 11 / TXA 21 Local Ad Network is being administered by SyndiGO, a new division of Seevast Corp., a leading provider of advertising networks and network enabling services. For more information please visit https://pvn.pulse360.com/pvn/verticals/cbs-dallas/
The CBS 11 / TXA 21 Local Ad Network already has received support from major advertisers such as the North Texas Honda Dealers.
“The CBS Local Ad Network again positions CBS 11, TXA 21 and our other stations across the country at the forefront of an unprecedented locally focused venture,” said Jonathan Leess, President and General Manager, CBS Television Stations Digital Media Group. “After first setting the standard for local news coverage online, our stations now lead the effort to engage other local sites – and we invite them to share in the revenue. The CBS Local Ad Network also opens up exciting new avenues for our advertising partners to efficiently extend their reach to valued local audiences while associating themselves with our CBS brands and content.”
The CBS Local Ad Network has also been launched in Boston (wbztv.com), San Francisco (cbs5.com), Denver (cbs4denver.com) and Chicago (cbs2chicago.com). The roll out will continue over the next several weeks and also include the CBS-owned stations in New York (wcbstv.com), Los Angeles (cbs2.com and kcal9.com), Philadelphia (cbs3.com), Minneapolis-St. Paul (wcco.com), Miami (cbs4.com), Sacramento (cbs13.com), Pittsburgh (kdka.com) and Baltimore (wjz.com).
CBS 11 and TXA 21 are part of the CBS Television Stations, a division of CBS Corporation.
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Media Contact:
Lori Conrad, Director of Communications 214.245.5529 lconrad@cbs.com
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