Gate­House, Tri­ton Digital part­ner on audio mon­e­ti­za­tion

Newspapers & Technology Magazine - - Industry News -

In 2017, Gate­House Me­dia re­porters from across the coun­try be­gan cu­rat­ing audio con­tent for em­bed­ding into on­line news sto­ries, in­clud­ing news ac­tu­al­i­ties, recorded in­ter­views, point of view sound­bites, and pod­casts from its re­port­ing tal­ent.

The na­tional audio mon­e­ti­za­tion strat­egy then be­gan to un­fold with the ad­di­tion of Tri­ton Digital. In April 2018, Gate­House en­tered a part­ner­ship with Tri­ton Digital to use their pro­gram­matic audio ad­ver­tis­ing mar­ket­place, a2x, as well as Tri­ton’s SSP, Yield-Op.

Gate­House has cre­ated "col­lec­tions" of audio around unique, hard-to-reach de­mo­graph­ics such as lo­cal news con­sumers, high school sports sup­port­ers, Divi­sion 1 col­lege sports fans and lo­cal po­lit­i­cal and state­house news and opin­ion lis­ten­ers across over 100 pod­cast and on-de­mand audio pro­grams.

The Tri­ton part­ner­ship al­lows for the tar­get­ing of these con­sumers in ad­di­tion to the usual geo­graph- ic and age cat­e­gories al­low­ing for the sim­pli­fi­ca­tion of the audio ad­ver­tis­ing buy across the Gate­House audio net­work.

Keys to the strat­egy in­clude out­fit­ting Gate­House news­rooms with proper audio equip­ment to pro­duce qual­ity pro­gram­ming, cre­at­ing shows spe­cific to lo­cal mar­ket needs and de­vel­op­ing a cul­ture of mul­ti­me­dia within tra­di­tional print news­rooms.

Gate­House cur­rently has 34 audio stu­dios across Amer­ica with sights on build­ing an­other 30 in 2018. The stu­dios are de­signed to de­velop re­gional syn­er­gies, statewide news net­works and com­pre­hen­sive story pack­ages that in­clude all as­pects of digital pro­gram­ming.

“The in­te­gra­tion of digital audio into on­line news sto­ries will un­doubt­edly pro­vide a rich, unique, and in­creas­ingly en­gag­ing ex­pe­ri­ence for con­sumers of that news,” said Stephanie Dono­van, Tri­ton Digital’s se­nior vice pres­i­dent, pub­lisher devel­op­ment, North Amer­ica.

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