'Politico' Launches Content-Sharing Ad Network With Newspapers
Posted: 9/9/2008  |  By: Joe Strupp
Politico, the online political news site, has launched a new content sharing network that will provide news items to other news outlets -- including several newspapers -- in exchange for ad placements on their sites, the Web site revealed Tuesday.

In an announcement, Politico states that it has partnered with Adify, a vertical ad network management company, to launch the Politico Network. Through the new venture, media organizations selected by Politico editors will have access to the site's top stories for use online and in print.

"The Politico Network also brings a new revenue model to these media partners: Politico will sell national advertising to be placed on partners? websites, and revenue from those ads will be shared between Politico and the media outlets," the release stated.

Among those news outlets already signed up for the network are The Atlanta Journal-Constitution, The Philadelphia Inquirer, The Denver Post, and The Plain Dealer in Cleveland, Politico stated.

?As more and more news outlets close or scale back their Washington, D.C., bureaus, organizations will now have access to Politico?s unique, up-to-the minute political coverage,? said Jim VandeHei, Politico executive editor. ?Rather than having to pay for a wire service to get political news, these papers get the benefit of using Politico?s content while making money on ads they don?t have to sell.?

The move follows Politico's recent content sharing arrangement with The Denver Post and the St. Paul Pioneer Press during the political conventions in their home cities. It also is occurring as several newspapers have informed the Associated Press that they plan to drop the wire service in reaction to recent rate changes and, in some cases, complaints about service.

"This is the first vertical network that enables major brand advertisers to reach political and government enthusiasts who are wealthy, well-educated and engaged consumers ? a group that is one of the most valued audiences on the Web," Politico's announcement added. "In fact, according to the most recent Nielson ratings, Politico attracts more male readers ages 18 to 49, more readers with an annual household income greater than $150,000 and more readers with post-graduate degrees than do top business-focused websites like Forbes.com, WSJ.com and CNNMoney.com."

Roy Schwartz, vice president of business development for Politico, adds in a statement: ?advertisers want to reach this demographic, but until now, they did so primarily through sports or business websites. The Politico Network provides an efficient way to engage these consumer influencers through the content that matters to them."