Belo Corp. In Content, Ad Partnership With Mochila

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By: E&P Staff

Dallas Morning News publisher Belo Corp. announced jointly with Mochila Inc. Monday that it will provide content for the online syndicator and split revenues through its AdMatch program.

Belo also said it had made an unspecified investment in Mochila.

Mochila is an online media marketplace for text, video, and photo content. Under the AdMatch program, ad profits are splits between the original content publisher, the re-publisher, and Mochila.

“This strategic partnership with Mochila increases the value of Belo’s content and also provides our audiences with a richer online experience across our brands,” said Skip Cass, executive vice president in charge of Belo’s business development team.”

“This partnership is further validation of the Mochila model,” said Mochila CEO Keith McAllister said in a statement. “We are thrilled to be partnering with Belo, which has a longstanding reputation as one of America’s great media companies. We look forward to helping Belo capitalize on new opportunities, while we benefit from Belo’s experience and expertise to help us expand the Mochila marketplace.”

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