Gannett is Putting a Local Spin on the Publisher-As-Agency Model

Gannett’s USA Today Network is becoming the latest publisher to shift to an agency model to grow its share of marketing dollars, but with a local twist.

The publisher of USA Today and 100-plus local brands including the Detroit Free Press, Tennessean and Courier-Journal in Louisville, Ky., has acquired three firms over the past two years, ReachLocal, SweetIQ and Wordstream, that provide agency-like services to local businesses.

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