By: E&P Staff
Yardley, Pa.-based Journal Register Company is launching a hyperlocal news and advertising portal serving the Philadelphia area.
Powered by Outside.in Inc., the portal — which does not yet have a name — will feature content from Journal Register Company newsrooms, as well as the company’s growing number of community publishing partners.
Community-based publishers and bloggers will be able to publish their content via Outside.in’s publishing system and receive exposure through the partnership with Journal Register Co. while still maintaining control of their content and their sites. This effort is the latest in JRC’s partnerships with local publishers, including a partnership with GrowthSpur, which provides training to bloggers to monetize their sites, and the establishment of Community Media Labs at Journal Register Co.newsrooms earlier this year.
JRC plans to grow the site through grassroots community partnerships and will focus on supporting the existing blog community, rather than attempting to direct it or create a new one.
“This will be news for the audience and by the audience,” said Jonathan Cooper, vice president of content. “We realize the benefit of plural voices in the community. There are hundreds of sources for news about Philadelphia and we will link to those who do it the best.”
JRC serves 299 communities in Greater Philadelphia through 134 multi-platform products and earlier this month expanded its Digital First advertising initiative by expanding its partnership with Yahoo! into Philadelphia.