'Content That Works' to Launch Pets2008.com

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By: E&P Staff The "Content That Works" (CTW) syndicate is launching Pets2008.com on Sept. 4.

Newspapers can use the material -- updated throughout the week -- in print and online. The site will (among other things) allow local pet owners to share photos, post comments, and more.

CTW's Dan Dalton told E&P that Pets2008.com will drive traffic to participating newspaper Web sites by automatically redirecting people who land at the Pets2008.com portal to the local affiliate (newspaper site.

Also, CTW will sell national sponsorships and share revenue with local affiliates based on the traffic their site generates. Affiliates can add local content, sell local ads on their Web site and in the newspaper, and keep all local revenue. Pets2008.com is free to local affiliates.

Pets2008.com's editor in chief is Sharon Peters, who was on the startup team for USA Today and was later editor of The Gazette in Colorado Springs.

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