Dive Brief: 

• Tribune Publishing has taken a minority stake in content-marketing shop Contend. 
• Contend has an existing relationship with Tribune — it helps advertisers develop video ads for the publisher. 
• The investment will allow Tribune to offer more content production options, which is a line of revenue that is becoming more lucrative than selling ads alone. 

Dive Insight: 

Tribune certainly isn't alone— other major publishers like The New York Times and The Huffington Post have built in-house teams to handle content production for advertisers. Tribune's investment approach will be interesting to watch play out. Will the minority investment be less risk with similar rewards as building an in-house team? Perhaps the investment is the first move to acquiring Contend completely to create an in-house team? Neither Tribune or Contend are commenting on the deal so only time will tell.