Dive summary:
- In an effort to create more revenue streams, publisher Gannett is moving into marketing and pulling together some of its companies to form one agency-like group, G/O Digital.
- G/O Digital will include companies acquired by Gannett like BliNQ, Shoplocal, Key Ring and DealChicken.
- Gannett is referring to the grouping as a "one-stop-shop" for advertisers and will focus on local advertisers to help diversify its business.
From the article:
"Gannett's effort is not unique. Conde Nast, has its own media group, for example, Hearst owns iCrossing , a digital marketing agency, and Meredith Corporation recently consolidated a number of its own agencies into one: Meredith Xcelerated Marketing. Smaller publications have jumped on the bandwagon too. Monocle, for instance, puts its in-house design team to work for advertisers, creating ads which fit the feel of its magazine and website for significant fees. For many of these companies, the extension is a necessity."