The Local Media Consortium, a strategic partnership of leading local media companies representing more than 800 daily newspapers and over 200 broadcast outlets and all of their affiliated digital properties.
The Local Media Consortium, founded in 2006 as The Newspaper Consortium, is focused on increasing member companies’ potential share of digital revenue and audience by pursuing new relationships with a variety of technology companies and service providers. Since launching, The Local Media Consortium has grown to over 42 member companies representing more than 1,000 local media outlets. Additional rounds of other media companies joining the consortium are anticipated.
3. TODAY
NEWSPAPER CONSORTIUM BECOMES LOCAL MEDIA CONSORTIUM
Consortium Reboots Beyond Papers, Yahoo
(September 2013) The Newspaper Consortium is retooling,
getting a new name – the Local Media Consortium – and new
partners with broadcasters joining the fold. “The idea for the
Consortium is that we are going to seek out deals with
companies that are beneficial to all members in every aspect of
every deal,” says Rusty Coats, the Consortium’s executive
director, “Leveraging the scale of the entire consortium
without putting handcuffs on any one part of it.”
4. Governance Agreement
1. Five year term
2. One member, one vote
3. Membership independent of deals
4. Dues based on share of total membership
HOW IT WORKS
5. Executive Committee
The Consortium is led by an eight
member Executive Committee,
elected by the full membership, and
an Executive director.
LEADERSHIP
6. Partnerships and deals
CURRENT FOCUS
The full membership is actively involved in focus and priority setting and
task forces of SMEs work with Executive Committee to create RFPs,
negotiate with potential partners and craft deals.
✔ Advertising systems
✔ Analytics
✔ Search
✔ Content and audience
✔ Non-locally sold ad inventory
✔ Audience extension
7. Opportunity areas
POTENTIAL
① Private exchange placement tools
② Data management platform
③ Native advertising platform
④ Consumer facing products
⑤ Ad network partners
⑥ Digital marketing agencies
16. Benefit: [Potential] Drive audience through
LMC content integration on Yahoo News and
use of personalization and recommendation
engines on LMC sites.
Cost: [Potential] Revenue share for
ads on LMC content on Yahoo.
CONTENT INTEGRATION
17.
18. DEAL POINTS
① Ad Serving platform [DFP Premium & SB]
② Search monetization [AFC, AFS]
③ Site search
④ AdX integration
⑤ Private exchange
A la carte offerings include:
Optimize existing revenue
New revenue opportunities
Improve pricing
SCALE MATTERS.