Local.com Corp. partnered with MediaSpan, a digital content management and online marketing solutions provider.
The partnership will provide Local.com’s Local Connect search platform to more than 1,500 of MediaSpan’s newspaper, television and radio clients. The company’s clients include Reuters, Gannett, Scripps and Citadel/ABC Radio.
The Local Connect platform allows regional media publishers to incorporate Local.com’s search technology into their Web sites. “They get to leverage what they do best, which is basically to connect local advertisers with local consumers. We step in and say, here’s the technology,” said Malcolm Lewis, VP and general manager, Private Label Local Search for Local.com.
These media companies are trusted local brands in their markets, Lewis said.
“It’s very easy to expand that brand to include online,” he continued. He added that the partnership is a “complete turn-key solution” that generates new traffic, content and revenue.
“Not only do we pay them for the traffic by sharing some of the advertising revenues we generate from those pages, but we also allow them to create and sell enhanced business listings within the directory directly to local businesses,” Lewis said.
For example, if a media partner wants to sell enhanced business listings to a local plumber or local attorney, they can do that, he said.
