Selling out or saving ‘The Daily Planet?’

 

When I first read the headlines, I thought I was in Bizarro World. Would rival newspapers sell ads for their competition in Superman’s alternate universe? Oh wait. It’s really happening. Here. In the good ‘ole USA. Upon further reflection, however, maybe it’s not so shocking. I mean, shouldn’t newspapers be doing everything in their power to save the industry? To shield declining ad sales from kryptonite-like destruction and Lex Luthor-like bankruptcies? Wouldn’t Superman take bold risks to save the Clark Kents of the world?

In case you were trapped in the Fortress of Solitude, The Dallas Morning News handed over its national print & digital ad sales to the Tribune Company’s sales arm, Tribune 365 National Solutions Group. And it seems to be a win-win deal for both parties. The DMN‘s sales staff can focus simply on local advertisers, without alienating national buyers; and Tribune 365 gets commissions from 3 of the top 5 markets. But what I find most interesting, is that the advertisers win too (hopefully).

They will benefit from placement in 3 top markets, as well. Executives at both media companies touted the ability to provide a more centralized buying system for advertisers, where pricing, color, sizing, deadlines and policies are universal and less confusing. Which, in theory, should lead to more sales. Let’s hope it does. Then will other papers follow suit?

It looks like it. According to Advertising Age, “Tribune 365 President Don Meek said the company is in talks with other publishers about similar arrangements and could announce another deal within 90 days, and as many as three more by the end of the year.”

I think these big-thinkers are flying in the shadow of Superman’s cape. With total U.S. newspaper advertising revenue plunging 28% in the first quarter, they are looking up to the sky for answers and taking leaps and bounds for results.

[Sources: Hirsch, Jerry. "Tribune Co. Makes Advertising Deal with Dallas Morning News." Los Angeles Times. July 2, 2009; Mullman, Jeremy. "Dallas Daily Turns Over National Ad Sales to Rival Tribune." Advertising Age. July 1, 2009.]