Parade magazine is now selling ads on the Web sites of its partner newspapers as an alternative method of revenue making, MediaWeek reported.
Parade is an insert on weekend editions of newspapers across the United States. Having started distributing celebrity and game content to the carrier paper sites a year ago, this strategic initiative by the magazine to sell on its papers' Web sites is aimed at effectively transforming the Sunday newspaper supplement into an online ad network.
The new online ad partnership means that local papers can now get national ads, which wouldn't otherwise be available through ad networks or on their own, and the magazine gets a cut of the revenue for effective sale.
"As we push this content out, there's a cost for us, and as our digital footprint grows, we wanted to take advantage of that," Parade publisher Brett Wilson told MediaWeek.
Wilson said the new set-up is a "syndicated network - in the positive sense of the word," as Parade magazine customises ads around the branded content it syndicates. Relying on external sources for editorial content, the Parade's content strategy spans as a trend across print media.
Parade's sales strategy so far appears to be appealing to retailers and packaged goods providers looking to drive purchasing power, Ildi Pap Conrad, U.S. director of print investment, OMD, told MediaWeek.