The new Local Media Consortium has 800 newspaper members and 200 local broadcast members…Most important, the network no longer negotiates exclusively with Yahoo. In addition, Edmonds highlights its overall growth, move away from a 50-50 revenue share, increased network reach, and the inclusion of broadcast companies.
This is brilliant stuff and the kind of thing that could only be negotiated by someone like Rusty Coats, the rare kind of guy that everyone loves. Local advertisers need volume to attract big advertisers, especially as everything goes to programmatic buying. This is a bigger, better version of what I tried with the Chicago Independent Ad Network in 2012 and it will hopefully result in more ad money flowing to smaller outlets.