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McClatchy launches customer data center, provides advertisers with audience information


You might have heard: Guardian News and Media and Telegraph Media Group plan to offer ad buyers the ability to target the combined audiences of their two publications

But did you know: McClatchy launched the McClatchy Customer Data Center to help advertisers make better ad-buying strategies. Instead of selling print, digital or niche products, they’re “selling exposure to an audience, an audience that will transact with our business partners,” writes Darrell Kunken, director of research and market analysis at The Sacramento Bee. The data center focuses on the most important common denominator for any business: Who are my most valuable customers and how do I keep building my business through customer acquisition?

+ Noted: Re/code joins the list of news orgs cutting comments (Poynter);Why the Washington Post built its own ad server for its Amazon tablet app(AdAge); Jill Abramson and Steven Brill are in talks with The Huffington Post to host their new journalism venture (New York Times); GateHouse Media parent company is paying $280 million for Halifax’s 36 newspapers, with a concentration in the southeast (Romenesko); Google launches Contributor, a subscription service that lets users contribute to participating sites and turn off Google ads (Gigaom);  New York Times signals more newsroom layoffs are imminent (Mother Jones)

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