Newspaper company McClatchy said today it is rolling out WebVisible's online marketing platform to all 29 of its U.S. markets in an effort to boost advertising revenue.
WebVisible says its platform will give McClatchy's local advertisers a better way to get found in newspaper listings, newspaper websites, search engines, or via mobile phones or navigation devices.
The McClatchy Company has been testing the platform with local businesses in several markets, including Kansas City, Mo., Tacoma, Wash., and Fresno, Calif. Advertising sales in those markets in March were five times higher than the previous month. McClatchy and WebVisible are planning to add new markets every month through the end of the year.
Consumers use at least seven different media sources when looking for a local product or service, according to a study from BIA/Kelsey and ConStat.
"If a local advertiser's marketing doesn't make it visible in every one of those searches, the business is losing potential customers," said Kirsten Mangers, CEO of WebVisible. "Online marketing is more than just showing up in search engine results, and McClatchy understands that its advertisers want a full solution that gives them visibility across the board.
"McClatchy has always been a forward-thinking partner for local advertisers, helping them grow their businesses by making sure they can be found where customers are looking."
McClatchy is the third largest newspaper company in the United States, with 30 daily newspapers and 43 non-dailies along with local websites in each of its markets. McClatchy-owned newspapers include "The Miami Herald," "The Sacramento Bee," and the "Lexington Herald-Leader."