Tribune gets local with area bloggers and outbrain

|Yaron Galai

People care about what’s happening around them.  This is a simple premise but one that is actually underserved in today’s media landscape.  Do you know what one of the leading reasons why cable subscribers keep their service?  Because subscribers like the hyper local 24/7 news channels like NY1.  Why?  Because local matters!

The good folks over at ChicagoTribune know this and wanted to enhance their local online coverage of Chicago.  To do this, they wanted to aggregate content from Chicago’s most interesting bloggers.  So Tribune reached out to local bloggers who cover everything Chicago from the Cubs to deep dish pizza. The idea was simple, create a site, ChicagosBestBlogs that would include links from the Trib and Chicago area bloggers.  Think Drudge Report but Chicago focused.  The conduit here is outbrain as Tribune is using our widget as the connection between itself and the bloggers.  By asking the local Chicago bloggers to install outbrain, Tribune created a “smart” link to these great content sources and vice versa. Once installed the outbrain recommendation engine then displays links to interesting posts that are targeted to each reader both on the Trib site and the bloggers site.  outbrain is only displaying links to content, and not the content itself, so all readers who click on recommended links wind up on the hosting blog or site.  So yes this is like a link share agreement, but outbrain also allows a publisher or blogger to include links from other blogs or sites that do not have outbrain installed.  This gives the publisher the freedom to display links to any source or blog they want. Since outbrain is free to any publisher or blogger this a win / win for both Tribune and the local bloggers. Both The Trib and the local bloggers each benefit from getting more exposure in areas that are beneficial.  Bloggers want more reach and Tribune wants to be involved with the long tail.  Smiles all around!

In this era of shrinking publishers, Tribune is bucking the trend and beefing up their local coverage by leveraging our free recommendation engine to serve readers more great content on all things Chicago.  If you have ever been to Chicago, you know it’s a great town with plenty to blog about so the more coverage the better.

Kudos to the team at the Trib and the local Chicago bloggers who made this happen.  Chicago’s hometown newspaper and local blogging community have come together to simply serve Chicagoans some great content from a great town.

We’re all for that!


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Yaron Galai

Yaron Galai

Yaron is Co-Founder and Chief Executive Officer at Outbrain. Prior to founding Outbrain, Yaron was Co-Founder, SVP of Quigo, Inc.,... Read more

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