Irish & Murdoch Times,Examiner, Indo, Farmers Journal setting up “alliance”,“coalition” (NOT “cartel”) to fight Facebook competition for ads pic.twitter.com/HnksE9W3d0
— NAMAwinelake (@namawinelake) July 26, 2017
Publishers in the Irish market have now come together to develop their own form of programmatic advertising. If it comes to pass advertisers will pay into a central pot to reach specific audiences.
It is a collective solution to the demands of advertisers used to dealing with the likes of Google and Facebook who want to reach a critical mass of readers in very specific categories.
…..In response all of the major newspapers, including the Irish Examiner, The Irish Times, the Irish Independent, the Irish Farmers Journal and the Ireland edition of The Times, are in talks to form an alliance to stem hemorrhaging advertising sales.
You haven’t heard about this nascent coalition, unprecedented on this island, because the talks have been kept secret in the hope of ironing out a deal acceptable to all parties.