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TownNews takes on news deserts with News Nirvana

TownNews takes on news deserts with News Nirvana

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TownNews, a CNPA Allied Member, offers News Nirvana to underserved news areas as a way to provide digital tools for individuals or teams dedicated to the cause of local journalism.

The project aims to make it easier for startup publishers to focus on serving news consumers and local merchants.

“One of the most difficult challenges for digital news operations is managing and optimizing the myriad of available technology,” said Rick Rogers, TownNews’ chief revenue officer. “Coupled with knowledge needed for ad operations, subscription programs, and paywalls, it can be very daunting for a small news company. We’re taking all of that on, so that they can focus on providing local news coverage and local merchant promotion.”

All News Nirvana sites feature layouts that are optimized to drive revenue from programmatic and local advertising sales. Programmatic advertising is managed by TownNews Ad Ops, the same team that’s responsible for generating millions of dollars in advertising across the TownNews client network.

“It’s a revenue share model based on locally sold advertising and what TownNews can yield through our programmatic efforts. By lowering the entry costs and providing advertising support, a News Nirvana site can become revenue-positive much more quickly,” Rogers said.

Interested local publishers can apply for the program. 

“We’re looking for individuals and teams who are dedicated to the cause of local journalism and have solid ties to their target markets,” the application says in part. “It’s also great if you have a have a plan for delivering first-rate reporting and building strong advertiser relationships.”

Questions? John Montgomery at TownNews.