As of this writing, it’s quite possible that Gannett has bought Tronc (a.k.a. Tribune Publishing.) As many media watchers know, Gannett has made a series of offers to Tronc this year. Based on a report from Politico Media today, the deal appears to be all but announced.
Whether you’re inside or outside the media business you may be wondering why exactly Gannett is in such a hurry to snap up Tronc, one of the country’s largest metro newspaper publishers. One thing is for sure, it’s not necessarily about publishing more print newspapers.
Newspapers and journalism have been in the midst of a great deal of industry upheaval and change for the past decade. The future of newspaper publishing isn’t about growing print circulation. Rather, the future is about digital (meaning video, really) content distribution to a valued audience of reliable news and content consumers. Metro newspaper publishers are aiming to deepen their relationships, and drive revenue, by providing their loyal news consumers with more content overall and more mobile-friendly content, to be precise.
Tronc owns the Chicago Tribune, the LA Times, the San Diego Union Tribune, the Orlando Sentinel, the South Florida Sun Sentinel and several other large metro papers. In other words Tronc has audiences in several top ten media markets. According to ComScore, Tronc’s online audience exceeds that of the Washington Post and nearly matches Disney. As you might expect, these are among the largest audiences on the web.
Gannett is already the largest newspaper publisher in the county. The purchase of Tronc, with it’s large online audiences, content distribution network and investments in video production, position Gannett to be a major player in the future of content, information and entertainment. A future that is, more or less, already here.
Post by Jim Jinks
One thought on “Hey Gannett, Why Buy More Papers?”
Great post Jim! I never knew the large digital audience that Tronc had until this article.