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April 25, 2008

QuadOne Integrates Network Sites, Running Ad Test

I had a chance to meet with Dana Hayes, interim CEO for quadrantOne, yesterday. The online newspaper network was recently formed by Gannett Co., Hearst Corp., Tribune Co., and The New York Times Co. and recently added Yahoo's newspaper partner troupe to its list of publishers. In addition to heading quadOne, Hayes is also Tribune Interactive's SVP of sales. We talked about his goals for the nascent network, including his hopes for attracting big national brand advertisers that want local reach.

A couple updates on the progress of the network:

- About 150 network sites are fully integrated on the quadOne platform (technology supplied by Collective Media).
- 325 sites will be integrated by the end of June.
- A large retail advertiser is running an ad test on 6 network sites.
- 32 additional sites will be added to that ad run next week.
- Network publishers have dedicated pre-roll video inventory, in addition to standard display and rich media.

"We want to be positioned as a large niche site," said Hayes, who noted the network expects Olympics content to bring in lots of ad dollars.

Just as a side note: I've been working in or coming into NYC for work for over ten years, and I've never experienced an office building with quite so clandestine an operation as the Helmsley Building, on Park near Grand Central, where I met Hayes. Weird place. After getting a visitor's pass with a digital photo, I made it to the 10th floor, where I was told to meet him. The 10th floor receptionist told me to have a seat. A couple minutes later, another woman prompted me to come with her. She said I should go to the 7th floor. Once I got there, a receptionist lured me past a set of glass doors. Finally, I was at my destination.

I felt like I was meeting some highly-protected diplomat in an undisclosed location. Next time I'll bring my bug detection device....

Posted by Kate Kaye at April 25, 2008 3:17 PM

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