Snap Partners with Newspaper Giant Gannett, Trading Audience Outreach for Local Ads

Sam Blake

Sam primarily covers entertainment and media for dot.LA. Previously he was Marjorie Deane Fellow at The Economist, where he wrote for the business and finance sections of the print edition. He has also worked at the XPRIZE Foundation, U.S. Government Accountability Office, KCRW, and MLB Advanced Media (now Disney Streaming Services). He holds an MBA from UCLA Anderson, an MPP from UCLA Luskin and a BA in History from University of Michigan. Email him at samblake@dot.LA and find him on Twitter @hisamblake

Snap Partners with Newspaper Giant Gannett, Trading Audience Outreach for Local Ads
Photo by AbsolutVision on Unsplash

Snap is going to be giving the owner of USA Today and a nationwide network of newspapers a lesson in how to advertise to Gen Z.

The company announced a partnership with publicly-traded Gannett on Thursday that could help Snap rake in advertising dollars from local businesses.

As part of the deal, Snap will train Gannett's advertising salesforce on selling ads and running marketing campaigns on Snapchat. In return, Snap will gain access to Gannett's network of over 100,000 small businesses across the U.S. and Canada.


The media conglomerate is the largest newspaper publisher in the U.S. by daily circulation with over 250 local papers, including the Detroit Free Press, the Indianapolis Star and the Cincinnati Enquirer. In total, its newspapers have over one million digital subscribers.

Over time the company has built relationships with local advertisers through a combination of its media outlets and its own marketing services, which Gannett now calls LOCALiQ.

That service is a recent offshoot of Gannett's evolution beyond its print advertising roots. As the news business digitized, so did Gannett's advertising; eventually the company started helping clients advertise online outside its own publications.

Snap and Gannett declined to share terms of the deal.

Traditional newspapers have struggled to build digital advertising revenue. Last month, Gannett inked a deal with rival McClatchy to share national ads, according to Axios, as it tries to shore up funds.

Acquired by a rival newspaper publisher in 2019 for about $1.4 billion, Gannett suspended its dividend payment in early 2020 to trim costs. Last week, the company reported a 2020 net loss of nearly $700 million and listed $1.6 billion in long-term debt on its balance sheet.

Yet Miller Value Partners, a hedge fund with nearly $4 billion of investments, recently added Gannett to its "deep value" investment portfolio, highlighting the company's push into digital marketing.

"Over the next couple of years, [Gannett's] digital marketing revenues could become a significantly larger portion of the business, more than 40% of the overall revenue," Miller Portfolio Manager Daniel Lysik wrote in a recent letter to investors.

Snap will provide Gannett's advertising arm a door into a young demographic that is often not accustomed to paying for news.

Gannett communications director Stephanie Tackach said about 1,500 employees will receive Snap's "in-depth support and training," and that LOCALiQ clients stand to benefit from a better understanding of how to navigate Snap's ad analytics and dashboards.

For the Santa Monica-based camera company, the move signals another step along the strategic path Snap outlined in February. As Snap Chief Business Officer Jeremi Gorman explained then, the company sees opportunities to grow its advertising income among three groups – large firms, digitally savvy direct-to-consumer companies, and small- and medium-sized businesses. Gorman said Snap is just beginning to penetrate that last group.

This is Snap's first sales partnership aimed at local business advertising, according to a company representative.

Snapchat claims to have 265 million daily active users, who open the app 30 times a day on average. About a third of those users are in North America.

Analysts have consistently pointed to Snap's relatively low user-monetization compared to rivals like Twitter and Facebook as a sign that the company has room for growth. Snap and its shareholders hope the Gannett partnership will help to close that gap.

"As more and more local businesses embrace digital marketing, we look forward to helping them reach our large and highly engaged millennial and Gen Z audience," Snap's Head of Global Sales Partnerships Alexander Dao said in a statement.

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⏳Top Productivity Techniques for Entrepreneurs

In the busy world of entrepreneurship, staying productive is crucial for achieving success. With numerous tasks (and social media) competing for your attention, it can be tough to stay organized and focused. Fortunately, several proven productivity hacks can help you manage your time effectively and prioritize your workload. These strategies are backed by research and have been used by successful individuals in various fields. In this listicle, we’ll explore five effective productivity hacks, including the Pomodoro Technique and the Eisenhower Matrix, that can improve your work habits and enhance your entrepreneurial efforts.


The Pomodoro Technique

Developed by Francesco Cirillo in the late 1980s, the Pomodoro Technique uses a kitchen timer to break work into intervals, typically 25 minutes long, followed by short breaks. Cirillo named the method after the tomato-shaped timer he used as a university student, and it has since been adopted by many professionals and students to enhance focus and productivity. To implement it:

  • Choose a task to work on
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  • Take a short 5-minute break
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The Eisenhower Matrix

Named after former U.S. President Dwight D. Eisenhower, this prioritization method helps individuals categorize tasks based on urgency and importance. Eisenhower famously stated, "What is important is seldom urgent and what is urgent is seldom important," which underscores the value of distinguishing between these two aspects to effectively manage time and tasks. This prioritization method helps you focus on what's truly important by categorizing tasks into four quadrants based on urgency and importance:

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Time Blocking

Time blocking is a technique used by many successful entrepreneurs, including Jack Dorsey and Cal Newport, to allocate specific periods for different types of work. By scheduling tasks in advance, individuals can minimize distractions and ensure they dedicate focused time to their most important responsibilities. This creates structure and helps minimize context switching. For example:

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The Two-Minute Rule

Popularized by productivity expert David Allen in his book "Getting Things Done," the Two-Minute Rule states that if a task can be completed in two minutes or less, you should do it immediately. This approach helps prevent small tasks from piling up and cluttering your to-do list, allowing for a more organized workflow.


Batching Similar Tasks

Batching tasks is a technique used by many high-performing individuals, including writer Tim Ferriss, who advocates for grouping similar activities to minimize context switching. By focusing on one type of task at a time, such as responding to emails or making phone calls, you can increase efficiency and reduce mental fatigue.


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LA Companies

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      🍵☕️Top 6 Coffee Alternatives for Enhanced Productivity

      In the fast-paced world of startups and venture capital in Los Angeles, maintaining peak productivity is essential for founders and investors alike. As the hustle intensifies, many are seeking alternatives to traditional coffee that not only provide a sustained energy boost but also support overall health and well-being. The following list highlights some of the top-rated coffee alternatives that can enhance focus and productivity while minimizing the adverse effects of caffeine. These options incorporate adaptogens, superfoods, and gut-friendly ingredients, making them ideal choices for those looking to optimize their performance without the afternoon crash.


      Matcha

      Image Source: Jade Leaf Matcha

      Matcha is a finely ground green tea that offers a moderate amount of caffeine, along with L-theanine, which promotes relaxation without drowsiness. This combination can enhance focus and concentration, making matcha a suitable alternative for those looking to boost productivity without the jitters of coffee.

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      Image Source: Amazon

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      Adaptogenic beverages, which include ingredients like ashwagandha, reishi, and maca, are designed to help the body adapt to stress and promote mental clarity. These drinks can provide a sustained energy boost without the crash, supporting productivity throughout the day. They are often made with superfoods and spices that enhance both physical and mental performance.

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      Chicory root coffee is an excellent alternative that satisfies the desire for a warm beverage without caffeine. It is rich in inulin, a prebiotic fiber that aids in digestion and promotes gut health by supporting beneficial bacteria. Chicory coffee has a nutty, earthy flavor and can help control blood sugar levels, contributing to overall energy and productivity throughout the day.

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      Yerba Mate

      Image Source: Guayaki Yerba Mate

      Yerba mate is a traditional South American herbal tea made from the leaves of the Ilex paraguariensis plant. It contains about 40-80 mg of caffeine per serving, which is less than a standard cup of coffee but enough to provide a gentle energy boost. Yerba mate is rich in antioxidants, vitamins, and minerals, and users often report feeling energized without the jitters or crashes associated with coffee. It has a unique, slightly bitter flavor and can be enjoyed in various forms, including loose-leaf tea and pre-brewed options.

      Popular Brands: Guayaki Yerba Mate (40-150 mg caffeine)


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