Non-News Partnerships Give Gannett’s Digital Ad Business a Boost

Gannett, the media company behind the USA Today Network, is experiencing a resurgence in growth. In its Q1 2024 earnings report, Gannett announced its fourth consecutive quarter of growth, with total digital revenue reaching $277 million, a 2.9% increase year over year. This growth was driven by partnerships with non-news publishers like Home Solutions and Gambling.com Group, which contributed to a 10% increase in page views.

Digital ad revenue saw a 5.3% increase year over year, reaching $84.5 million, while digital subscriptions grew by 21.3% to $43.5 million. The largest chunk of revenue came from digital marketing solutions (DMS), totaling $116.1 million.

Gannett’s Chief Content Officer, Kristin Roberts, highlighted the company’s focus on maximizing engagement by leaning into lifestyle content and successful verticals like sports. The company is also investing in its programmatic business, with a strong rebound in CPMs and a focus on local advertisers through its LocaliQ in-house agency brand.

Despite its growth in other areas, Gannett is facing challenges in its news business due to brand safety blocklists and platforms like Google using AI to surface news insights directly in search results. Gannett has taken a stand against Google, filing a lawsuit over its dominance in the digital ad market and lobbying for more news publisher protections through legislation like the Journalism Competition and Preservation Act.

Overall, Gannett’s growth in digital revenue and strategic partnerships signal a shift towards diversification and innovation in the media landscape, as the company looks beyond traditional news to drive engagement and revenue growth.