Tribune Publishing Company makes strategic investment in content firm Contend

What: Tribune Publishing Company has made a strategic investment in Contend, a content creation company that develops and produces entertainment and marketing solutions.
Why it matters: The investment creates powerful integrated branded content solutions for marketers aligning Tribune Publishing's media and editorial assets with content marketing capabilities. Multicultural will be an important element in Contend's strategy.

descargaTribune Publishing Company , the publishing unit that recently spun off Tribune's broadcast assets, has made a strategic investment in Contend, a content creation company that develops and produces entertainment and marketing solutions for local, regional and national brands. The partnership is designed to help marketers engage and activate customers across all platforms, from print to online, social to mobile. Terms of the deal were not disclosed.

The companies have already collaborated on an inaugural campaign for Jewel-Osco, the supermarket chain in greater Chicago. The campaign includes a series of videos featuring Chicagoans selecting fresh produce at their neighborhood market. The video campaign is being brought to life on the brand’s web site, mobile and social properties, in-store and other platforms, including Taxi TV.

Contend – whose employees sit alongside with Tribune Publishing employees in Chicago and Los Angeles – was founded earlier this year and specializes in creating, producing and distributing data-driven content to deliver measurable business results. The company’s mission is to produce short- and long-format content for multiple distribution channels and networks while partnering with Tribune Publishing. In addition, Tribune Publishing also offers an array of digital solutions through its 435Digital group, which delivers SEO and SEM solutions, content marketing, paid search, social development and web development for local and national companies.

“Brands today seek creative solutions that help them connect emotionally with audiences, and our partnership with Contend marries our deep reach with advertisers with Contend’s exceptional storytelling capabilities. Together, we provide marketers with short- and long-form storytelling solutions that engage and activate audiences,”  said Bill Adee, Executive Vice President of Digital for Tribune Publishing.

“Contend and Tribune Publishing share a common DNA for creative storytelling, and that’s significant for companies seeking partners to help their messages come to life across all apertures. Tribune publishing’s significant portfolio of print and digital brands are trusted among consumers everywhere, and our data-driven campaigns are designed to deliver exceptional ROI,” said Steven Amato, Founder and CEO of Contend.

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Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
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