Creates New Unit to Sell Cross-Platform Packages

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LOS ANGELES ( -- More small local media sellers are now cutting their own cross-platform deals just like the bigger players.

Freedom Communications, which owns mid-size TV stations and newspapers, has developed a unit called Freedom Media Enterprises to package its media properties. Recently, it has been striking deals for advertisers in its media properties in Colorado Springs, Colo.; Orange County, Calif.; and Phoenix.

Las Vegas deal
Under the new unit, Freedom's daily newspapers and Web sites, local Web site portals, and its local golf magazines stuck new ad deals with a number of Las Vegas hotels' entertainment accounts, including the Luxor, MGM Grand, Flamingo as well as casinos in nearby Laughlin, Nev. All this was done through a content-advertising deal with the newspaper daily Las Vegas Review Journal.

Freedom's newspapers and other media have been getting business from the Las Vegas hotels, -- but not for their special entertainment events.

Ron Redfern, senior vice president of sales development for Freedom Media Enterprises, said the unit has more than "$1 million in new business so far." Mr. Redfern said the company is thinking about expanding this activity into other markets.

Targeting audience
Mr. Redfern said that while other bigger regional media organizations such as the Tribune Co. have done cross-media deals, smaller companies such as Freedom Communciations more completely target their audiences.

"[Bigger companies] don't have penetration," he said. "They have a large reach. We can drill down to an specific audience."

Freedom Communications owns eight TV stations in markets such as West Palm Beach, Fla.; Grand Rapids, Mich.; and Providence, R.I., as well as a 34 daily and weekly newspapers, the largest of which is the Orange County Register.

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