Newspaper publisher Media General has teamed up with Groupon in hopes of driving new traffic to their associated newspaper websites. They’ve started with the Richmond Times-Dispatch and have labeled the offering the “Richmond Daily Deal.” Groupon gets a “powered by” in the logo.
The deals work just as the do on the Groupon website with some slight graphical twists and obviously a much more local focus. When you click on the “buy now” link, you’re taken to the main Groupon website where you can sign in with your Groupon account or Facebook login. It’s assumed that the two companies are splitting the profits but there’s no word on who is making out on the higher end of the deal.
Media General says they expect to add the Groupon deals to online newspapers in six other markets by the end of the year. The company operates the Tampa Tribune out of Florida, Richmond Times-Dispatch out of Virginia and the Winston-Salem Journal out of North Carolina, so it’s likely these markets will be seeing their own deal pages very soon.
I can see the advantage for Media General, but what’s the perk for Groupon? Is it enough that they’re getting access to the newspaper publisher’s email lists? Or does teaming up with local websites, give Groupon a shot at a niche they wouldn’t have had otherwise?
What do you think?