Trinity Mirror adopts Addiply for advertising on community news sites

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Trinity Mirror has launched a new advertising system developed by online entrepreneur Rick Waghorn on its north east news sites. NcjMedia, which publishes the Newcastle Journal , will use Addiply , which was developed as a low cost, online advertising system for locally focused websites.

The system will be used across the Journal's 22 community websites , which provide news and information by postcode area in Northumberland.

Using the service, publishers retain 90 per cent of revenue earned from the online ads, with the remaining 10 per cent split between Addiply and PayPal.

Publishers can use the system to sell space to advertisers on a weekly or monthly basis and specify their rates.

"The global media industry is in the midst of a revolution - how we deliver content and above all, how that content is paid for, is an issue with which we are all struggling," said Waghorn, announcing the launch.

"ncjMedia continues to stay ahead of the curve in the quest to unearth the next, sustainable model for the provision of local news and we are delighted it has recognised the simplicity of Addiply.

"Addiply empowers small, local businesses to place an online advert in front of the audience that matters to them without the complexity and time costs of other advertising models."

Addiply was set up in part as an alternative to Google's advertising offering and involves a three-click process. Speaking at an industry event in 2008 , Waghorn, who set up his football news network MyFootballWriter in 2006 after taking redundancy from a local newspaper, said 400,000 pages impressions over three months to his site generated just $180 in advertising revenue. The advertising system has already been taken up by a network of community news sites in the US , launched out of California's Berkeley University.

Independent news sites including the Lichfield Blog and the People's Republic of South Devon also use Addiply to run their advertising.

According to ncjMedia, the Journal's community sites attract 25,000 users a month and the new system will encourage local business to advertise on the network.