The Tribune Publishing Company has partnered with marketing content creator Contend in order to increase engagement with readers across all platforms.
Tribune, the parent company behind the Los Angeles Times and the Chicago Tribune, announced its investment in Contend on Tuesday, but have already collaborated on an inaugural campaign for Chicago supermarket chain, Jewel-Osco.
The companies did not disclose how much has been invested in Contend, which shares offices with Tribune employees in both Los Angeles and Chicago.
Contend was founded earlier this year, and specializes in creating, producing and distributing data-driven content designed to boost business for local, regional and national brands.
“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,” Bill Adee, executive vice president of Digital for Tribune Publishing, said in a statement.
“Together, we provide marketers with short and long-form storytelling solutions that engage and activate audiences.”