Case Study: Tribune Publishing

Tribune Publishing is the second largest newspaper publisher in the U.S., incorporating over 220 newspapers and websites. Its properties include the Chicago Tribune, the Los Angeles Times and the Baltimore Sun. In addition to print services, each property also has a large digital publishing arm, with a combined reach of over 42 million unique visitors each month.

For their digital site overhaul across Tribune, the product team was committed to leveraging social media to enable greater distribution of their content. “When we imagined the future of our digital properties, social and mobile were fundamental to reaching the broadest audience possible,” notes Bill Adee, EVP/Digital. “Developing the idea of Twitter sharelines was one huge step in that direction.” Tribune looked to Twitter to enable this distribution, and began to integrate it deeply into their platform.

“We love Lead Generation Cards, and we use them to drive subscriptions, newsletter sign-ups and even our sweepstakes campaigns.”

Lauren KozakSenior Manager, Social Media and Community Strategy, Tribune Publishing

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