Innovative Media Partnership Brings The Onion to Philadelphia
Satirical newspaper The Onion will launch a Philadelphia edition this week, utilizing an innovative partnership model with local publisher Philadelphia Media Network (PMN), parent company of the Philadelphia Inquirer.
PMN will take care of local ad sales and production, adjusting layouts sent from The Onion to accommodate local advertisers, Onion CEO Steve Hannah told the Inquirer's Michael Klein last month. "We get to do what we do best, and our partners do what they do best—run the business side of things in a city they know well," Hannah said.
The paper will not feature satire geared to local news, but will have local arts and entertainment coverage through The Onion's pop-culture publication, The A.V. Club.
The Onion has recently made similar deals with newspaper publishers in other cities. In October, The Onion partnered with Statesman Co. in Austin, Texas; the Denver Post in Denver, and Capital Newspapers in Madison, Wis. (where The Onion was born in 1988). This was followed, in November, with Pioneer Press in Minneapolis. The company had previously made arrangements with The Tribune Co. to run its business operations in Chicago and Los Angeles.
The deals allow The Onion to focus on content creation as it continues to expand online and on television. The company recently launched the Onion News Network on IFC and SportsDome on Comedy Central.
Editor's Note: Hannah will be delivering the keynote address at the Publishing Business Conference and Expo, presented by Publishing Executive and Book Business magazines. The conference takes place April 4-6 at the New York Marriott Marquis.