We have learned that Gannett is acquiring the parts of ShopLocal that it doesn’t already own from partners Tribune and McClatchy. ShopLocal’s stated mission is “connecting advertisers and consumers, online and in-store.”
ShopLocal’s efforts generally center on localized circulars, targeted e-mails and “Smart Media,” which allows time-sensitive localized promotions to be inserted into other media sites on demand. The Chicago-based company was valued at $85 million in 2006.
The acquisition of ShopLocal is likely to elevate the role Gannett’s PointRoll plays with the Smart Media business. PointRoll initially partnered with ShopLocal for Smart Media. Recently, however, ShopLocal has been working more with DoubleClick. Since Google has purchased DoubleClick, PointRoll has been openly coveting DoubleClick’s employees and accounts. Gannett Interactive head Chris Saridakis was previously PointRoll’s head.