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People entering the Washington Post building in D.C. in 2019. Photo: Eric Baradat/AFP via Getty Images

The Washington Post has signed all 30 of McClatchy's local news outlets to its Zeus Performance product, a software that gives sites better speed, ad view-ability and performance, executives tell Axios.

Why it matters: By adding more local news outlets, The Post can start to build a local news ecosystem within its tech stack.

  • The deal comes roughly a week after The Post inked a partnership with the Local Media Consortium, which represents 3,500 local media outlets from 90 media companies. The Post already works with several local TV stations and newspapers, like the Dallas Morning News and Seattle Times.
  • "With that scale, we can begin to experiment with creating new products and business solutions catered to local news," says Jarrod Dicker, VP of commercial technology and development at The Post.
  • One idea that's been floated could potentially be a single sign-in mechanism for a bunch of local sites.

Details: The partnership, in which McClatchy pays The Post a fee to license its software, will deliver a better ad experience to McClatchy sites.

  • McClatchy Vice President and Head of Advertising Nick Johnson says that the Zeus partnership will primarily help the network of local news sites deliver more viewable ads — ones that load more pixels faster.
  • "The benefit of this for local is particularly that it will allow national advertisers to execute big campaigns in many markets uniquely," says Johnson.

The big picture: Many bigger media and tech giants see ample opportunity in local news and advertising.

  • The Post is looking to build out its network of premium sites so that it can eventually create an ad network that it hopes can compete with the likes of Google and Facebook.
  • Vox Media launched a local ad network in conjunction with Google earlier this year.
  • Amazon, as Axios noted last week, is looking to potentially tap into the local audio ad network.

Go deeper: Coronavirus sends local news into crisis

Go deeper

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Sep 8, 2020 - Politics & Policy

First look: Biden's "fresh start"

Joe Biden today launches an ad, "Fresh Start," in which a narrator says over a clip of President Trump brandishing the Bible, plus a glimpse of Charlottesville: "This is our chance to put the darkness of the last four years behind us."

  • "And start fresh in America. ... We've had four years of a president who brings out the worst in America. Isn't it time we had a president who brought out the best?"
Updated 2 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Health: Large coronavirus outbreaks leading to high death rates — Coronavirus cases are at an all-time high ahead of Election Day — Fauci says U.S. may not return to normal until 2022
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  3. World: Taiwan reaches a record 200 days with no local coronavirus cases — Europe faces "stronger and deadlier" wave France imposes lockdown Germany to close bars and restaurants for a month.
  4. Sports: Boston Marathon delayed MLB to investigate Dodgers player who joined celebration after positive COVID test.
Dan Primack, author of Pro Rata
2 hours ago - Economy & Business

Leon Black says he "made a terrible mistake" doing business with Jeffrey Epstein

Photo illustration: Sarah Grillo/Axios. Photo: Rick Friedman/Corbis/Getty Images

Apollo Global Management CEO Leon Black on Thursday said during an earnings call that he made a "terrible mistake" by employing Jeffrey Epstein to work on personal financial and philanthropic services.

Why it matters: Apollo is one of the world's largest private equity firms, and already has lost at least one major client over Black's involvement with Epstein.