USA Today is now home to some 4,000 travel stories from Demand Media in its new Travel Tips section following an agreement between the two parties, under which they will split revenue derived from selling keyword advertising, AdAge.com reported.
Demand Media is responsible for generating the content and selling the keyword ads, while USA Today handles display-ad inventory, according to AdAge.com.
Demand Media chief marketing officer Dave Panos told AdAge.com his company is studying Web searches and surfing behavior to identify appropriate topics, and then assigning stories and video to its network of writers.
And USA Today general manager for travel Victoria Borton told AdAge.com:
We’re not going to sit and write 4,000 “How to Travel with a Toddler” or “How to Find the Best Airfare Deals” pieces, but that’s the sort of thing people are searching the search engines for. We’ve got upwards of 15 editorial staff creating content, and they’re going to continue doing what they do best, which is really enterprise features. And we have our experts on cruises, air travel, and hotels, and, of course, our industry coverage. We’re going to keep going as deep and broad as we can in those areas and let Demand fill in the gaps on that volume.