New York Media Partners with Clickable for Local Web Ad Sales

New York Media (NYM), which publishes “New York” magazine, is now offering online search-based ads and lead generation to local businesses through a new partnership with Clickable, the creator of a search advertising platform.

NYM, which also publishes the Grub Street food blogs, MenuPages.com and “New York Weddings,” is putting its brand on the Clickable Platform software, making it the first media sales partner for the platform in the Northeast, according to Clickable. The “New York Connects” endeavor is being aimed at local companies that have yet to successfully use the Web to advertise and acquire sales leads based on searches by potential customers, said a launch announcement.

Clickable co-founder and CEO David Kidder said NYM has been using his company’s platform to sell SEM to local businesses for about two weeks. He said Clickable earns money from the deal by taking a percentage of all the media spend that goes to NYM. “Our growths, our realities, are linked together,” he said.

Currently, New York Connects is available for wedding vendors and dentists, but the companies expect to broaden the portfolio next year by adding spa services, architects, home renovations and interior designers and other types of businesses. In addition to lead generation and other features, the platform provides self-managed ad tools, reporting, billing and CRM integration, according to Clickable.

Kidder said Clickable seeks to “disrupt the complexity” that dissuades many small businesses from getting involved in advertising on Google, Yahoo or Bing. “When an ad sales person from New York magazine goes to market some print or display advertising, he or she now can offer online lead generation… We’re giving New York magazine, under their brand, the ability to get into the Google economy with simplicity. The end customer gets leads and phone calls into their business.”

On his blog, Kidder said Clickable will unveil similar partnerships next year and added the company will integrate with social and mobile networks.