Tribune Interactive to Distribute Coupons from Boodle

Tribune Interactive has invested in and partnered with boodle, a provider of online, printable coupons to newspaper publishers and a division of Consumer Networks. Under terms of the agreement, Tribune will distribute Boodle’s coupons through its Web sites, including those run by the Los Angeles Times, the Chicago Tribune and Newsday.

The arrangement expands on an earlier, short-term deal in which Tribune carried the coupons to test consumer demand for the service. Having completed that test to its satisfaction, Tribune will now aggressively market Boodle’s service to its readers via ads in its print newspapers and on Web sites.

Jeff Beliveau, VP of newspaper relations for Consumer Networks, said the deal with Tribune was a lynchpin of Boodle’s distribution strategy, since it has large readership in major markets like New York and Los Angeles.

“We were building this network of newspaper Web sites. The Tribune was key to doing that,” he said. “The next step is for Tribune to build a concerted advertising campaign in their online properties and print properties.”

Consumer Networks will also run its own campaign promoting Boodle, consisting mainly of search engine marketing and other pay-for-performance ads. Boodle struck earlier distribution deals with newspaper groups Gannett, Knight Ridder, Midlands Newspapers and The Copley Press. The Copley Press and Gannett are also investors. Its biggest competitor is SmartSource.

Financial terms were not disclosed. Tribune also has a stake in several online classifieds providers, including CareerBuilder.com, Cars.com and Apartments.com.