Latest Newspaper Chain To Partner With Groupon: Media General

Several months after McClatchy partnered with Groupon to promote the daily deal service in many of its local markets, Media General (NYSE: MEG) has announced its own deal with Groupon. The newspaper chain, which owns 21 daily newspapers, says it will offer local deals “powered by Groupon” in six of its markets by the end of the year.

The deals will be promoted under local names in each of Media General’s markets; the service in Richmond, where Media General owns the Richmond Times-Dispatch, for instance, is called “Richmond Daily Deal.” Media General is promoting it aggressively on the Times-Dispatch‘s site. Groupon will handle ad sales while Media General will maintain the e-mail list of people who sign up for deals.

While both Media General and McClatchy (NYSE: MNI) have chosen to partner with Groupon, a number of other media companies have decided to cut out the daily deal middle man entirely by launching their own daily deals services, relying on their own in-house ad sales teams. We profiled some of those efforts by newspapers in late August, and just today, Cox Media Group said it would launch its own daily deals service called DealSwarm.