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KQED Seeks California News Partners For New Pilot Platform to Grow Digital Audiences

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 (Jason O'Rear)

SAN FRANCISCO, CA; November 30, 2023 – KQED, the public media station serving Northern California, announced that it is seeking to partner with news publishers to pilot a new technology tool and program to deliver journalism to wider audiences online, while also tapping into a potential new revenue source. KQED is partnering with Palo Altobased technology company Distributed Media Lab (DML) to utilize their DML technology platform, which enables publishers like KQED to create embeddable digital content collections and to share those across a host of enabled news sites. 

This project, which is led by KQED and DML, and funded by the Google News Initiative, will help KQED and California local news publishers by bundling the highest quality articles and content into statewide collections that are easily embeddable and distributable to other sites, forming a network for efficient audience growth on the web.

KQED is looking for trusted news publishers in California — both within and outside public media — to partner in the pilot program. KQED will curate weekly California statewide collections from KQED and network partners. Utilizing the DML platform, those collections will be shared amongst partners, as well as non-affiliated news sites. Sponsorship opportunities are being built into the program and will provide revenue-sharing across the partner network. 

“New audience engagement and new revenue models are needed more than ever to sustain the journalistic mission of public media and local news in particular,” says Tim Olson, Senior Vice President of Digital Strategic Partnerships, KQED. “This project builds a model for local news that works on the web the way the web was designed to work, and we are excited to build that model with DML and news outlets across the state.”

A startup technology company, DML has spent the last five years working collaboratively with local-to-global media organizations and commercial brands to develop platforms and products that power both network and local revenue models. “We are honored to work with KQED to support their effort to inform Californians collaboratively with local news outlets across the state,” says David Gehring, CEO, Distributed Media Lab. “I am also excited to harness that work to enable new revenue streams for local news media as our commercial partners are increasingly focused on emerging direct audience paths in anticipation of looming changes to the digital advertising economy.”


The KQED/DML pilot is made possible by funding from the Google News Initiative, which works with publishers and journalists to fight misinformation, share resources, and build a diverse and innovative news ecosystem. “We are thrilled to be partnering with KQED and local news publishers across California to help expand their audience growth and monetization opportunities. Through innovative programs like this, we are proud to support local journalism and the news ecosystem in California,” shares David Stoller, News Partnerships, Google. 

California news outlets interested in participating in the pilot should contact Tim Olson at tolson@kqed.org.

About KQED
KQED serves the people of Northern California with a public-supported alternative to commercial media. An NPR and PBS affiliate based in San Francisco, KQED is home to one of the most listened-to public radio stations in the nation, one of the highest-rated public television services, and an award-winning education program helping students and educators thrive in 21st-century classrooms. A trusted news source and leader and innovator in digital media, KQED takes people of all ages on journeys of exploration — exposing them to new people, places and ideas. kqed.org

About Distributed Media Lab
Distributed Media Lab is a content distribution and monetization technology platform for publishers and brands. DML’s mission is to build technologies that power new media business models that work with the inherent architecture and economics of the open web. distributedmedialab.com

About Google News Initiative
In collaboration with editors and journalists worldwide, the Google News Initiative (GNI) strives to foster a more sustainable, diverse, and innovative news landscape. Through a comprehensive suite of programs, digital tools, training and resources, the GNI empowers journalistic endeavors, enabling journalists to effectively discover, verify and narrate compelling stories while upholding the highest standards of quality journalism.

Media Contact:
Peter Cavagnaro
KQED, Director of Communications & External Affairs
Phone: (415) 553-8451
Email: pcavagnaro@kqed.org

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