Four of the nation’s largest newspaper publishers have created an online ad network designed to compete for national advertising dollars against Internet powerhouses Yahoo Inc., Google Inc, America Online and Microsoft Network.

Tribune Co., Gannett Co., The New York Times Co. and Hearst Corp. have formed a new company called quadrantOne to sell ad space on their local newspaper and broadcasting Web sites.

The idea is to provide one-stop shopping for advertisers looking to tap a national network of local audiences via well-trusted media brands such as the Chicago Tribune and the Houston Chronicle.

The name Quadrant One has meaning as well. “Quadrant One“ is the upper right quadrant on a 2×2 chart, where quality audience and national reach converge. Think of “Audience Quality“ on one axis and “National Reach“ on the other. The optimal media value is in the “upper right“, and you move into quadrantONE.

With close to 50 Million unique visitors and coverage in 27 of the top 30 DMA markets, quadrantONE  could be a powerful ad network and an interesting alternative to Adwords, TPN and the various other ad neworks. quadrantONE will provide its advertisers with access to sophisticated audience targeting by context, behavior and demographics. This is a combination not really offered by most other networks.

quadrantONE enters the marketplace with a new approach to selling premium online advertising to national brands. This well-funded online startup offers a cohesive national alliance of hundreds of local, credible Web sites. Backed by four of the nation’s top media companies, quadrantONE offers exclusive ad inventory (home page, sports, business, entertainment, etc) on premium news and information sites across the nation’s top local markets.

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