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Marketron expands into TV for mobile and message campaigns

Marketron, a Hailey-based business software company that caters to the media industry, has signed a television station owner, expanding beyond its foothold with radio stations.

Marketron has announced a mulit-year deal with Post-Newsweek Stations, the broadcasting division of the Washington Post Co., to provide mobile and messaging services for six TV stations across the country.

Jeff Haley, CEO of Marketron, said the company, which for years has provided software to help radio stations schedule and sell ad slots, previously offered services to TV stations, but moved away from that clientele 10 years ago.

Under the deal, the Post-Newsweek stations will be able to use mSite, a custom mobile website developer that would let the TV stations’ advertisers build their own mobile sites. The stations could also use mSite to run text messaging contests and engagement campaigns with viewers. Haley said radio stations have traditionally done more contests with their audience, and Marketron has 1,000 radio stations using the service, but TV stations could expand into that area.

“This is an exciting opportunity for our stations and advertisers, as investing in mobile extends our reach and brings a new level of innovation to our company,” Catherine Badalamente, vice president of digital media at Post-Newsweek, said in a news release.

Haley said Marketron is seeking to add more TV station owners as clients. Marketron’s mobile platform executives are based in Denver, but Haley said their client service support team is in the Sun Valley area and that any new business has a positive effect for the company.


About Brad Iverson-Long

Brad Iverson-Long is a reporter for the Idaho Business Review, covering banks, financial services, technology and new business.