The Onion has officially sold out
Steve Hannah calls it a good thing, but good for who? The simple fact is, the Onion has sold out.
From: Steve Hannah
To: Onion Nation
Re: Print Update
Some months ago I reported that we had embarked on a mission—contrary to what the rest of the world might think—to expand our print editions. This would mean finding partners to manage the business side (ad sales, printing and distribution) in our eight existing markets (10 if you count Minneapolis and St. Paul, Denver and Boulder as separate places) as well as recruiting new media companies/franchisees in places where The Onion has never appeared in print.
Right after we finished all the necessary paperwork and legal run-up, we were approached by The Chicago Tribune. They wanted to take over the business side of The Onion in Chicago. It was a mutually beneficial deal. We signed the contract in June and they took over the business side of the operation in July. So far it has gone off without a hitch and ad sales have increased.
Earlier this week we announced similar deals with the Austin American Statesman to run the Austin edition, and The Wisconsin State Journal to take over the business end of Madison. I should note—loudly—that in every deal we retain complete and final control over content, both with regards to The Onion’s comedy and The A.V. Club’s pop culture reporting.
This afternoon we signed a deal with The Denver Post to run our Denver-Boulder business and—because they own The St. Paul Pioneer Press as well—our Twin Cities edition.
In addition to conversations regarding our existing cities, we have ongoing discussions with at least a half dozen additional media companies interested in bringing The Onion to markets where we’ve never circulated in print. I am optimistic that we will close some of these deals and expand our print empire!
The deals make sense. We are, first and foremost, a content company. Under these arrangements, we get to do what we do best—produce first-rate comedy and pop culture content. Meanwhile, our new partners get to leverage their longtime advertising relationships with a new product—one that attracts an audience that is young and smart and tough to reach for mainstream newspapers—while expanding their print portfolios.
I hasten to add that, in each deal we’ve done, our new partners have been eager to hire our existing sales staffs. They realize that, while they have advantages in their neighborhoods that we don’t have (they own printing presses, buy ink by the barrel and paper by the ton), selling The Onion well has a lot to do with understanding the brand. Our people possess that brand awareness and can hit the ground running.
This is good news. There will be more to come in the months ahead. I will keep you apprised.
–
Steve Hannah
President and CEO
The Onion – America’s Finest News Source
312.676.6432
shannah@theonion.com
Related:
Area publisher cuts Onion deal
More newspaper companies partner with The Onion
How The Onion Will Sell Out












