• by Erik Sass  @eriksass1, September 10, 2012

More newspapers are getting into the social-marketing services business.

The Dallas Morning News, which is owned by A.H. Belo, has partnered with Slingshot LLC to launch a new social content marketing company, Speakeasy, which will conceive and execute social campaigns and promotions for local and national brands.
 
Speakeasy’s areas of expertise include content creation, social media management and associated SEO activities, newsletter development and delivery, video creation and distribution, and reputation management. The company is a joint venture, with Dallas Morning News publisher and CEO Jim Moroney serving as chairman of the board and Slingshot founder Owen Hannay serving as CEO. Mike Orren, formerly the founder and president of Pegasus News, has been named president.
 
Promising “real, measurable sales results that go beyond ‘likes’ and ‘follows,’” Orren stated: “We have built a launch team of experienced and award-winning editors, journalists and marketers who will focus more on communications and guerilla marketing than on the mere ability to use social platforms.”

The company is currently recruiting freelance writers, photographers and videographers with experience in local and niche journalism.
 
As noted, several newspaper publishers have waded into the social marketing services space. Most recently, in August Gannett Co. announced its acquisition of social-media marketing firm Blinq Media to help build out its digital marketing services for brands and agencies. The New York-based company develops and executes ad campaigns on Facebook and other social networks, and will complement other Gannett properties, like ShopLocal.