Media

Perfect Market raises $9M to fund newspaper moneymaking tools

newspapersPerfect Market, a startup aiming to help newspapers make more money from their articles, just raised $9 million in new funding.

The Pasadena, Calif. startup works with publishers to optimize their content for search engines, delivering a customized (usually stripped-down) version of an article page for users visiting from search engines, with advertising targeted at that particular audience. It also offers data to publishers about what articles could earn the most money. Customers include the Los Angeles Times, the Chicago Tribune, and the Orlando Sentinel.

The new round brings Perfect Market’s total funding to $28 million and was led by Comcast Interactive Capital. Chief executive Julie Schonfeld said that just as The Tribune Company’s earlier investment helped Perfect Market build connections with the newspaper world, Comcast’s backing should help the company expand into “the bigger media space.”

The money will also allow Perfect Market to build out the product to match what Schonfeld said is an expanding vision. It’s no longer just about optimizing older articles for search engines, she said, but rather building tools for “adaptive publishing,” where the reading experience is customized for whatever way readers are consuming your content.

“Search was one instance, social is another instance,” she said. “We’ve come to the conclusion that you can’t just be thinking about your home page and your section fronts anymore.”

Previous backers Tribune, Rustic Canyon Partners, Trinity Ventures, and Idealab (the incubator that Perfect Market spun out of) also invested in the new round.

[image via Flickr/Alex Barth]