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Trinity Mirror websites to carry ‘most accurate weather forecasts in world’

A regional publisher has struck up a content sharing deal with a weather forecasting and reporting company which it claims will gives its network of regional websites the most accurate forecasts in the world.

Trinity Mirror has announced the arrangement with The Weather Company, which runs TV station The Weather Channel and the website.

Under the deal, Trinity Mirror’s localised news content will appear on The Weather Company’s media portfolio, while relevant weather forecasts and stories will appear across TM titles online.

The partnership will also see the two parties collaborate on The Weather Company’s advertising platform WEATHERfx, which uses data on how the weather affects readers’ emotions to predict their purchasing behaviour.


In a statement announcing the move, Trinity Mirror said its 28m readers will gain access to “the most precise weather forecasts and pertinent weather stories.”
“The Weather Company brings the most accurate forecasts in the world, one of the world’s largest IoT data platforms, an expert team of more than 160 meteorologists, and the ability to provide weather hyperlocal forecasts for over 2.2 billion locations across the globe every 15 minutes,” the company said.

Trinity Mirror chief executive Simon Fox said: “Trinity Mirror is delighted to be working with The Weather Company, and to be sharing our digital know-how to deliver a new audience and advertisers to their brand.

“At the same time, by leveraging The Weather Company’s forecasting expertise, we are giving our national and regional audiences in-depth weather content and forecasts from a leading industry provider.”

Cameron Clayton, CEO and general manager of The Weather Company, added: “It is our mission to keep people informed and safe in the face of weather by providing them with the most accurate and precise information possible.

“Collaborating with Trinity Mirror, the largest multimedia publisher in the United Kingdom, allows us to reach millions of people across a variety of platforms to ensure they receive the right information at the right time.”


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  • April 11, 2017 at 8:13 pm

    Ah! This is the revenue saving connection we’ve all been waiting for as the circulations continue to tumble, digital revenue struggle to grow, offices downsize, staff lose parking spaces and the redundancies continue…..

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  • April 12, 2017 at 11:13 am

    I’ve just emerged from the Togbunker and looked out the window. It’s overcast and dry. There. Job done. And without Trinity.

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  • April 12, 2017 at 11:48 am

    Wonder if this will but the brakes on their breathless online reports about SNOW!!!! SNOW!!!!! SNOW!!!!!!

    Doubt it.

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  • April 17, 2017 at 10:45 am

    does ‘fiddling while Rome burns’ spring to mind anyone?
    Paper sales through the floor,business in freefall but at least we will know if it’s going to rain or not


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