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 weather.co.uk 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.
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.”