Tribune Publishing invests in content-marketing company

Tribune Publishing Co. has invested in the content-marketing company Contend.

Tribune Publishing said the companies will work together to create content for use in print and online. Financial terms were not disclosed.

“Brands today seek creative solutions that help them connect emotionally with audiences, and our partnership with Contend marries our deep reach with advertisers with Contend’s exceptional storytelling capabilities,” said Bill Adee, executive vice president of digital for Tribune Publishing. “Together, we provide marketers with short- and long-form storytelling solutions that engage and activate audiences.”

Tribune Publishing, which owns newspapers including the Chicago Tribune and Los Angeles Times, was spun off from Tribune Co. in August.

Contend was founded earlier this year. Its employees sit alongside Tribune Publishing employees in Chicago and Los Angeles, the companies said.