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With a roar, LION Digital Media has created an online database called LIONshare to help national and regional advertisers connect with local media companies. Relaunched this year, the site helps put local media that often goes unnoticed by large retailers and other big advertisers back on their radar.

The database currently consists of more than 7,300 local media outlets, which include newspapers, radio stations, alternative weeklies, business journals, local magazine and pure-play journalism sites and 456 media planners representing 300 companies, according to Conrad Jungmann, founding partner.

Originally, the LIONshare database was created as an in-house tool used by the digital advertising company, but when it came time to update and add features to LIONshare, including mapping capabilities in early 2014, Jungmann said the Donald W. Reynolds Journalism Institute became involved in order to make the platform public.

RJI provided a $20,000 fellowship, research and technological assistance to create LIONshare for publishers and advertisers to use for free, said Brian Steffens, RJI director of communications.

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