Black Press launches branded content for local business

This new format is known as "native advertising."



Black Press has announced the launch of paid content for advertisers — the largest native advertising platform in B.C.

Regular visitors to Black Press websites and Facebook pages across B.C. might notice an additional source of information being made available to them.

Impress Branded Content has been added to introduce readers to some of the key businesses and individuals in their communities, while giving advertisers an additional way to provide information to consumers in a technology-driven era.

This format is known as “native advertising” and involves advertisers purchasing an “article” on the newsfeeds of Black Press websites.

An informational piece pertaining to their business appears on the newsfeed for seven days and resides under the “Impress” channel on the website for 12 months.

A link to the information is also added to the newspaper’s Facebook page and is clearly marked as “sponsored content,” so that readers know it is not a news story.

Andrew Franklin, Director of Digital Development for Black Press, says no more than two paid content stories will appear on any of the Black Press websites or Facebook pages each week. Some weeks, there won’t be any.

Advertisers have the option of paying to have a managed Facebook “boost” to reach a targeted audience – for example, young women living in Vanderhoof interested in bridal wear.

Black Press has started this initiative as a business move providing multimedia solutions for advertisers, Franklin said.

“We need to look at ways to diversify our business into the future, and both online and print are important to us. We need to find ways to grow our business through opportunities online.”

All articles posted as Impress Branded Content will be “editor approved,” Franklin added, with the idea that they are providing useful information – for example, a car dealership providing tips for buying a new vehicle or a dental office offering suggestions for keeping your teeth and gums healthy. The key to native advertising is transparency. Paid content will always be clearly labelled.

Recent paid content postings, during a pilot period, resulted in high online interest, generating great feedback to advertisers.

Franklin said the paid branded content will translate into powerful storytelling for advertisers across multiple platforms, including desktop computers, smart phones and tablets.

For further information, email impress@blackpress.ca.

Just Posted

UPDATE: Rockslide keeps Coquihalla northbound lane closed

Highway 5 is closed in one direction.

Rock slide closes Hwy. 1 south of Ashcroft until Friday afternoon

A rock slide Thursday afternoon near Spences Bridge closed the highway in both directions

‘Quite a few tears’ as quilts distributed to those affected by last summer’s fire

Local quilters leapt into action to provide quilts for Ashcroft Reserve and Boston Flats residents.

South Cariboo Kinsmen donate to local fire departments

Ashcroft and Cache Creek fire departments each receive $1,100 from Kinsmen annual Turkey Bingo.

NDIT ‘State of the North’ report highlights importance of small businesses

Median wages in Cariboo-Chilcotin/Lillooet lower than elsewhere, but housing relatively affordable.

REPLAY: B.C. this week in video

In case you missed it, here’s a look at replay-worthy highlights from across the province this week

Police fear fewer fentanyl imports don’t signal the end of the overdose crisis

RCMP say it’s just as likely that criminal are getting more clever

UPDATE: Two people die in ATV accident south of Campbell River

Third person survived attempt to cross a creek

Coal dust escaping rail cars spurs B.C. petition

Local governments are on board with Shuswap resident’s request for better control of escaping particulate

Lawyers slam ‘de facto expulsion’ of student guilty of sexual interference

Calgary student guilty of sexual assault of a minor allowed to finish semester

B.C. NDP set to restructure union bargaining

School trustees to regain control over employer group

New development in missing plane near Revelstoke

The family of Ashley Bourgeault believe they have found a new clue

$130K could get you on a dive to the Titanic

Hot summer ticket: $130K could get you on a dive to the Titanic off Newfoundland

UK’s Princess Eugenie, daughter of Prince Andrew, engaged

Princess Eugenie, the daughter of Prince Andrew and his ex-wife Sarah Ferguson, will marry Jack Brooksbank in Autumn 2018

Most Read