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 Cranbrook 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

Fernie in last stages of cleanup from damages caused by ammonia leak

Community memorial service in the works for 3 victims of Fernie Memorial Arena ammonia leak

Evacuation order rescinded

Residents of nearby homes able to return after six days

WATCH: Steps being made to extract ammonia, say experts

City workers and family members spoke to media today

Evacuation remains in effect for residents near arena

Community pulling together to help those who have been out of their homes for over three days

UPDATED: Hydro lines down near Moyie

Hydro lines affecting traffic on Highway 3 south of Moyie.

VIDEO: Sears liquidation sales continue across B.C.

Sales are expected to continue into the New Year

B.C. NDP convention set for Victoria

Premier, federal leader Jagmeet Singh to add energy

B.C. school trustee calls LGBTQ school program ‘weapon of propaganda’

Chilliwack’s Barry Neufeld published the comments on his Facebook page

B.C. couple hope boat drone becomes first to cross Atlantic

Colin and Julie Angus of Victoria to have drone collect environmental data en route

B.C. casino accused of illegal activity follows rules: operator

B.C. had launched review after concerns about money laundering at River Rock casino in Richmond

Opponents of LGBTQ program to file human rights complaint against Surrey School District

District denied Parents United Canada right to rent Bell Performing Arts Centre for rally next month

Ex-employee describes alleged sexual assault by B.C. city councillor

Complainant was a teen during the alleged 1992 incident

Amazon gets 238 proposals for 2nd headquarters

Submissions were due last week. Online retailer has said tax breaks and grants would be factors

Justin Timberlake invited back to Super Bowl halftime show

A ‘wardrobe malfunction’ with Janet Jackson caused a national controversy during his last appearance

Most Read