Black Press launches branded content for local business

This new format is known as "native advertising."



Black Press announced Friday the launch of paid content for advertisers — the largest native advertising platform in British Columbia.

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 Nanaimo 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

Victoria housing provider launches crisis prevention program to combat homelessness

Pacifica Housing aims to address challenges before tenants risk evictions

Victoria wins crucial WHL contest over Giants in Langley

Royals take over second in B.C. Division ahead of Vancouver

Strike could start Monday for handyDart

BC Transit warns users to find alternate transportation

GALLERY: Giants host Royals in WHL action

Photos from the Vancouver Giants clash with the Victoria Royals at the Langley Events Centre

Cordova Bay group against plaza redevelopment

Cordova Bay shopping centre has three, four-storey buildings

WATCH: Giant waves smash Ucluelet’s Amphitrite Point

Folks made their way to Ucluelet’s Amphitrite Point Lighthouse on Thursday, Jan.… Continue reading

UPDATE: BC Transit’s handyDart service strike delayed

LRB application by contractor means new strike notice must be issued by union

Saanich signals support for in-fill developments in Gorge-Tillicum

The Gorge-Tillicum neighbourhood continues to experience infill. Council’s committee-of-the-whole signaled Saanich’s support… Continue reading

Two Canadians, two Americans abducted in Nigeria are freed

Kidnapping for ransom is common in Nigeria, especially on the Kaduna to Abuja highway

Are you ready for some wrestling? WWE’s ‘Raw’ marks 25 years

WWE flagship show is set to mark its 25th anniversary on Monday

B.C. woman who forged husband’s will gets house arrest

Princeton Judge says Odelle Simmons did not benefit from her crime

Women’s movement has come a long way since march on Washington: Activists

Vancouver one of several cities hosting event on anniversary of historic Women’s March on Washington

Liberals’ 2-year infrastructure plan set to take 5: documents

Government says 793 projects totalling $1.8 billion in federal funds have been granted extensions

Workers shouldn’t be used as ‘pawns’ in minimum wage fight: Wynne

Comments from Kathleen Wynne after demonstrators rallied outside Tim Hortons locations across Canada

Most Read