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

NorthIsle starts drilling in Pemberton Hills area after negotiating deal with Freeport

Mining industry one step closer to a revitalization after farm-out agreement

‘Police are ready’ for legal pot, say Canadian chiefs

But Canadians won’t see major policing changes as pot becomes legal

Port Hardy Fire Rescue’s open house a blazing hit

PHFR Lt. Harding explained that the organization is always looking for more recruits.

Gwa’sala-’Nakwaxda’xw Nation drafts first phase of passive housing project

The housing project will have 96 residential units for low-income families.

North Island Seniors Housing Foundation requests land from Port Hardy Council

“The foundation members will be coming to council with more information at a future date.”

Naked man jumping into Toronto shark tank a ‘premeditated’ stunt: official

The man swam in a tank at Ripley’s Aquarium of Canada

Mega Millions prize of $654M is nation’s 4th-largest

No one has won the U.S. jackpot in almost three months

Pot shop raids “highly unlikely” on Wednesday: head of police chiefs

Dozens of illegal pot stores have operated for years in Vancouver, Victoria and other municipalities in B.C.

Trump: Saudi king ‘firmly denies’ any role in Khashoggi mystery

Secretary of State Mike Pompeo is travelling to the Middle East to learn more about the fate of the Saudi national

Microsoft co-founder Paul Allen dies at 65

Allen died in Seattle from complications of non-Hodgkin’s lymphoma

Tri-Port Midget Wild kick off season with gold medal performance at Nanaimo tournament

Chalk up another gold medal performance for the Tri-Port Midget Wild.

North Island Peewee Eagles shutout Comox Valley Chiefs at home

The North Island Peewee Eagles took no prisoners at the Chilton Regional… Continue reading

Nanaimo Clippers ‘clip’ North Island Atom Eagles’ wings on the road

The Nanaimo Clippers defeated the North Island Atom Eagles 6-4 on Saturday in Port McNeill.

Port McNeill municipal election candidate Derek Koel’s profile

“For over 18 years I have followed Port McNeill municipal politics and affairs closely,” Koel said.

Most Read