Black Press launches branded content for local business

The format is known as “native advertising."



Black Press announced today 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 was recently 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, explains no more than two paid content stories will appear on any of the Black Press Facebook pages or websites 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 the Okanagan 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,” he said.

Franklin said all articles posted as Impress Branded Content will be “editor approved,” 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 computer, mobile phones and tablets.

For further information email: impress@blackpress.ca.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Two adults and a child escape early morning fire in Cascade

Three pets did not make it out of the structure

Midway mill shutdown expected to last 8 to 10 weeks

Vaagen Fibre Canada cites low inventory, road restrictions as reason for shut down

First presumptive case of coronavirus identified in the Interior Health region

The woman, in her 30s, travelled from Shanghai and lives in the interior

Timberwolves seek fresh lacrosse recruits

New season of the ‘fastest game on two feet’ begins this spring

Province seeks input on trails through citizen survey

Trail users and groups can send their feedback in until Feb. 28

VIDEO: Kawhi Leonard wins first Kobe Bryant All-Star MVP award

Leonard scored 30 points and hit eight 3-pointers to lead Team LeBron to a 157-155 victory

Amtrak warns of delays as railways from Seattle to B.C. blocked by Wet’suwet’en supporters

Coastal GasLink said it’s signed benefits agreements with all 20 elected band councils along pipeline route

Federal emergency group meets on pipeline protests as rail blockades continue

There’s mounting political pressure for Trudeau to put an end to the blockades

VIDEO: Minister reports ‘modest progress’ after blockade talks with First Nation

Wet’suwet’en hereditary chiefs say Coastal GasLink does not have authority to go through their lands

B.C. man released from quarantined cruise ship in Japan

Because Spencer Fehrenbacher has American citzensip, he was evacuated by the U.S.

Henrique scores 2 as Ducks soar past Canucks 5-1

Vancouver tumbles out of top spot in Pacific Division

Trudeau cancels Caribbean trip amid pipeline protests across Canada

Protests against Coastal GasLink have disrupted rail service

B.C. VIEWS: Inaction on pipeline protests not a viable response

Columnist Frank Bucholtz on how the Coastal GasLink pipeline dispute got so bad

PHOTOS: Top 10 memories of the 2010 Olympics

Black Press Media’s Jenna Hauck, shares some of her most memorable images of 2010 Winter Games

Most Read