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

A cuddle and a coffee: Six Island towns named among Canada’s most cozy

Sidney, Campbell River, Courtenay, Parksville, Tofino and Ucluelet crack Expedia’s top 40

Ucluelet police seize firearms and cocaine in drug trafficking investigation

The file remains under investigation and charges are pending.

New Coast Guard radar boosts marine traffic monitoring off B.C. coast

Six radar installations set up for Georgia Strait to Queen Charlotte Strait to Prince Rupert

Mainroad awarded 10-year maintenance contract for Tofino-Ucluelet Hwy. 4

See an issue on the highway? Report it to the Mainroad 24-hour hotline: 1-877-215-6006.

Gas prices on Vancouver Island to drop six cents

But a ‘volatile’ market could lead to increases in the coming weeks

REPLAY: B.C’s best video this week

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

Privacy concerns over credit card use for legal online pot purchases

Worries follow privacy breaches at some Canadian cannabis retailers

NEB approves operating pressure increase to repaired Enbridge pipeline

The pipeline burst outside of Prince George on Oct. 9, now operating at 85 per cent

B.C. VIEWS: Setting speed limits in a post-fact political environment

Media prefer ‘speed kills’ narrative, even when it fails to appear

Controversy erupts over Japanese flag in B.C. classroom

Online petition demanding removal has collected more than 5,700 signatures

Death toll rises to 76 in California fire with winds ahead

Nearly 1,300 people remain unaccounted for more than a week after the fire began

Trump says report on Khashoggi death expected in a few days

Jamal Khashoggi was a columnist for The Washington Post who was slain Oct. 2 inside the Saudi Consulate in Istanbul

CUPW requests mediator as deadline for Canada Post offer expires without deal

Prime Minister Justin Trudeau weighed in Saturday night with a last-minute plea to the two sides

Trudeau says he won’t negotiate in public on future of LGBTQ rights in USMCA

Legislators urged Trump not to sign the agreement unless the language was removed.

Most Read