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 Vanderhoof 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

B.C. chiefs show solidarity with Wet’suwet’en hereditary chiefs

Chiefs from around B.C. outside the Coastal GasLink pipeline route in Smithers show support.

Woman killed in head-on crash near Vanderhoof

RCMP say driver crossed the centre line and hit a loaded fuel tanker truck

RCMP to review actions at Wet’suwet’en pipeline protest camps

Senior Mountie says he hopes protests will be peaceful following deal with hereditary chiefs

‘Tripod’ delays access to Unist’ot’en camp

Social media rumours of cultural significance quashed, meaning police “exclusion zones” should end.

Hereditary chiefs negotiate injunction agreement

Wet’suwet’en hereditary chiefs abide by interim injunction, but gate stays up. Still opposed.

B.C. opioid crisis to get same world-renowned treatment approach as HIV/AIDS

A program that focuses on treatment as prevention will roll out Jan. 17

In limbo: Leftover embryos challenge clinics, couples

Some are outright abandoned by people who quit paying storage fees and other couples struggle with tough decisions

BREAKING: Jury finds man accused of killing B.C. girl, 12, guilty

Twelve-year-old Monica Jack disappeared in May 1978 while riding her bike along a highway in Merritt, B.C.

B.C. government extends coastal log export rules for six months

Premier John Horgan talks forest policy at loggers’ convention

B.C. pair accused of ‘honour-killing’ in India to be extradited within days

Malkit Kaur Sidhu and Surjit Singh Badesha are accused of conspiracy to commit murder

Netflix rejects request to remove Lac-Megantic images from ‘Bird Box’

At least two shows on Netflix’s Canadian platform briefly use actual footage of the 2013 tragedy

FOCUS: Canada’s revamped impaired driving law brews ‘potential for injustice’

There must be ‘trigger’ for cops to come knocking, Surrey MP says

Barack Obama to speak at Vancouver event

Former U.S. president will speak with board of trade in March

Former welfare clients still owed money, B.C. Ombudsperson says

Investigation found 2,600 people docked illegally for earning income

Most Read