Black Press launches branded content for local business

This new format is known as "native advertising."

Black Press launches branded content for local business



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

Ravi Jain, Why Not Theatre’s founding artistic director, will present a Zoom lecture as part of the University of Victoria’s Orion fine art series on March 8. (Photo: University of Victoria).
Award-winning directors highlight coming University of Victoria lecture series

The March 8 and 18 Zoom events are part of the Orion fine arts lecture series

A shot from the rehearsal of Being Here: The Refugee Project, the Belfry Theatre’s filmed play that’s set to open on March 16. (Photo: Belfry Theatre)
Victoria’s Belfry Theatre shows filmed play on refugee, sponsor experience

Being Here: The Refugee Project is based off the first-hand accounts of refugees and their sponsors

(Black Press Media file photo)
Get the word on art on Sunday afternoons in Victoria

Art Gallery of Greater Victoria presents Sunday lecture series in March

GVPA authors
Write On! Greater Victoria Public Library releases 2021 local authors collection

Greater Victoria Public Library (GVPL) is celebrating local authors with the unveiling… Continue reading

Hermann's Jazz Club
Hermann’s celebrates International Women’s Day and St. Paddy’s Day

International Women’s Day will be celebrated at Hermann’s Jazz Club with an… Continue reading

Gabriel Swift, 23, is one of three Victoria filmmakers chosen to receive $20,000 Telus Storyhive grants to produce Local Heroes documentaries. (Courtesy of Gabriel Swift)
Three Victoria filmmakers producing ‘local heroes’ documentaries with $20,000 grants

Telus Storyhive providing $20,000 to 40 Western Canada productions

The shadow cast of the Satyr Players production of ‘The Rocky Horror Picture Show’: Linda Dohmeier as Dr. Scott, Olivia Erickson as Columbia, Brandon Caul as Rocky, Christopher Carter as Brad, Charlie Prince as Eddie, Branden Martell as Riff Raff, Jenna Morgan as Magenta, Megan Rhode as Janet and Adrien Kennedy as Dr. Frank-N-Furter (clockwise from left). (Josef Jacobson/The News Bulletin)
VIU student actors go online for 25th-annual ‘Rocky Horror Picture Show’

Satyr Players theatre company to broadcast pre-recorded shadow production

Donna Hales next to one of her paintings of Sooke. (Mandy Moraes photo)
Parksville artist Donna Hales still displaying her work at age 94

Current exhibit at the McMillan Arts Centre through April 1

Nanaimo painter Shawnda Wilson hangs her exhibit Tropical Wallpaper at Jonny the Barber. The show runs until the end of March. (Josef Jacobson/The News Bulletin)
Nanaimo painter battles pandemic blues with tropical exhibition

Shawnda Wilson presents ‘Tropical Wallpaper’ at Old City Quarter barbershop

It’s been almost a year since the last public performance inside the Chemainus Theatre. (Photo by Don Bodger)
Donors pledge $60,000 in matching campaign at Chemainus Theatre

Perrys, Hiltons and Duncan Iron Works help to Bridge the Gap during COVID shutdown

Artist Sandra Meigs will be the next speaker in NIC’s online 2021 Artist Talk series, appearing virtually on Friday, March 5 at 1 pm. For the full schedule and link to attend the Artist Talk Online Series, visit https://nicart.tickit.ca/. (Photo: The Glass Ticker (2017) — 15’ X 9’ X 5’, wood, enamel, lights, aluminum, glass, automata. Photo by Toni Hafkenscheid.)
Celebrated artist and mentor Meigs joins North Island College Artist Talk series

Vivid, immersive, and enigmatic style combines the complex with comic elements

Arts Laureate Barbara Adams joins artist Luke Ramsey and Mayor Kevin Murdoch in front of the Parade of Play mural at the Oak Bay High track. (Black Press Media file photo)
Curtain draws to a close on Oak Bay arts laureate’s term

Barbara Adams has been a champion for arts in the community

The students in the Timberline Musical Theatre program are rehearsing this year’s production, Once Upon a Mattress, three days per week after school in preparation for their upcoming virtual performances. Photo by Mike Davies/Campbell River Mirror
Island high school’s musical theatre program hoping for last-minute ticket surge

Popular annual run of Timberline shows costs $7,000-$8,000 to stage, sold $750 in tickets

Most Read