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.

Just Posted

Larch Place is the first building to be built in the BC Housing, Canadian Mental Health Association housing project at the corner of Third Street SW and Fifth Avenue SW. This view is from the Shuswap Street side where it sits behind the Graystone East building. (File photo)
Opening of doors at new housing development in Salmon Arm welcomed

BC Housing announces opening of 32 rental units, with 35 more expected in summer 2021

Youth from Vernon, Kelowna, Penticton and the Kootenays were able to dig into two evenings of online learning and connection through United Way Southern Interior B.C.’s <CODE>anagan program. (Submitted)<code> </code>
CODEanagan gives youth a chance to learn about technology

The youth, aged 12 to 21, built their own WordPress sites and developed blogging ideas

A rainbow shining on Kelowna General Hospital on May 12, 2020 International Nurses Day. (Steve Wensley - Prime Light Media)
New COVID cases trending down in Interior Health

24 new cases reported Thursday, Feb. 25, death at Kelowna General Hospital

A concept drawing released by the District of Sicamous shows plans for the replacement of the recently demolished Beach Park washroom facilities. (District of Sicamous image)
Province gets behind new washroom, concession for Sicamous Beach Park

New facility will be sloped, covered with grass, for public seating

A 2018 geotechnical review identified portions of Lakeshore Road between 10th and 20th Avenue at medium to high risk of catastrophic failure. (File photo)
Engineering work awarded in ongoing effort to stabilize busy Salmon Arm road

City of Salmon Arm awards preliminary design engineering for section of Lakeshore Road

Provincial health officer Dr. Bonnie Henry updates B.C.’s COVID-19 situation at the B.C. legislature. (B.C. government)
B.C. reports 10 additional deaths, 395 new COVID-19 cases

The majority of new coronavirus infections were in the Fraser Health region

Cory Mills, Eric Blackmore and A.J. Jensen, all 20, drown in the Sooke River in February 2020. (Contributed photos)
Coroner confirms ‘puddle jumping’ in 2020 drowning deaths of 3 B.C. men

Cory Mills, Eric Blackmore and A.J. Jensen pulled into raging river driving through nearby flooding

Castlegar doctor Megan Taylor contracted COVID-19 in November. This photo was taken before the pandemic. Photo: Submitted
Kootenay doctor shares experience contracting COVID-19

Castlegar doctor shares her COVID experience

The booklet roots present day activism in the history of racist policies, arguing the history must be acknowledged in order to change. (CCPA)
New resource dives into 150 years of racist policy in B.C.

Racist history must be acknowledged in order to change, authors say

Agatha Mary Clarissa Miller, before she knew she would change literature. Photo Wikipedia
And Then There Were None

What book knocked your booties off when you were young?

A webinar on dealing with dementia will be held Wednesday, March 10, 2021 (Submitted)
Webinar on dementia scheduled for March 10

Okanagan residents invited to event on legal issues surrounding dementia

The BC SPCA is offering many chances for school-aged kids to learn about animal welfare and other animal topics. Pictured here is Keith, a three-month-old kitten seen on Nov. 4, 2020 at the Chilliwack SPCA. (Jenna Hauck/ Chilliwack Progress file)
From pets to wildlife, BC SPCA offers animal education programs geared to youth

BC SPCA offering virtual spring break camps, workshops and school presentations

Nanaimo-raised singer Allison Crowe with director Zack Snyder on the set of ‘Man of Steel’ in 2011. Crowe performs a cover of Leonard Cohen’s Hallelujah in the upcoming director’s cut of ‘Justice League.’ (Photo courtesy Clay Enos)
B.C. musician records song for upcoming ‘Justice League’ film

Allison Crowe’s close connection to director led to rendition of Leonard Cohen’s Hallelujah

Migrant farm workers transplant jalapeno sprouts from trucks into the tilted soil at a farm. (Marcus Yam/Los Angeles Times)
‘They’re afraid’: Coalition sounds alarm over COVID vaccines for B.C.’s migrant workers

Though health ministry says anyone can get vaccinated, critics say barriers are keeping migrants from their dose

Most Read