Regional publisher Johnston Press has created a new team to offer advertisers new ‘branded content’ across its local newspaper titles.
A small number of new roles have been created as a result of the launch of Voice Local, a native advertising product which the company says is “designed to connect brands and local enterprises with their consumers.”
The team, made up of dedicated commercial editors and product managers, will be responsible for producing commercial features that sit naturally within JP’s companion websites,
It follows a three-month pilot project which saw it deliver 59 content marketing campaigns across its portfolio, ranging from national supermarket discussion cooking tips for salmon, to a local vet helping the local audience keep their animals safe this coming bonfire night.
Chief digital and product officer Jeff Moriarty said: “We have an opportunity to create highly relevant local content for advertisers that uniquely resonates with local readers. We’re thrilled to unveil Voice Local and are looking forward to working on truly innovative and original campaigns with leading advertisers across the UK.
“With Voice Local, we can help businesses across the UK capitalise on our unparalleled knowledge of consumers at a local level, and therefore create engaging and relevant content that will further enhance the online experience of our readers.”
The product manager for Voice Local is Liz Percy-Rob and the Commercial Content Manager is Jackie Mitchell. Both are newly-created roles.
They will report to Rob Sheppard, head of display products, and Nigel Leigh, director of commercial platforms and products, who both joined JP earlier this year.