A regional daily’s coverage of its patch’s skyline changing forever saw it break a number of records online.
Blackpool-based newspaper The Gazette received the digital boost for its coverage of the demolition of three tower blocks in the Layton area of the seaside resort.
Johnston Press’ North West digital media team spearheaded the Facebook Live coverage of the demolition, which achieved over 1.2m reach, with 445,000 video views, 17,000 likes, 10,000 comments and 7,000 shares in just over 36 hours – the highest ever achieved for the newspaper group.
The content delivered prior to Sunday’s demolition generated 30,000 page views on The Gazette’s website, with the weekend coverage generating over 60,000 page views, and Facebook interactions for the week jumped from an average of 14,000 to more than 50,000.
The other posts about the topic combined to reach a further 1m, along with hundreds of likes, shares and comments on social media. The Gazette’s Facebook page also grew by 2,000 likes during Saturday and Sunday.
Digital editor Colin Ainscough and reporter Danielle Hayden filmed the day in sections, from the build-up to the clean-up, and included live interviews with watching residents.
The demolition also provided a splash for The Gazette on Monday, pictured above.
JP North West social media editor Iain Lynn said: “It was a huge team effort which was weeks in planning. The live broadcast exceeded all our expectations and shows the power of Facebook Live”
“This story was the talk of the town – but by exploiting all our social media tools in conjunction with our more traditional products, we turned it into an international occasion with viewers watching from across Europe and Australia, and even someone watching from their yacht in the Bahamas.
“We achieved an incredible level of interaction with our readers, and viewers, with many returning to the site to thank us for providing such a comprehensive service.
“From a multi-technique approach we can learn what works best and what our readers want, enabling us to deliver much more of this targeted content”