UK’s re­gional pub­lish­ers call on na­tional advertisers to place their trust in lo­cal news brands.

The Oban Times - - News -

Dear Ad­ver­tiser,

As Google, YouTube and Face­book con­tinue to grap­ple with the con­cerns around ads ap­pear­ing next to ex­trem­ist con­tent and fake news, we wanted to take this op­por­tu­nity to draw your at­ten­tion to the trusted, safe and highly re­spon­sive on­line ad­ver­tis­ing en­vi­ron­ment pro­vided by the UK’s lo­cal news brands and rep­re­sented by the 1XL part­ner­ship. As a pre­mium pub­lisher co-op­er­a­tive, 1XL rep­re­sents over 800 lo­cal news brands in the UK with a reach of over 22.7 mil­lion peo­ple, mak­ing us one of the coun­try’s largest dig­i­tal ad­ver­tis­ing propo­si­tions. This ranges from the Shet­land Times in the north of Scot­land to the Fal­mouth Packet in Corn­wall, and in­cludes large re­gional brands such as The York­shire Post and The Aberdeen Press & Jour­nal. In many of the towns and ci­ties that we pub­lish in, we now reach over 70% of the adult pop­u­la­tion each month.

Our con­tent is pro­duced by thou­sands of trained and highly skilled lo­cal

jour­nal­ists who spend their days en­gag­ing with com­mu­ni­ties up and down the coun­try through their cov­er­age of the sto­ries and events af­fect­ing their read­ers lives. Our con­tent is reg­u­lated by the In­de­pen­dent Press Stan­dards Or­gan­i­sa­tion (IPSO), the in­de­pen­dent reg­u­la­tor that holds us to ac­count for our ac­tions and up­holds our high stan­dards of jour­nal­ism. The con­text in which this puts your ad­ver­tis­ing in­creases en­gage­ment, trust and there­fore con­sumer re­sponse, giv­ing you bet­ter value for money along­side the peace of mind of a safe ad­ver­tis­ing place­ment. Main­tain­ing the in­tegrity of our con­tent and our ad­ver­tis­ing en­vi­ron­ment is fun­da­men­tal to us, and lo­cal news brands have al­ways scored ex­tremely well for trust. This was val­i­dated by a re­cent Coms­core sur­vey of UK In­ter­net users - peo­ple said they trusted con­tent on lo­cal news sites al­most three times more than they did on so­cial me­dia. To­day we pub­lish our on­line ad­ver­tis­ing

char­ter (avail­able at 1xl.co.uk/ad­char­ter). The pur­pose of this is to en­sure our advertisers are given the chance to see the stan­dards and pro­cesses we work to in or­der to guar­an­tee that they get the

trans­parency, trust and value that we be­lieve they de­serve. We stand in agree­ment that lo­cal news brands on­line are now more than ever a great place for you to com­mu­ni­cate and mar­ket your busi­ness and brands to UK con­sumers. What’s more your ad­ver­tis­ing helps us to con­tinue to fund much needed, high

qual­ity lo­cal jour­nal­ism. We hope you will stand to­gether with us to sup­port our lo­cal news brands, many of which have been pub­lish­ing for over 150 years, so their unique con­tent can con­tinue to be loved and trusted for many gen­er­a­tions to come.

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