Since 2017, 130-year-old Canadian writer La Presse has been digital solely, a shift that’s led to a give attention to rising on-line audiences. The writer has grown from 4 million month-to-month distinctive guests in 2019 to over 4.6 million as of July 2023, in accordance with knowledge by Comscore, which solely has knowledge from the final 5 years.
The funding in its first-party knowledge has helped spur a 9% enhance in complete advert income in 2022, in contrast with the 12 months prior, the writer mentioned. La Presse reported a internet revenue of $11 million for the finished monetary 12 months, including $12 million to its 2022-established reserve fund of $25 million within the present 12 months, in accordance with its monetary assertion.
The writer has secured renewals from strategic promoting companions, elevated pricing inside its advert product portfolio, and tapped into new advert companions throughout verticals, together with banks, insurance coverage corporations, and journey manufacturers, in accordance with Geoffrey Bernard, vp of selling, knowledge and shopper insights at La Presse.
One factor of its first-party technique is knowledge clear rooms, a privacy-focused means of matching purchasers’ audiences with writer audiences, a technique that draws new advertisers.
“20% of the info clear room income comes from new advertisers,” mentioned Bernard. “And 80% of incremental {dollars} comes from present advertisers.” In 2016, a 12 months previous to shutting its print store, La Presse obtained 92% of its advert income from digital, per the World Affiliation of Information Publishers.
In response to trade estimates, cookie demise and regulatory pushback have left almost 70% of the open net viewers unreachable. By attending to know its viewers, La Presse has introduced extra addressability to that cohort. These efforts have allowed the writer to develop its direct gross sales efforts exterior of programmatic channels.
Greater conversion fee
VIA Rail, Canada’s model of Amtrack, is a long-time shopper of the digital newspaper and expanded its media shopping for technique in 2019 and has extra just lately labored with the writer’s knowledge clear room.
VIA Rail amassed its first-party database, primarily e mail addresses, of 1.3 million folks. Nevertheless, the restricted shelf lifetime of third-party identifiers prompted VIA Rail to discover Optable’s knowledge clear room resolution.
“In a cookieless world our effectivity of reaching our viewers has turn out to be a lot more durable,” mentioned Philippe Normand, director, advertising and marketing, digital, and go-to-market, VIA Rail. “It was a no brainer to search for different activations. This partnership with La Presse was one we thought was actually fascinating.”
