Johnston Press, Local World and Newsquest unite for 1XL digital sell

Local media owners, Johnston Press, Local World and Newsquest, have formed a partnership to create a nationwide digital advertising proposition called 1XL.

Johnston Press, Local World and Newsquest unite for 1XL digital sell
Johnston Press, Local World and Newsquest unite for 1XL digital sell

1XL is designed to harness the aggregated strength and scale of local media to give advertisers "unprecedented UK-wide digital reach".

The media companies claims the partnership could "revolutionise local media buying", providing reach of more than 17.5 million monthly unique users across a combined portfolio of more than 800 sites.

The 1XL platform, which officially launches today (19 November), will be run through a dedicated media sales team at national sales house Mediaforce Group.

The collective claims to be larger than any single commercial UK national news media website and similar in scale to digital advertising platforms AOL and MSN.

The platform will draw on data from each publisher and third party data, alongside semantic and contextual targeting capabilities, to optimise audience targeting and maximise performance of advertising campaigns.

It will also enable ads to be served around the most relevant and engaging content, and will be underpinned by leading geo-demographic analysis and insight provided by Mediaforce Group.

Ashley Highfield, chief executive of Johnston Press, said: "The 1XL collaboration gives advertisers and their agencies, for the first time, the ability to scale their campaigns through ‘mass localisation’, and, as such, it is a monumental step forward for local media publishers, and we’re delighted to be partnering with Local World, Newsquest and the independents to help deliver this."

Henry Faure Walker, chief executive of Newsquest, said: "Online display advertising is now worth over £2 billion per annum, a market hitherto dominated by the likes of Google and Facebook. We look forward to local news publishers, with the huge investment they make in quality content and local journalism, being able to take their rightful share."

Blanche Sainsbury, commercial director at Local World, said: "It is clear from feedback in the market that there is strong demand for taking national brands local. Providing advertisers with access to our combined online portfolio shows how 1XL is a compelling option for reaching the UK consumer in a trusted and engaging environment."

*Image from Carat

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).