Christian Louca
YOC will develop bespoke mobile sites for Archant and help the publisher to develop its digital strategy by embracing the mobile channel and offering its readers access to the regional papers’ content from any mobile phone. The mobile sites will enable Archant to extend their reach to a new mobile audience and create new revenue streams amongst local advertisers.
This is Archant’s first move into the world of mobile, taking the successful business model deployed at a national level and focusing on local businesses and advertisers to unlock a new regional mobile advertising market. It has already achieved great success with local brands such as Suffolk brewery Adnams which sponsored the entire m.pinkun.com site and regional department stores such as Palmers in Great Yarmouth; offering exclusive money off vouchers for Archant’s mobile users.
“With YOC, Archant are now leading the way in harnessing the power of mobile for local audiences – both readers and advertisers,” said Tim Youngman, Head of Digital Marketing at Archant ltd. “Our mobile sites have already struck a chord with local businesses and brands seeking return on their advertising investment and we’re already looking to roll out this mobile strategy with YOC across other titles in our portfolio.”
The partnership also opens up a new market for YOC amongst small and medium sized business, using its relationship with Archant to help a broader range of companies to understand the potential of mobile.
“The personal, interactive nature of mobile makes it an ideal channel for publishers to connect with their readers,” said Oli Roxburgh, Managing Director of YOC. “We’re relishing the opportunity to work with Archant to build a commercially viable mobile business for regional publishing from day one by engaging and partnering with local businesses. Our heritage in both designing and building mobile sites and managing ad inventory mean that we are ideally placed to make this a success for Archant.”
To access the mobile sites on your mobile, visit m.eveningnews24.co.uk, m.ilfordrecorder.co.uk and m.pinkun.com.
URL Link to Inpublishing:
http://www.inpublishing.co.uk/news/articles/archant_goes_mobile_with_yoc.aspx
Here are some other links to sites covering the release:
Mobile Marketing Magazine
YOC Takes Archant Titles Mobile
http://www.mobilemarketingmagazine.co.uk/2009/12/yoc-takes-archant-titles-mobile.html
Brand Republic
Archant moves to grow regional mobile advertising market
http://www.brandrepublic.com/News/973318/Archant-moves-grow-regional-mobile-advertising-market/
Media Week
Archant moves to grow regional mobile advertising market
http://www.mediaweek.co.uk/news/bulletin/mediapm/article/973318/?DCMP=EMC-MediaPMBulletin
New Media Age
Publisher Archant begins taking local titles onto mobile
http://www.nma.co.uk/news/publisher-archant-begins-taking-local-titles-onto-mobile/3007733.article
Total Telecom
Archant publishing group goes mobile with YOC
http://www.totaltele.com/view.aspx?ID=451453
YOC Takes Archant Titles Mobile
http://mobilenews.shareurworld.com/2009/12/10/yoc-takes-archant-titles-mobile/
