Caribbean Publisher Alliance piloted by media companies
Three of the most influential media entities in the Caribbean announced today that they are piloting a Caribbean Publisher Alliance.
The partnership involves Trend Media (developers of Loop News), The Gleaner Company (Media) Limited (The Gleaner) and The Trinidad Express Newspapers.
The purpose of the Caribbean Publisher Alliance is to promote and protect the indigenous Caribbean digital news industry for consumers, and to promote best in class standards for its advertising partners.
Regardless of the changes happening in the advertising landscape, brands and agencies still deserve a high standard of quality when investing their marketing budgets, and publisher alliances are able to deliver on that.
Mark Corrigan, General Manager of Trend Media commented: “The global increase in digital content consumption, coupled with an increase in digital ad spend, is a major reason for the creation of many publisher alliances.”
“With certain companies dominating the global digital media landscape, publisher alliances create an alternative option for advertisers in local markets. It is also vital that there is greater transparency for publishers regarding the yield generated from ad sales, which is not always the case,” Corrigan added.
Eileen Ruddy, Chief Business Development Officer at Trend Media further added: “As we join together with The Gleaner and The Trinidad Express Newspapers, we will be able to provide advertisers with access to a wide range of premium digital solutions and premium standards. This, all fuelled by 1st party data, will ensure best in class results for our advertiser partners.”
Having a centralised advertising space provides a greater level of control, making it easier for agencies and brands to purchase ads across a wide range of platforms specifically targeted at their desired audience.
Not only is this good business, but it is also beneficial to everyone involved.
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