Nationals Launch New Package Impact

National newspapers have joined forces to launch a new package called Impact which allows advertisers to buy the top ad in every national newspaper in print and online in one go for the first time.

An advertiser can book the first print ad that appears in the physical newspaper and take over the homepage of the website of all the titles simultaneously for one day and reach 21 million adults across the UK, Campaign reported.

The Times, Daily Telegraph, The Guardian, i, Daily Mail, Daily Express, The Sun, Daily Mirror, Daily Star, Metro, Evening Standard and the Independent are all making their inventory available for Impact.

An advertiser need only contact one of the publishers to block-book the advertising package. “It’s truly simple because it’s only one phone call,” Newsworks chief executive Vanessa Clifford, who announced the new initiative at Newsworks’ effectiveness summit earlier this month said.

“Collaboration should always be multi-faceted and adaptable and Impact is a fantastic example of news brands’ collaboration – creating a package that not only delivers 21 million adults on one day, but 21 million adults in a quality environment that we know will deliver results and profit for advertisers.

“Impact was born out of wanting to give agencies and advertisers a simple way of accessing this phenomenal quality and engaged audience, in one simple step,” Vanessa added.

Impact reaches 21.2 million adults across print and online at a frequency of 2.43 times in a day, meaning it has 51.4 million impacts, based on PAMCo data. Vanessa said the package would cost an advertiser £375,000 and compares favourably with TV, out of home and radio on reach and price.

She said. “It’s a step in making it easier to reach that audience in just one phone call, it’s a first step in a collaboration that has never been done before.”

Separately, News UK, Guardian News & Media, and The Telegraph have announced The Ozone Project – a jointly-owned audience platform which will offer advertisers and agencies direct and transparent access to an audience of more than 39.4 million unique users in brand safe, fraud free, premium environments across the UK’s most trusted publishers.