Montreal, October 12, 2022 – Montreal-based start-up M32 Connect, Canada’s largest local media ad operator, is proud to be one of the founding members of LNC, the Local News Collective. The goal of this pan-Canadian collaboration is to better promote and represent local media across the country while providing innovative technology solutions that simplify access to local advertising for agencies, national and international buyers as well as governments.
LNC provides a brand-safe environment in which advertisers can connect more easily with local audiences from coast to coast. It is the largest hyperlocal digital news collective in Canada, comprising 370 Canadian sites managed by 46 Canadian publishers or media networks.
This approach responds to a double challenge in the media and advertising industry. While local media have been going through a period of uncertainty and challenges for the past few years, the benefits of gathering and creating collective actions are a great support. The strength of the group as well as the technological and economic advantages allow local publishers to better compete while maintaining their uniqueness.
“We believe in the importance of local media and in creating a shared space that will offer them more resources and support, but in which each company remains independent and keeps its distinct identity. LNC’s platform allows local media from coast to coast to be more visible and more easily accessible to national advertisers,” says Mo Kahlain.
On the other hand, large advertisers are increasingly looking for hyperlocal visibility, targeted audiences and relevant ways to invest and support their local economy. However, the level of facility and technological performance has become a key factor in meeting their needs.
“We are aware that large advertisers such as agencies, governments, national and international brands need simple, single and frictionless access to the entire network of sites and products. Our support for LNC is designed to help key industry players achieve their business goals while promoting their commitment to local,” adds Mo Kahlain.
For more information on the Local News Collective, visit the website https://newscollective.media.