The app is the first in a series of planned product and service launches for The Independent as it continues to grow its presence as a global digital newsbrand, says ESI Media.
According to the publishers, The Independent Daily Edition is in essence, a ‘virtual’ print edition - fully curated, sectioned read, from its high-impact front page through an average of 100 articles each day including News, Voices (The Independent’s Comment section), Business and Sport.
Christian Broughton, Editor of Independent Digital, said: “The Independent Daily Edition is a brilliant new way for our growing audience to access our world-class quality journalism. As one of many innovations to support the growing demand for our content, the new app will deliver everything consumers love about The Independent in a way that fits their daily media consumption habits.”
Starting today and running for the next five weeks, the supporting six figure marketing investment marks the largest ever marketing spend to promote The Independent’s digital channels, with inventory spanning both print and digital.
The digital campaign is leveraging Facebook and Twitter for targeted promotion, as well as a programmatic buy to reach the most attractive subscription audiences. The creative will encourage consumers to download the app for a one-month free trial, offering them a saving of £12.99, the usual monthly price. Print and digital ads will also run across The Independent, i and the London Evening Standard.
The creative was designed in-house, encouraging sign up to a free trial of the new subscription app and promoting other benefits including auto download by 5am and offline reading. The campaign was planned and bought by Blue 449.
Zach Leonard, MD, Digital, ESI Media, said: “This investment in both The Independent Daily Edition and its supporting marketing campaign is proof that, as a business, we are delivering on our strategy to build a truly global digital newsbrand. As we continue to grow our digital reach each day, the new app will only extend this further, whilst preserving The Independent values and brand.”
