As the world continues to grow increasingly more connected, the ability to access information and news from across the globe is becoming a higher priority. As this desire for access grows, however, so does the presence of paywalls and restricted content. More than two-thirds of leading newspapers across the EU and ES now operate some form of paywall - a trend that has been on the increase since 2017.
On Little Black Book, 350,000 monthly readers have access to the latest advertising news, creative archive, job board, and more without a single paywall in sight - a goal that CEO Matt Cooper vowed to keep since the company launched in 2010. Now, in order to keep the site paywall free and allow the industry and beyond to access global advertising news at no cost, ad delivery platform Peach is partnering with LBB to become its global sponsor.
For 25 years, Peach has been setting the standard for ad delivery, continually evolving its platform to meet - and exceed - the expectations of clients internationally. Similarly, LBB is constantly expanding its offering to users, from launching the Immortal Awards
in 2018 to creating country-specific editions
of the site last year.
This global sponsorship is vital to the evolution of LBB, who will continue to support every aspect of the industry - from students looking to make their way in advertising, to CEOs looking for new business opportunities - through a completely free-to-access platform.
Shelby Akosa, VP global growth, creative and production at Peach, comments: “We’re proud at Peach to be the Global Sponsor. LBB is a site all of the team use daily - helped because Matt vowed to keep it paywall free. With an international remit I need access to advertising news as it happens - anywhere around the globe. It’s great to be able to catch up on world class creativity from agencies, production and post as well as people news. What LBB gives me is a global view of local activity. The League Tables and The Immortal Awards curate the best of the best which I find invaluable.”
Matt Cooper, CEO of LBB, adds: “Our sponsors are so key - not just to us, but to every single user. From our launch, we wanted to do things differently. The idea was simple: never have a paywall. It’s our global sponsor that we can thank for this. We want our site to help educate brands, allow agencies to find new partners, for post, production, music, and others to win business, and for those coming into the industry to learn. Paywalls quite often block out those who need to read news, but having Peach as our global sponsor allows the world to read us for free. We really appreciate the support they and others give to keep the global business of advertising tuned into what is going on. People use LBB for many different things now - whilst always being driven by news, we also have a 40,000-strong creative archive that can be seen by all, allowing others to research and build reels for free. We don’t really see Peach as sponsors, but as partners in delivering what the industry needs at zero cost.”