Native News: The Respond Blog

Trinity Mirror plc adds the Respond Call To Action Button to Network

As you may have seen today on BrandRepublic or MediaWeek, Trinity Mirror plc, one of the UK’s largest newspaper publishers, has added the Respond call to action button to their national portfolio of digital sites, which includes the Daily Record, Birmingham Mail, Liverpool Echo, and Wales Online. This follows a successful trial on the Manchester Evening News.

Respond works by displaying a highly targeted call to action button in the white space above and below content, so visitors have a better way to discover and engage with relevant advertisers.

We are really excited to be working with Trinity Mirror, the UK’s biggest regional publisher. Iconic brands such as Manchester Evening News, Birmingham Post and the Daily Record provide the perfect mix of rich content and an engaged audience for the Respond call to action button to be highly effective.

Respond was launched in 2011 to solve the problem of ‘banner blindness’ after eye-tracking studies revealed most people ignore online ads. Respond offers an alternative to interruptive ad formats that spoil user experience.

In April 2012 Tim Brooks was appointed Chairman of Azullo, the company behind Respond. Tim is former Managing Director of Guardian News & Media, Chairman of Newspaper Publishers Association, and before that, a director of IPC Media. He is currently teaching at London Business School and consulting to content and advertising businesses; including sitting on the government’s Digital Advisory Board.

Respond is used by leading brands across premium publishers accessed by desktop, tablet or mobile devices.

Respond is fully compliant with the EU e-privacy directive.

Respond is a product of Azullo, which was founded in 2009 by Guy Cookson and Andrew Dobson. A consortium of second-round investors includes the North West Fund 4 Digital & Creative, managed by AXM Venture Capital, John Lyon, Joel Rosenblatt and Chris Frost.

Learn more about Respond by visiting

About Guy Cookson

Guy Cookson is the Co-Founder and CMO of Respond, the native advertising platform. Respond helps publishers deliver highly engaging, scalable and discoverable creative solutions across every device. Follow Guy on Twitter.
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