INI launches digital marketing agency

Article was printed in the April 27 edition of the Delaware State News

As any business owner knows, it’s important to change and evolve with the times.

Independent Newsmedia Inc. USA, the parent company of the Delaware State News, is doing just that as it cuts the ribbon on Galaxy110, the newspaper’s new digital marketing agency.

Galaxy110 will offer state-of-the-art, cutting-edge digital platforms and technology to businesses and other organizations in need of such services. Galaxy 110 will also specialize in planning, managing and marketing for events.

The launch of Galaxy110 is an outgrowth of our basic commitment to provide innovative, affordable marketing solutions for our clients,” said Darel La Prade, INI’s Delmarva Group Publisher. “We started with the idea that we especially wanted to serve our legacy print customers – and we will certainly do that with this new agency – but we quickly concluded there is real need for a local agency offering all the tools needed to create turnkey marketing plans.”

Galaxy110 has partnered with the top digital companies in the country to be certified re-sellers of programmatic ads, geo-fencing, search engine optimization, search engine marketing and much more.

“The partnerships we have formed gives Galaxy110, and hence all our clients, access to the very best and most productive digital platforms on the market,” La Prade said. “And because of the way we are structured, we can offer these products at extremely competitive rates.”

In addition, Galaxy110 is a premier partner with Google and Facebook and has the best targeting technology the industry has to offer.

“We started Galaxy110 because we wanted to better serve our advertisers,” said Konrad La Prade, the Director of Sales for Independent’s Delmarva Group. “In today’s world there are so many advertising options that regularly bombard our customers. The problem is that these solutions are rarely tailored to match the branding and advertising that a customer is doing in print, at events, or in other sources.

“You can’t just buy a “digital” product off the shelf and expect to start selling products with it. The digital solutions we bring to the table are world class and complement our print and event business perfectly, because they are custom built with you and your trusted marketing consultant. We understand that now, more than ever before, our customers are looking for expertise and solutions from a single source and we are really excited to be able to share their message over multiple channels.”

According to the Director of Sales, Galaxy110 was created to offer the latest and best marketing options for existing clients of the Delaware State News as well as others that haven’t yet found a match to their needs.

“All of our digital marketing plans are customized to fit the client,” Konrad La Prade said. “We have the ability to find out what the customer’s needs and goals are and then craft a marketing plan to get the best results.”

Independent Newsmedia also publishes the Smyrna Extra, the Greater Dover Extra, The Chronicle and the Sussex Post in Delaware, and the Salisbury Independent, the Dorchester Banner and the County Times in Maryland.

Marketing during Covid-19

With Covid-19 threatening businesses all over the state, it’s only natural to feel wary, threatened or scared.

We recognize and understand those feelings and will try to help however we can.

Our newspaper website – – has seen traffic more than double in the last month as people are flocking to it for information. Businesses can take advantage of those increased eyeballs by making sure that you are listed on our FREE Open for Business page, which is advertised prominently on our home page.

The most important thing you can do is make sure as many potential customers as possible know you’re open for business and available to them during this time.

Here are some statistics from Forbes.

  • 63% of advertisers are adjusting their messaging strategy due to COVID-19.
  • 42% of marketers plan to switch to purpose-driven marketing, with 41% increasing cause-related marketing.
  • 38% plan to increase audience-targeting.
  • 35% plan to increase device targeting for over-the-top media and connected TVs.
  • 67% said they have not yet made ad spend changes for Q3 and Q4 as a result of COVID-19.

What do these mean?

First, if your business is already on social media, you should be posting regularly to keep in communication with your loyal customers. If they’re following you on Facebook, you can consider them loyal and wanting to know the status of your business.

If you’re a restaurant and you have different hours or a different menu or have added curbside pick-up, then you’ll want to make sure that you are conveying that to your customers as many ways as possible. Just take a look at what people are searching for online.

  • There has been a 285% increase in searches tied to “take out” across the United States.
  • 650% increase in searches tied to “is food delivery safe” across the United States.

Social media and the listing on our website are two free ways to help with this.

If you’re a lawn care or landscaping company, this is the time of year that customers need their lawns taken care of. It’s still spring and that isn’t changing during this pandemic.

Summer is approaching and it’s still going to get hot. People will still need air conditioning and to use their pools.

Many service companies are still working and still need customers.

A lot of businesses have strong email databases. Now is a perfect time to be using that list to be in contact with your customers with offers or your latest tips and information.

Just like businesses, people are nervous and uncertain of what is going to happen. They want to be reassured.

Businesses in the financial sector can do this by communicating with their clients. Let them know what to do and how to do it.

The most important thing is let customers know that you can help them. As we noted, there are several free ways to be able to do that.

If you need help with any of these things or would like to learn more about some of our precise targeting capabilities, please reach out to us and we’ll come up with a plan to help.

You can reach me through email at or call me at 302-540-5426.