After 171 years, The Globe and Mail is finally thinking retirement.
The national daily has launched a new product called Globe Retirement that will cater to its 1.7 million readers over the age of 50. The product is appearing in print in each Thursday’s Report on Business section, as well as a dedicated online site.
Conceived in partnership with launch partner RBC, the product builds on the Globe’s financial expertise, with content relating to personal finance and saving strategies, and relevant lifestyle areas including home and travel.
Approximately 40% of the national daily’s 2.4 million weekly readers currently have an RRSP and have taken steps to ensure a sufficient income for retirement, with research showing the audience spends an average of five minutes with retirement and RRSP-related content.
“We know our readers have a high level of interest in these kinds of topics, and they will resonate with them,” said Andrew Saunders, the Globe’s chief revenue officer. “What we want to do is provide greater insights, including personal finance and savings strategies, to that audience.”
Saunders said while the Globe had already been offering this type of content across its various content verticals, it wanted to make it “way more robust” for readers and consolidate it under a single banner.
RBC will be the exclusive advertiser in Globe Retirement through the end of December, and is guaranteed a 30% share of inventory beyond that. At launch, the inventory incorporates standard digital units such as skyscrapers, big boxes, etc., though Saunders said the plan was to eventually incorporate other formats such as native advertising and content marketing.
The deal was brokered in partnership with RBC’s long-time media agency partner m2 Universal, with the marketing program created over the past several months, said Saunders.
“What we wanted to do jointly was create a destination for all retirement-related content, where we could provide further insight to consumers…and build a great environment for RBC to take a leadership role,” he said. “[The campaign] positions them as thought leaders as it relates to this particular segment.”
Saunders said the new product mirrors the evolution of the media industry, as it works closer with advertisers to develop mutually beneficial solutions.
