Rogers Publishing has launched EverBetter.ca, an interactive website and online offering designed specifically for the over-50 Canadian market, one of the fastest growing segments on the web.
The new site provides content organized under the health, money, travel, living, relationships and giving back categories, with material supplied from Rogers brands like Maclean’s, Chatelaine, Canadian Business, the Medical Post, Citytv and 680 news.
“Blending audio, video, text and images, every element of our customized content provides a stimulating entry point for engaging our members in conversations that begin online and continue into their day-to-day lives,” said Nigel Newton, general manager of EverBetter.ca.
The site will also provide a vibrant social networking environment with user-generated forums for visitors to discuss an even broader spectrum of topics.
Rogers partnered with Montreal-based agency Sid Lee to assist with the content development, while software developers Equisoft built the site.
The site was launched after extensive research and focus group feedback.
“We confirmed that the presentation style and the content would be well received by the target audience,” said Jean Goulet, executive publisher.
Organizing the content under the six content pillars also enables optimum sponsorship opportunities for advertisers with expertise in those areas, he said.
A platinum sponsorship allows companies to add a new content page—articles provided by the company—every week, and gives them banner ads on all channels of the site.
Dynamic Funds is a current sponsor, with other sponsorship agreements in the works.
Rogers is supporting the site through print, TV, radio, a direct mail campaign and banner ads across Rogers’ properties.
