The National Post and sports retailer Running Room have announced what is described as an “enhanced preferred partnership” that includes content sharing and additional advertising opportunities.
The open-ended program, which launched yesterday, is comprised of a dedicated online channel – NationalPost.com/Running – a weekly running page in the Post’s “Arts & Life” section, as well as in-store activation and race activations.
Running Room will also feature National Post content on its website, while the weekly page will be posted at some of Running Room’s 105 locations across the country. The Post will also have a presence in future races organized by the retailer.
The partners are also offering advertising opportunities incorporating the print and online products, as well as Running Room Magazine. Current partners include Afexa Life Sciences (with its Immunity FX brand) and Asics Canada.
Duncan Clarke, the Post’s director of product development, said that the national daily is keen to grow readership among its core audience – which he described as urban, affluent and educated – and noted that running is an increased area of interest for this particular constituency.
“We really want to be a legitimate part of the running community, and Running Room is the centre of that in this country,” said Clark. “We really want to be able to tap into their expertise and learn from them about how we talk to this audience.”
Yuri Machado, vice-president of advertising for the Post, said that the publication is increasingly pursuing advertising ventures that look beyond print.
“We’re trying to expand our scope beyond the core content sections we’re known for and also offering our advertising partners unique ways to work with what some people have deemed the traditional newspaper industry,” he said. “We see that evolving very fast.”
