Rogers Digital Media has announced a partnership with U.S.-based publishing company Time Inc. to represent five of Time’s online brands in the Canadian market.
The deal makes Rogers Digital Media the exclusive sales representative to Canadian marketers and agencies wishing to advertise on Time’s InStyle.com, RealSimple.com, CookingLight.com, MyRecipes.com and Time.com websites.
Corby Fine, senior director and general manager of audience solutions and business development for Rogers Digital Media, said the addition of the Time sites to a network that already includes more than 1,000 Rogers-owned web properties reflects his company’s focus on news, sports and female-focused content.
“Any deal that we do, we look at what the impacts are going to be in these three verticals where we truly believe we can dominate in the market from a reach and engagement perspective,” said Fine. “This deal adds 5% incremental reach and impressions to our number-one women’s channel and adds a whopping 30% of audience and reach to our news and business channel.”
Fine added that both Time and Canadian advertisers stand to benefit from the deal from increased opportunities to develop integrated marketing campaigns.
Fine said Rogers began taking the Time properties to Canadian advertisers and agencies this week and that the first results of those conversations, in terms of advertising creative, would likely appear in market early next month.
