CanWest unveils Go!Local directory brand
The company's entry into print and interactive online directory publishing launched in Ottawa, and two more cities will follow.
CanWest MediaWorks debuted the first of its promised online directory and community sites under the banner Go!Local – calling it an alternative to traditional listings for both regional advertisers and consumers. Go!Local Ottawa launched yesterday, both online at GoLocalOttawa.ca (backed by the Ottawa Citizen) and in print.
CanWest is calling its business model for the directories progressive, performance-based and risk-free. A pay-for-performance pricing structure is tracked through individualized phone numbers for each advertiser, with businesses paying based on the number of calls received, up to a maximum based on the size of the advertisement they have purchased.
The online directory includes a ‘click to call’ feature. The print directory uses type that’s 10% larger than traditional directories and includes glossy city maps. CanWest will also introduce a smaller easy-to-carry version of the Go!Local Ottawa print directory in the coming weeks
CanWest announced it was getting into directory publishing in June, starting with Ottawa (potential reach 370,000 households and 50,000 businesses) and continuing in 2008 with Regina (approx. 160,000 total books) and Saskatoon (approx. 170,000 total books).
But CanWest could face a fight in some other markets, if it decides to expand the list of Go!Local directories. Coquitlam, BC-based Canpages is already pushing directories in the Vancouver area and planned to publish in Toronto this summer and Montreal next year. Its national online directory, Canpages.ca, includes interactive maps, video and mobile features.
CanWest’s launch of Go!Local Regina in early 2008 will be supported by the Leader-Post, while The StarPhoenix will back Go!Local Saskatoon.