Metroland expands with Ottawa this Week
The paper is launching with four hyper-local editions, working with Metroland website Flyerland.ca on a co-promotional ad package.
As the global media world continues to expand, hyper-local is getting more attention as a means to reach an engaged audience. As one of the bigger players in this arena, Metroland is expanding this month with the launch of Ottawa This Week, a new community newspaper targeting four core Ottawa areas: east, west, south and central.
There will be 25,000 and 30,000 issues printed for each region and each paper will feature hyper-local, individualized content with a limited amount of content shared between papers, Patricia Lonergan, managing editor, Ottawa This Week, tells MiC.
The launch of the new papers will be promoted to consumers with a media plan that includes local radio, bus-king advertising, and ads in Metroland’s 11 other papers in the greater Ottawa area. All media was planned in-house.
However, the papers will also benefit from a co-promotional plan with Metroland website Flyerland.ca. The website, which has 1.5 million UMVs nationally and had 60,000 unique visitors in Ottawa alone in October 2010, is simultaneously executing a second promotional media plan, touting the partnership between the two properties which will see all Ottawa This Week print ads replicated on Flyerland.ca.
That media plan includes local radio, SEM, and e-blasts to Flyerland members (1506 locally), focusing on how the website is now reaching people with local savings opportunities, instead of just national brands and retailers.