CanWest strikes alliance to reach specific streets in the capital

CanWest MediaWorks is tying a marketing knot with the owners of the EMC 'Your Community Newspaper,' starting with two new papers targeting Ottawa neighbourhoods.

CanWest MediaWorks is kicking off a new strategic marketing and operational alliance with Ottawa-based Performance Printing to launch two new community newspapers, The Now EMC Ottawa East and The Now EMC Ottawa-Orleans. The two publications, launching April 26, will be distributed Thursdays in the Ottawa Citizen or in Flyer Force packages.

Both papers will launch with circulation numbers hovering around 45,000. The Now EMC Ottawa East serves Ottawa area east of Kent street – the downtown core including the Glebe, which tends to be singles, young couples, and young families. The Now EMC Ottawa-Orléans serves those living in Orléans, which tends to be families and middle to upper income households. Both papers will eventually go online with advertising opps.

The Now EMC general manager Maurice Perron says the launches will enable advertisers to ‘specifically target Ottawa’s east end or reach the entire National Capital Region, Canada’s fourth largest market.’ CanWest Community Publishing president Rob Leuschner says the partnership marks CanWest’s commitment to growing its community-based and local content operations.

Performance Printing’s EMC ‘Your Community Newspaper’ network already includes 14 weekly editions in 12 communities, having bought Ottawa News Publishing in 2005. CanWest’s community publishing division includes 25 community publications across Canada.