Edmonton-based Venture Publishing’s Unlimited Magazine is venturing into online video with a sponsored series called ‘Up the Ladder,’ an initiative that was developed as a custom online program for the Certified Management Accountants of Alberta (CMA).

The series gathers top under-40 business leaders for online lessons, which ultimately inspire viewers to think creatively about climbing up the proverbial ladder in the business world. Users visiting unlimitedmagazine.com will see the series roll out bi-monthly.

The series’ first segment features Ashif Mawji, president/CEO of Edmonton-based Upside Software, on the importance of setting goals. Other upcoming topics will include ethics, integrity, conflict management, volunteerism/community involvement, decision making and mentorship.

Unlimited publisher Joyce Byrne says online video ‘boosts the engagement and entertainment value for our readers. It’s like being a fly on the wall, and getting the best lessons condensed and available for re-watching 24/7.’

The CMA’s sponsorship of the content is in alignment with its latest campaign, CMAs are Creative Accountants. The video series presents the CMA in pre- and post-roll branding with a logo developed specifically for the program, and the logo has been integrated into on-page advertising in each issue of the magazine as part of announcing new eps.

Byrne tells MiC the sponsor’s involvement in the video series is ‘not advertorial content.’ She says that the CMA were keen to support the development of online exclusive content that would ‘bring key career lessons to Unlimited‘s Gen Y audience.’

The magazine launched last fall.