Postmedia Unveils the Reimagined Ottawa Citizen
A Groundbreaking Four- Platform Strategy that Redefines Media in Canada
OTTAWA, Ontario -- May 20, 2014
Postmedia Network Inc. (“Postmedia”) today announced the launch of the new
Ottawa Citizen, the first step toward the reimagination of all Postmedia
products. The new print, web, tablet, and smartphone versions of the Ottawa
Citizen that hit the streets and mobile devices of the nation’s capital this
morning will redefine the way news is produced, presented, consumed and
monetized across all Postmedia brands. “Canadians of different demographics,
backgrounds and interests told us that depending on when, where and on which
device they’re consuming content, they want different stories, told and
presented in fundamentally different ways,” said Wayne Parrish, Chief
Operating Officer. We listened and are launching four new fully-differentiated
products across our four platforms of print, web, smartphone and tablet.”
“Our strategy aims to attract new readers and engage current readers more
deeply. It will create opportunities for advertisers to target and engage with
their customers more effectively,” said Paul Godfrey, President and CEO. “The
roll-out across the majority of our Postmedia brands will take place over the
next 12 to 15 months. This is a very exciting day for us.”
Extensive research conducted by Postmedia clearly demonstrated that Canadians
no longer rely on a single platform to satisfy their desire for their daily
fix of what’s going on in the world around them; they consume different
information at different times using different platforms, with younger
Canadians heavily favoring the smartphone. The research supported Postmedia’s
own internal metrics, which show the migration of its digital audience has
accelerated in the past 18 months to the point that two-thirds of total
traffic is now accessed via mobile devices, either smartphone or tablet.
Enabling the company’s new four-platform strategy is its ‘One Newsroom’
strategy that harnesses the power of Postmedia’s 800 journalists across the
country. It allows each Postmedia local brand to focus exclusively on
producing the best local news and information while a central hub creates the
best national and international content for the entire network.
Unifying the four new Ottawa Citizen products will be a new, holistic brand
design that is rooted in the concept of designing from the “smallest canvas
out,” in the words of globally-renowned print and digital design guru Mario
Garcia, who worked on the project. The design will be echoed in the rollout of
products to seven other Postmedia titles, as will the new masthead and brand
design for each individual newspaper and for Postmedia itself, created by
Tyler Brule and his London-based Winkreative agency.
Each of the four new products is unique and utilizes the distinct
characteristics of each platform to play its own role in developing and
conveying the most compelling stories of each day.
*The newspaper features insights and analysis for an informed and
passionate morning audience. It offers deep engagement with Postmedia’s
best journalism. New, colour-coded sections provide easy navigation.
*The responsive-designed websites comprise the “digital hub”, always on and
always up-to-date, designed for search-driven audiences with breaking
news, features, columnists, opinion, video, audio, interactive media,
archives, blogs, special sections and social media.
*The smartphone app is the local, always-on product designed for the
skimming, sharing, mobile audience, with links to the web for non-local
news. It speaks in its own, distinct voice, and is created 18 hours a day
for the small screen and audiences on the go. Think of it as micro-
blogging meets talk radio. Available through iTunes for iOS and Google
Play for Android.
*The new 6 p.m. news and current affairs tablet magazine is a
feature-driven, animated, vibrant approach to storytelling. It
illuminates, illustrates and expands on the news of the day through an
interactive story format. Delivered through Apple Newsstand.
About Postmedia Network Inc.
Postmedia Network Inc., a wholly owned subsidiary of Postmedia Network Canada
Corp. (TSX:PNC.A, PNC.B), is the largest publisher by circulation of paid
English-language daily newspapers in Canada, representing some of the
country’s oldest and best known media brands. Reaching millions of Canadians
every week, Postmedia Network engages readers and offers advertisers and
marketers integrated solutions to effectively reach target audiences through a
variety of print, online, digital, and mobile platforms.
Phyllise Gelfand, 416-442-2936
Vice President, Communications
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