Canadian Magazine Industry News
19 May 2009, TORONTO
New Rogers online publication targets zoomer crowd
Rogers Publishing has jumped on the boomer bandwagon by launching EverBetter, a new website for the 50-plus demographic that takes content from Maclean’s, Chatelaine, Canadian Business, the Medical Post, CityTV and 680News and divides it into six categories: health, money, travel, living, relationships and giving back.
Nigel Newton, general manager of EverBetter, says targetting older Canadians was a no-brainer for Rogers. “They're the largest growing sector of our population. As the population ages generally across Canada, then more companies are looking at this affluent group as being a very critical customer base. So we’re anticipating that trend and providing them with an outlet.”
Rogers developed the concept in conjunction with Sid Lee, a creative agency in Montreal. Last fall, Rogers conducted focus groups in Calgary, Edmonton, Vancouver and Toronto. The sixth topic area, giving back, was added as a result of the sessions. Noting the absence of Quebec, Newton says that a second site will be created in the future for French Canada.
EverBetter content is free, while members can join groups and forums to communicate with other users. “We’re looking at a different business model, a different audience, a different way of engaging with them," Newton says. "What we’re doing here is creating an opportunity to serve up content to a new audience."
When asked about the computer skills of the 50-plus population, Newton says, “Sure, they’re not the most active on the Web in comparison with other audience groups. But they’re no foreigners to the Web. Canada has 88% broadband access now at a home level, so you’re now looking at the ability of everyone within our target demographic to be quite comfortable with going online, doing banking, booking travel.”
Nigel Newton, general manager of EverBetter, says targetting older Canadians was a no-brainer for Rogers. “They're the largest growing sector of our population. As the population ages generally across Canada, then more companies are looking at this affluent group as being a very critical customer base. So we’re anticipating that trend and providing them with an outlet.”
Rogers developed the concept in conjunction with Sid Lee, a creative agency in Montreal. Last fall, Rogers conducted focus groups in Calgary, Edmonton, Vancouver and Toronto. The sixth topic area, giving back, was added as a result of the sessions. Noting the absence of Quebec, Newton says that a second site will be created in the future for French Canada.
EverBetter content is free, while members can join groups and forums to communicate with other users. “We’re looking at a different business model, a different audience, a different way of engaging with them," Newton says. "What we’re doing here is creating an opportunity to serve up content to a new audience."
When asked about the computer skills of the 50-plus population, Newton says, “Sure, they’re not the most active on the Web in comparison with other audience groups. But they’re no foreigners to the Web. Canada has 88% broadband access now at a home level, so you’re now looking at the ability of everyone within our target demographic to be quite comfortable with going online, doing banking, booking travel.”
— Lora Grady
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Wow, Torstar really seems to be on a mission to bankrupt one magazine after another.... |
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