Rogers Publishing and Globe and Mail collaborate on website about international business expansion

Rogers Publishing and the Globe and Mail, with HSBC Bank Canada as a sponsor, have launched a new website called Business without Borders. Its aim is to provide business with expert information for expanding outside of Canada. According to a story in Marketing, the publishing partnership will bring together content from Canadian Business, Maclean's and Profit magazines and the Globe's Report on Business and ROB magazine.

"We're not merging newsrooms, but in a broad sense the project involves a very high level of cooperation and communication so that stories from Report on Business, Canadian Business and Profit can come together on the Business Without Borders website and yield a rich resource of ideas and advice that will be of use to business leaders," said Canadian Business editor and associate publisher Steve Maich.

"This program is designed to provide a road map, offering not only inspiring examples of Canadian entrepreneurs in action, but also advice and insights on how best to expand your business abroad," said Noel Hulsman, the Globe and Mail's custom content manager said.

Sponsor branding of the site is fairly discreet and low-key, the article notes. 

"HSBC was very clear upfront that they wanted this to be an editorial undertaking and they didn't want anyone coming to the print publications or the website and thinking it was just an HSBC promo," said Maich. "What they were keen to get is high-quality, independent journalism on this topic. They know the audience they're after wants to read real stories, providing real insights. They don't want thinly veiled sales pitches masquerading as editorial."