Transcontinental Media is to be the exclusive Canadian sales arm for About.com and various sister sites including CalorieCount.com and Netplaces.com, all owned by The New York Times Company. The sites will be added to the digital ad inventory that Transcon is able to offer, adding about 5.8 million unique Canadian visitors monthly (based on May 2011 Comscore data).
"We are proud to have become About.com's exclusive representation firm in the Canadian market" said Andrew Osmak, vice president business development for the new media and digital solutions group at Transcontinental Media in a release. "The combined power of trusted expert content and user-centric sites is what makes About.com an ideal environment for Canadian marketers to successfully engage consumers online. We are pleased to grow our presence in digital advertising representation with such premium brands and extend these new opportunities to our business collaborators".
Marc Goldberg, senior vice president of business development at About.com added "Transcontinental has an impressive footprint and extensive sale expertise in Canada. The solid relationships they have built over the years with Canadian marketers and their strength in multiplatform sales played a key part in our decision to give them full rights to our advertising inventory. We look forward to innovative, exciting executions through integrated marketing campaigns for Canadian advertisers, helping them connect with consumers at the moment of need."
Recently, a representation partnership was signed with Ziff Davis. Transcon now reaches 11.3 million unique visitors per month in Canada through more than 1,000 websites, including its own brands such as ELLECanada.com, CanadianLiving.com and TheHockeyNews.com bringing its global reach to almost 1 in 2 Canadian Internet users.