Transcontinental merges media and interactive into one division under Natalie Larivière

Transcontinental Inc. is merging all its media operations -- which include its stable of consumer and trade magazines -- with its interactive division. President of the merged sector, to be called Transcontinental Media, will be Natalie Larivière (who had been president of the media side) and, with the merger, Christian Trudeau, the president of Transcontinental Interactive, is leaving the company effective the end of October.

Transcontinental Media will now be responsible for all products and services in publishing, distribution, data analytics and management, as well as interactive marketing solutions (mobile, digital promotions, etc.) and digital media.

"After three years of developing our interactive marketing products and services, it became a natural step to provide our customers with an integrated offer by grouping them in our media operations," said François Olivier, President and CEO of Transcontinental [in a release]. "Supply and demand in the marketing communications industry has changed rapidly, reflecting the ever-growing presence of communication channels such as mobile technology and social media. In this new environment our customers want to reach their target customers more effectively by using a combination of media, digital and interactive solutions.

Transcon is the largest printer in Canada and the largest publisher of consumer magazines.It has reported revenues of $2.1 billion in 2010, of which approximately one-quarter relates to publishing activities, both print and digital, including a long and growing list of community newspapers.