The Postmedia memo said Montreal’s The Gazette will launch the four platform strategy on Oct. 21, followed by the Calgary Herald on Nov. 25.

Photo courtesy of Aeman Ansari

Photo courtesy of Aeman Ansari

This memo, obtained by J-Source, was sent by Wendy Desmarteaux, senior vice-president of digital operation and transformation, and Lou Clancy, senior vice-president of content, at Postmedia Network.

We are excited to announce that the next stage of Postmedia Reimagined is ready to roll out with the launch of the new Montreal Gazette on Tuesday, October 21 followed shortly after by the Calgary Herald on Tuesday, November 25.

Dedicated project teams in Montreal and Calgary – drawing on resources from across the country and from across all functional teams – are working diligently towards these launch dates.

Since our inaugural launch of Postmedia Reimagined on May 20 at the Ottawa Citizen, average daily unique visitors across the Citizen’s three digital platforms are up 18%, to 1,082,000 UVs. Further support for the four-platform strategy is to be found in the small audience duplication between web and mobile (smartphone/tablet) (2%) and between smartphone and tablet (3%)

With our upcoming Montreal and Calgary launches we will be testing new approaches on tablet pricing, launching new features and functionality on our websites and launching a new market campaign that will build awareness of the new products in the market as well as drive direct downloads of our smartphone and tablet apps.

Last Friday our advertising team in Montreal kicked off their sales blitz, armed with strong four-platform sales packages that showcase our new products and the opportunities available for advertisers to leverage the Gazette launch.

We remain focused on our four-platform strategy – launching highly-differentiated products through our print, web, tablet and smartphone platforms. Each of the four products is designed to meet the specific needs of a distinct “primary audience”: 18-34 for smartphone, 35-47 for tablet, 48-66 for print and all ages for the web.

There is an amazing amount of work being done by the Montreal and Calgary project teams and everyone throughout Postmedia. We would like to thank you all for your continued hard work, tremendous enthusiasm and dedication and for demonstrating that goals are reachable when we work and collaborate together.


Wendy and Lou