Canwest named official regional newspaper publisher of 2010 Olympics

By Leah McBride Mensching, Wednesday 23 April 2008 at 23:32 :: Advertising :: #1571 :: rss

Canwest Publishing Inc.'s 10 regional daily publications could see an increase in advertising revenues, thanks to the 2010 Olympic Winter Games in Vancouver.

The largest publisher of paid English-langugage dailies in Canada will be the “Official Regional Newspaper Publisher” for the Olympics, Editor & Publisher reported Wednesday.

The marketing and advertising partnership, which is independent of its news coverage of the Olympics, will give Canwest exclusive rights in the regional newspaper publisher product/service category for the 2010 Olympic Winter Games, according to E&P. Canwest will publish information guides on subjects like transportation, ticketing and sports.

The Vancouver Organising Committee for the 2010 Olympic and Paralympic Winter Games will have “greater regional advertising avenues through a value-in-kind allocation of print and online advertising,” in the 10 Canwest titles: The Gazette in Montreal, Ottawa Citizen, Windsor Star, Regina Leader-Post, Saskatoon StarPhoenix, Calgary Herald, Edmonton Journal, Vancouver Sun, The Province in Vancouver and the Victoria Times Colonist, E&P reported.

“Our investment in the 2010 Winter Games is the largest sponsorship commitment in our history,” said Dan Skulsky, Canwest Publishing's president and CEO, according to E&P.

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Comments

1. Thursday 24 April 2008 at 02:40, by Peter Morgan

As it's a sponsorship, it means Canwest is expected to donate between $3 million and $15 million worth of advertising space to VANOC, plus pay for distribution expenses for a series of information guides to be produced by VANOC over the next couple of years.

By the way, the value is what that space, etc., is worth to VANOC if it purchased such things at retail prices. That, in turn, means the cost to Canwest is less, since it doesn't pay retail to provide that value.

However, the rule of thumb for sponsorship is that a company pays as much or more again to activate it, that is, to conduct marketing and human-resources activities that, theoretically, should generate revenues that return the entire expenditure within about three years, hopefully with a profit.

Yes, Canwest gets to use Olympic branding on its marketing materials, and gets some other perks, but it's a considerable outlay with a tight return time-frame, and its relying on its Olympic business plan to recoup it.

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