‘Our job is to keep pace with the changes’

The company expects to sell these publications by the end of 2016, as part of a new strategy that focuses on English-language consumer brands.

Steve Maich, senior vicepresident of digital content and publishing at Rogers Media, said there will be staff reductions “primarily in classifications where people are overwhelmingly focused on print.” However, Maich said any changes will be determined over the next few months and that the company will look for ways to retain staff by moving them to other positions.

“The decision to sell the trade magazines came down to a strategic review where we had to ask ourselves what were our greatest opportunities,” Maich said. “We are now in a position to grow the audiences we want to speak to and produce content that’s most naturally distributable across all of our platforms.”

Maich said that trade publications and French-language publishing fall outside of the company’s core strategy, which will now focus on entertainment, lifestyle, parenting, news, and sports.

Declines in print revenues are hardly news in Canada any more, with almost all newspaper and magazine companies struggling to adjust to a digital ad market where they are competing against search engines, social media sites and content aggregators that often provide wider and more targeted audiences. Rogers Publishing most recently saw print revenue declines of more than 30 per cent yearover-year.

“It’s been clear for some time now that Canadians are moving from print to digital, and our job is to keep pace with the changes our audiences are demanding,” Maich said.

“We are so much more than a collection of magazine brands, and we’ve seen rapid growth on our digital platforms over the past few years.

“Now is the time for us to accelerate that shift.”

Rogers Media said it has committed more than $35 million in capital and marketing to transition its business to a “digital-first infrastructure.” Part of that investment includes upgrading the company’s marketing and IT tools.

According to Maich, the company’s online and tablet magazine service Texture has over 100,000 subscribers paying $119.88 a year or more, and will this year turn a profit. Maich said that digital media revenues at Rogers Media have grown 20 per cent year over year.

“We understand that digital media is not a riskfree business,” he added. “But the question for us was: Do you have the decisiveness to jump at the right opportunity? And this is a company is all about taking risks, and this feels like the right opportunity.”

Rogers further noted that digital consumer revenue for its magazines is outpacing newsstand revenue by 50 per cent, and that unique visitors to their online platforms has increased 41 per cent in the last two years.