Media Central Corporation Inc (CSE:FLYY) announced Thursday that the print editions of its flagship NOW Magazine and Georgia Straight saw pick up rates of more than 91% despite market pressures caused by the coronavirus (COVID-19) pandemic.
The company continues to put out weekly editions of the publications, which serve Toronto and Vancouver, respectively.
"For all the social distancing turmoil caused by the pandemic, our venerable readers continue to turn to the printed word,” Media Central CEO Brian Kalish said in a statement. “We are thrilled with the impressive pick up rate for NOW and the Straight, and we're grateful for being able to provide our loyal readers with print editions of our particular brand of news, information and entertainment during this extraordinary time."
READ: Media Central connects readers with telehealth services and vast network of doctors during the pandemic
Online, Media Central reported double-digit user growth earlier this month, and its combined monthly audience of 6.5 million makes it Canada’s largest alternative media publisher.
"Our story hasn't changed despite the disruption caused by the virus,” Kalish said. “We are going to deliver high-quality content omnichannel, across our print, digital and social media platforms as we continue to identify ways to grow and monetize our audience."
Media Central’s publications have a primary audience demographic of urban, educated people who have a median household income above $100,000. That represents an opportunity for advertisers clamoring to connect with influential consumers, the company said.
"Our hyper-engaged and premium audience is part of an extremely attractive demographic that advertisers want to engage with but don't have one clear path to do so,” Kalish said.
“Our unwavering strategy at MediaCentral is to exponentially increase our audience size. We will continue to aggressively pursue new opportunities to acquire additional readers by acquiring additional publications.
“We are looking to maximize efficiencies in a severely fragmented market that will ultimately have us capturing the single most coveted group of consumers in North America, and then using the most innovative digital tactics to monetize them," he added.
In addition to NOW and the Straight, Media Central owns the cannabis lifestyle platform canncentral.com and commenced beta testing last week of an esports property, eCentralSports.com
Contact Andrew Kessel at [email protected]
Follow him on Twitter @andrew_kessel