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Media Central says CannCentral and ECentralSports have been integrated into its Vancouver publication Georgia Straight

The Canadian publishing powerhouse said the integration was driving readership and subscriber growth

Media Central Corporation -
Media Central is the largest publisher of alternative titles in Canada, with 6.5 million readers each month across NOW Magazine, the Straight, CannCentral.com and ECentralSports

Media Central Corporation Inc (CSE:FLYY) revealed on Tuesday that two of its media properties - CannCentral and ECentralSports - have been fully integrated into the company’s Georgia Straight, a popular weekly paper distributed across greater Vancouver. 

The Toronto-based publishing powerhouse, which has established itself across print and digital platforms, said the integration of the three websites allows the Straight reader to indulge in trending esport and cannabis content.

Following the integration of the publications, Media Central said it saw an increase of 16% referral readers from Straight to CannCentral, while ECentral saw a 48.5% increase.

READ: Media Central set to buy online cannabis hub Budtree as it fast-tracks eCommerce platform plans

In addition, there was an 11% increase in email subscribers and the company said both CannCentral and ECentral have seen a steady rise in readership from the United States. CannCentral has 21.99% Canadian readers, and 64.92% American, while ECentral has 50.60% Canadian and 35.89% American readers.

As part of a decision in May, Media Central began an automated marketing platform that unified the company’s diverse publications and targeted its 6.5 million audience. This has resulted, in an almost 400% month-over-month increase in programmatic ad revenue for NOW Magazine and Straight in April, said the company.

ECentral and CannCentral have now been integrated into the unified marketing automation platform in a “strategic effort” to continue to “monetize Media Central's readership,” the group added.

"Our goal at MediaCentral is to continue to serve our community of 6.5 million readers across Canada, while progressing efforts to grow readership and implement smart digital tactics that grow profitability," Anton Tikhomirov, who is the senior VP of technology and architecture at Media Central said in a statement.

"The integration of CannCentral and ECentral's top articles into Straight was a strategic decision we made to leverage the strong audience of Straight and display what our niche outlets were covering,” he added.

Tikhomirov said the company’s research and data showed that its readers would be interested in cannabis and esports content.

Contact the author Uttara Choudhury at uttara@proactiveinvestors.com

Follow her on Twitter: @UttaraProactive

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CSE:FLYY
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