The partnership will allow MediaCentral to further monetize NOW, a prominent arts and culture paper in Toronto. Sommeliers from WineOnline and NOW's award-winning editorial team will create exclusive editorial content for the publication's food and drink section.
The content will include video interviews with industry experts, virtual wine tours, reviews and more, which will be distributed to NOW readers through print, digital, social media and newsletter materials.
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"We have made significant gains in our efforts to monetize our existing 6.5 million audience through our affiliate partnerships," MediaCentral CEO Brian Kalish said in a statement. "We continue to leverage our data to stay on top of reader trends and to provide our audience with an experience they will not only enjoy, but also benefit from. Our readers gravitate to our food and drink section and we are confident they will benefit from our new partnership with WineOnline as they gain exposure and access to WineOnline's vast knowledge and selection of curated wines."
WineOnline, launched in 2004, is one of the largest online alcohol retailers in Canada, serving tens of thousands of clients. The company’s goal is to make quality wine across various regions accessible to Canadians.
MediaCentral noted that the coronavirus pandemic has changed the way people shop, including the way they buy alcohol. According to Kantar Media, an estimated 30% of customers who purchased alcohol online during the pandemic will remain regular customers.
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