Media Central Corporation Inc (CSE:FLYY) (FRA:3AT) has expanded its existing partnership with iMD Health Global (iMD) to provide readers of NOW Magazine, the Georgia Straight and Canncentral.com with up-to-date health information.
New co-branded spaces in partnership with iMD appeared in NOW starting October 8 and will soon be implemented on the Straight and Canncentral platforms, the company said. These areas are designed to give health brands the opportunity to offer expert insight through branded content.
The revenue from brand partners will provide the MediaCentral with the resources to leverage more elaborate production techniques, secure high-profile contributors and be more prolific, the company said.
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"We recognize that we have a responsibility to be transparent with the public about editorial versus branded content, and we are committed to upholding that through the appropriate labeling of each piece of content," CEO Brian Kalish said in a statement. "However, we are also determined to rethink and reshape what branded content is.”
The company cited data from Hubspot that 70% of marketers are actively investing in content marketing and 56% of businesses want to increase spending in the sector.
“Our mission is to push the bar to deliver higher-quality, balanced, educational pieces that disembark significantly from the agenda-heavy advertorials of the past,” Kalish said. “We want to give our audience access to a wide variety of the best health content available from true experts in the field while providing brands with an opportunity to connect to our niche, influential and vast audience."
iMD is a global digital health company that offers a digital library of health education resources and tools. Its resources include upwards of 80,000 patient-friendly images, booklets, factsheets and videos, featuring vetted information from Canadian health associations, product manufacturers and the Mayo Clinic.
"The MediaCentral team continues to innovate and we are thrilled to work with them on this new initiative," iMD Health CEO Kevin Delano said. "Connecting our expertise and deep relationships within the healthcare sector to MediaCentral's strong and engaged audience is a smart and sustainable way to drive revenue growth for both businesses."
While MediaCentral continues to introduce alternative ways to monetize and sustain its media brands, the company said it remains committed to providing its audience of 6.5 million with up-to-the-minute reporting on local news, alternative perspectives, entertainment and cultural coverage from an editorial perspective.
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