A new digital strategy at Canada Wide Media: case study of the relaunch of BCBusiness Online

This project report describes the motivation and the processes that Canada Wide Media, the biggest magazine publisher in Western Canada, followed to build a digital business that complemented its print publishing business. This report is a case study of the relaunch of BCBusiness Online, the first test of Canada Wide Media’s new digital strategy. It describes the obstacles and requirements that a magazine publisher needs to take into consideration before and after entering the online world. Specifically, this study explores the importance of integrating a Digital Media Division into the existing workflows within the company to deal with copyright issues, resource management, content production, traffic measurement, and advertising models and rates. Finally it describes and assesses the temporary and long-term solutions that were implemented, and how the lessons learned contributed to changing in the company’s overall strategy for improving the delivery of future websites.