Where are the billboards? Where is the radio flight? Where is the print campaign? After all, Sportsnet Magazine debuts on newstands this Thursday. This appears to be a launch of a different sort.
A great magazine begins with great content – writers, photographers, etc. One such new hire is Steven Brunt, longtime sportswriter for the Globe & Mail. Mr. Brunt “chose” to announce his full-time move to Sportsnet on PrimeTime Sports, the flagship program of Sportsnet Radio, FAN590. Not in 30 or 60 seconds mind you, but in a 20 minute conversation with host Bob McCowan. It was real, honest and very human. Mr. Brunt explained his main reason for moving was the chance to do something “really good” – in other words, the magazine. He also appeared later that evening on Connected, the highlight show on Sportsnet television. Again, an interview about the magazine…not a sales pitch. The website, sportsnet.ca, featured a sneak peak of the content. 
Maybe a barrage of traditional media advertising exists and just I missed it. After all, Rogers has the vehicles and money to launch big. I prefer to think that this is how media convergence marketing should work – integrating the message into Rogers media vs placing it onto Rogers and/or paid media. If executed with aplomb, it’s smart. Very smart. To say nothing about cost savings. Keith Pelley, Rogers Media President, is no rookie in such matters, having spearheaded the Vancouver Olympic effort.
Regardless, I’ll pick up a copy on Thursday. Why? My curiosity is piqued. Not by a billboard, but by truly effective storytelling.
[In the interest of transparency, Rogers Sportsnet was a client of One on One Communications, my former agency.]


