Source: Calgary Hearald

The CBC and the National Post are deepening their commercial relationship, announcing Thursday a deal that will allow advertisers to use each media company's platforms.

Under the terms, the National Post will become the CBC's "preferred" print partner, while the Post will provide clients options for TV ads through the public broadcaster.

"I think it will drive revenue for both of us," said Paul Godfrey, president and chief executive of the National Post. "There will be CBC advertisers that want a print component, and there will be (newspaper advertisers) that want exposure on the broadcast side."

The deal is non-exclusive and will see revenues from "joint sales packages" split, said Richard Stursberg, executive vice-president of English Services at the Canadian Broadcasting Corp.

"The big picture, I think, is that we're trying to serve the agencies and advertisers better," he said. "One of the things (advertisers) want more and more is to buy across platforms. To the extent that you can provide media buyers with an array of them, that gives them greater value."

The agreement comes at a time of transition for the National Post, which is owned by Canwest Global Communications Corp.' s publishing division. The entire division, which includes 10 other big-city dailies, including the Calgary Herald, is being sold to a group of its creditors for $1.1 billion. Godfrey has been chosen to lead the new organization once the sale is completed in July.

© Calgary Herald