Rogers buys interactive ad company

In a bid to expand its online presence among francophone Quebecers,
Rogers Media Inc. has acquired Montreal-based advertising company BV!
Media Inc. for $25-million in cash.

Rogers plan to employ BV!’s 50 staff. Shares in the advertising company
more than doubled on news of the acquisition to close at 39.5 cents on
the TSX Venture Exchange.

The Canadian Press reports:

“”At the moment, Rogers digital media reach online is less than 20 per cent,” said Claude Galipeau, general manager of digital media for Rogers Media.

“Once, we go together the reach will be over 50 per cent.”

“Rogers’ presence in Quebec’s francophone market is based around a few titles such as Chatelaine, LouLou fashion magazine and news magazine L’actualite.

“BV! Media owns the widely used Branchez-Vous website, which has news, technology and entertainment content.

“This bulks us up in content and advertising reach in the Quebec market which is very, very important for national advertisers,” Galipeau said.”