According to Founder, Rogers Doesn't Have a Digital Media Strategy

by Rob Lewis

Last week Techvibes reported that Rogers Digital Media was shuttering eight of its websites, including Rogers informed employees of the decision in an email yesterday and Rogers' own Marketing Magazne reported the news.

Today the Founder of writes in the Globe and Mail about how Rogers digital acquistion strategy is a big "fail."

According to founder Joanna Track (pictured), although Rogers had gone blazing into the market acquiring digital properties, "there seemed to be no thought or foresight about how to integrate them into its (behemoth) system."

It would be an understatement to say that the company’s digital strategy has not performed well. It doesn’t appear to have had a digital strategy. As mediums and methods of content consumption continue to evolve and converge, Rogers still seems unsure how to have its Digital and Publishing groups work together (the fact these are still two distinct groups speaks volumes).

While Track clearly can't be objective on a topic so close to home, her post-mortem guest column should be of interest to startups Canada-wide that dream of being acquired by behemoths like Rogers.

So I will turn my heartbreak into gratitude and thank the folks at Rogers for reminding me that bigger doesn’t always mean better, and that you can kill a business but you can never kill the entrepreneurial spirit.

Joanna affirms that her web property was "a sweet success." Rogers, clearly, saw it quite differently. Perhaps Rogers should stick to healthcare.

Rogers Communications
Toronto, Ontario, Canada

We are a diversified Canadian communications and media company. We are engaged in wireless voice and data communications services through Wireless, Canada's largest wireless provider and the operator of the country's only national Global System for Mobile Communications ("GSM") based network. Through Cable we are one of Canada's largest providers of cable television services as well as... more

Toronto, Ontario, Canada is Canada's first online trend spotting lifestyle guide of its kind, keeping subscribers and visitors in-the-know and up-to-date on all things fun, fashionable and just plain fabulous in their city and across the country. Since its launch in June 2004, subscribers to have received a daily fix of insider advice with emailed "Sweet Nothings" delivered to their inboxes... more

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Rob Lewis

Rob Lewis

Rob is the President of Techvibes Media and Editor-in-Chief of  His diverse background includes stints in International Trade Finance, Web Development, and Enterprise Software and he is a graduate of the University of British Columbia, British Columbia Institute of Technology, and Simon Fraser University. When not running Canada's leading technology media property, Rob can be... more

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