ROGERS IMEDIA PULLS THE PLUG ON SPRINGBOARD.CA
By Adnews Staff
Rogers iMedia is shutting down its women's Web site <http://www.springboard.ca> as part of restructuring of its operations. The site launched Feb. 26 as an online destination for women 25 to 49 years. "We are particularly sad to have to close Springboard.ca, but we cannot justify the significant investment required to build this new venture in the current Internet environment," Rogers iMedia president Tim Root said in a release. The move will see 40 positions eliminated. Rogers iMedia's objective is to ensure its Internet businesses will be profitable within the next year. Advertising for Springboard.ca was handled by Ogilvy & Mather of Toronto. The site's advertising and marketing budget was $3 million. A campaign promoting the site including off-line and online elements, contests and promotions had been planned. Rogers will continue to target women on the Web through its magazine Web sites <http://www.chatelaine.com>, <http://www.todaysparent.com> and <http://www.flare.com>.