Gail Chiasson, North American Editor
Montreal-based telecommunications and broadcaster Cogeco Inc’s radio subsidiary has sold its Métromédia advertising division to Bell Media, owner of Astral Out-of-Home.
Métromédia specializes in the public transit sector, with traditional and digital ad placements in Montreal Metro stations, on city buses, commercial parking lots and other locations.
Sale price was undisclosed, but Cogeco had acquired Metromedia operations in 2011 for $41 million.
Richard Lachance, head of the radio group, says that the advertising signage industry has undergone big changes in recent years with the arrival of major players. He pointed to Quebecor Media and to Bell, which grew with the acquisition of Astral. Lachance says that such consolidation in the out-of-home advertising sector leaves little opportunity for future growth, and while he says that Cogeco Métromédia has been “positive and profitable,” the company plans to focus on strengthening its radio segment.
Nothing was said about Métromédia’s future, but since Ayuda Media Systems powers all of Bell Media’s other digital properties, we won’t be at all surprised to see Ayuda gain Métromédia soon, as well. Last we heard, Métromédia itself was providing the display equipment as well as content management and system maintenance. If Cogeco followed through on its 2013 deployment plans, there are now about 340 digital screens in the Montreal metro (subway) stations.
There is also no word yet as to whether Métromédia will be absorbed under the Astral Out-of-home umbrella, but that, too, seems likely – although Ma Bell will probably expect everybody to eventually be simply known as Bell Media.
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