Captivate Partners With Reuters

Expanding the news it airs over its network of screens in elevators, Captivate Network announced Wednesday (June 17) a content agreement with Thomson Reuters. Reuters’ international and business news, text, photography and video will air across Captivate’s 8,900 screens in 19 markets with longer versions of the stories appearing on Captivate’s Web site.

Reuters joins several other Captivate content providers including BusinessWeek, CNN, Condé Nast, Wired, Popular Science, Forbes, The Weather Network, Discovery, The Globe and Mail and The Washington Post.

“This [partnership] gives us broader coverage in business and international news,” said Mike DiFranza, president and general manager for Captivate Network, owned by Gannett.
Content from Reuters and all of Captivate’s partners is handled by an eight-person editorial staff that edits stories for the screens and the network’s Web site where longer stories and more information is provided. The site also features editorial blogs and links to Captivate’s Facebook and Twitter page.   

Separately in late May, Reuters launched an ad campaign across the network using Captivate’s branded integration ad format that pairs the ad with specific content. The Reuters campaign runs through July 6.

Not immune to the economy, Captivate’s niche appeal is drawing new advertisers. “The first two quarters have been challenging, but we’ve seen a major uptick over the past two months,” said DiFranza. New categories that have begun to advertise on Captivate include packages goods, convenience products and telecom.