Primedia out of home executive chairman, Steve Ratlou, has officially announced the integration of ComutaNet’s media platforms into Primedia Outdoor. The ComutaNet business will relocate to Primedia Outdoor’s Johannesburg headquarters in Constantia Office Park, Weltevreden Park, under the leadership of Primedia Outdoor CEO, Dave Roberts.
Ratlou says the integration is “a natural, yet sound strategic move which promises to deliver significant benefits”. “This move is not just a cost-saving exercise,” he says. “The benefits of bringing together two highly complementary sister companies specialising in two sides of a total outdoor media solution are obvious. With the ComutaNet media platforms under its wing, Primedia Outdoor can offer one basket of out-of-home media products, making it a truly 360-degree outdoor solutions company. This will deliver greater combined value and choice to advertising customers and rights partners.”
By securing the valuable 23.6-million-strong commuter market, in which ComutaNet is the undisputed leader, Primedia Outdoor is also taking the decisive step to further entrench its market position. “The integration will further accelerate Primedia Outdoor’s growth strategy, and give it the impetus to achieve critical mass as a market leader in the out-of-home sector,” says Ratlou.