reactors. Ravelston, Hollinger's parent company, has agreed to provide certain management services to the acquired publishing assets for at least 13 months in order to facilitate an orderly transition of management. The CanWest organization, under the direction of the family patriarch, Izzy Asper, firmly believes in hiring and retaining the best and brightest people, whether that requires building from within or searching the competition for the right mix of talent. Mr. Asper believes that they will be entirely self-contained because no matter how hard you try, you can't get the 20 best creative people in the world, put them in an office in your business (Interview). Mr. Asper believes that it is important to train and encourage current employees to excel within the company.Leonard Asper stated that in addition to having as many good creative people in your own company, you have to have people in your company who can recognise the creative talent that is out there floating around. He says that a company should have a very good, aware, hip group of people who know what the next trends are, and people who can spot those and bring them into the corporate environment without dampening the creative genius. (Leonard Asper Speech to the Canadian Media Directors Council April 3, 2001).CanWests resources are stretched trying to sort out all the media choices advertisers face. The main objective is to complement and be part of the media planning process. This is preferable to being a destination once the planning has been done and the buying process is launched. CanWest is trying to bring to the viewer a better, more complete product. To reach the same audience, advertisers need more platforms to deliver the messages and ensure they are received, and received in the right environment. TV and print will be the staples but sponsorship, merchandising, banner ads, etc., are also necessary. CanWest is building a company that will provide the d...
