Canadian Dailies Countering U.S. Industry Gloom With $10 Million Marketing Campaign

By: E&P Staff

Canada’s daily newspapers are launching a three-month marketing campaign Friday to counter the negative perception of the medium largely fueled, they say, by the well-publicized woes of U.S. papers.

The Canadian Newspaper Association (CAN) said the series will launch with ads “celebrating the role of newspapers as champions of the public
Interest” will run in most dailies in the nation. Friday was chosen as the kick-off because it is International Right To Know Day.

Over the next three months, the $10 million campaign will run “reminder ads underscoring the vitality of newspapers as a medium that transports readers into the heart of the news
story with depth, context, and immediacy.”

The ads will target both regular and occasional readers, as well as advertisers, agencies, and media planners.

Canadian dailies for several years now have adopted readership over circulation as their primary measurement. In contrast to the slumping circs of big-city U.S. papers, the most recent readership study by NADbank (Newspaper Audience Data Bank) of four big markets show about half of all Canadian adults read a newspaper on any average day.

“The trust readers place in us is one of our greatest assets,” said Alan Allnutt, publisher of The Gazette in Montreal (Montreal) and chair of CAN’s board of directors. “And it shows in the numbers: in Canada’s increasingly fragmented media environment, we are more than holding our own. However you spin it, the story in Canada is one of a vigorous news industry that is actually bringing more eyeballs to our content than ever before, across a mix of paid, free, print and digital platforms.”

The campaign’s creative was designed by John Farquhar of the Toronto firm Wild Mouse Advertising.

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