New Ad Campaign to Promote Importance of Newspapers to Canadians

The newspaper. A Canadian Mainstay.

The 2010 NADbank Study results demonstrated, once again, the strength and relevance of the daily newspaper medium. To reinforce this message with readers and advertisers the NADbank daily newspaper members will be promoting their readership results by running an ad in their papers reminding their audience that newspapers are valued by all Canadians.

The ad, a joint promotion for NADbank and daily newspapers, is a ransom note created for the newspaper industry by Marketel with copy that highlights the importance and relevance of daily newspapers to Canadians.

Alain Tardy (NADbank Board member) of Marketel, the Montreal based National agency, says that they still believe in the effectiveness of newspapers and with the recent publication of the 2010 data, decided to offer to the newspaper industry an ad to promote newspapers. "We chose to take a very impactful approach with a creative concept that drives the message immediately, "We have the readers you are looking for"."

Almost 8 in 10 Canadians read a newspaper every week, approximately 1 in 2 each day. Newspapers have changed dramatically over the past ten years which has allowed the industry to grow and remain relevant in the face of media fragmentation, a technological revolution and radically changing consumer behaviour. The evolution of newspapers is ongoing and is why readership remains strong. Newspapers have grown from a single daily printed product to print and digital products delivered 24/7 via a variety of platforms - they are an "anywhere, anytime" product.

Despite this we constantly hear and read about the imminent demise of newspapers. How Canadians access their news is evolving but print remains the primary format in which Canadians read their newspaper. On a weekly basis, 71% of readers read only a printed edition; 23% read printed editions and go to the website and 6% only access newspapers at a daily newspaper website.

Newspapers around the world are changing in every aspect of their production and distribution but it is readers that will decide how, what and when they want to read. Canadian newspapers are well regarded and read. The newspaper. A Canadian Mainstay.