Media

News

The 80% factor

Judging by what’s currently in the works at Ford, Chrysler, Saturn and especially Volvo, it seems that some of Canada’s automobile manufacturers are finally making good on their longstanding promise to get serious about marketing to women.

News

Ron Baker witnessed the birth of our modern media industry

Ron Baker finally retired.
He put in his last day of work here at HYPN just a few weeks ago. He put in his first day of work on Sept. 10, 1956 – the day he joined MacLaren Advertising in Toronto.

News

Forget cool – try smart

Sex, drugs, diets, smoking, cancer. They are real, frightening and intensely personal issues for young women. But they are also issues that are difficult to communicate to a population that feels invincible.
Regardless of how stark and ubiquitous the communication is or how graphic the campaign images are, lifestyle messages are not getting through to young women. This point has been driven home in a study we at Uthink completed in early October on behalf of Rethink Breast Cancer, a Toronto-based charitable organization.

News

Gazette looks to multilinguals

After years of decline, the Gazette, Montreal’s only English-language daily, has announced a new vision for the paper with a $5- to $6-million year-long ad campaign.

News

Reaching the cloistered few

I’m a boomer. In fact I’m a leading-edge boomer, which is a nice way of saying I’m on the older edge of boomerdom. As such I get to have boomer ‘life experiences’ a little before most of my boomer brethren. The most recent ‘life experience’ filling media pages and airwaves relates to the act of delivering the first-born to the gates of some university somewhere in this country. Surely you’ve read the bittersweet columns and articles about the dreaded double cohort.

News

Erwin, I beg to differ

The theory of recency media planning has gained much prominence over the last few years throughout the advertising world. Erwin Ephron is a well-respected media professional who has been successfully touting the benefits of this theory in person as well as in print. Very little has been offered in rebuttal, so I hereby throw down the gauntlet.

News

A cross-country survey of media buying activity levels

Conventional broadcast TV
Buyers are finding it extremely tight with prices at a multi-year high.

News

Newspapers battle, TV and OOH hot

Media buying certainly isn’t new to the Maritime region’s oldest city. In 1752, Halifax produced the Royal Gazette, Canada’s first newspaper (and its only, for the following 10 years). For a small fee, customers could read news from around the city and from Europe, and, of course, advertisements for local businesses.

News

Debuts in review

How’s the new television season looking so far from a media buyers’ point of view? Basically, they’re partying like it’s not 2001.

News

Specialties reach out to retune image

With so much choice on the airwaves today, channels are having to do more to differentiate themselves from the pack – whether through a complete brand makeover or by shuffling their program offerings to more effectively target their demos. Strategy offers a rundown of some recent TV transformations.

News

Cue the quality infomercial

To media buyers, paid-programming shows have always been the Rodney Dangerfield of television, with meager audiences and graveyard time slots adding up to no respect.

News

PVRs won’t kill the TV ad

Advertisers already weary of battling clutter and zapping have been following with dread the rise of new enemies in the commercial avoidance battle – personal video recorders (PVRs), video-on-demand (VOD) and time-shifted television viewing. Reports of studies from the U.S. that found PVR users skip more ads, combined with ReplayTV technology that automatically skips commercials, have added to their concerns.

News

Harnessing passion

As advertisers and media professionals continue to search for new ways to reach their consumers, those consumers are just as busily using their internal radar to shoot down – or avoid – the thousands of brand messages that we place in their path.

News

Buyers buoyant about Deep Sky

Corus Radio has unleashed a new one-stop radio shop called Deep Sky that media buyers expect will increase its business and attract more national advertisers to its 50-station chain. While much of what Toronto-based Deep Sky is doing isn’t new to the business, buyers are enthused by the firm’s unprecedented offers of guaranteed national and regional inventory, one contact person and one-bill invoicing for an entire radio campaign.

News

Are teens abandoning traditional media?

Hood: I’d like to start with Jeff, our media person, by asking you whether you think it’s still possible to reach teens effectively using a traditional broadcast-based media plan, or whether marketers and buyers need to take advantage of some of the more niche offerings out there to do a good job.