Media

News

Product usage polling expanded, PDAs included for the first time

Supplementing its 2002 Interim Report, NADbank recently released its product and lifestyle data for 2002, including detailed information on the shopping habits, product usage, media preferences and lifestyle characteristics of Canadians.

News

Letters

Picking up the recency gauntlet
The following letter from Erwin Ephron is a response to ‘Erwin, I beg to differ’ (Strategy MEDIA, Oct. 21/02, p. 10), an Op/Ed contribution on recency by Ed Weiss, VP, associate media director at Echo Advertising + Marketing.

News

NADbank transforming to address concerns

The NADbank study has been undergoing a transformation in an effort to bring more information on newspapers to the media planning and buying community. Throughout the changes, the study continues to provide statistically reliable measures on newspaper readership.

News

Free Press overhaul rocks the birthplace of ‘convergence’

London’s media market isn’t exactly volatile, but for this city, any change – such as Qubecor’s purchase of the Free Press or the city’s burgeoning community paper war – is major change. For almost 150 years, one family controlled all of London’s print and broadcast media.

News

Video kills the traditional toy

Video kills the traditional toy

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.

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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.

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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.

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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.

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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.