Media

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What do marketers really think about media?

Media management companies are pretty self-satisfied these days. After years of being an afterthought, media is finally being recognized as a valuable part of the advertising process, often taking the lead with strategic approaches such as product placement, tailored content and integrated convergence campaigns. But are these just isolated programs or do media execs really have something to crow about?

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The amateurs among us

There seems to be so many more media experts around these days! Perhaps aliens are capturing humans, injecting them with some degree of media knowledge and reintroducing them amongst us – a kind of media version of Invasion of the Body Snatchers. Must find a way to uncover the media amateurs. Must find a way.

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Showing a little restraint

With February sweeps hitting small screens this month and a summer of blockbuster screeners lurking just around the corner, something else might be coming right along with them – more product placements popping up in our entertainment options.

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The techno-toothpaste that’s never going back in

If you weren’t among the fortunate people who received a Personal Video Recorder over the holidays, then prime time at your house is likely still that time of day when networks schedule ‘hit’ TV programming to keep you pinned to the sofa until your eyelids finally lose their battle with gravity.

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Playing musical formats

Canadian radio is going hyper-niche as more and more stations flood the marketplace, resulting in a rash of new formats and headaches for the big radio owners.

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Whither Careers?

It’s been almost two years since the equivalent of Black Monday hit Careers at Canada’s major dailies, and the shock waves are still reverberating in publishers’ offices across the country.

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A new radio player emerges

CanWest Global Communications of Winnipeg is expanding its Canadian media empire to include a network of radio stations.

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Getting TV into newspaper

Without a doubt, Microsoft’s Tablet PC is a revolutionary new product. It’s the first laptop that allows users to scribble or draw onto a screen and then reformat the results into text, file them for future reference, or even e-mail them.

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Vancouver’s JACK jumps out of the box

Toronto-based Rogers Broadcasting seems to have successfully stopped the downward spiral of CKKS-FM in Vancouver with a format change that is getting thumbs up from media buyers in the market.

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Combase gears up for Phase Two

Buoyed by a pre-Christmas flurry of large newspaper chains signing on, the second phase of the ComBase (Community Newspapers Database) study is now in the field with more than 300 community newspapers participating.

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The Quebec edge

Product placement in Canada is not nearly at the level it is at in the U.S., where much of our film and TV entertainment is created, but we do have an indigenous placement hot spot in Quebec – a province that is largely self-sufficient entertainment-wise.

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Courting tweens

Almost everyone agrees that if Canada’s dailies don’t want to confine themselves to running ads for retirement homes and denture glue, they’ve got to do something. Over the last 10 years, readership age has been steadily increasing to the point where the average U.S. daily reader is now 53.

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NABS delivers a better auction

The NABS Media Ad Auction is just around the corner, and this year’s sell-off boasts better quality inventory, fewer restrictions and a usage time limit pumped up to a full year.

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The fruits of consolidation

Canada’s top two outdoor media suppliers jockey monthly for the greater market share – currently 46% for Pattison and 45% for Viacom, according to the Canadian Outdoor Measurement Bureau’s January Market Data report. Quebec’s Astral Media Outdoor remains strong at 7% (42% in Montreal), which means the big three make up 98% of COMB’s inventory.

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TV edges up in Canada’s bastion of stability

Winnipeg, with its massive brick warehouses and wide avenues, is a city with deep and heavy roots. Now home to 684,000 people (about 60% of Manitobans), it remains a bastion of stability, with little population flux and a culture all its own.