Media

News

What women (really) want

‘What a woman wants is one of the great questions which I have not been able to answer,’ Sigmund Freud once said tellingly. Today, companies spend an astonishing amount in an attempt to answer Freud’s question, with pallid results.

News

The death of prime time

The crazier predictions about the advertising business – and there have been plenty of those – have not usually come true.

News

Outlook 2003

Canada’s newspapers are like white-knuckled toddlers clinging to the reins of a bucking horsey ride at the local mall. One minute ad revenue is up, the next it takes a gut-churning dive.

News

Market Meter

Conventional broadcast TV
5 out of 5
There is little highly-rated inventory remaining for the rest of the year, particularly in Ontario, Alberta, and B.C. Christmas buys are currently in progress.

News

Globe focuses on ‘quality’ readers while Post starts to rebuild

The bi-annual release of the Audit Bureau of Circulations’ newspaper numbers is much anticipated by buyers these days: Many get a real kick out of the vastly different spins presented by the Toronto dailies in their own coverage of the event.

News

The 2001 Census: Cold facts mask real lives

The 2001 Census is a cold, heartless compendium of data embellished with bureaucratic terms such as ‘step-families’ ‘occupied private dwellings’ and ‘centenarians.’ The act of reading the results of a census is made doubly difficult because there are too many numbers to digest.

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.

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.