Research

News

U.S. mag spill is down, but are Canadian titles prepared for a rebound?

With nations to build and Enron execs to harass, Americans haven’t had much time for light reading over the last few years and that’s been evident in their magazine ad spends.

News

Ads rarely drive purchases

Only 4.7% of Canadians cite recent ads as ‘most important influence’

News

Will PPMs mean higher rates?

The portable people meter is performing well in the Montreal francophone market, and BBM Canada expects the data spewing from the new audience measurement system to be ready for daily use by media buyers and sellers within weeks. Still, the industry is divided on the impact and effectiveness of this newest measurement tool.

News

The mysterious senior

As researchers finally cast their nets older, they’re finding savvy, experienced 57-year-olds – who think they’re 42

News

Screwed by market research?

Twenty-six out of 51 respondents answered ‘yes’ to an online poll at Strategymag.com that asked the question, ‘Have you ever been seriously misinformed by a market research ‘expert’?’

News

Online Poll: Let the Yanks in

Strategy conducted an online poll on its Web site from Nov. 15 to Dec. 15. We wanted to find out how our readers felt about the prospect of allowing more U.S. cable channels into the marketplace in light of the Canadian Cable Television Association and 49th Media petitions recently rejected by the CRTC.

News

Hamilton: Toronto West?

With a population of just under 500,000 (over 650,000 if you include surrounding metropolitan areas Burlington and Grimsby) and situated only 61 km from Toronto, Hamilton exists somewhat in the shadow of its larger cousin to the east. Much of its media needs are accounted for by spill from Toronto, particularly where TV and radio are concerned.

News

The silent partner

The media have been let off the hook for too long, writes New York recency guru Erwin Ephron. It’s time for TV to help us learn how advertising works

News

Market Meter: Special edition: Outlook 2004

To mark the advent of a new year, this issue’s meter looks at activity for the next 12 months. In 2004, newspapers and conventional broadcasters can expect some battles from agencies and clients over what many consider to be outlandish rate hikes.

News

Is the TV sky falling?

There have been a lot of Chicken Littles in our midst over the years, worried about the TV sky falling down upon us.

News

Youth, food and beverage: Meet the Alternivore

We’re constantly polling and interviewing young Canadians. And qualitatively and quantitatively, we’re hearing about lots of developments in food and drink.

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Strength in numbers

It looks like the Canadian Community Newspaper Association is finally getting the credibility and attention it’s been looking for, now that the much-anticipated results are out for its ComBase research project.

News

What privacy law?

It turns out that Canadians don’t know much about the Personal Information Protection and Electronic Documents Act (PIPEDA), which came into effect on Jan. 1.

News

Luxuries come before RRSPs for many Canadians

With tax season approaching, Canadians young and old are starting to get their shoe boxes organized, for what is often a grueling process of accounting, that, among other things, reveals how much we can safely contribute to the coveted tax shelter known as the Registered Retirement Savings Plan.

News

Older Canadians say ads aren’t relevant

The majority of Canadian consumers find today’s advertising relevant, although responses differ significantly by age and province inhabited, according to the latest Strategy/Decima Poll.