In this special report, Strategy looks at the use of newspaper advertising for image building.

We asked nine creative directors and one marketer, who have successfully used newspapers for image building, to tell us why they chose the medium for a specific campaign.

We also asked them to comment on newspaper’s generic strengths and weaknesses.

As well, Vancouver creative directors Alvin Wasserman of Wasserman Cozens Dundon and Peter Lanyon of Lanyon Phillips Brink Advertising offer their opinions as to why so little image advertising appears in Canadian newspapers generally.

The report opens here with John Hoffmann of Padulo Advertising and Jean Gamache of Cossette Communication-Marketing and continues on pages 16-30.