Money Show adds up

In 1991, the Certified General Accountant Association of British Columbia approached the North Shore News to host Mike Grenby's Money Show: '133 Ways to Save and Make Money.'Mike Grenby, an award-winning business journalist and independent financial adviser, writes a popular weekly...

In 1991, the Certified General Accountant Association of British Columbia approached the North Shore News to host Mike Grenby’s Money Show: ’133 Ways to Save and Make Money.’

Mike Grenby, an award-winning business journalist and independent financial adviser, writes a popular weekly column for the North Shore News, as well as other papers and magazines coast to coast.

Grenby, 52, knows his stuff.

He has spoken to more than 30,000 people at his annual money shows and has written five books, including a guide for lottery winners.

The North Shore News (circ. 62,449) in North and West Vancouver, decided to create a special supplement, offering advertisers booths for exhibiting their material at the Money Show as a bonus for advertising in the section.

The area serviced by the North Shore News contains some of the highest income neighborhoods in the country and represents substantial potential for marketers of financial services.

It is a market where about $30 million is spent on life insurance premiums annually, $152.4 million in rrsp contributions and where 66% of tax filers reported an investment income.

With the supplement and the show timed in the first week of February, it targets the market at the height of the rrsp season.

The supplement focusses on financial matters such as tax and investment tips, rrsps and rrifs.

The 1993 supplement included a financial savvy True or False quiz.

The Money Matters supplement has provided the North Shore News with 14 pages of extra advertising revenue and a chance to host a successful event for its readers.

The Money Matters Show has provided participating advertisers with a sellout crowd. Seven hundred and fifty attended in 1992 and 1993.

Advertisers/ exhibitors know that the people attending have some financial interest and means.

The audience has the chance to talk to Grenby and the exhibitors during intermission and at the end of the presentation.

Readers are asked to pay $6 per person to defer some of the costs. Tickets can be bought at the North Shore News office.

The show and supplement are promoted through newspaper ads three weeks before the event to give readers and advertisers maximum exposure before the show.

Beatrix Agrios is marketing services manager at the North Shore News, a Vancouver-based community paper published three times weekly and distributed to homes and businesses in North and West Vancouver.