The Canadian Media Directors Council has something new in store for attendees of its annual conference, which is called ‘Reaching Today’s Consumer, GUT vs. GRP.’

For the first time, the conference, to be held April 11-12 at the Metro Toronto Convention Centre, will include a trade show.

The trade show, which is free of charge to people of the marketing, advertising and sales industries, will host more than 35 exhibitors from Canada and the u.s.

Among the Canadian exhibitors are the Audit Bureau of Circulations, Nielsen Marketing Research, The Beer Entertainment Network and Mediacom.

The list of u.s. exhibitors includes Arbitron, Broadcast Data Systems and Mediaplan.

The conference proper will take place April 12 beginning at 9:30 with opening remarks by Bates Canada Media Director Mary Falbo, who is this year’s conference chairman.

The luncheon keynote speaker is Moses Znaimer, president, executive producer and co-founder of Toronto’s Citytv, MuchMusic, MusiquePlus and Bravo!

Znaimer, who has described tv as an instrument to be played rather than a tool to be used, will discuss his vision of the tv industry.

Two media case studies will be presented.

One of the studies will be presented by Bruce Barr, Bell Canada’s group vice-president of marketing.

Barr will talk about the layered marketing strategy Bell employs to support its corporate brand and various product lines.

On April 11, the International Trade Show is scheduled to run from 3:30 p.m. to 7:30 p.m.

On April 12, the show runs between 8:00 a.m. and 2:30 p.m., but will shut down during conference events.