For the Record: MuchMusic loyalty club

MuchMusic's Alternative Medium division has put together a loyalty club and database program that should give advertisers greater insight into the station's already highly targeted audience.The yet-to-be-named loyalty club, which launches over the next eight weeks, will offer viewers a variety...

MuchMusic’s Alternative Medium division has put together a loyalty club and database program that should give advertisers greater insight into the station’s already highly targeted audience.

The yet-to-be-named loyalty club, which launches over the next eight weeks, will offer viewers a variety of benefits including discounts at retail stores and the opportunity to buy special club products.

The names of the retailers involved have not yet been released.

Based on the response to previous promotions, Susan Arthur, director of client marketing services at MuchMusic/Bravo!, expects a membership of about 100,000 viewers.

Data collected through the program will allow MuchMusic to create a detailed demographic and psychographic profile of its viewers, including their lifestyle, musical interests, and product preferences.