Let the newspaper battle rage on

Someone, somewhere, must be having a good giggle over the latest NADbank numbers from the Toronto Fall Readership Study, released just over a week ago. If you recall, last fall when the first-ever NADbank study including National Post readership data was...

Someone, somewhere, must be having a good giggle over the latest NADbank numbers from the Toronto Fall Readership Study, released just over a week ago. If you recall, last fall when the first-ever NADbank study including National Post readership data was released, a good number of media buyers chose to hold their assessments over who was winning the Great Newspaper War in abeyance. Wait until the spring, they said, as the numbers released then would tell the true story about which paper was winning the encroachment battle.

Now that the spring numbers for the all-important Toronto market have been released, and it looks like The Globe and Mail has regained whatever ground it lost to the Post last year, media buyers are still saying we’ll have to wait and see. Seems they’re still a little skeptical about the dailies’ distribution strategies, which plainly rely more than just a little on free and nearly-free copy hand-outs. Sounds prudent enough, but could it be that the media buyers have a little play going on themselves? After all, what good would it do them or their clients to declare a winner in this latest pulpy battle, or any other for that matter?

If nothing else, the latest NADbank study paints a picture of a fickle audience that appears to be more than willing to shift its devotions at the drop of a hat. Just take a peek at the most recent numbers for The Toronto Sun. And, though that may be frustrating for planners who are looking to include newspaper in their long-range media strategies, it certainly keeps everyone on their toes. As long as there’s no clear-cut winner in this ongoing saga, every daily newspaper published in Canada’s largest market is put in the position of having to go out and woo readers every single day with innovative editorial packages and good service and value propositions. For advertisers, and their media buyers, it means they can continue to demand creativity and flexibility from whatever paper they happen to be dealing with, with a reasonable expectation that their demands will be met.

With that in mind, it makes absolute sense for buyers to not do anything that may possibly lead to a détente in the bloodless skirmish taking place on the Canadian daily newspaper front. The longer it lasts, the longer advertisers will benefit from dealing with oh-so-accommodating newspaper media properties – pretty good news for a lot of people in the advertising business.

Let the battle rage on!

David Bosworth

dbsoworth@brunico.com

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.
TheGarden_FL

The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.