Patti Summerfield

Contact Patti by sending an email to psummerfield@brunico.com

Articles by Patti Summerfield
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Market Meter

Conventional broadcast TV

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Media creativity: all talk, no action

Sellers say marketers like the idea, but negotiations usually seem to come down to cost

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A cheaper way to build brands

Study finds adding radio to the mix can grow sales by 30%

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Scarlett: Editorial content needs work, say buyers

The first issue of Scarlett magazine shows promise, say buyers, but the spring entry needs to fine-tune and diversify its editorial content if it wants to succeed in the long term.

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Market Meter

A cross-country compendium of media buying activity levels

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Casters fight U.S. specialty invasion

CRTC applications could open up new inventory, but ACA opposes letting cablecos sell ad space

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The regions hold

Buyers, start your engines. The regional fall buying season is off to a crisp start this year: partly because of bullishness at the U.S. upfront, but mainly because avails were so tight last year, particularly Edmonton and Calgary.

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TIME Canada consolidates brands, brings sales in-house

Toronto-based TIME Canada may have 60 solid years behind it, but that hasn’t stopped the publishing company from making changes.

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Opening shop in the ‘land of the brave’

Despite a weak U.S. economy – and the failure of many who have gone before them – two Canadian agencies have recently dared to expand south of the border.

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Rediscovering boomers

Marketers start to appreciate the 50+ set – just as they flee conventional TV

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Cracking client conflict

Kobalt BV Media Services, an independent, not-for-profit media-services company in the Netherlands, is owned by or works with most of the country’s biggest clients.

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PPM launch a go for September

The September launch of the Personal People Meter (PPM) into the francophone Quebec market is going ahead, albeit under a lingering cloud of questions.

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Market meter

Conventional broadcast TV
Going into the winter-spring buying period the market was aggressive.

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Prada on sale – at The Bay?

Here’s news that would quicken the pulse of Canadian shopaholics: The Bay is taking a run at off-price competitors like Winners by increasing ‘opportunity buy’ offerings to its customers.

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Safe haven

War with Iraq is imminent, but Canada’s media spend can weather the threat, say industry pundits