Thomson papers reach out to readers

Article Abstract:

Thomson Newspapers of Stamford, CT, has launched a $1-million initiative called Reader inc that is designed to strengthen its relationship with its readers, reach out to new audiences and attract more advertisers. The move will see substantial changes at Thompson newspapers in Canada by Mar 1999. It also includes establishing a school that is modelled after the one the company runs in Newcastle, UK, to train editorial, circulation and other staff.

Thomson Newspapers

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In the right neighbourhood

Article Abstract:

Canadian daily newspapers have posted net advertising volume of C$2.379 billion in 1998, or almost 25% of the total C$9.543 billion spent by advertisers in Canada across all media. The largest source of ad revenues was local advertisers with a total of C$1.050 billion in 1998, up by 3.2% from C$1.017 billion in 1997. Classified advertising went up by 3.2% to C$783 million while national advertising also by grew by 3.2% to C$546 million.

Sales & consumption, Advertising and Related Services, Newspaper Advertising

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Scoring with hockey and something out of the blue

Article Abstract:

Labatt Brewing Company Ltd's marketing initiatives in 1998 proved to be very successful. In Jan 1998, the company tried to reposition its flagship brand, Blue, by launching an advertising campaign themed 'Out of the Blue' that was handled by ad agency Ammirati Puris Lintas. The result was a hit ad that features a game of street hockey. Another Blue marketing strategy in 1998 was the acquisition of the 'Hockey Night in Canada' telecast.

Canada, Breweries, Beer & Other Malt Beverages, Labatt Brewing Company Ltd.

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