Marketing makeover

Article Abstract:

The Province and The Vancouver Sun of Vancouver, British Columbia in Canada, have initiated steps to improve methods for marketing themselves to their readers. The officials that run these newspapers decided to concentrate on enhancing community ties, links with advertisers, pursue ongoing creation of promotions and contests which strengthen value of product to readers, collaborate with circulation on single-copy sales and home delivery programs that benefit from editorial marketing, and close tie-ups with editorial personnel on generating relevancy of product via special feature, sectional and personality campaigns. The new strategy is perceived to be the most beneficial means of improving the performance of the newspapers in the market.

Media Planning/Goals, Marketing/Advertising Methods, British Columbia, The Province, The Vancouver Sun

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Ad campaign brands the newspaper

Article Abstract:

The Canadian Newspaper Association (CNA) has launched the industry's first national advertising campaign designed to strengthen the newspaper brand. The generic campaign takes the humorous path to drive home the message "Grow Your Brain. Read a Newspaper." By emphasizing the positive value of reading daily newspapers, the campaign aims to improve the industry's competitive presence. An undercurrent in the "Grow Your Brain" campaign is the concept that an effective generic advertising should focus on the consumer and the benefits they derive from patronizing the industry's products.

Advertising, Campaign Launched, Slogan

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Marketing to a nation...successfully

Article Abstract:

Southam Inc's launching of the National Post, the second national daily newspaper in Canada, was achieved with the implementation of a marketing plan that is credited for changing the country's competitive newspaper landscape. Such a strategy, which include adapting retail techniques that are used in supermarkets for brand positioning, has resulted in a market share that already rivals its nearest competitor since the newspaper's launching in Oct 1998.

Southam Inc.

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