September 7, 2006 issue
Back to Archive List
"Everybody talks about traditional media versus new media, and everybody wonders how we can get young people to go back to traditional media. Well, we think our magazine may be the beginning of answering those questions," says Dan Reitzik, president of Vancouver's DY Mobile Inc., a division of Digital Youth Network.
Next Monday, 250,000 copies of
Dialed In magazine, which he describes as "Canada's first entirely interactive print magazine" - and says is meant to be read with cellphone in hand - will hit 1,600 high schools nationwide. Because literally every article and every ad in the edgy and colourful publication contains a URL link for entering contests and downloading images, ringtones and other youth-oriented items, Reitzik contends that "this is the first magazine in history where every single page generates revenue. An article about the Black Eyed Peas, for example, would enable readers to easily acquire images of the band members" or other fan-favourite features.
Read More
M2 Universal president Hugh Dow is definitely optimistic about the viability of the
Toronto Star's new downloadable afternoon edition as a profitable venue for marketers. He's already signed on one of his major clients - General Motors of Canada - to appear during this week's debut of the initiative, which is being touted as the first of its kind by a major North American newspaper.
Dow's reasoning? "First, they're providing exclusivity in each of the specific categories they've identified. And second, this is something that's instantly measurable in that we can track how many downloads there are on a daily basis instead of waiting for weeks or months or even years to get a fix on (the ROI)." He adds that he thinks "this is a very interesting venture by the
Star into unexplored territory where I believe there's considerable opportunity. The commuter market is obviously very well served in the morning, but the return commute has been somewhat devoid."
Read More
The Coca-Cola Company is getting into the coffee business and it's testing the waters in Canada's lucrative $5.2 billion java market (including café and grocery store sales) with the September 22 launch of its new Far Coast and Chaqwa brands. The aim is to help Coke customers such as QSRs, gas stations and restaurants serve café-quality coffee, including espresso and cappuccinos, without the fancy equipment and specially trained baristas.
The Far Coast line targets more upscale clients like Windsor Arms and Yorkville's trendy restaurant Flow, while Chaqwa is going after gas stations and movie theatres. The latter is already available at Silver City Richmond Hill and the Village Market in Port Credit.
The launch includes a Far Coast concept store in Toronto's trendy Yorkville area that Coke honchos see as a valuable tool for gauging consumer feedback. "The concept store is really a marketing tool ... it's part of our full-learning plan," explains Silvio Annosantini, premium brewed beverages business development director, Coca-Cola Canada. While the café isn't set to open until September 22, Rogers and Bravo will be broadcasting updates from the shop during the Toronto International Film Festival.
Read More
Quebec digital indoor advertising network Power Medias has begun relying on the unique ad measurement technology pioneered by Montreal-HQ'd Eloda Inc. A wholly owned subsidiary of Vanguard Technologies since July, Eloda is the first company to offer 100% capture and identification, 24/7, of all TV advertising occurrences of all advertisers in markets covered without pre-encoding. Eloda's technology facilitates precise reporting on media plans and therefore accountability by advertising providers.
Power Medias is one of the first new media advertising companies to hire a third party to validate ad occurrences on its network of digital screens installed throughout Quebec in the restrooms of bars, restaurants, movie theatres, office buildings, shopping malls and fitness centres. The company plans to expand to Ontario by year's end.
Best Buy has pulled out all the stops for the September 15th opening of its downtown Toronto flagship store. We're talking a weekend of free musical performances in Dundas Square by Grammy winners Beyoncé and John Mayer, plus autograph sessions and chances to win VIP passes to the mini-concerts.
Then there's a "Family Fun Day" offering kids an all-day shot at meeting their favourite themed-characters from The Simpsons, Sid the Sloth, Batman, Bugs Bunny, Taz, Curious George, Dora the Explorer and Spongebob Squarepants. South Park fans will get to have their faces superimposed onto a scene from the show and take away the results in photo form.
www.bestbuy.ca/bayanddundas
As no fewer than 35 hot bands head to Toronto Island Park this weekend for the two-day Virgin Festival extravaganza, more than a dozen marketers are in hot pursuit. First in line are chief sponsors Virgin Mobile Canada and MuchMusic, followed by Future Shop, Royal Bank of Canada, Nokia, Labatt, Bacardi, Levi's, Adidas, Axe, Xbox, Energizer and General Motors of Canada.
MuchMusic.com will webcast the performances live while fans who donˇ¦t hop the ferry can catch artist interviews by logging onto MuchAXS, MuchMusic's viewer-controlled broadband video community. Fans on site at the fest who have photo- and video-capable wireless handsets can share their concert experience by beaming stills and video direct to MuchMusic.com. The best will be posted in real time to create a fan-generated gallery (delivered with content partner Filemobile). As well, MuchLOUD will air The Wedge @ Virgin Festival, a 30-minute documentary on the event, on September 15 at 11:30 p.m. ET.
www.virginfestival.ca, www.muchmusic.com
* 2.2 million Canadians (8%) regularly go fishing or hunting in season.
* 28% of regular fishers/hunters are 55 years of age or older.
* The Atlantic region has the highest incidence of regular fishers/hunters.
* Only 27% of regular fishers/hunters are females.
* The average personal yearly income of regular fishing/hunting Canadians is $43,400, which is slightly higher than the national average of $38,500.
* Regular fishing/hunters are three times more likely to drive a pickup truck.
* 25% are likely to buy or lease a vehicle in the next 12 months. Of those, 21% are more likely to buy or lease a sport utility vehicle.
* In terms of yesterday's exposure, the top four media for regular fishers/hunters are: TV (91%), radio (87%), daily papers (54%) and Internet (53%).
Source: BBM RTS Canada Spring '06, individuals 12+
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Analytics. For more information, contact Craig Dorning of BBM Analytics: cdorning@bbmanalytics.ca.
While P&G stayed camped out in top spot, Source for Sports and Walt Disney Pictures broke into the top 15 after long absences. Other companies - including General Mills, Daimler Chrysler and Subway - also showed up for the first time in awhile. This info was gathered through Montreal-based ELODA's online TV ad tracking, auditing and viewing services. All data supplied is based on the ELODA recording grid.
Read More
CTV has confirmed the following premiere and season premiere dates plus time slots for its new and returning fall series (all ET):
*
Dancing with the Stars' third season: Tues, Sept. 12, 8 p.m.
*
The Amazing Race's tenth season: Sun., Sept. 17, 8:30
* Highly anticipated comedic drama
Studio 60 on the Sunset Strip: Sun., Sept. 17, 10 p.m.
* 20-somethings from grade three are reunited in the new comedy
The Class: Mon., Sept. 18, 8 p.m.
* Season premiere of
Corner Gas: Mon., Sept. 18, 8:30 p.m.
* Ray Liotta stars as a criminal mastermind in the new drama
Smith: Mon, Sept. 18, 9 p.m.
* CSI: Miami's fifth season premiere: Mon., Sept. 18, 10 p.m.
*
Law and Order: Special Victim's Unit's eighth season: Tues, Sept. 19, 10 p.m.
* Third season premiere of
CSI: New York: Wed., Sept. 20, 10 p.m.
*
Grey's Anatomy's third season in its new timeslot: Thurs., Sept. 21, 8 p.m.
* Seventh season premiere of
CSI: Thurs., Sept. 21, 9 p.m.
*
ER's 13th season: Thurs., Sept. 21, 10 p.m.
* Second season of
Ghost Whisperer: Fri., Sept. 22, 8 p.m.
*
Close to Home's second season: Fri., Sept. 22, 9 p.m.
*
Law and Order's 17th season: Fri., Sept. 22, 10 p.m.
* Fourth season of
Cold Case: Sun., Sept. 24, 7 p.m.
*
Desperate Housewives' third season: Sun., Sept. 24, 9 p.m.
Read More
From September 9 to October 14, Canadian tots will get to interact with their favourite space character from the CBC/SRC series Lunar Jim at retail malls across the country - and then coax their parents into buying the eponymous, just-launched Fisher-Price toy line.
Meanwhile, as co-producers Alliance Atlantis and the Halifax Film Company amp up the leveraging of their lucrative property, Adorable Kids Inc. is developing Lunar Jim sleepwear and underwear, and Calego International is developing a line of bags, backpacks and other accessories. As well, 240 Zellers restaurants are serving up the "Lunar Jim Moon Meal," complete with collectible Jim mini-viewfinders, during a two-month promotion ending in mid-October.
Yahoo! Canada's Toronto sales and marketing team, which has quadrupled over the past two months, has added additional muscle and expertise to its search marketing by hiring Hunter Madsen as director of marketing. Previously, he headed product marketing services for Yahoo! Marketing Services in Sunnyvale, California, as well as product management for the company's advertising delivery system. Originally a social scientist, Madsen began his marketing career with J. Walter Thompson, where he developed programs for Unilever, Kodak, Ortho, Sunsweet and other major brands. In 1993, he founded JWT Interactive, Thompson's digital marketing unit, where he pioneered online programs and subsequently led marketing for Wired and its online properties.
Lisa Eaton has been appointed managing director of Nielsen Media Research in Canada, responsible for overseeing all of the company's advertising intelligence and custom analytical services and operations. She was previously VP sales and marketing, where she oversaw all of NMR's client service initiatives. Before joining Nielsen, Eaton was VP/GM of Jupiter Media Metrix and held key client service and marketing positions at BBM Canada. She succeeds Mike Leahy, who has been appointed president of the BBM Nielsen Media Research television ratings joint venture, which began operating on September 1.
Sept. 14
Out-of-Home: The Bigger Picture
Toronto
Focusing on the bigger picture and how brands can work harder, this out-of-home event will feature keynote speaker Paul Lavoie, Taxi's chairman and chief creative officer. Known as an innovation mentor in strategy, business development and entertainment, Lavoie's presentation will be "Creative: Breaking the Rules."
www.adclubto.com
Oct. 19
2006 Executive Forum & ACA Gold Medal Award Luncheon
Toronto
Rex Briggs, one of North America's leading authorities on tracking media and marketing effectiveness, and co-author of What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds, will be the keynote speaker at the Association of Canadian Advertisers' 2006 Executive Forum - focusing on how marketers can enhance their advertising ROI.
The day will also feature a gala luncheon in honour of this year's recipient of the ACA Gold Medal Award - Ed Marra, 30-year veteran of the food marketing industry and long-time executive with Nestlé internationally and in Canada, where he was president and CEO.
www.ACAweb.ca
Education: Indexed by Gender
Click here to send us feedback or news tips.
