Posts Tagged ‘advertise in canada’

Newspapers Canada Offering SEO Webinar on March 26th

Newspapers Canada has been offering online webinars as a cost-effective way to train newspaper staff and we feel  that BCYCNA members would find next week’s webinar extremely valuable.  On Tuesday, March 26th, Newspaper Canada is hosting part II of an SEO webinar series.  The event is co-hosted by Steve Buors, co-founder and CEO of Reshift Media Inc., and Carly Steven, V.P. of Search, Reshift Media Inc.

The webinar will be a “hands-on review” of SEO best practices to improve your websites search engine ranking. You will learn about the basics of search engines and the layout of a search results page. The webinar will educate participants on the difference between SEO for Google and Google News, and how to tailor your strategy for each.

This webinar is ideal for publishers and journalists who are doing their SEO in-house and would like to increase their online presence.

The seminar costs $25.00 and runs from 12:00-1:00 PM. To purchase your ticket, go to:

New Study Reveals the Effectiveness of Local Digital Marketing

A February 2013 report by the CMO Council and Balihoo found that investing in local digital marketing was  an extremely effective way to connect with customers.One of the biggest challenges all marketers reportedly faced is effectively targeting their digital efforts to specific regions. To illustrate, while  15% of those surveyed felt that they were under performing in their local marketing efforts, only 7% considered themselves to be ahead of the curve in their local digital strategies.

Many marketers still placed priority on creating across-the-board marketing strategies, with 81% saying that a brands’ overall message was top priority. Also telling, 64% of respondents said they wanted to eliminate  customer confusion caused by conflicting branding messages.

Regarding local marketing platforms, the results revealed that most respondents still rely on corporate websites. From the study:

“Websites remain the primary means brand marketers have to engage customers locally, with 86% citing the corporate site as part of their local engagement strategy. About half of those surveyed also used corporate social media outreach to engage consumers at the local level. By contrast, only one-third of brand marketers reported maintaining a local website, and even fewer, 27%, operated local social pages.”

The following chart lists – by popularity – the different methods marketers reach out to a local audience:

While these numbers may suggest a lack of new strategies, it is important to note that the majority of those questioned stated that they were able to localize any campaign within 20 days. Further, out of those who rolled out a national and local campaign simultaneously (only 3% of respondents) 90% of those said it had a positive effect on their marketing campaign. These figures suggest that more marketing campaigns should and will incorporate a national and local strategy from the beginning.

Richmond News Introduces Augmented Digital Reading with LAYAR

Readers may remember a blog we wrote last month about Glacier Media Group’s partnership with Layar, a software developer. To recap, Layar augments a newspapers advertising potential by creating a digital augmented reading experience. The app (which is free to download) is extremely user friendly, Simply take a photo of a page with your iPhone, iPad or Android and Layar will translate images and text into links, videos and MP3′s. Readers can be redirected to social media sites, share content, watch videos or songs, or visit advertisers websites.

Layar not only bridges the gap between print and digital, but also between the customer and the advertiser. This new app opens up a world of creative possibilites for print advertisers that weren’t open to them before. The printed word or graphic can now act as a gateway to a plethora of different advertising campaigns that make use of videos, MP3′s and social media, to name a few. More simplistically, the app makes it easier for an interested buyer to connect with the advertiser.

The Layar app, which will be available throughout BC community newspapers, is available to download at

OCNA Digital Media Study…Continued

Yesterday we wrote about the OCNA’s findings from a digital media study (read it here if you haven’t yet). Today we’d like to highlight an extremely valuable spreadsheet that the OCNA published that should be required of any business owner. The spreadsheet asks you to evaluate your business operations, to see what yor strenghts are, and more importantly, where you have room to grow.

Click here to download the spreadsheet.

OCNA releases findings from community newspaper study!

The Ontario Community Newspaper Association recently commissioned Borrell Associates  to study community newspaper publishing in the U.S. and Canada. The purpose of the study, which can be read in its entirety here, was to help community newspapers develop an online strategy. The key findings are listed below:

▶ 74% of community and smaller-circulation newspapers expect to sell more (online?) advertising in 2013
than in 2012, with 19% predicting no change and 7% budgeting for a decline.
▶ Every newspaper had a website, with an average of 3.5 page views per visit.
▶ Online revenue accounted for an average of 7% of total revenue, while mobile was just under 0.6% and
concentrated at the higher-circulation end of the participants.
▶ Flat-rate agreements or sponsorships are sold by 92% of newspapers, while only 59% are offering CPM
▶ Almost all (98%) of publishers say that print advertising yields the best ROI for media companies.
▶ Almost all (98%) of community newspapers offer banner ads/ROS/untargeted display, with 84% offering
sponsorships and 83% selling business directory listings.
▶ Auto is the vertical likely to have the highest online growth, with 63% of newspapers projecting increased
revenue in 2013.
▶ Content management system satisfaction levels are mediocre. Although 10% said that they were “very
satisfied”, 52% were only “somewhat satisfied and 24% registered varying levels of dissatisfaction.
▶ BLOX-TownNews is the most widely Used system (35%)
▶ Although DoubleClick is (at 19%) the most common ad serving platform – followed by Blox (14%), Yahoo
(9%) and DTI (9%) – there are at least 15 other platforms used by community newspapers.

Tune in tomorrow, where we will be going over more of the findings!

Glacier Media Group Announces Enterprise-wide Augmented Reality Launch with Layar

Glacier Media Group has announced that it has partnered with software developer, Layer, to create an entirely new experience for reading and advertising online newspapers. Layer, which specializes in advancing mobile reading, has developed technology that allows links, MP3 and MP4 files to be accessible on tablets, phone and screens. This new technology does more than mimic the reading experience, it enhances it. This new technology will also enhance the effectiveness of advertisements, allowing readers to access websites and purchase products by clicking on an ad placed in the newspaper. Read below for the full press release.

Glacier Media Group Announces Enterprise-wide Augmented Reality Launch with Layar

First company worldwide to build augmented reality into its digital sales platform

VANCOUVER, Feb 7, 2013 – Glacier Media Group.,(GVC:CA: TSX), Western Canada’s largest local
media company is pleased to announce the enterprise wide launch of augmented reality throughout its Lower Mainland, British Columbia properties.

Glacier Media Group has teamed up with Layar to enhance the newspaper experience for its readers.
Every edition will feature extensive use of augmented reality (AR) through editorial and advertisements.
This cutting edge technology used while reading the newspapers will allow Glacier to eliminate the gap
between print and digital.

The technology is the innovative Layar application which can be downloaded on your iOS or Android
smartphone or tablet. Layar operates as image recognition software invisibly tagging images, logos and
icons with codes to allow the augmented reality components to appear instantly on a readers phone or
tablet while scanning the AR content. Rather than QR codes in print, Layar provides the ability to link to
multiple assets; watch video/ listen to audio / share the content on social networks and even buy a product
– right from the page.

“This will allow print to come to life,” said Alvin Brouwer, president of Lower Mainland Publishing, a division
of Glacier Media. “Our plan is to increase engagement between our newspapers and our readers, increase
the time they spend with us, improve the utility of the product, and seamlessly integrate our customers’
digital assets into our newspapers,” said Brouwer, “It adds many different dimensions to a print advertising
campaign or to the stories and photos that appear in our papers.”

“Newsprint is very effective in creating desire, and the Layar technology provides us the opportunity to
increase newsprint’s utility to our readers and advertisers enabling immediate action. This is a game
changer, and we are proud to be the first to take this to market enterprise-wide.”

With over 28 million downloads worldwide, Layar is an exceptional complement to Glacier Media’s
newspaper network. Layar’s CEO Quintin Schevernels is delighted. “This partnership marks an important
milestone for Interactive Print in the Canadian market. With Glacier Media we found a partner that is very
dedicated to innovation and serving the needs of its readers and advertisers. We are confident that we will
help Glacier Media to further empower its print products.”

Take Inventory of your Newsmakers

Jim Pumario was kind enough to pass along an excellent article he wrote about knowing your local newsmakers. We have decided to re-publish the article in full:

Here’s an action item for your next newsroom meeting: Ask reporters to identify the community newsmakers. Better yet, bring a stack of newspapers from the last couple of months and circle the newsmakers receiving attention in words and photos.

Several individuals are likely to be on the list, no matter the community: for example, the mayor and city council president; the superintendent and school board chair; the county’s chief administrator and the county board chair; local legislators; the heads of key local commissions and task forces. And these folks probably appear with some regularity.

You get the drift. Newsrooms by and large do a commendable job of writing for the source, especially when it comes to public affairs reporting. Public officials speak, and their statements are recorded. Their comments should be given proper notice.

At the same time, newspapers are shortchanging their readers – their customers – if they do not expand their definition of and explore the range of newsmakers. In other words, spend time to identify the players at the core of community conversations.

For example:

  • A city council debates the merits of building a skateboard park. Reporters capture the flavor of the public hearings where proponents and opponents step to the microphone. The comments of the planning commission and city council members are recorded as they cast their final votes. But have you gone beyond the meetings? Have you taken the time to observe youths doing skateboard tricks on the downtown sidewalks, navigating their way among pedestrians? Have you asked business owners and pedestrians – some who may be annoyed by the youths, some who sympathize with the lack of a park – on the pluses and minuses of creating a park? Have you talked with the parents of the kids?
  • A county board considers a conditional-use permit for an expanded feedlot operation. Reporters attend the public hearing, noting the debate and recording commissioner votes.  But have you gone beyond the meetings? Have you toured the feedlot operation firsthand? Have you visited the neighbors to witness their concerns over odor and increased traffic?

Today’s challenging media landscape demands that editors and reporters thoroughly examine their coverage and ask the question: Are we relevant to our readers? Are our news columns dominated by the same set of newsmakers, or are we digging beneath the surface to identify the full cast of characters? Are we writing our stories for the individuals at the top, or tail end, of the news pyramid without giving proper attention to everyone else in the pyramid whose actions collectively represent the full dynamics of a story?

This exercise of scrutinizing coverage goes beyond examining the meetings of local governing bodies. Editors and reporters should regularly brainstorm all aspects of everyday coverage. It can be as easy as tracking down and inserting other voices beyond what is forwarded in a press release or presented at an event.

Consider a big-box retailer that opens as the anchor of a new strip mall on the edge of town. What’s the anticipated impact on the downtown shopping district? Will the discount store strengthen the city as a regional retail center? Gaining these perspectives is just as important as recording the welcoming comments of the mayor at the grand opening. In addition, the stories provide many new faces and names beyond the traditional newsmakers.

Here’s a challenge the next time your staff is brainstorming coverage for a story of community significance. Reporters are certain to rattle off the usual lineup of individuals to solicit perspectives. Some may be appropriate and, indeed, mandatory to contact. But don’t adjourn your session until you’ve come up with at least a handful of individuals who rarely, if ever, are mentioned in your newspaper. Make it a priority to seek their opinions.

Expanding your bucket of newsmakers is all about going beyond the story that is served on the platter. Make no mistake, digging beneath the surface takes legwork – and produces long-term benefits. The enriched coverage is more interesting, and you’ll likely pick up some new readers.

Jim Pumarlo writes, speaks and provides training on Community Newsroom Success Strategies. His newest book is “Journalism Primer: A Guide to Community News Coverage for Beginning and Veteran Journalists.” He also is author of “Votes and Quotes: A Guide to Outstanding Election Coverage” and “Bad News and Good Judgment: A Guide to Reporting on Sensitive Issues in a Small-Town Newspaper.” He can be contacted at and welcomes comments and questions at

Study Reveals Effectiveness of Flyers

An October study by the Flyer Distribution Standards Association (FDSA) released a national study that sought to find out the usage of print and online flyers, catalogues, coupons and samples, and how consumers engaged with them. The study, which can be viewed here, collected 1,760 online interviews with Canadians 18 and over.

In their own words, the study’s objectives were:

  • Measure usage of printed flyers, online flyers, catalogues, samples and coupons.
  • Establish how frequently Canadians would like to receive flyers.
  • Determine the usage of printed and online flyers, catalogues, samples and coupons for information about where to purchase and pricing of a variety of products and services.
  • Find out about actions taken as a result of viewing a flyer.
  • Break out results by demographic category.

The study revealed that:

  • More people were exposed to print flyers than online flyers.
  • Ninety-one percent of those interviewed welcomed flyers.
  • Eighty-three percent would prefer to get flyers more than once a week.
  • Seventy-seven percent of English-speaking Canadians visited a store within one week as a result of seeing the flyer.
  • Sixty percent of English-speaking Canadians purchased a product as a result of seeing the flyer.

This study revealed the efficiency of using flyers for your advertising – especially if it is placed within a trusted newspaper.

The power of the right story

For those who follow our blog, you’ve likely come to recognize John Foust, who is a regular contributor. In this week’s article, John highlights the power of storytelling in your advertisements:

Thomas knows the power of storytelling. “I’ve found that the right stories help me sell more advertising,” he said. “After all, prospects are like everyone else. They like to hear stories and examples of things that have happened to other people.

Thomas is right. Every sales person should have an arsenal of stories for a variety of purposes – to establish credibility, illustrate product benefits and answer objections.

“Sales stories shouldn’t go on and on forever,” he said. “They must be focused and to-the-point, with a clear beginning, middle and end. And I’ve learned that it shouldn’t take long to get to the end. There are a lot of approaches, but the formula I like best is known as SPAR – Situation, Problem, Action and Result.”

John Foust then discusses different types of storytelling, breaking it down into a Situation, Problem and Result. The purpose of any advertising storytelling is to have a specific story arch that highlights a cause and effect. Don’t speak in generalities and don’t leave a story unfinished:

Let’s take a look at Thomas’ storytelling technique:

Situation: “In this step, take a moment to set the stage,” Thomas explained, “For example, you could say, ‘Three months ago, I was working with the Ace Widget Company on a new ad campaign. They had advertised with our paper on occasion, but most of their budget had been spent in other areas.’ In just a couple of sentences, this gives your listener a snapshot of Ace Widget’s situation.”

Problem: “This is where you isolate a specific problem or challenge. Don’t use generalities like, ‘Their advertising wasn’t working.’ Narrow the problem to a challenge that can be easily visualized by your prospect, something like, ‘The main problem with Ace Widget’s advertising was that they were not running ads that generated measurable results. Their ads described their products, but there was no compelling reason for readers to respond immediately.’

“See the difference?” Thomas asked. Now your prospect has a clear picture of what the Ace Widget Company was facing. Of course, that problem should relate to the problem you want to solve for the person who is listening to your story. That’s why it’s important to have a range of stories for different types of challenges faced by advertisers.”
Action: “Here’s the solution,” Thomas said. “Describe – briefly and without exaggerating – the action you took to solve Ace Widget’s specific problem. You might say, ‘After analyzing the problem, I recommended a series of ads promoting discounts on several key products. We tested various discount techniques (for example: half-price, then two-for-the-price-of-one – which is essentially the same offer).’”

Result: “This is the payoff, the point where you show how well the action worked. Your result statement could be something like, ‘During the first month of the campaign, the sales of Ace Widgets’ advertised products increased by 20 percent. By creating measurable results, they have been able to tweak their overall strategy and get more mileage from their marketing budget. This is a big change, because now they have a good feel for what works.’

“There’s the happy ending,” Thomas said.

This technique can add depth to your sales presentations. Every story has a hero. And with a SPAR story, the hero is your newspaper.


(c) Copyright 2012 by John Foust. All rights reserved.


John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time and get quick results from in-house training. E-mail for information:

New case study demonstrates how newspaper ads work for packaged goods products

A recent case study has highlighted the effectiveness of newspaper advertorial. The entire study can be read here. We have highlighted the main points below:

The Flora pro-activ line of food products contains plant sterols that are proven to lower cholesterol. This line was available in U.K. supermarkets but the challenge was making consumers aware of it. This latest newspaper advertising case study demonstrates the success of localizing advertorial in hand with brand advertising in newspapers.

Qualitative research was undertaken and it confirmed the benefits of communicating via local newspaper advertorial in
conjunction with brand advertisement. The feedback garnered included:
• “The picture of the woman makes it feel more relatable.”
• “The fact it’s done as an article is clever. I read it. You read it and identify with the subject.”
• “It makes us feel like it’s (addressed) to us because it’s in our local paper.”
• “I trust my local paper as it’s been around for such a long time so you would trust Flora.”

Source: Newspapers Canada, “Case Studies”