All media must go: $3.5-million NABS auction underway

Digital media represents a larger portion of this year's inventory, says Mike Fenton, NABS president and CEO.

The National Advertising Benevolent Society (NABS) of Canada launched its annual fundraising auction this week, with more than $3.5 million in donated media from companies across Canada on the block. This year more newspapers and magazines are offering their online sister properties as separate media packages, says Mike Fenton, president & CEO, NABS Canada. ‘We’ve certainly seen a growth in digital media,’ Fenton tells MiC, adding that digital offerings represent between seven to 15% of their overall inventory.

NABS is offering more than 300 media packages at a 50 to 60% discount off the rate-card value. Besides online these include conventional and specialty television, radio, magazine, newspaper, outdoor and OOH, digital OOH signage and production and research services. The auction runs until Apr. 17 and is open to any advertiser, agency or organization using media in their communication plans for 2009 to 2010.

About $200,000 in media and in-kind services has been donated to NABS to promote the auction. This year they will be using traditional channels to target the consumer marketplace, says Fenton. ‘We’ll be expanding the reach to other organizations who might buy media on a one-time basis, like small businesses,’ he says.

Fenton expects more agencies will take advantage of the deals in this tough economy. ‘The reality is everyone’s looking for bargains, everyone’s looking for deals and opportunities,’ says Fenton. The annual auction represents about half of NABS’ annual revenue.