On Jan. 16, Montreal’s La Presse launched its new ‘Oups’ subsection, which will be inserted every Sunday into the newspaper’s first section. Targeted to eight- to 14-year-olds, the colour pages present articles and columns on topics of interest to the tween set, like music and video games. Jean Durocher, VP, sales and marketing, says this will give advertisers special access to an increasingly important group of consumers. Marc Bourassa, senior director of national advertising, says there were no advertisers in the first edition because it’s brand new and people wanted to see what it was going to be like, but his department is ramping up efforts in such tween-friendly categories as video games and milk.
‘Oups’ has also gone online at http://www.cyberpresse.ca/oups. Updated daily, the Web component will develop original interactive synergies for young surfers and include advertising. La Presse is the leading daily newspaper in Canada’s French-language market. It’s published seven days a week and has a readership of 840,000.
