This week, Metro Daily began publishing the first national version of what it terms a ‘short-tab.’ The 8- or 16-page pullouts consist of ads and advertorials in Toronto, Montreal, Ottawa and Vancouver. The marketers for the first go-round were CIBC, HBC Rewards, BMO and BMO Mosaik partnered with WestJet and Air Miles.
‘We’ve done some short-tabs previously in Toronto and Montreal,’ Toronto-based national special features manager Levon Stevenson tells MiC. ‘But now that we have the capabilities to do it nationally, hopefully this will snowball – especially given that we top both the Globe & Mail and the National Post in Canada’s top four markets.’
He added that Metro Daily‘s national circulation is 560,000, with readership of 883,900, and the target demo is adults 18-49, ‘with a slight female skew.’ Why does Stevenson consider his publication an attractive venue for marketers? ‘Because we publish every single day of the year, we have a huge young readership, and we’re flexible enough to tailor any kind of creative execution or format, even it’s something that’s not generally seen in newspapers.’
