ICA survey: Internet grabbing a bigger chunk of media spending
Marketers increased their media budgets in Q4 2005 with further growth in spending projected for 2006-07 according to the ICA Survey of Marketing Budgets conducted during the last quarter of 2005. Most of the increases went into the Internet, although sales promotion and direct marketing also experienced growth. ZenithOptimedia head Sunni Boot says promotions
UPN and WB to merge forming new network
CBS’ UPN net and Time Warner’s WB have announced plans to merge today, paving the way for a new net called The CW Network. The new net will launch in the fall and is a joint partnership between Warner Bros. (a Time-Warner unit) and CBS. CW is aiming for 30 hours of weekly programming aimed at the 18-34 set. The new CW net will be carried on Tribune’s station network, allowing for CW coverage in 48% of the U.S. The CW’s senior staff will be comprised of execs from both WB and UPN.
Toronto Star to release new glossy fashion section in March
Seems the Toronto Star‘s fashion editorial team has been putting in some overtime. Sunday, March 5 sees the debut of the paper’s broadsheet-format, glossy magazine-stock fashion section entitled Fashion Extra. The glossy will be produced six times this year and, says group advertising director Cathy Wilson, will emphasize photography, layout and design. ‘This is an opportunity for the fashion team to ‘pump up’ what they do in the Thursday fashion section,’ says Wilson. ‘Some cosmetic advertisers won’t introduce new products on newsprint, so this will be of interest to them.’ Fashion Extra‘s inaugural issue is slated at a minimum eight pages and — upping the cachet — distribution is restricted to a targeted 180,000 Toronto Star subscribers with a minimum 75k household income. The glossy will be embedded within the Sunday edition of the newspaper and will publish for the months of April to May, and September through to November. Ad rates range between $15-36k, depending on placement and number of insertions.
Indian food brand launches awareness campaign
The folks behind UK-based Indian food brand Patak’s launched a national brand awareness campaign late last week. The brand’s first foray into TV included a sponsored half-day Indian food-themed programming block on the Food Network on Sunday, Jan. 22, in addition to 30-second spots airing through early March. Programs supporting the theme included Food Net staples Opening Soon, Naked Chef and Man Made Food among others. Banner ads were also purchased on foodtv.ca. In print, a two-page advertorial entitled ‘An Indian Evening,’ complete with recipes and tips on how to use the products will appear in the next issue of Wish magazine. Canadian Living‘s February issue (on newsstands now) also comes complete with a 12-page branded recipe book. ‘The objective here is to lift sales in Canada,’ explains Ed Weiss, media director at Toronto’s The Brainstorm Group, the agency behind the campaign. ‘We’re trying to communicate Patak’s accessibility and let folks know that [Indian food] is not as hot and spicy as perceived.’ Media buys were done by The Brainstorm Group.
Top TV advertisers: Eloda ad analysis
In 2005, only one category came out on top in the competition for category with the most new TV ads during the week of Jan. 13-19 — financial and insurance services took the whole pie at 100%. This year, other categories staked their claim and financial and insurance services took a big tumble. At number one last week was entertainment (at 23%), followed by financial and insurance services (at 15%), with building products at third place (at 8%). Check out others topping the charts, and which brands had the most new spots. 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.
http://www.eloda.com
Top radio advertisers: Media Monitors ad analysis
Looks like the Conservative Party’s radio buy may have contributed to their election day results. The party’s radio ads dominated Toronto airwaves, taking the number one slot for the week of Jan. 15-12 in the race for the brand with the highest number of spots on rotation. At number two was Rogers, followed by Petro-Canada at number three. On the flip side, the restaurant category took the gold. Check out others topping the radio charts by category and brand in the Toronto market for the week of Jan. 8-14.
http://www.mediamonitors.com
Canadian Primedia to rep Probec outside Quebec
Montreal-based newspaper network Probec and Toronto-based Canadian Primedia Sales & Marketing have entered an agreement to represent newspapers to advertisers and their agencies outside of Quebec starting April 18. Former Can-West Media Sales president and newspaper vet Ron Clark recently formed Canadian Primedia Sales & Marketing. Probec’s daily newspaper network includes La Presse of Montreal, Quebec City’s Le Soleil, and Le Droit of Ottawa-Hull, among others. The network reaches more than 1.6 million adult readers.
Maxximum maxes out with new Ottawa-based ad faces
Thornhill, ON-based Maxximum Outdoor has announced the addition of two Sears store walls in Ottawa, boosting its total ad face count to 16. Maxximum Outdoor offers display walls facing heavy commuter traffic at rates of $7,000 net per four weeks, in addition to the cost of printing. Sears stores in Scarborough, Yorkdale and Calgary are being considered for future additions. ‘Sears is unique because it has an exterior and also a point of sale location,’ says VP, sales Colleen McNarry-Wilson. ‘Our clients are really excited about that.’
Third Screen Media launches web-based mobile ad platform
Hyde Park, Mass.-based mobile software firm Third Screen Media has launched a software platform to streamline ad management and delivery over mobile networks. MADX/Publisher is a web-based software platform that links advertisers, publishers and mobile carriers on one interface. The tool is an end-to-end manager, taking on ad space creation, inventory forecasting/management, campaign creation, trafficking and targeting, among others. So far signed are content publishers The Weather Channel, USA Today and MSN. Agency clients include Starcom, Digitas and MPG. Says Jeff Janer, executive VP, marketing and client services: ‘Our revenue model is based on a set-up fee for ad enablement, annual subscription fees for access to the software and transactional CPM ad serving fees based on volume. Actual cost to the publisher varies depending upon their size.’
http://www.thirdscreenmedia.com
They put ads where? Ads that appeal to the narcissist in all of us
Not since in Snow White has the image in the mirror been so talkative. Now comes Singen, Germany-based tech company ad notam’s Magic Mirror TV — a slim (2 cm-thin), low-volt, digital screen that can be embedded within your bathroom mirror or on panes of glass so you don’t miss a minute of CNN. The Magic Mirrors, which can be hooked up to a Playstation, a DVD player or PC, have been used in Europe for ads in bathrooms, bars, locker rooms, elevators, and salons.
http://www.ad-notam.com
Discovery HD is best in show
The 130th Annual Westminster Dog Show will premiere on Discovery HD this February. Dogs from 165 different breeds will compete to win the title of Best in the Westminster Dog Show airing on Feb. 13 and 14 at 8 p.m. The broadcast will repeat on OLN Feb. 18 and 19 at 7 p.m.
Transcontinental loses two at the top
Transcontinental CFO Daniel Denault and Transcontinental Media president André Préfontaine have announced their departure this week. At press time, there was no word on where Prefontaine is headed next, though it was announced that Denault has taken the role of CFO at Bombardier. Préfontaine helmed Transcon Media, overseeing the acquisition of the Telemedia and Avid Media magazines, and the CanWest and Optipress newspapers. He was also instrumental in the launch of Elle Canada and daily Métro. President and chief executive officer, Luc Desjardins, will take over for Préfontaine in the interim. Denault will remain in his role until February 17 when treasurer Benoit Huard will step in as interim CFO.
Nelvana hires Fowler
Nelvana has announced that Nancy Fowler will be joining their team as senior VP, worldwide licensing. Fowler was previously the president of worldwide consumer products for Burbank-based DIC Entertainment.
Eloda hires new account manager
David Belanger Goyette has taken the role of account manager at Montreal-based Eloda. Goyette was previously employed at jewellers.com.
