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Ehm finds a new niche with Yummy Mummy
Erica Ehm is a Yummy Mummy and is showing a new generation of moms how they can be too. The new show, which launched this week on Alliance Atlantis’s Life and Discovery Health networks, focuses on finding balance in life. Ehm, a former MuchMusic veejay and now the mother of two, didn’t want to be defined as just being mom and believes there is a whole generation of young women who also don’t think life ends with parenthood. Discovery, at least, thinks she’s onto something. Yummy Mummy has not only been picked up by Discovery Health in the U.S. for a fall introduction, there are talks of taking it to Europe.
Ehm not only deals with the usual parenting topics as well as picking the right jeans and bras post-baby or the perfect Yummy Mummy-mobile, she also brings in experts to talk about juggling family and career, and shows moms how to have some fun and find time for themselves. The program’s wide range of topics could be a bonanza for a myriad of product categories looking for female consumers as well as product placement and promotional opportunities. The series is still in production and publicist Janine Fawcett says advertisers wanting to explore the possibilities of vignettes and product integration can reach the producer through Alliance Atlantis.
The series consists of 26 half-hour episodes airing Tuesday at 10 a.m. and 5 p.m. on Life and Thursdays at 9:30 p.m. on Discovery Health.
Debbie Travis looking to hire
Debbie Travis is moving houses. The decorating diva comes to Global next spring with a new show called From the Ground Up, a 10-episode, hour-long program that brings together 12 young Travis wannabes on a major reno and design project. Casting calls for 19- to 30-year-old participants kick off on Aug. 15 when she will begin hitting Toronto, Montreal, Vancouver, Calgary and Halifax recruiting young talent for the internship of their lives. The show is slated to air as part of Global’s spring lineup and targets 20-54s.
OCNA names Laidlaw
The Ontario Community Newspaper Association’s Board of Directors has appointed Bill Laidlaw as its new executive director, effective Aug. 2. He replaces Don Lamont who departed the association in April.
Laidlaw’s CV includes stints in general management, human resources and public affairs at such companies as The Bay, Royal Trust and as CEO of St. John Ambulence of Ontario.
Event
Aug. 25
Media for the Non-Media Marketing Professional
The Media Company, Toronto. 416.644.3748. www.the-cma.org
This Canadian Marketing Association conference, expanded to a full day this year, explores the B2B world and focuses on dealing with increased competition, tougher regulations and tighter, more accountable budgets.
Late breaking news: Radio stations appeal CRTC’s satellite radio decision
Canadian radio broadcasters are appealing last month’s CRTC decision to grant satellite subscription radio licenses to Canadian Satellite Radio Inc. and Sirius Canada Inc. Notable amongst the appellants are CHUM Limited and Astral Media Radio who were granted license for a subscription 50-channel terrestrial DAB (digital audio broadcast) service at the same time.
The appeal states that the licensing of U.S.-supported satellite services is inconsistent with Canada’s broadcasting policy. The broadcasters argue that under the Broadcasting Act, broadcast undertakings are to make maximum and predominant use of Canadian resources, serve the needs of Canadians through programming and employment opportunities, and be effectively owned and controlled by Canadians. They believe the two satellite services do not comply with those guidelines.
TIME to partner with Chanel; looking for more
The folks at Time Canada are in party planning mode. Just in time for the 2005 Toronto International Film Festival (TIFF) on September 8-17, and in an effort to augment its editorial coverage of the fest, the famous news mag is planning events (and looking for sponsors) in support of films showing at the festival this year. For the second year in a row, Time is partnering with luxury goods brand Chanel for an intimate and exclusive event held at Toronto’s tony Chanel boutique on Bloor Street. Beverage partners already on board include Skyy Vodka, Grand Marnier and Campari, with all deals done direct. Cadillac has also inked a deal this year, brokered by M2 Universal. To support this year’s event, national marketing director Kris Menon is currently hunting for consumer electronics and furniture sponsors.
Last year’s dinner had the upper level of the boutique outfitted in Philippe Starck-designed furniture while Matt Dusk crooned Frank Sinatra and Tony Bennett covers to the crowd of 80 guests. ‘This is a way of bringing our editorial to life,’ Menon says. ‘Attendees at the Chanel event are president level or higher; top-level execs and all are hand-selected. It’s a very high-end demographic. There’s usually a strong celebrity base there but the event is very intimate. Last year, Andy Garcia started playing the piano. We really want to offer something intimate, exclusive and different.’
Park & Pipe to hit high schools in October
The brains behind teen mags, What’s His, What’s Hers is adding another rag to their roster. Park & Pipe, a new snowboarding magazine aimed at teens 13-19 is hitting the slopes in October. The free mag will run three times yearly in both official languages. The English edition will have a circulation of 325,000 and the French will run 55,000 copies. Park & Pipe will be available in more than 1,340 high schools across Canada and in select snowboard and ski parks. The cost of a full-page ad runs at $15,970 with additional opps for marketers. Publisher Nancy Moore promises sponsorship and product sampling opportunities for marketers at major snowboard/ski events. Sneak peeks of Park & Pipe will be available in What’s His, What’s Hers‘ Fall 2005, Holiday 2005 and Spring 2006 editions. The new pub is presented in partnership with the Canadian Ski Council.
Corus and Comcast give birth to Vortex on demand
Here’s a way to get your brand in front of American kids. In mid-July, Toronto-based Corus Entertainment and Philadelphia-based cable, entertainment and communications giant Comcast will launch Vortex on Demand, a new v-o-d service providing programming for kids ages 6-12. The service will be available at no extra cost to Comcast digital cable customers as part of their kids & teens menu. The partnership grants Comcast access to animated kids’ shows produced and distributed by Nelvana, a Corus subsidiary. Shows that will air on Vortex include: Jacob Two-Two and Pippi Longstocking.
Doug Murphy, EVP of biz development at Nelvana says: ‘Ad revenue is a component of the deal and will be considered on a local and national basis. As the on-demand platform grows, we expect to explore branding and marketing tie-ins as a viable business opportunity.’
BBM Media Snapshot: Canadians and inline skating
* 994,000 Canadians (4%) regularly practice inline skating.
* 71% of regular inline skaters are below 34 years of age; 19% are between 35 and 44 years old.
* Those who regularly practice inline skating are mostly single people, an incidence that is two times higher than the national average.
* Quebec has the highest incidence of regular inline skaters (1.6 times the national average). It is the only region above the national average.
* 75% of regular inline skaters attend live pro sports events. Compared to the national averages, they attend three times more tennis matches, two times more golf events, and 1.9 times more basketball games.
* Besides inline skating, 76% practice ice-skating (2.3 times national average), 64% play billiard/pool (1.8 times the national average), and 62% go bowling (1.5 times the national average).
* At least four of every five regular inline skaters used skin protection/tanning products last year: 64% used sunscreen with an SPF higher than 15; 48% used sunscreen with SPF 15 or less (1.7 times the national average); and 28% used suntan oil (1.5 times the national average).
* Radio (88%), TV (82%), and Internet (65%) seem to be the best media to communicate with inline skaters (for yesterday exposure),
* Based on weekly reach, mainstream Top 40/CHR (21%), news/talk (14%) and classic/mainstream rock are their favoured radio formats.
* Their favourite TV shows watched in an average week are: movies (77%), hockey (when available) (55%), news/current affairs (54%), and in the hotly-contested fourth place – situation comedies, reality shows, cartoons and contest shows, all with 40%.
Source: BBM RTS Canada Fall ’03 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
Notes from the media landscape: Eye-tracking software reads what you read
If all of Belmont, CA-based software company Eyetools’ claims are correct, we’d be able to tell if you read this article. According to an article in AdAge.com, WPP Group’s OglivyOne, which falls under the Ogilvy & Mather umbrella, has struck a deal with Eyetools to test email marketing for its clients. A hidden camera stuck to the sides of computer monitors allows trackers to gauge what’s being read and what’s being skipped over. Eye movements are then transferred to a heat map showing how eyes moved across the email. Eyetools boasts that it has simplified its analysis process so much that results are made available within a couple of days.
http://www.eyetools.com
Genesis loses one to MindShare/mOne
Val Buckley has taken on the role of digital media director of Toronto-based mOne, the Internet media/marketing arm of MindShare. The new role will have Buckley leading one of the largest digital media planning and buying ops in Canada. Prior to joining mOne, Buckley was director of iMedia, Genesis Media’s digital division. She will report to managing partner and director Brian Fitzpatrick.
PMB Factoid
Motorcycling; by education
Analysis: Media buyers weigh in on fall TV primetime winners: Tuesday nights
This is the second in a series (see part one in MIC June 30, 2005) that asks broadcast pundits’ opinions on who’s in, who’s out and who doesn’t stand a chance during the most coveted — and competitive — weeknight timeslots of 8-10 p.m. Go to www.mediaincanada.com and click on ‘TV Programming Grids’ for visual aids.
‘Close to Home (CTV) is very female, very Judging Amy‘ says Sheila Malanchuk, media strategy manager at OMD Vancouver about the 8 p.m. contenders. ‘Then there’s Bones (Global) which is more forensic drama. With David Boreanaz, it skews female. I think Bones has potential but the pilot could be better. Either of them are a toss up. And when American Idol comes in (on CTV mid-season), it will be a sweep.’
For the 9 p.m. timeslot, Malanchuk is more decisive. ‘The Amazing Race (CTV) will trump (Global’s) House although the House audience is growing. (CBC’s) DaVinci’s City Hall has its loyal audience but the numbers are not quite there. Supernatural (on Citytv) is another one of those for the sci-fi audience but it won’t even come close to Race‘s numbers.’ And at 10 p.m. she says: ‘(CTV’s)Law and Order: SVU though Gilmore Girls (on Global) has its loyal audience. Also I don’t really think that Wanted (Citytv) will last that long.’
Dove flies in W Network’s Beauty Quest doc
No longer just an ad, Dove’s Campaign for Real Beauty has been immortalized into a documentary by Toronto producer Telefactory (See MIC May 24, 2005). The doc entitled Beauty Quest, is set to air on W Network on Saturday, July 30 at 8 p.m. and follows fashion photog Arline Malakian as she searches for the defining picture of beauty.
‘We saw the Dove photo exhibit and we were really impressed,’ says Leanne Crouch, CEO and exec producer at Telefactory. ‘So we approached Unilever to see if they were interested in a documentary with the very big caveat that it would be an independent production with no campaign propaganda behind it.’
