New gift card comes complete with multimedia capabilities
This gift card has chutzpah! MoxyCard, self-touted as the first patented multimedia gift card, combines the functionality of a gift card with the electronic capabilities of a CD-ROM. Offered by the Tampa, Fla.-based One28 Marketing Group, the card becomes an interactive marketing and entertainment vehicle that can include special offers, printable coupons and video presentations.
Among the other bells and whistles, the gift card (which comes in 16- or 40-megabyte media capabilities) can facilitate an Internet connection to drive consumers to specific products, loyalty programs or surveys – and an opt-in mechanism allows marketers to capture and compile consumer data.
http://www.one28marketing.com/specifications.html
People — Passages, Moves & News
Raynald Brière has been appointed president and chief operating officer at Montreal-based Radio Nord (RNC), effective Sept. 7. He will help RNC expand its radio holdings, as well as overseeing operation of RNC’s TV and radio stations. Radio Nord is focusing on specialized formats such as popular classical music and jazz as well as expanding into new markets such as the Saguenay-Lac St. Jean area.
http://www.radionord.com/
Montreal-based Transcontinental Media has appointed Terri DeRose VP consumer marketing. She was previously VP circulation consumer marketing at Toronto-based Avid Media, which was purchased by Transcontinental in June. She replaces Brian Master who was VP circulation. DeRose’s appointment was effective Aug. 17 and she is based in Toronto.
http://www.transcontinental.com/en/home.html
The Reader’s Digest Association (Canada) has appointed Andrea C. Martin as president and CEO of the company. Martin is the first woman to hold this post. She has been with Reader’s Digest since 1983 and became VP marketing in 2001. A strong proponent of direct marketing, she is also on the board of the Quebec Relationship Marketing Association. Martin will be based in the Montreal head office and succeeds Pierre Dion, who has moved to TVA Group as EVP/COO.
http://ir.thomsonfn.com/InvestorRelations/PubNews.aspx?partner=4978
Market Meter – Radio
Radio
3.5 (out of 5)
During the summer, inventory was at sell-out or close to sell-out conditions in the major markets (Montreal, Ottawa, Toronto, Calgary and Vancouver). July was a little ‘softer’ than last year, but August and September have been active for the back-to-school period.
In Toronto, reps say Sept./Oct. rates are starting to go up as things are starting to get tighter, but November is still cool.
In the Vancouver market, avails are getting tight.
TV grabs the lion’s share of back-to-school spending
Annual Comparison of National Advertising Spend during Q3 Back-to-School period
(reported in 000s)
Q3 2000: $52,158
Q3 2001: $42,583
Q3 2002: $36,692
Q3 2003: $41,713
National Q3 2003 Spend by Medium (000s)
Total Media $ 41,713
Dailies $ 14,071 (33.7% of the total)
Magazines: $ 1,814 (4.3% of the total)
Out of Home: $ 5,639 (13.5% of the total)
Radio: $ 1,635 (3.9% of the total)
Total TV: $ 18,554 (44.5% of the total)
National Q3 2003 – Top 5 Spenders in ‘Back to School’ Category
1) The Gap Inc.
2) Wal-Mart Stores Inc.
3) Best Buy Co. Inc.
4) The TJX Companies Inc.
5) Staples Inc.
The ‘Back to School’ Category includes the following classes:
Bookstores & Stationery Stores
Business Equipment & Drafting Equipment Stores
Children’s Wear
Clothing Stores
Dept. Stores Business Equipment Dept.
Dept. Stores Clothing Dept.
Dept. Stores Footwear Dept.
Dept. Stores Stationery Dept.
Electronic Stores Business Equipment Dept.
Furniture Stores Business Equipment Dept.
Shoe Stores
Shopping Centres
All data courtesy of Nielsen Media Research
Copyright 2004 Nielsen Media Research
Subway riders may get tunnel vision
Riders on Canada’s subway systems may soon be getting the equivalent of an in-flight movie to stave off commuter boredom.
Amen adds media division
Montreal-based agency Amen has formed a new division called Amen Media, specializing in media strategy and placement.
Black & Decker hires Carat
Toolmaker Black & Decker, of Hampstead, Md., has chosen Toronto-based Carat Canada as its media agency for this country. Carat will plan and buy media for B&D’s power tool, outdoor and home product lines. M2 Universal was the previous media shop on the account. Creative will be done outside Canada.
http://www.blackanddecker.com/home.aspx
http://www.carat-canada.com/
MOJO Radio pumps up volume on news content
Corus Radio, of Toronto, has announced it is revamping its MOJO Radio 640 in Toronto.
The ‘talk radio for guys’ station recently undertook a major research initiative and was told by listeners that, while they like MOJO’s ‘aggressive spirit and edgy attitude,’ they’d like to hear about more important issues.
The station has responded by introducing complete news coverage every 30 minutes, seven days a week, along with in-depth investigative reports. It will focus on Toronto’s biggest news stories but still maintain MOJO’s characteristic edge.
In addition, earlier this summer, the station announced a new seven-year deal as the exclusive play-by-play broadcaster and promotional affiliate of the Toronto Maple Leafs.
http://www.mojoradio.com/
http://www.corusent.com/
Quebecor buys Toronto 1
Toronto’s CHUM is selling Toronto 1, the TV station it acquired as part of its purchase of Calgary-based broadcaster Craig Media.
Purchasers are two Quebecor Media subsidiaries. TVA Group, of Montreal, will pay $34.5 million in cash for a 75% interest in the money-losing station, while Sun Media, of Montreal, publisher of the Toronto Sun, will pay $3.5 million and give CHUM back its 29.9% interest in local news channel CablePulse 24.
Serge Gouin, president and chief executive of TVA and Quebecor Media, says the move will give Quebecor ‘a strategic positioning in Canada’s largest market.’
The sale will also help CHUM to gain CRTC approval to finalize its purchase of Craig. The Craig deal will make CHUM Canada’s third private-sector national network.
http://www.chumlimited.com/press/releasecorporate.asp?pressID=1242
http://www.quebecor.com/htmen/0_0/7_0_1.asp?NewsID=609
OMNI Television going large with its new fall season launch
OMNI Television will be supporting the launch of its new fall programming lineup with an all-out media campaign including television, radio and outdoor, which goes live on Aug.30.
The idea behind the newly developed creative is to highlight the launch of OMNI’s new programs (on both OMNI.1 and OMNI.2), which include Friends and Law and Order: Special Victim Unit. A large portion of the broadcaster’s ad budget is going to outdoor advertising (focusing on the GTA corridor) and radio, which consists of traffic, weather and sponsorship tags along with 30-second spots particularly in the Toronto, Hamilton and Ottawa areas.
CTV still dominating the summer’s ratings
With the Olympics well underway and bringing the normal summer schedule to a close, CTV continues to dominate the Canadian television airwaves. Led by homegrown Canadian Idol whose Wednesday night episode is the most-watched program in Canada, CTV has swept all 10 spots in the Top 10 programs and 18 of the Top 20.
Results are courtesy of BBM, which has released data comparing CTV, Canwest Global and CBC programs.
Chalk Media’s techno tween ad opps
Vancouver-based Chalk Media’s latest network television program,Spy Academy, will offer up some distinctive sponsorship opportunities when it hits the air Sept. 11. Produced for YTV, this kids’ reality game show is aimed at tweens. Each episode has six techno savvy kids paired in teams of two and loaded up with the latest gadgets as they make their way through a series of tests to earn the moniker of ‘international super spy.’
Sponsorship opportunities abound whether it be through the property’s Web site, (www.spyacademy.ca), prize giveaways or title product placement. There are three primary gadgets in every show – a laptop, PDA and cellphone – which allow for sponsorship opportunities along with any other gadgets (from digital cameras to high-tech scooters) you can think of, says Spy Academy‘s executive producer Dana Johl.
‘Viewers can go to the Web site to find out more about episodes and contestants – and it also highlights the gadgets they use,’ she says. ‘So, if a sponsor were to come on and do some product placement with us, we’d also feature the products on the Web site.’
In addition to title sponsorships, advertising opps can be had with weekly prize and grand prize giveaways.
‘We give away a lot of prizes on the show and each prize sponsor gets a 10 second feature at the end of the show – including a picture of the product and voiceover,’ says Johl.
Reinventing the wheel
Hey, it looks like those wheels on that car aren’t turning. And they don’t look like your generic hubcap either. It’s not chrome, it’s not plastic – it’s ‘wheel-vertising.’
Claiming to be a low-cost way of advertising to the coveted urban demographic, this concept – from Santa Monica, Calif.-based AdFleet – involves attaching a 16.5 inch non-rotating hub cap cover carrying advertiser logos to the wheels of a car.
In July, AdFleet launched with 2,000 taxis in the Los Angeles area. Advertisers included the L.A. Dodgers, Taco Bell, Jiffy Lube, Virgin Colas and 1-800-Cheap Seats. AdFleet has plans to roll out soon in 14 markets including Toronto, Atlanta, Dallas, Boston and Washington D.C.
People – Passages, Moves & News
Toronto-based Starcom Worldwide has appointed Jeff Marchand to the newly created position of SVP of its Canadian operations, effective Aug. 19. He will also keep his role as GM, therefore continuing to oversee Starcom’s general and financial operations, lead five account directors and manage client relationships.
Marchand has 14 years of experience in media, all within the Leo Burnett/Starcom network. He is also an associate member of the Canadian Media Directors’ Council.
http://www.starcomworldwide.com/our_services.asp?title=starcom
http://www.smvgroup.com/
Gary Stephen Ross will become the new editor of Saturday Night magazine effective Sept. 1, replacing Matthew Church.
Ross is an author, editor and was formerly partner in the book publishing house of Macfarlane Walter & Ross. He is no stranger to Saturday Night, having contributed in the 1970s, acted as senior editor in the ’80s and edited the 100th anniversary issue in 1987. He has also acted as a senior editor for Toronto Life magazine.
Saturday Night is owned by Toronto-based St. Joseph Media.
http://www.saturdaynight.ca
http://www.stjoseph.com/
Tom Hopkins, partner and SVP of Markham, Ont.-based Avid Media, resigned on Thursday. The news came two months after Avid was purchased by Transcontinental Media, of Montreal. Hopkins has led the editorial direction for such Avid books as Canadian Gardening and Outdoor Canada.
Hopkins says the parting was amicable and of his choosing. He says he’d like to take some time off, with immediate plans including traveling in China with his daughter.
Hopkins joined Avid in 1994. His resignation is effective Sept. 3.
http://www.avidmediainc.com
http://www.transcontinental-gtc.com/en/fs04/p0403.html
Market Meter
Conventional Broadcast TV
4.5 (out of 5)
Broadcast TV is not selling as briskly as in the past and there seems to be a bit more flexibility from sellers this year. All major markets (Quebec, Ontario, Alberta, and B.C.) were active throughout the summer and continuing into the fall. Alberta has been selling out the fastest of all regions and getting cost-efficient inventory is a continued challenge in both Calgary and Edmonton.
In the Maritimes, inventory June through August was tight and current buying activity is coming from back-to-school retailers, malls, Canadian Tire and automotive.
In Quebec, inventory was available over the summer but is tightening up coming into the fall. For the fall, CTV is in a near sold out position across all major markets while inventory on CanWest seems to be readily available. As usual, packaged goods, automotive, retail and entertainment companies lead the way in securing fall airtime on conventional and cable.
Cable TV (aka Specialty TV)
4.5 (out of 5)
Cable TV is selling very well all through the fall, especially the kids’ networks YTV and Teletoon, which are selling out certain dayparts all the way through November already. Rates and CPMs are higher this year than last year due to higher demand.
Cable continues to erode conventional audiences and garner greater share of media budgets. Inventory is moving quickly with stations such as Showcase, MuchMusic, Bravo and TSN nearly sold out for the fall.
- Is GroupM being dismantled? Reports point to rebrand and restructuring
- Some GroupM Canada senior executives have left the agency
- Havas Media Canada makes three senior leadership appointments
- Media leaders concerned ad spend not going to Canadian media
- Upfronts 2025: Fox announces significant investment in sports
