Magazine article Editor & Publisher

New Strategies and Tactics in Canadian Newspaper War

Magazine article Editor & Publisher

New Strategies and Tactics in Canadian Newspaper War

Article excerpt

The winner of the Great Canadian Newspaper War remains undetermined, but the bitter fight clearly is benefitting readers and ad agencies.

The Globe and Mail - which is attempting to ward off a fierce nationwide challenge from Conrad Black's 2-year-old The National Post - has launched a new advertising offensive across battle fronts that range from house ads to transit ads to outdoor, radio, and TV ads.

The Thomson Corp., which has annual revenues of more than $6 billion, recently announced it would sell all of its newspapers except the 156-year-old Globe and Mail. While the paper did not announce the cost of its new ad campaign, the multimedia effort appeared to underline Thomson's depth of commitment to the Canadian national paper.

Wielding a tagline, "Well written. Well read," The Globe and Mail ads focus on the paper's "most important attribute and competitive advantage - the quality of the content in the newspaper," said Ali Rahnema, vice president of marketing. "Our reporters, columnists, and editors are the stars of Canadian journalism, and their award-winning reporting, investigation, analysis, and commentary keep a million daily readers loyally turning to The Globe and Mail."

The campaign was developed by The Globe and Mail's agency, BBDO.

Last fall, BBDO designed a campaign of testimonial ads for The Globe and Mail that was designed to protect its nearly 2,000 advertisers. The testimonials ran in-house as well as in two prominent Canadian trade magazines, the weekly Marketing and the bimonthly Strategy. …

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