Winning Entries - Newspapers Canada

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Winning Entries - Newspapers Canada
Great
Ideas
IDÉES
DE GéNIE
Judges Picks/Les choix des juges
01 Newspaper Marketing and Promotion/
Marketing et promotion dans les journaux
02 Promotional Campaign/Campagne promotionnelle
03 Special Sections/Cahiers thématiques
04 Magazines/Magazines
Great
Ideas
IDÉES
DE GéNIE
01 N
ewspaper Marketing and
Promotion/Marketing et
promotion dans les journaux
GREAT
IDEAS
“ABSOLUTELY
INTOLERABLE”
PLEASE INDICATE MARKET SIZE:
✔ Newspaper Marketing and Promotion
❍
❍ Promotional Campaigns
❍ Advertising – Print
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
❍
NAME
“If you went to your doctor and he said,
ADDRESS
‘we’ve concluded you have a tumour,
CITY
but we’re not going to do that.
1
st
eR
PLEASE INDICATE CATEGORY:
COMPANY
it’s small and we could treat it today,
ENTRY
FORM
E-MAIL
✔ Digital Innovation
❍
❍ Special Sections
❍ Magazines
The Hamilton Spectator
Diana MacKay
44 Frid St.
Hamilton
[email protected]
PROV
ON
PC
PHONE
L8N 3G3
905–526–3512
We’re going to wait for a year while the
NAME OF PROMOTION
tumour grows, your family life falls apart,
One in Five
surgery will be much more invasive
and the success rate is only 40 per cent.’
EXPLANATION AND IMPLEMENTATION
“That’s what we do in mental health
One in Five represented a 7-part series that investigated the crisis in children’s mental health services in Canada and exposed the
major flaws in the system. The series was the first time the crisis in children’s mental health had ever been reported on a national
level. The heart of the series and what made it so compelling were the stories of the families who had struggled for years to get
help for their child. The objective was to engage readers with a very important yet often overlooked issue. To engage readers with the series, it was
promoted through in-paper and web ads. To encourage more audience connection with the series, we ran a week's worth of live
blog interaction with medical professionals, parents and the public that was the first of its kind in Canada. Questions, answers,
discussions — all through our Spec Live platform. Integrated with the paper, with the call-in times programmed like a radio show, it
was promoted through in-paper and web ads. The web also provided essential links, resources, personal stories and more. The
writer also appeared on radio and TV talk shows to continue communication of the series. and it’s absolutely intolerable.”
Dr. Pat McGrath,
founder of Family Help
program in Halifax
ONE IN FIVE
Canada’s Crisis in Children’s Mental Health
COMING APRIL 25
Denise Davy was awarded the 2008 MichenerDeacon Fellowship to investigate the crisis in
children’s mental health.
This fellowship is Canada’s premier award to
encourage the pursuit of public service journalism.
issue, “ Davy said. She added she hopes her work
will help lead to change and make parents “less
afraid to speak out.”
RESULTS (including circulation, financial, readership impact)
R001364260
“The fellowship allowed me to take a national look
at what is a very important yet often overlooked
All promotional pieces, editorial presentation and web content had a consistent theme and look in order to tie in all elements and
make it a cohesive and consistent piece. This made it easy for readers to connect the promotional ads to the story and web
offering.
The series clearly spoke to readers, as the impact was immediate. Parents and professionals wrote and called the writer to say
they were elated the issue was finally being brought out of the shadows. Each day the series ran it was accompanied by an online discussion with a professional. This certainly engaged readers who
participated in droves. We had over 1,200 people registered to the blog on day one. The hunger for information was insatiable as
readers continuously submitted questions and comments to the professionals. The public readily adopted this new concept and it’s
now been used in other story applications to better connect with readers.
As a direct result of the series, a Hamilton teacher’s federation made contact with a B.C. teacher’s group to introduce a schoolbased mental health program. The writer received an award from the Parents for Children’s Mental Health group for “championing”
the cause and helping increase the awareness of children’s mental health problems. CMY K
PAGE B1
SUNDAY, JANUARY 4, 2009
PERSPECTIVE
B1
EDITOR: BUZZ CURRIE 697-7577 [email protected] I winnipegfreepress.com
Born on a
trapline, Oscar
Lathlin rose
to become
Manitoba’s
well-respected
minister of
aboriginal and
northern
affairs.
Great
Ideas
eNtrY
FOrM
2
nd
e
Please indicate category:
Please indicate market size:
✔ Newspaper Marketing and Promotion
❍
❍ Promotional Campaigns
❍ Advertising – Print
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
❍
comPany
Winnipeg Free Press
name
Julie Carl
address
1355 Mountain Ave.
city
Winnipeg
e-mail
[email protected]
❍ Digital Innovation
❍ Special Sections
❍ Magazines
ProV MB
Pc R2X 3B6
PHone
203-697-7280
WAYNE GLOWACKI / WINNIPEG FREE PRESS ARCHIVES
Manitobans’ legacy
name of Promotion
Manitoba's legacy
a better province
I
Sportscaster,
flower breeder,
among those who
died in ’08
KEVIN
ROLLASON
T was a year that saw the
loss of a champion of aboriginal people, two volunteers who helped make
the city what it is today,
a broadcaster and a creator of
flowers.
We also lost a person whose
most public act was his death,
along with one of our bestknown symbols of Christmas.
Oscar Lathlin was born on a trapline
but later walked the halls of provincial
power.
Lathlin, 61, began his political career as chief of The Pas Indian band in
1985. He was elected MLA for The Pas
in 1990 and served first as minister of
conservation and later as aboriginal
and northern affairs minister.
Lathlin was known as a champion of
the North and of First Nations.
“Oscar was a very humble, but a
very important, Manitoban,” Attorney
General David Chomiak said after
Lathlin’s death on Nov. 2.
“In cabinet, he didn’t talk that often,
but when he did, everyone listened.”
Cam MacLean was a lawyer who
helped his community in numerous
ways.
MacLean, who died March 22 at 87,
was president and chairman of several
organizations, including The Forks
Renewal Corp., Rainbow Stage, the St.
Boniface Hospital Research Foundation and the Progressive Conservative Association of Manitoba. He also
served with many other organizations.
The research centre’s building at
the St. Boniface General Hospital was
renamed the G. Campbell MacLean
Building in his honour.
Harold Buchwald, 80, was a lawyer,
community leader and contributor to
the Winnipeg Free Press.
Buchwald, who died April 17, spent
years arguing that the city’s arts
organizations needed stable funding
sources. He later became the first
executive director of Arts Stabilization
Manitoba Inc.
Buchwald was chairman of the Winnipeg Symphony Orchestra after it
was bailed out by the province.
His most recent work was helping
save the area around the Upper Fort
Garry Gate and assisting the Canadian
Museum of Human Rights.
He was awarded the Order of Canada in 1993.
For many Canadians, Don Wittman,
who died Jan. 19 at 71, was the voice of
Canadian sport.
With the CBC, Wittman covered 18
summer and winter Olympic Games as
well as many other sporting events in
this country and around the world.
Jerry Twomey was more than just
one of the Ts in T&T Seeds — he was a
plant genetic specialist.
Twomey, who was born in 1915 and
died in April, was only 24 when he
created a pure white gladiola with
a scarlet blotch. It won the World’s
Most Beautiful Glad award at the 1939
World’s Fair.
Twomey worked at McFayden Seed
Company and the federal Department
of Agriculture, where he helped develop dwarf wheat varieties in Russia
and Asia.
As an amateur rose breeder, he
received two All American Awards
two years consecutively for Sheer
Elegance and All That Jazz, and a
European award for his Audrey Hepburn rose.
In his private life, Twomey assembled a huge collection of Inuit art,
which he donated to the Winnipeg Art
Gallery.
Samuel Golubchuk was a religious
man who spent his working life running a grocery store in Portage la
Prairie, then worked for Dominion
Electric and Acklands in Winnipeg
before retiring.
But it was Golubchuk’s death, not
his life, that propelled him to public
prominence.
Before Golubchuk died June 24 at 85,
he was at the centre of a fight between
his family and the medical community
over who determines when someone
dies.
His son and daughter won an injunction that prevented doctors at Grace
General Hospital from removing their
father from life support. The legal
question was never decided because
Golubchuk died before the case went
to trial.
For many Winnipeggers, Byrdye
Beckel came to personify the true
meaning of Christmas.
Beckel, executive director of the
Christmas Cheer Board for 21 years,
was the public face of the organization,
which helps the city’s needy celebrate
Christmas with food and presents.
For her volunteerism, Beckel,
who died May 12 at 80, received the
Premier’s Volunteer Service Award
and was inducted into the Order of the
Buffalo Hunt.
exPlanation and imPlementation
Notable:
Jan. 2 - Stefan Stefanson. He worked
his way up through the ranks to become
the first non-lawyer appointed as the
province’s chief sheriff, but he will also
be remembered for what he did for the
local Icelandic population. With another
couple, he and his wife started a charter service to Iceland to promote ties
between Manitoba and that country, and
he was president of the Icelandic National
League of North America. He was also
reeve of the RM of Gimli and president
of the Manitoba Farmers Union. He was
honoured with the Order of the Falcon
from the Icelandic government and made
an honorary life member of the Icelandic
National League of North America and the
Icelandic National League of Iceland.
Continued
[email protected]
Please see NOTABLE B2
at one of the nine “Let’s Chip In” Depots.
December 27
to January 20
Free wood chips available (while quantities last)
at all depots in early January. Bring your own container.
For depot locations, call 986-8888, code 9813
or contact our Customer Service Centre
by phone at 986-5858 or by email at [email protected]
Send news tips and photos to [email protected]
At the end of the year, Kevin does a roundup of all the notable people who died. And by notable, we don’t mean just the power
people. We mean the lady who designed Mary Maxim’s famous reindeer sweater, a beloved radio announcer, a man who bred a
more beautiful flower, first Sikh to move to Winnipeg the short-order cook who made the best burger this side of the Rockies -they touched our lives, these people who make our community a better place.
We run the roundup on the first weekend in January, making it the most popular paper of the year.
Recycle Your ChristmasTree
Depots are open from
Our readers love obits. Kevin Rollason is the main obit writer at the Winnipeg Free Press. We like to think that having Kevin tell
your life story take a little bit of the sting out of dying.
Water and Waste Department
www.winnipeg.ca
For breaking news go to winnipegfreepress.com
results (including circulation, financial, readership impact)
Woe betide the editor who decides not to run the obits.
GROW YOUR BUSINESS
Looking for some quality R.O.I by reaching 70% of Montreal’s
English adults? Advertise in The Gazette. Call 514-987-2350 to
advertise in The Gazette today!
08648214
Employment Wanted
newspapers a few months ago. Responds to “money”.
Reward offered in the form of potential growth in sales
for your brand. Call 514-987-2350
to advertise in The Gazette.
08648214
Personals
820
THE GAZETTESingle,187yearsold,4ounces,mostlygray/black,
experienced, available 24/7. References available. Have car, will
travel. Call 514-987-2350.
08648214
eNtrY
FOrM
Please indicate category:
570
THE GAZETTE available to all advertisers. Professional, reliable,
Great
Ideas
few wrinkles and folds, seeks advertisers. Religion, height, weight,
age not important. Must enjoy arts & life, comics, puzzles, travel,
sports and photography. Open to short term or long term
relationship. Vegetarians welcome. Call 514-987-2350.
08648214
3
Advertise in The Gazette. Over 80% of the Gazette’s readership read The Gazette and no other paid Montreal daily newspaper.
YOUR HOROSCOPE
✔ Newspaper Marketing and Promotion
❍
❍ Promotional Campaigns
❍ Advertising – Print
❍ Digital Innovation
❍ Special Sections
❍ Magazines
rd
e
Please indicate market size:
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
❍
ARIES (March 21 – April 19):
Take
out your piggy bank and look both
comPany The Gazette
ways before crossing major intersections.
You
are intelligent
and open to opportuniBernard Asselin
name
ties to increase your brand’s awareness in
1010 Ste-Catherine
suite 200
address and
Montreal
should West,
advertise
in The
Gazette. Your
whimsical
horseplay
will be
Montreal
city
irresistible to the opposing sex. Call
514-987-2350.
[email protected]
e-mail
ProV QC
Pc H3B 5L1
PHone
514-987-2349
name of Promotion
S
F
Buy Low - Newspaper Marketing and Promotion - B
exPlanation and imPlementation
BIRTHS
The objective was to maintain the awareness level of the high efficiency of advertising in The Gazette amongst advertisers
impacted by the economic crisis. In maintaining that level of awareness we expected to capture their advertising dollars when a
turnaround would happen.
Advertise in The Gazette.
Advertise in The Gazette.
THE GAZETTE
Of Montreal, is very pleased to announce the rebirth of sales for your brand
should you advertise in The Gazette. Weighing in at 8.2 ounces, The Gazette
will welcome your service or product to 70% of Montreal’s English adults as
the circulation leader on the island of Montreal. Advertisers will be welcomed
to the family by Jim and Nancy, of Toronto, Pascal of Quebec City and Jean of
Victoriaville, all with sincerest thanks, gratitude and love. Call 514-987-2350.
08648214
results (including circulation, financial, readership impact)
For the 1st time since the economic meltdown, YTD (Sept. To Dec.) sales advertising results are over budget and the majority of
our advertising clients are back sometimes with increased spendings.
A
l
JJeff
ff CCooke
k Insurance
I
A
Agency Ltd
Ld
Jeff Cooke, Agent
403.590.3427
www.jeffcooke.ca
State Farm • Canadian Head Office, Aurora, Ontario
Section B
ClassIfIeds
INSIde
Great Rates · 24/7
Great
Ideas
rememBerINg
see announcements
Pages B10 and B11
see Page B5
CALAA735804_1_1
CITY & Observer
B r e a k i n g n e w s at c a lg a r y h e r a l d . c o m
Editor: StEvE JEnkinSon 403-235-7580 [email protected]
Sunday, dEcEmbEr 13, 2009
By ValerIe ForTNey, calgary herald
It’s been said that it’s the little things in life that matter most: a kind word, a warm
smile and a helping hand. but so many Calgarians go the extra mile when it comes
to helping their neighbours. They squeeze into already busy lives the time, energy
and love to make life in our city better for all citizens. doing their work out of the
limelight, they don’t seek attention for themselves. They’re not doing anything
special, they say, just their little part for the community. but it’s in such acts of generosity that they help to keep Calgary’s charitable organizations alive. as we hit the midway mark of the Calgary Herald
Christmas fund campaign, we profile five citizens hard at
work for several of the fund beneficiaries. SEE PAGES B2 & B3
THE FACE OF
VOLUNTEERING
eNtrY
FOrM
Honourable
Mention/
Mention
honorable
Please indicate category:
Please indicate market size:
✔ Newspaper Marketing and Promotion
❍
❍ Promotional Campaigns
❍ Advertising – Print
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
❍
comPany
Calgary Herald
name
Siobhan Vinish
address
215 16 St SE
city
Calgary
e-mail
[email protected]
❍ Digital Innovation
❍ Special Sections
❍ Magazines
ProV AB
Pc T2E 7P5
PHone
(403) 235-7220
grant Black, Calgary Herald
name of Promotion
JIm ERHART HAs bEEN VOLUNTEERING AT THE CALGARy
WOmEN’s EmERGENCy sHELTER
FOR FOUR yEARs. HE’s A “JACk-OFALL-TRAdEs” dOING EVERyTHING
FROm pAINTING TO mOVING
FURNITURE TO sELLING RAFFLE
TICkETs. HE VOLUNTEERs bECAUsE HE’s “TRyING TO mAkE THE
WORLd A bETTER pLACE.”
Calgary Herald Christmas Fund
exPlanation and imPlementation
The Calgary Herald Christmas Fund was created 19 years ago to provide readers with the chance to respond to the needs of the
city’s social agencies which serve a broad base of community needs. The campaign runs during the Christmas season. It has
grown substantially and the Calgary Herald’s commitment to helping those in urgent need has not wavered. 100% of all money
raised continues to go to agencies with all administrative costs being covered by the Calgary Herald.
One of the Calgary Herald’s program objectives is to take a leadership role in the community and to use the strength of the print
and online products to raise funds and awareness around critical social issues including hunger, addiction, homelessness, abuse
and violence. Sadly, 2009 was a year that saw charitable organizations fight to keep up with demand from some of Calgary’s most
vulnerable citizens. The Calgary Herald’s 2009 Christmas Fund financial goal was to exceed one million dollars in donations for
the selected agencies by featuring stories and columns that highlighted the daily struggles of some of our city’s less fortunate
souls and encouraging Calgarians to give whatever they could to help give hope and to help make a difference.
grant Black, Calgary Herald
HEI-LING CHOI, 59, VOLUNTEERs
AT THE kERby CENTRE WHERE
sHE sHOps FOR GROCERIEs FOR
sENIOR CITIzENs. sHE’s bEEN
VOLUNTEERING THERE FOR
EIGHT OR NINE yEARs. sHE VOLUNTEERs TO “kILL TImE. HOpEFULLy, I VOLUNTEER TOdAy ANd
THEN THE dAy I NEEd sOmEbOdy, I HOpE THEy ARE THERE.”
Calgary Herald reporters and guest writers reported the stories that shed light on the trials that some Calgarians face. Print, radio
and TV ads also encouraged readers to donate. In addition, the Calgary Herald hosted the 7th Annual Christmas Fund
Radioathon and Telethon in a local shopping centre to raise additional awareness and funding for the campaign.
grant Black, Calgary Herald
FAyE HALVERsON, 68, HAs bEEN VOLUNTEERING
AT NEIGHbOURLINk FOR OVER FIVE yEARs. sHE
VOLUNTEERs bECAUsE sHE “LIkEs THE FEELING
THAT I’m mAkING A dIFFERENCE. dONATIONs,
VOLUNTEERs, ANd mANy CARING pEOpLE ARE
WHAT HAVE ALLOWEd NEIGHbOURLINk TO GROW
IN THE pAsT ...”
RETIREd TEACHER kAREN kEECH, 58, WORks IN THE
pLAy ROOm WITH CHILdREN AT dIsCOVERy HOUsE
FAmILy VIOLENT pREVENTION sOCIETy. sHE’s ALsO
dONE OTHER FUNdRAIsING ANd OTHER JObs, TOO.
“I’VE ALWAys VOLUNTEEREd, EVER sINCE I WAs A
TEENAGER. IT Is sOmETHING I LIkE TO dO,” sHE sAys.
“I FEEL pRIVILEGEd TO bE AbLE TO VOLUNTEER.”
results (including circulation, financial, readership impact)
grant Black, Calgary Herald
CORI GHITTER, 41, HAs bEEN A
mEmbER OF THE bOARd OF dIRECTORs OF THE yWCA sHERIFF
kING HOmE FOR sEVEN yEARs.
sHE’s HELd A NUmbER OF pOsITIONs ON THE bOARd, INCLUdING
pREsIdENT. sHE VOLUNTEERs
bECAUsE OF HER “pAssION FOR
WOmEN’s IssUEs.” sHE WAs
pHOTOGRApHEd WITH HER CHILdREN, ERIC, 6, ANd sOpHIE, 8.
The Calgary Herald Christmas Fund has raised more than $13 million for local charities since its inception in 1991 and in 2009
raised more than one million dollars. The final 2009 total was just under $1.2 million — resulting in more than $85,000 for each of
the 14 selected charitable recipients.
Even though Calgary experienced a large number of job losses this year in the oil patch, the retail sector and the service industry,
Calgarians heard our call and we received a record number of individual donors, an increase of eight per cent since last year. This
generosity will help thousands of Calgarians through the recipient organizations.
grant Black, Calgary Herald
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Supporting
Partners:
CALAA738510_1_1
Great
Ideas
" Who needs newspapers?? "
Or fair wages
Or truthful politicians
Or compassion...
eNtrY
FOrM
Honourable
Mention/
Mention
honorable
Please indicate category:
Please indicate market size:
❍ Newspaper Marketing and Promotion
❍ Promotional Campaigns
❍ Advertising – Print
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
❍
comPany
Winnipeg Free Press
name
Julie Carl
address
1355 Mountain Ave.
city
Winnipeg
e-mail
[email protected]
✔ Digital Innovation
❍
❍ Special Sections
❍ Magazines
ProV MB
Pc R2X 3B6
PHone
204-697-7280
name of Promotion
Winnipeg's Gone Wacky
exPlanation and imPlementation
To the judges,
Winnipeg is a funny city. Often the locals jest that it’s a dry funny, much like our cold.
But even though we knew it was a funny city, we were surprised when our Winnipeg’s Gone Wacky contest drew more than 50
entrants.
We asked contestants to upload a three-minute video of their comedy routines to our website. Fifty-four of them did. Then we set
up a voting process and invited readers, who logged on by the score, to vote for the Top 10. Those comics performed at a local
venue to a packed house for fame, glory and a $1,000 grand prize as well as a guest spot on our media partner Hot 103’s
morning show.
Ace Burpee – a radio personality who blogs for us – hosted the contest and the final performances. Here’s what his landing page
looked like mid-contest: http://stage.www.winnipegfreepress.com/ace/gone-wacky/ .
We aimed to attract a younger audience with Winnipeg’s Gone Wacky and the crowd at the finalists’ performance definitely
suggested we had done that. Proceeds from that evening went to the Manitoba Mood Disorder Association.
And just to further put our mark on the event, judges were Ace and our own TV writer Brad Oswald and humour columnist Doug
Speirs.
We think our Winnipeg’s Gone Wacky promotion is a Great Idea. We hope you do, too.
Thank you.
results (including circulation, financial, readership impact)
More than 50 local wannabe comics submitted videos online. Scores of readers voted, and we packed the house at a local
concert hall for the Top 10's performance.
FallCamp_Compassion15_8401
Great
Ideas
Romance
Limited Time Offer
$50 Gift Certificate to Ric’s Grill
A Bouquet of Flowers
Classified “Love Note”
eNtrY
FOrM
1
st
eR
Please indicate category:
Please indicate market size:
✔ Newspaper Marketing and Promotion
❍
❍ Promotional Campaigns
❍ Advertising – Print
✔ Small Market (under 25,000)
❍
❍ Large Market (over 25,000)
comPany
Lethbridge Herald
name
Tony LeBlanc
address
504 - 7th St. South
city
Lethbridge
e-mail
[email protected]
❍ Digital Innovation
❍ Special Sections
❍ Magazines
ProV AB
Pc T1J 2H1
PHone
403-380-7588
name of Promotion
Valentine's Romance package
exPlanation and imPlementation
To most people in the city, Ric's Grill is considered THE place to go to impress your date. Ric’s took an old water tower in the
middle of the city, converted it with an elevator, and developed it into a gourmet restaurant perched high above the city streets.
If there was ever a romance theme, Ric's capitalizes on it and we wanted in! Now because they never advertise with us, it also
seemed like a good chance to impress upon them with the power of print. So we struck a deal. They agreed to supply fifty
$50.00 gift certificates and in return, we would a) promote their business in a daily ad, and b) purchase any further gift certificates
needed at full price. Seeing that we only sold 20 subscriptions the year (giving away just flowers and classified love notes), we
thought we were in great shape.
Over and above the gift certificate, new subscribers received flowers and a classified love note for the full romantic ensemble!
results (including circulation, financial, readership impact)
Circulation results: We sold an amazing 77 subscriptions on the merits of this deal alone without any other supportive sales
efforts. One year later, we have a retention rate of 42%.
Expenses: (27 $50.00 gift cards) + (77 $7.50 bouquets) = $4427.50
Revenue: based on 42% retention with rate of decline factored in = $11,000 (and going)
With the positive response from the community and higher than expected demand for tables during Valentines week, Ric's has
since advertised again.
Offer is valid from Jan. 14th, 09 till Feb. 14th 09. In order to qualify,
participants must not have had a subscription to the Lethbridge
Herald in the past 30 days. We accept all major credit cards.
February 2009
A click away from increasing
your business.
905.372.0131 x 345
Did we take your photo?
Call for a reprint.
905.372.0131 x301
A new beginning
If I have seen farther, it is by standing on the shoulders of
giants,” Sir Isaac Newton
famously said in reference
to scientific progress.
This is an historic day in the
lives of our historic papers.
Today, we stand on the
shoulders of giants, our own
daily newspapers, the Port
Hope Evening Guide and
Cobourg Daily Star, and weekly
Colborne Chronicle, and their
predecessors,
to
bring
Northumberland a newspaper
to take us into the future.
Northumberland today. com
is so-named to reflect who we
are, where we live and our
arena of coverage. The name is
very familiar to users of our
website, www.northumberlandtoday.com .
We are one of the first newspapers in Canada to brand our
print product with our online
product to reflect our commitment to all readers of daily
news of Northumberland
County events, issues, people
and places. We know thousands of people are tuning in,
and the statistics on our website prove it — over 208,000
page views in December 2008;
over 230,000 in January 2009.
Over 30,000 hits were made by
unique visitors last month!
Changes are being made to
better serve our target market
— you — and to ensure the
continuing viability and vitality of our products.
It’s almost unheard of today,
that a person would be born in
one small town, go to school
there, get a job, marry, raise a
family and die there. Today,
even our “local” focus is
broader than that.
The world has grown
smaller, so our neighbourhoods have grown larger.
Our readers need to know
what’s happening in the community-of-interest known as
Northumberland County. Our
advertisers need to reach consumers in an area larger than a
few square miles.
Our news focus will remain
intensely focused on the communities we have served for
generations. and we will also
bring readers the option of
perusing stories, pictures,
ideas, viewpoints and advertising from other local markets,
as well. Many of our talented
and dedicated staff members
have lived here for decades,
immersed in the issues and
social milieu of Northumberland. We weren’t born yesterday; we get it.
Readers can expect what
they’ve always had and more.
We will be able to achieve
economies of scale in our
printing operations and in
reductions in our need for our
trucking and delivery services,
an environmental advantage.
Along with other improvements, we expect this innovation will bring better quality to
the look of our product.
We see today as the
moment, the opportunity to
build on the strengths we have
always possessed, and expand
upon them for a world that is
changing, incorporating the
immediacy of the Internet with
the proud histor y of print
media. We see this as an
opportunity for all of
Northumberland to reach out
into the wider world and
showcase its strength, its
beauty, its
diversified economy, its future.
Since 1831, the Cobourg Star
has been a household name;
since 1879, the Port Hope
Evening Guide has been a daily
newspaper; since 1959, the
Colborne Chronicle (successor
to the Colborne Express and
the Enterprise of East
Northumberland) has been a
weekly fixture.
Now, all three urban markets
— plus Grafton, Brighton,
Warkworth and the rest of
county, including rural readers
and advertisers in between —
will have a product they can
call their own, one that incorporates the history and tradition of service of the former
titles, and offers more news,
more comment, more advertising to meet the needs of a
new millennium.
This isn’t just a job;
it’s a calling.
2
nd
e
Please indicate category:
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✔ Newspaper Marketing and Promotion
❍
❍ Promotional Campaigns
❍ Advertising – Print
✔ Small Market (under 25,000)
❍
❍ Large Market (over 25,000)
comPany
Northumberland Publishers
name
Gerry Drage
address
99 King St. W.
city
Cobourg
e-mail
[email protected]
❍ Digital Innovation
❍ Special Sections
❍ Magazines
ProV Ont
Pc K9A2M4
PHone
9053720131 x345
name of Promotion
We remain committed to national
award-winning news photography
and writing.
Little pink bug. BOB OWEN/Sun Media
A New Beginning
exPlanation and imPlementation
Our 3 local papers were merged into one county wide daily in 2009. Big question was getting the message out in a clear way and
not to ruffle feathers in the 3 communities that had long traditions with these papers going back 179 years. A decision was mad to
do this in a 4 page self promotional section to go out to our readers. We needed to get the message across what was being
done , why and how it would benefit the community. We had comments from managers an prominent individuals. We highlighted
all the local people working at the papers and the fact that this is not the first time that this has been done in our History.
ers has a very strong, positive
presence in our communities.
Each community throughout
Northumberland County is
unique and each brings real
assets to the county.
“With our new publication,
we will be able to showcase
those strengths on a more universal basis.”
Readers will benefit, she
explained, by being able to
share different approaches to
common problems or challenges, “for instance, where to
put our resources, where tax
dollars go.”
Recalling when she first
came to Northumberland Publishers, “I worked in the basement of a mouldy Division
Street building in Cobourg. We
used molten lead type to produce a weekly newspaper.”
In fact, at that time, the
technological and philosophical aspects of newspaper production were similar to those
of the industry’s earliest days.
A lot has changed in that relatively short span of history.
Northumberland Publishers
acquired offset presses, then
computers and cell phones;
teletypes were replaced by
faxes and then by the Internet
results (including circulation, financial, readership impact)
and e-mail. The Cobourg Star
went from a weekly, to twice
weekly to daily publication.
Northumberland Publishers
acquired the Port Hope
Evening Guide and Colborne
Chronicle.
“The evolution has been
unbelievable. Now, people
have immediate, in-home
access to news any time, day
or night” with www.northumberlandtoday.com .
With that web presence, she
notes, Northumberland Publishers has become more than
a provider of county newsf or a
county audience. It is now “an
ambassador for Northumberland to the rest of the world.”
But, she says, one thing has
remained constant throughout.
“Ou r m a n t ra h a s a l w a y s
been
‘p e o p l e,
p e o p l e,
people,’ and intensely local
coverage.
“ T h a t m a n t ra re m a i n s,”
she says. “All of us here at
Northumberland Publishers
are passionate about what
we do. This isn’t just a job; it’s
a calling.
“We believe in this county,
in its past and its future.
“And we rock.”
905-372-0131
Breaking News
Check the Weather
Visit the Shopping Directoy
Articles & Blogs
Visit
Sign up for an
Check out the Photo Gallery
Photo’s & Video’s
Find an
eNtrY
FOrM
PETER FISHER/Sun Media
We rock.
Since she started in
tion that will “give
the newspaper busistrength,” Ms. Martin
ness 40 years ago as
says.
an eager, inexperi“It will be exciting to
enced
teenager,
share the triumphs of
Northumberland
individuals with a
Publishers Editorial
broader audience. We
Director
Mandy
have so many wonderMartin has seen
ful people in this
“incredible changes.”
county; now, all our
Mandy
Martin
The launch of
readers can celebrate
Northumberland
them.”
Today.com that combines and
With the new publication,
expands on the daily newspa- Northumberland’s many resipers, the Cobourg Daily Star dents and communities “will
and Port Hope Evening Guide know one another better,” she
and
weekly
Colborne predicts.
Chronicle, is a positive innova“Northumberland Publish-
Great
Ideas
Bringing Northumberland to the World. Every Minute. Every Hour. Every Day
Community Calendar
Very good response from our readers very little drop in circulation (mostly only from those that may have received 2 or 3 of the
papers that were merged. People realized that they would now get regional coverage rather than just there town increasing
awareness. Business community wondered why this wasn't done years ago. The section went along way to ease concerns in the
community.
Great
Ideas
eNtrY
FOrM
Honourable
Mention/
Mention
honorable
Please indicate category:
Please indicate market size:
❍ Newspaper Marketing and Promotion
✔ Promotional Campaigns
❍
❍ Advertising – Print
✔ Small Market (under 25,000)
❍
❍ Large Market (over 25,000)
comPany
Lethbridge Herald
name
Tony LeBlanc
address
504 - 7th St. South
city
Lethbridge
e-mail
[email protected]
❍ Digital Innovation
❍ Special Sections
❍ Magazines
ProV AB
Pc T1J 2H1
PHone
403-380-7588
name of Promotion
"Food for Thought"
The “Food for Thought” charitable foundation
provides much needed funding to our local
schools for breakfast programs. Hundreds of
children each day depend on your generosity
for what most of us take for granted.
exPlanation and imPlementation
As one of the biggest and most recognized business in our community, we wanted to give something back to show our
appreciation. At the same time, we wanted to provide a service that would strengthen our brand while taking advantage of our
ability to reach people. The Lethbridge Herald “Food For thought” Charitable Foundation was an idea we had to bring light of the
challenges facing our local primary schools of 15,000 children with hunger. Up until we came, the breakfast program was
primarily funded by gracious teachers out of their own pocket who had only made a dent.
In order to better market this worthwhile cause, we solicited a partnership with the city’s many A&W restaurant. By choosing a
fast food restaurant chain, as in our case, we were able to increase the visibility of our plight at the “street and mall” level,
reaching a demographic not normally associated with our product. However, this changed when the restaurant chain agreed to
purchase 400 copies/day to give away in exchange for the publicity we were giving them.
As for daily hype, our newsroom provided daily coverage on how the foundation helps the cause with daily list donor names
(majority gave $20-50.00). Since everyone loves to see their name in print associated with something good, it provided
encouragement for others to donate. A&W also agreed to donate 40cents from every “Bacon’N’Egger” sold not only during the
December campaign, but for January as well.
Of the marketing piece, a local Lethbridge classroom was used in a real setting. The Lethbridge Herald Charitable Foundation is
it's own separate corporation, operated by selected staff/board members from the Herald who donate their time & efforts.
results (including circulation, financial, readership impact)
For every Bacon N’ Egger sandwich
sold during December and January,
A&W will donate 40¢ on your behalf!
291107
A complementary
Newspaper courtesy of
- We had an overwhelming community response. Anywhere from 10-20 people a day, either came into our office or mailed in a
donation.
- Donations from the public, our staff, A&W, and cash boxes amounted to a whopping $39,000. Broken down by the complete
population of Lethbridge (85,000), it worked out to a buck for every 2 people.
- Our readership went up by another 400 copies/day netting the Lethbridge Herald $2,400.00 from A&W.
- We also felt that we made a positive leap in branding our name. We placed a button on our web page devoted to this campaign
for those who wish to learn more or donate throughout the year. It still stands today.
“Food for thought” is a registered non-profit charitable foundation to which donations are collected and
disbursed amongst our local school boards for the purpose of providing breakfast to students of local
families in need. For more information or to donate, please contact the Lethbridge Herald by phone:
328-4411 or by mail: Attention: “Food for Thought” 504 -7th Street South Lethbridge AB T1J 2H1,
Official tax receipts will be provided.
- As I drop off my 7 year old to school in the morning, I'm reminded each day of the positive affects that's come from our hard
work. On a daily basis, this school alone fills up several tables in the gymnasium with children from disadvantaged families
appreciative of this service.
Great
Ideas
IDÉES
DE GéNIE
02 P romotional Campaign/
Campagne promotionnelle
Great
Ideas
eNtrY
FOrM
1
st
eR
Please indicate category:
Please indicate market size:
❍ Newspaper Marketing and Promotion
❍ Promotional Campaigns
❍ Advertising – Print
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
❍
comPany
Winnipeg Free Press
name
Julie Carl
address
1355 Mountain Ave.
city
Winnipeg
e-mail
[email protected]
✔ Digital Innovation
❍
❍ Special Sections
❍ Magazines
ProV MB
Pc R2X 3B6
PHone
204-697-7280
name of Promotion
Winnipeg's Gone Wacky
exPlanation and imPlementation
To the judges,
Winnipeg is a funny city. Often the locals jest that it’s a dry funny, much like our cold.
But even though we knew it was a funny city, we were surprised when our Winnipeg’s Gone Wacky contest drew more than 50
entrants.
We asked contestants to upload a three-minute video of their comedy routines to our website. Fifty-four of them did. Then we set
up a voting process and invited readers, who logged on by the score, to vote for the Top 10. Those comics performed at a local
venue to a packed house for fame, glory and a $1,000 grand prize as well as a guest spot on our media partner Hot 103’s
morning show.
Ace Burpee – a radio personality who blogs for us – hosted the contest and the final performances. Here’s what his landing page
looked like mid-contest: http://stage.www.winnipegfreepress.com/ace/gone-wacky/ .
We aimed to attract a younger audience with Winnipeg’s Gone Wacky and the crowd at the finalists’ performance definitely
suggested we had done that. Proceeds from that evening went to the Manitoba Mood Disorder Association.
And just to further put our mark on the event, judges were Ace and our own TV writer Brad Oswald and humour columnist Doug
Speirs.
We think our Winnipeg’s Gone Wacky promotion is a Great Idea. We hope you do, too.
Thank you.
results (including circulation, financial, readership impact)
More than 50 local wannabe comics submitted videos online. Scores of readers voted, and we packed the house at a local
concert hall for the Top 10's performance.
Great
Ideas
eNtrY
FOrM
2
nd
e
Please indicate category:
Please indicate market size:
❍ Newspaper Marketing and Promotion
❍ Promotional Campaigns
❍ Advertising – Print
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
❍
comPany
Winnipeg Free Press
name
Julie Carl
address
1355 Mountain Ave.
city
Winnipeg
e-mail
[email protected]
✔ Digital Innovation
❍
❍ Special Sections
❍ Magazines
ProV MB
Pc R2X 3B6
PHone
204-697-7280
name of Promotion
Winnipeg's Gone Wacky
exPlanation and imPlementation
To the judges,
Winnipeg is a funny city. Often the locals jest that it’s a dry funny, much like our cold.
But even though we knew it was a funny city, we were surprised when our Winnipeg’s Gone Wacky contest drew more than 50
entrants.
We asked contestants to upload a three-minute video of their comedy routines to our website. Fifty-four of them did. Then we set
up a voting process and invited readers, who logged on by the score, to vote for the Top 10. Those comics performed at a local
venue to a packed house for fame, glory and a $1,000 grand prize as well as a guest spot on our media partner Hot 103’s
morning show.
Ace Burpee – a radio personality who blogs for us – hosted the contest and the final performances. Here’s what his landing page
looked like mid-contest: http://stage.www.winnipegfreepress.com/ace/gone-wacky/ .
We aimed to attract a younger audience with Winnipeg’s Gone Wacky and the crowd at the finalists’ performance definitely
suggested we had done that. Proceeds from that evening went to the Manitoba Mood Disorder Association.
And just to further put our mark on the event, judges were Ace and our own TV writer Brad Oswald and humour columnist Doug
Speirs.
We think our Winnipeg’s Gone Wacky promotion is a Great Idea. We hope you do, too.
Thank you.
results (including circulation, financial, readership impact)
More than 50 local wannabe comics submitted videos online. Scores of readers voted, and we packed the house at a local
concert hall for the Top 10's performance.
NATIONAL POST, FRIDAY, JANUARY 15, 2010
HAITI
nationalpost.com
A3
To the people of Haiti, we say clearly, and with conviction, you will not
be forsaken. In this, your hour of greatest need, America stands with
you. The world stands with you. So today, you must know that help is
arriving — much, much more help is on the way. — Barack Obama
THE PEOPLE
The suffering never ends
Great
Ideas
eNtrY
FOrM
3
rd
e
Please indicate category:
Please indicate market size:
❍ Newspaper Marketing and Promotion
✔ Promotional Campaigns
❍
❍ Advertising – Print
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
❍
comPany
Canwest
name
Mark Gravel
address
1010 St-Catherine Street West
city
Montreal
e-mail
[email protected]
❍ Digital Innovation
❍ Special Sections
❍ Magazines
ProV Quebec
Pc H3B 5L1
PHone
514-285-1455
name of Promotion
Médecins Sans Frontières- Act Now
JORGE SILVA / REUTERS
TYLER ANDERSON / NATIONAL POST
exPlanation and imPlementation
LOGAN ABASSI / AFP / GETTY IMAGES
TYLER ANDERSON / NATIONAL POST
DAMON WINTER / THE NEW YORK TIMES
DAMON WINTER / THE NEW YORK TIMES
CARLOS BARRIA / REUTERS
In late summer last year, we worked with Cossette, the agency representing Médecins Sans Frontières, on a plan that would help
bring greater impact, awareness and urgency to the client's call for help in times of world crisis. Médecins Sans Frontières is a
non profit group who are well-recognized as being on the fronts lines of natural disasters and human conflict. Often they are on
the ground during severe crisis before the first wave of other NGO groups and countries react. The agency came to us to discuss
a solution that would maximize on the immediacy of newspaper coverage that will help jolt readers into action whenever a worldwide crisis occurred. As a NGO, the clients resources are small, and they could not afford to simply advertise at anytime or in
any environment. Traditional media buying deadlines could also mean that their message comes out two days after an original
story breaks meaning valuable lost time in times of urgency.
In keeping with the client's values of being the first up and running when a crisis breaks, we built an agreement with them that
would give our production department the right to make last minute addition to the paper and insert their ad adjacent to any
appropriate targeted content on the night that a story breaks. The campaign was originally targeted to our International News
feature and any news story regarding a crisis or on-going conflict in Africa. The client's creative would reflect messaging around
their efforts on the continent.
Some survivors were overcome with emotion, while others sought medical attention or sorted through the remains of buildings in Port-au-Prince yesterday.
EMERGENCY
Earthquake
Devastates
Haiti
MSF is on the ground providing vital
medical relief to thousands of injured.
The people of Haiti need your help.
1-800-982-7903
www.msf.ca or http://tiny.cc/msf_donate
results (including circulation, financial, readership impact)
With the agreement in place, the first two executions appeared in December and early January. A very creative and nontraditional vertical banner designed by the agency appeared next to stories on the unfolding human crisis in Sudan. The height of
the vertical strip help assure that the ad would be next to wherever the article may have appeared on the page. The client was
very satisfied with the newspaper's partnership and final execution of the campaign. The timely, targeted positioning of in-yourface creative combined with relevant environment made for a better connection with the reader and a more effective campaign.
As a result, the client now with a strong formula, turned again to newspapers when the disastrous Haiti earthquake hit. In this
urgency, the client changed their messaging and turned to The National Post to seek the best possible adjacency to the breaking
news story. The Post arranged premium positioning on A-3 underneath a pictorial of the terrible destruction and stories that were
emerging from the early days of the crisis.
BETTERbuys40
Have yourady!
re
credit card
Monday to Friday between 9:00am & 4:00pm
Call 343-6268
Solstice Titan LV Current Designs
Touring Sea Kayak
Colour: Tangerine, Material: Kevlar, Weight: 52lbs, Length: 17’ 7”. The Solstice Titan LV is a
great touring boat for beginner and intermediate paddlers between 200 and 250lbs
Cobra UFi Graphite Irons
The Cobra UFi irons employ multi-material
integration and advanced head design to
achieve the highest MOI and lowest centre of
gravity of any iron Cobra has ever produced.
Together, these technologies generate the ultimate in foregiveness, distance and feel.
The 2008 King Cobra S9 Irons have been
re-engineered for players who want maximum
accuracy, distance and feel. The expanded
three-piece polymer topline and urethane sole
insert optimize discretionary weighting for a
lower center of gravity and higher MOI, offering
higher launch, greater distance and more
accuracy.
Retails for $1000
244 Pearl St. • 684-9555
www.WildernessSupply.ca
3M Window Tinting
& Interior Shampoo
No matter what age you are, window
tinting will always help to reduce the
SUV’s glare in your eyes. Helps to relax
your eyes while you drive. Add’s great
looks & style to your vehicle.
•
•
•
•
Retail for $508ea.
MADGICAL’S
GOLF KINGDOM
407 Victoria Avenue • 623-1677
407 Victoria Avenue • 623-1677
Saves up to 30% on fuel
10 year heat exchanger / 2 year parts warranty
Requires chimney
Installation not included
Retails for $1580
Retails for $948
911 Tungsten St. • 344-1234
www.buhlermechanical.com
Foremost Tuxedo
1pce white 6L
Toilet complete
with seat
Mirolin
SH3L White
1pce Shower
Retails for $900
Retails for $1499
Retails for $600
Retails for $360
Retails for $540
AXEL’S
WATER & PLUMBING
AXEL’S
107 S. MAY ST. (near city hall) • 623-4488
ASHLEY YOUTH BEDROOM
Light Cherry Finish youth
bedroom by Ashley! Great for
the first bedroom or for the
camps! Durable Construction
and detailed Design! Bid is
for one nightstand, dresser, mirror,
chest, twin or double size
headboard, delivery to
Thunder Bay and surrounding
area and 5 Year Warranty!
107 S. MAY ST. (near city hall) • 623-4488
Frontier X-Series
Salmon Steelhead
Float Rod 15-foot
www.RIVERSIDEOUTDOORS.CA
Canadian-made sofa. Custom
order, choice of Grade 15
fabric - many colours and
patterns to choose from.
Espresso leg finish, solid
wood frame. Lifetime warranty. Stop by and see in-store
model.
Retails for $1600
Retails for $1000
Blake by
Selling for $960
Selling for $600
379 Main St., Unit C6
707 Memorial Ave.
| 345-6418
Alpine PKGRSE1
The PKG-RSE1 package carries on Alpine's
tradition of excellence in mobile video. It
consists of a 10.2" overhead, fold-down
video screen, a DVD player, and a set of wireless
headphones. The screen renders the picture from
your DVDs beautifully — its 1.15 million pixels of
resolution provide sharp, clear detail that looks
great from just about any viewing angle.
Retails for $699.99
Selling for $239.00
(807) 622–2330
Alpine DVA9861
6 Available
You'll start your mobile video system off
on the right foot with Alpine's DVA-9861
in-dash DVD player. It plays all kinds of discs, including your digital music
files, and features a heavy-duty built-in amplifier that'll make anything you listen to sound great. This versatile DVD player also offers you a host of options
for expanding your system.
Retails for $399.99
107 S. MAY ST. (near city hall) • 623-4488
Selling for $150
615A Squier Street • 344-4277
Retails for $500
Selling for $300
707 Memorial Ave.
| 345-6418
Partner Small Office
Edition Phone System
Bundled package includes Partner
ACS 308 Processor,
1 Black Partner 18D, 3 Black
Partner 6D’s and Partner PCMCIA
small voice mail card.
Basic Installation included.
Retails for $2,244
Selling for $1,346
615A Squier Street • 344-4277
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
❍
❍ Digital Innovation
❍ Special Sections
❍ Magazines
comPany
The Chronicle Journal
name
Steve Benoit - Advertising Manager, Clint Harris, Vice-President - Operations
address
75 S. Cumberland Street
city
Thunder Bay
e-mail
[email protected]
ProV ON
Pc P7B 1A3
PHone
807-343-6277
name of Promotion
BETTERbuys
exPlanation and imPlementation
Retails for $250
BETTERbuys is a weekly newspaper advertising page. It is a sales event known as ‘BETTERbuys’, whereby business customers
submit items (products) for the purpose of selling them at a discount. Each item submitted is inserted into the next BETTERbuys’
Sunday issue on a rotation schedule determined by the Chronicle-Journal with other businesses, for a maximum period of FOUR
BETTERbuys Sunday issues. The items appear in their own 2 ¼ x 2” advertising space. In exchange for items submitted by the
businesses, the Chronicle Journal provides the business with Display Advertising space in the paper corresponding to the current
retail value of the submitted item. All items are advertised in BETTERbuy’s Sunday issues discounted by 40% of the full retail
value.
This promotion gives small business an opportunity to sell products at a discount and receive full value for them in a display
advertising credit.
Visit our showroom at:
601 Central Ave. 345-2900
Denon AVR4806
Demo
LG 42 LGX
3 Available
The AVR-4806 continues our
leadership position among home
theater receivers. Incorporating the
same unique technology, reference sound quality and extensive feature set
as found on our AVR-5805, the AVR-4806 sets itself apart with lifestyleenhancing technologies including full XM Satellite functionality and video
up-conversion to send digital HDMI output to your high-definition TV
through one cable.
Retails for $1999.98
Selling for $157.00
AXEL’S
WATER & PLUMBING
Installed. Fits most bikes
Champagne Stained
Glass Lamp
Shade & Base
✔ Newspaper Marketing and Promotion
❍
❍ Promotional Campaigns
❍ Advertising – Print
Retails for $2,500
Motorcycle
Alarm
DICHROIC
PANEL
Retails for $300
Blake Sofa
Innovatek Model #HR709MT
Ronbow 24”
Shaker Vanity
with white sink
top and matching
dark cherry
medicine cabinet
AXEL’S
Visit our showroom at
900 Cobalt Cres. • 623-1212
Retails for $500
Retails for $450
Selling for $270
Dual
Headrest
DVD Video
System
Selling for $899
Please indicate market size:
3404 Rosslyn Rd. • 939-2521
www.rosslynservice.ca
Selling for $1,500
AXEL’S
WATER & PLUMBING
Also available at:
College Park Variety, 768 N. James St.
Visit our showroom at
900 Cobalt Cres. • 623-1212
Retails for $2100ea.
Selling for $1260ea.
AXEL’S
Hand-crafted here by G. Loomis Canada, these rods
distinguish themselves by offering uncompromising
high-performance and value serious fisherman want.
Retails for $2109
Selling for $1266
4 stroke, air cooled, automatic, 2WD,
drum/hydraulic disk brakes, 1.45
gallon tank. Green in Colour.
Patented True Non-Flip Coil Design on this
Canadian Made Simmons Beautyrest
Individual Pocket Coil Mattress! Awesome
Pressure Relief Design & Extra Supportive
Edge Guard System! Comfort Plush-Top
Design with Wool And Memory Foam!
Bid is for Queen Size Mattress, Boxspring, delivery* and Protective Mattress Cover.
*(Thunder Bay & Surrounding Area)
Please indicate category:
at work, home and play
Arctic Cat
2x4 50cc ATV
SIMMONS QUEENSIZE
BEAUTYREST!
Honourable
Mention/
Mention
honorable
SAVING LIVES
4 stroke, air cooled, automatic, 2WD,
drum/hydraulic disk brakes, 1.45
gallon tank. Red in Colour.
3404 Rosslyn Rd. • 939-2521
www.rosslynservice.ca
eNtrY
FOrM
518 Fort William Road • 345-1712 • www.sja.ca/tbn
Arctic Cat
2x4 50cc ATV
Retails for $2100ea.
Selling for $1260ea.
Retail for $304ea.
Visit our New showroom at:
871 Copper Crest. 346-9090
www.mingcarcare.ca
Selling for $2340
MADGICAL’S
GOLF KINGDOM
Bosch Cottage Propane High
Capacity Water Heater
Automated External
Defibrillator Package
Retails for $3900
Selling for $510
Selling for $2339
savings
This package includes: Philips™ Heartstart
FRx Defibrillator, Philips™ Heartstart FRx
Carrying Case, Philips™ Fast
Response Kit, Site
Assessment, Training
for 6 people
Retails for $850
Retails for $600
Retail for $3899
Cobra S9 II Graphite Irons
%
Great
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Retails for $5499.99
Selling for $999.00
Selling for $1977.00
results (including circulation, financial, readership impact)
707 MEMORIAL AVE.
345.2877
345.2877
Panasonic DMCG1
Demo
Panasonic
HDCDX1
3 Available
Panasonic offers you the first Micro
Four Thirds™ System camera which
features portability, ease-of-use and
colourful blue, black and red models for
personalized style and active lifestyles.
345.2877
Sony KDL46WL140
Demo
Retails for $2099.99
707 MEMORIAL AVE.
345.2877
Hitachi P50X901
Demo
Retails for $2499.99
Selling for $999.00
345.2877
707 MEMORIAL AVE.
345.2877
707 MEMORIAL AVE.
345.2877
707 MEMORIAL AVE.
Style - Fall
Pure eco furniture is a fusion of high design and environmental
sustainability. The construction and materials is chosen with a social,
health, and environmental consciousness furniture to last a lifetime
Selling for $1018.00
345.2877
345.2877
Panasonic
tcp5051
Retails for $2500.00
707 MEMORIAL AVE.
345.2877
Selling for $350.00
Retails for $1999.99
Selling for $999.00
707 MEMORIAL AVE.
Yamaha
YHTB6610
Demo
Retails for $699.99
Selling for $392.00
Selling for $397.00
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707 MEMORIAL AVE.
Sony DSLRA350
2 Demos
Retails for $799.99
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707 MEMORIAL AVE.
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345.2877
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226 Miles Street 626-4392
Weekly newspaper promotion (Sundays) with a circulation of 30,000. Extremely positive feedback by the business community for
those who may not be able to afford an ongoing paper marketing campaign.
The consumers love it since they can buy products from BETTERbuys discounted by 40%.
Annual revenues exceed $100,000.
Great
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To some, receiving a holiday gift
is the same as receiving hope.
Hope of a better tomorrow.
For 103 years Toronto and the Star
have been delivering hope annually,
in the shape of presents, to thousands
of disadvantaged children.
The Toronto Star Santa Claus Fund.
Together, we’re making the holidays
better for all.
We hope.
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✔ Large Market (over 25,000)
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comPany
Winnipeg Free Press
name
Julie Carl
address
1355 Mountain Ave.
city
Winnipeg
e-mail
[email protected]
✔ Digital Innovation
❍
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❍ Magazines
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Pc R2X 3B6
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Winnipeg's Gone Wacky
exPlanation and imPlementation
To the judges,
Winnipeg is a funny city. Often the locals jest that it’s a dry funny, much like our cold.
But even though we knew it was a funny city, we were surprised when our Winnipeg’s Gone Wacky contest drew more than 50
entrants.
We asked contestants to upload a three-minute video of their comedy routines to our website. Fifty-four of them did. Then we set
up a voting process and invited readers, who logged on by the score, to vote for the Top 10. Those comics performed at a local
venue to a packed house for fame, glory and a $1,000 grand prize as well as a guest spot on our media partner Hot 103’s
morning show.
Ace Burpee – a radio personality who blogs for us – hosted the contest and the final performances. Here’s what his landing page
looked like mid-contest: http://stage.www.winnipegfreepress.com/ace/gone-wacky/ .
We aimed to attract a younger audience with Winnipeg’s Gone Wacky and the crowd at the finalists’ performance definitely
suggested we had done that. Proceeds from that evening went to the Manitoba Mood Disorder Association.
And just to further put our mark on the event, judges were Ace and our own TV writer Brad Oswald and humour columnist Doug
Speirs.
We think our Winnipeg’s Gone Wacky promotion is a Great Idea. We hope you do, too.
Thank you.
results (including circulation, financial, readership impact)
More than 50 local wannabe comics submitted videos online. Scores of readers voted, and we packed the house at a local
concert hall for the Top 10's performance.
To donate by VISA, MasterCard or AMEX, call 416-869-4847. Online: www.thestar.com/santaclausfund
Or, complete this form and make cheque payable to: The Toronto Star Santa Claus Fund, One Yonge St., ON M5E 1E6
Enclosed is my cheque or money order for $...................
Name
I would like my contribution published as follows:
Example 1: In memory of Mrs. Smith
Example 2: Anonymous
Example 3: In lieu of Xmas gift to clients of Smith & Co.
Address
City/Town
Province
Postal code
Telephone number
SCF-Girl0884-8405
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IDÉES
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03 S pecial Sections/
Cahiers thématiques
S
P
O
R
T
S
D2
TUESDAY, NOVEMBER 17, 2009
■
Great
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SPORTS EDITOR: STU COWAN, SCOWAN @ THEGAZETTE.CANWEST.COM
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❍
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❍
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comPany
Canwest
name
The Montreal Gazette c/o Carlos Madruga
address
1010 Ste-Catherine St. West suite 200
city
Montreal
e-mail
[email protected]
ProV Quebec
Pc H3B 5L1
PHone
514-987-2309
name of Promotion
Hockey Inside Out
exPlanation and imPlementation
Due to the popularity of hockey in Montreal and the large fan base for the Canadiens, The Gazette launched an online micro-site
in 2008 called Habs Inside Out. The overwhelming success generated by this site created a reverse publishing product... and the
Hockey Inside tabloid was launched.
Seven stand-alone sections were published (some as large as 30 pages) throughout 2009, featuring hockey editorial and related
advertising, mirroring and possibly surpassing the success rate of its online forefather.
COVER AND PHOTOS: JOHN MAHONEY THE GAZETTE
Canadiens goalies Carey Price and Jaroslav Halak flex their
muscles in shot contest during public practice on Nov. 8.
FOCUS ON CH GOALIE GREATS
Check out our list of Canadiens
Vézina Trophy winners, including
Jacques Plante Page D14
HOCKEY HISTORY LESSON Jacques Plante biography
RED FISHER
D3
ONE-ON-ONE
D6
MIKE BOONE
D8
PAT HICKEY
D17
DAVE STUBBS
D19
WHERE ARE THEY NOW?
D24
CALENDAR
D26
chronicles the changing face of the NHL game. Page D12
results (including circulation, financial, readership impact)
KIDS’ CORNER
Check out our colouring page
for kids and find out how
a drawing of your favourite
Hab could be published
in the next Hockey Inside/Out.
Page D23
NEXT PUBLICATION Look for the next edition
of Hockey Inside/Out on Dec. 10
HOCKEY INSIDE/OUT: SPORTS EDITOR STU COWAN, COPY EDITOR DAVE PETERS, DESIGN EDITOR/ILLUSTRATOR KIM CHUTE
Generated over $354,000 in print revenue throughout 2009.
Each week, The Gazette is read by 294,300 adults (Source: NADbank 2008, 4 + issues in a month).
The total online advertising revenue for 2009 was over $215K.
The website, Habs Inside Out, received on average 66, 000 unique monthly visitors and counted a total of 2.4 million monthly
page views. (Sources: comScoremediaMetrix, Total Canada (2+), All locations, October to December, 2009 (average); Google
Analytics, October to December, 2009 (average))
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comPany
Hamilton Spectator
name
Kelly Montague
address
44 Frid
city
Hamilton
e-mail
[email protected]
❍ Digital Innovation
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Celebrate Hamilton- Stories That Shaped our City
C E L E B R AT E
HAMILTON our city
exPlanation and imPlementation
This feature was a cross-paper product for our editorial and advertising departments. We produced a 56 page broadsheet section
packed with local stories about our great city and packed with advertising supporting this message. The feature had four sections
that were themed: local news, entertainment, sports and business. See full copy sample.
Stories that shaped
A special section of The Hamilton Spectator, Oct. 28, 2009
results (including circulation, financial, readership impact)
This feature was one of our most successful in-paper products boasting 60% profit. Our editor received several e-mails and calls
saluting our efforts with this section.
_______________________________________________________________________________________________________
TOP, CLOCKWISE: Hamilton’s Centre Mall turns one, mobster moll Bessie Perri gunned down, Swine Flu Relief Hospital at Ballinahinch, Anne Jones is our Supermayor, the Royals visit.
BOTTOM, CLOCKWISE: CHCH as broadcast pioneer, Tiger-Cats win Grey Cup at home, Billy Sherring wins Olympic marathon in Greece, first dispatch from Dieppe.
Don’t miss the
Reno Tax Credit!
Ends soon.
Look a little closer and you’ll see Green.
Visit our Display Centre at 1217 King Road and find out what
makes our windows “Green”. View the many design options
available for your next renovation or new construction project
and ask about professional installation.
Call 905.633.7444 or 1.800.585.5561
R001530543
pollardwindows.com
C
M
Y
CALGARY HERALD
GARDENING
I N S P I R AT I O N • R E L A X AT I O N • I N N O VAT I O N
EDITOR: YVONNE JEFFERY 403-235-8658 FAX: 403-235-7379
WWW.CALGARYHERALD.COM
FRIDAY, MAY 8, 2009
Welcome to spring
Welcome to Gardening! Our seasonal section devoted to
helping gardeners get the most from the growing season
launches today — and can be found here weekly throughout the spring and summer, as today’s daffodils give way to
tomorrow’s roses.
You’ll see familiar columnists, including local experts Donna
Balzer and Nora Bryan, plus the ever-popular Q&A from the
Calgary Horticultural Society. New this year, the Calgary Zoo
will give us a peek at what’s blooming, beginning next week.
So, whether you’re gardening on a balcony or an acreage,
whether your first love is fruit, floral or veggie, you’ll
always find useful, practical tips geared to our unique
climate — along with plenty of inspiration.
The season is short enough — don’t miss a single
second of it . . . or a single gardening article. Watch
for us here and at calgaryherald.com/life, and
be sure to enter the Make the Most of Your
Home & Garden contest at calgaryherald.com/makethemost.
Make your garden an
EARLY
bloomer
NORA
“I
BRYAN
t’s a bit early for those,
dear,” the pleasant
elderly woman in
the checkout behind me
remarked, looking askance
at my flats of pansies and
other spring treasures. As if
to underline her point, a gust
of wet air followed another
tuqued and gloved customer
into the store. I couldn’t
deny the rainy sky looked to
have a sleety aspect to it.
“Ah,” I answered, “Yes it
is, but I have a plan!” She
looked dubiously at my collection and I swear she said a
silent prayer over it. But I do
indeed have a plan.
The conventional wisdom
is to start bedding out plants
outside no sooner than the
May long weekend. Some
gardeners even hold off until
the end of May, when danger
of frost is statistically low
enough to appease even the
most cautious soul. I ignore
all of that. I get stuff as soon
as I see it in stores.
Winter has long overstayed its welcome. I want
colour. But there is an even
better reason to push the envelope now — for the health
of your garden. Beneficial
insects are waking from
their winter sleep and making forays on warm days.
What are cheerful blooms
to you are life-giving nectar and pollen stations for
your hungry hordes.
As soon as the lobelia is
out, I notice the first of the
small hover flies, their tiny
bodies shining in pools of
sunlight as they search for
flowers to visit. Hover flies
will stick around to fulfil
their purpose — to lay their
eggs — if they are happy and
healthy. Hover fly hatchlings
are predators and their favourite food is often aphids.
Of course, our risk of hard
frosts can decimate your
new eye candy. This is why
I follow a clear plan, which
progresses toward and beyond the May long weekend.
■ Get pansies as soon as you
see them. Pansies can take
snow and many degrees of
frost. Put them in pots or in
the ground.
■ Dusty Millers, Sweet William (Dianthus barbatus),
Bachelor’s Button (Centaurea cyanus) and Snapdragons can also take some frost.
■ Harden off all new purchases before planting them.
Even the tough guys have
probably spent their youths
coddled in the temperate
environs of a greenhouse.
They are not ready for a
Calgary spring. Place the
flats outside in a shady place
out of wind for several days
at least, if it is warm. If it is
cool, a plastic-covered minigreenhouse is perfect. If it
will freeze at night, put the
flats in a cool garage.
■ Plant hanging baskets and
small pots the weeks before
the
long
weekend. Pots and
baskets of petunias
and geraniums can
be put into a cool
garage each night if
frost threatens. I have
installed hooks in my
garden shed for hanging baskets.
■ Around the May
long weekend, it’s
safe to plant most of
N O Rfavourites
A
our garden
in larger pots, window boxes and also
in the ground. Don’t
forget to harden them
off first. I insert bamboo
stakes in the pots and
keep a supply of old sheets
or frost blankets handy just
in case.
■ Toward the end of May,
the nightly rituals of checking the forecast and shuffling
the pots can be relaxed.
■ Real heat-loving divas like
Begonias, Impatiens, Coleus,
Ageratum and Portulaca can
be planted around the end
of May.
That’s the plan! Sure, it’s
a little more work, but you
will be enjoying your flowerfilled patio when the cautious
gardeners are just getting
D10
DIG
THIS
make the most
of your
home & garden
Today’s Tip
CONTEST • As part of our
Make the Most of Your
Home & Garden contest (you
could win an Ultimate Backyard Living package from
Canadian Tire!), we’ll run a
reader tip about homes and
gardens daily until May 22.
To enter the contest and
to submit your tip (you’ll
receive a $20 Canadian Tire
gift certificate if the tip goes
into print), go to calgaryherald.com/makethemost.
Here’s a great tip from
reader Rosalie Nimmo:
“Get rid of the winter
blues . . . when the first pots
of primulas and pansies
arrive at your favourite
store . . . pick up several and
put in pots and set out on
your deck. I fill my window
boxes full of these beautiful,
colourful flowers — usually
the 1st of April if not earlier.
“When the warm weather
sets in, you can add more tender bedding out plants — it
grows with the weather.”
Mulch with
mushrooms
COMPOST • All Seasons
Mushrooms in Crossfield
is again hosting Gardener
Appreciation Week, which
wraps up this weekend.
The mushroom growers
are giving away free spent
mushroom substrate, a
highly organic compost that
helps lawns, shrubs, gardens
and trees flourish in any soil.
It’s ideal for breaking down
clay soils, mulching, lawn
dressing, tree planting and
vegetable growing.
Today and Sunday, substrate will be up for grabs
to gardeners willing to load
their own vehicle, either
in bulk, bags or containers
they supply themselves.
Saturday from 9 a.m. to
3 p.m. All Seasons Mushrooms will have three loaders
and one Bobcat present to
help load substrate onto
trucks up to one tonne in size,
while supplies last. Gardeners
can also come out and load
their own containers.
To get to the farm, take the
Crossfield-Drumheller exit
(Hwy. 72) east off Highway 2,
drive 0.5 kilometres and turn
right onto the service road
south. Look for the Rol-Land
Farms Limited-Essex Kent
Mushrooms sign in the field.
Call 403-946-4395 for more
information.
BRYAN
started.
Plus, your
beneficial bugs
will also be doing their
good deeds in your garden.
NORA BRYAN IS A GARDEN CONSULTANT AND CERTIFIED ARBORIST.
SHE CAN BE REACHED AT
[email protected], AND
THROUGH HER GARDEN BUZZ BLOG
AT CALGARYHERALD.COM/LIFE.
Photos, courtesy, Nora Bryan. Illustration, Rachel Niebergal, Calgary Herald
— Compiled by Lisa Kadane,
Calgary Herald
ift
at G om
Gre for M
ng
as
ide ncludi ds
r
i
a
c
gift
Seed Tape
Calgary’s
Home & Garden Centre
One of the fastest growing
segments in today’s gardening
environment
THE EASY, HASSLE-FREE WAY
TO PLANT A GARDEN.
S E R V I N G
Senior’s Days
Tues & Wed.
Receive 10% off most
regular priced merchandise
eNtrY
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❍
comPany
Calgary Herald
name
Monica Zurowski
address
215 - 16th Street S.E.
city
Calgary
e-mail
[email protected]
❍ Digital Innovation
✔ Special Sections
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Make the Most of Your _____ (Money; Home & Garden; Summer)
exPlanation and imPlementation
When 2009 began, the economy was the subject at the top of everyone’s mind. People were losing their jobs, their businesses
and their homes. As a newspaper, we talked about the projects the Herald could tackle that would matter to people. How could the
newspaper stay relevant and how could we ensure we provided valuable information that people wanted to purchase, even when
money was tight? The concept we decided to tackle became known as the “Make the Most of Your __” project. Throughout the
first half of the year, we visited the concept three times in a series of special sections. Each time, the focus was different, resulting
in Make the Most of Your Money, Make the Most of Your Home & Garden, and Make the Most of Your Summer.
Publishing expert advice and helpful tips was important, as was creating a forum in which readers shared strategies for making it
through financially challenging times. This was citizen journalism that was powerful and pragmatic.
For each of the three installments, we published special sections (four to eight pages of content) within our Real Life section,
focusing on news readers could use. We then opened up the discussion to readers, asking them how they make the most of their
money (or home, or summer.) Each day for 30 days, we published a reader tip in the paper. If a reader’s tip was published, he or
she won a $20 gift card for a grocery store, gas station or retail outlet. We also created a special web page for this project, which
stored all readers’ tips, archived stories, bonus material, photo galleries and related video. The project was a joint initiative
between our Editorial, Advertising, Marketing and Reader Sales teams, which meant its reach in the community was significant.
During the Make the Most of Your Money segment, it included a $20,000 Free Money contest, and during the Make the Most of
Your Home & Garden segment, readers could enter to win a $10,000 backyard living package.
results (including circulation, financial, readership impact)
Great Gardens start with McKenzie Seeds
Truckloads
of Plant
Material
Arriving Daily
Great
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C A L G A R I A N S
S I N C E
1 9 1 8
w w w. s u n n y s i d e h o m e a n d g a r d e n . c o m
Corner of Sarcee Tr. & 34th Ave. N.W.
288-3006 9 AM - 9 PM Everyday
Extended Hours Now In Effect
P AT I O
FURNITURE
GALORE
CALAA722906_1_1
The results were fantastic:
* More than 2,000 readers shared tips and participated in the citizen journalism component of this project.
* Our Reader Sales team ensured there were extra papers on the streets during these time frames, to ensure maximum exposure
to the special sections.
* More than 47,700 people interacted with the Herald to enter the Free Money contest, while 14,000 entered to win a backyard
living package, connected with Make the Most of Your Home & Garden.
* Our Advertising department generated revenue from a variety of clients, by selling adjacent ads in these special sections.
During the Make the Most of Your Home & Garden installment, for example, the Ad department sold adjacencies to garner
$25,000 in new revenue.
* An additional, internal positive spinoff from these special sections was the team-forging and morale-building that occurred within
the newspaper, as a variety of people from various departments worked together to produce this meaningful project.
* We received numerous phone calls, e-mails and even thank-you notes from readers, who wanted to acknowledge their
appreciation of this content.
Hamilton
WATERFALL GUIDE
Your passport to some of the city’s most beautiful wonders!
Great
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❍ Newspaper Marketing and Promotion
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✔ Large Market (over 25,000)
❍
comPany
Hamilton Spectator
name
Kelly Montague
address
44 Frid
city
Hamilton
e-mail
[email protected]
❍ Digital Innovation
✔ Special Sections
❍
❍ Magazines
ProV ON
Pc L8N 3G3
PHone
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name of Promotion
Hamilton Waterfall Guide
exPlanation and imPlementation
Known as the city of Waterfalls, we produced a small mini digest format that showcased a number of popular waterfalls around
the city. We sold banners at the bottom of each page and produced a 36 page booklet. See full copy sample.
results (including circulation, financial, readership impact)
2009/2010
AN ADVERTISING
FEATURE BY
We were thrilled with the response to our Hamilton Waterfall Guide. This product was a huge hit with readers and advertisers. We
had tremendous feedback about the format, receiving e-mails and calls to salute the handy format.
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❍
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✔ Special Sections
❍
❍ Magazines
comPany
The Leader-Post
name
Aaron Hackel / Jim Krieger
address
1964 Park Street
city
Regina
e-mail
[email protected] / [email protected]
ProV Sask
Pc S4N 7M5
PHone
306-781-5492
name of Promotion
Mosaic Guide
exPlanation and imPlementation
The Leader-Post took the smaller Mosaic Guide to print off a larger event guide and distributed to Regina and Southern
Saskatchewan.
The Mosaic Guide published as a 24 page Tall Digest on June 1, 2009.
The guide was filled with information on where the pavilions are located, what each one is going to include and much more.
This section also had an online component of 25,000 impressions to be used by the client over a three-week period.
results (including circulation, financial, readership impact)
The Mosaic Guide went out to all Leader-Post subscribers and brought in a total revenue amount of $19,141.
I N F O R MATION
GUIDE
Great
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IDÉES
DE GéNIE
04 Magazines/Magazines
Great
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✔ Small Market (under 25,000)
❍
❍ Large Market (over 25,000)
❍ Digital Innovation
❍ Special Sections
✔ Magazines
❍
comPany
Northumberland Publishers
name
Gordon Brewerton
address
99 King Street West
city
Cobourg
e-mail
[email protected]
ProV ON
Pc K9A 2M4
PHone
905-372-0131
name of Promotion
Behind This Door
exPlanation and imPlementation
This magazine was created to celebrate the historic architecture of Northumberland County. There is a plethora of well-preserved
homes and public buildings, many built by United Empire Loyalists during the early years of the 19th century. Port Hope alone has
280 historically designated buildings. Branches of the Architectural Conservancy of Ontario are located in both Cobourg and Port
Hope.
In a year when tax incentives were offered for home renovations, Behind This Door was an all-encompassing vehicle for our
advertisers both for new and older home renovations.
results (including circulation, financial, readership impact)
7,500 copies of the 40-page magazine were printed and distributed throughout Northumberland County. Very few copies remain
as this immediately became a popular read.
Remarkably, this magazine generated a 58% profit in it inaugural edition.
Great
Ideas
hmm
...
hamilton’s men’s magazine
spring 2009 issue
eNtrY
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2
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❍ Newspaper Marketing and Promotion
❍ Promotional Campaigns
❍ Advertising – Print
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
❍
comPany
The Hamilton Spectator
name
Kelly Montague
address
44 Frid
city
Hamilton
e-mail
[email protected]
❍ Digital Innovation
❍ Special Sections
✔ Magazines
❍
ProV on
Pc L8N3G3
PHone
905-526-3545
name of Promotion
transforming
theticats
Hamilton Mens’ Magazine
exPlanation and imPlementation
We recognized the value of producing a niche publication with controlled press run and focused target market. A men’s magazine
in Hamilton was a unique idea that presented numerous opportunities- especially for non-traditional newspaper sales
opportunities. See full copy sample and cover samples.
what you should be eating
powerfoods
hamilton bands
making it big
rick
campanelli
fromhamiltontohollywood
results (including circulation, financial, readership impact)
The magazine was a success from the start with several non-newspaper advertisers embracing this glossy product.
Readership and client feedback has been tremendous.
the controlled circulation- 25K allowed increased profit.
With four editions under our belt in 2009, we enjoyed increased revenue (and profit!) with each new edition produced
Great
Ideas
K?<D8>[email protected]<F=K?<[email protected];[email protected]<NJ
eNtrY
FOrM
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❍ Newspaper Marketing and Promotion
❍ Promotional Campaigns
❍ Advertising – Print
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
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[email protected]<I<;@[email protected])''0
comPany
Winnipeg Free Press
name
Julie Carl
address
1355 Mountain Ave.
city
Winnipeg
e-mail
[email protected]
ProV MB
Pc R2X 3B6
PHone
204-697-7280
name of Promotion
Winnipeg's Gone Wacky
Make this
your Christmas
exPlanation and imPlementation
To the judges,
Winnipeg is a funny city. Often the locals jest that it’s a dry funny, much like our cold.
But even though we knew it was a funny city, we were surprised when our Winnipeg’s Gone Wacky contest drew more than 50
entrants.
We asked contestants to upload a three-minute video of their comedy routines to our website. Fifty-four of them did. Then we set
up a voting process and invited readers, who logged on by the score, to vote for the Top 10. Those comics performed at a local
venue to a packed house for fame, glory and a $1,000 grand prize as well as a guest spot on our media partner Hot 103’s
morning show.
Ace Burpee – a radio personality who blogs for us – hosted the contest and the final performances. Here’s what his landing page
looked like mid-contest: http://stage.www.winnipegfreepress.com/ace/gone-wacky/ .
We aimed to attract a younger audience with Winnipeg’s Gone Wacky and the crowd at the finalists’ performance definitely
suggested we had done that. Proceeds from that evening went to the Manitoba Mood Disorder Association.
And just to further put our mark on the event, judges were Ace and our own TV writer Brad Oswald and humour columnist Doug
Speirs.
We think our Winnipeg’s Gone Wacky promotion is a Great Idea. We hope you do, too.
Thank you.
You have the power to get
the peaceful, joyful holiday
you’ve always wanted
results (including circulation, financial, readership impact)
Avoid stress and save money
Finally! Cook a moist turkey
Unique holiday gift ideas
Your complete event guide
Also: Travel, Auto, Finance, How-To, Dining Guide
More than 50 local wannabe comics submitted videos online. Scores of readers voted, and we packed the house at a local
concert hall for the Top 10's performance.
$3.50
ISSSUE NO. 1
Great
Ideas
OFFICIAL GREY CUP
FESTIVAL GUIDE
GET
CALGARY HERALD
THE
PARTY
eNtrY
FOrM
Honourable
Mention/
Mention
honorable
Please indicate category:
Please indicate market size:
❍ Newspaper Marketing and Promotion
❍ Promotional Campaigns
❍ Advertising – Print
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
❍
comPany
Calgary Herald
name
Tom Babin
address
215 - 16th Street S.W.
city
Calgary
e-mail
[email protected]
❍ Digital Innovation
❍ Special Sections
✔ Magazines
❍
ProV Alberta
Pc T2E7P5
PHone
403-235-7157
name of Promotion
STARTED
Get the Party Started: Official Calgary Herald Grey Cup Festival Guide
exPlanation and imPlementation
As plans developed for Calgary to host the biggest Grey Cup party in history last year, the Calgary Herald saw an opportunity to
tap into something that goes far beyond football. With a revived parade, a city block dedicated to partying fans and a celebratory
culture, we worked with the Canadian Football League, our advertisers and the Herald’s editorial team to create Get the Party
Started: The Official Calgary Herald Grey Cup Festival Guide.
The goal of the 44-page magazine was to blend the spirit of the Grey Cup party with an easy-to-use guide to the parties
celebrating the big game. To meet those goals, we created lively editorial content that detailed all aspects of the festival, such as
musical acts performing at the week-long event, a history of Grey Cup parties, and even a cheeky user’s guide to crashing team
parties. There was a map pointing out the festival event sites and the parade route, and comprehensive listings of official and
related festival events. For visitors to the city, we included a shopping and restaurant guide. The Herald’s advertising team also
recognized a great moment to connect Herald readers with companies that might otherwise shy away from football. We looked for
unique advertising opportunities that would target readers taking advantage of the cultural events that come along with the Grey
Cup. To reach our readers, we inserted the magazine into the newspaper, and we distributed thousands of copies on Stephen
Avenue Mall; also known as festival central.
results (including circulation, financial, readership impact)
JUST REMEMBER,
The results convincingly demonstrated that the magazine was used and enjoyed in the Calgary marketplace. Not only was the
magazine delivered to all Herald subscribers; our marketing department also distributed the product to thousands of Calgarians
and visitors.
CANCER.
The magazine became a common site around town, as people used it to navigate their way to Grey Cup events and activities.
Marketing promotions for Grey Cup prizes, which were advertised in this product, engaged thousands of readers and attracted
20,000 entries.
WHEN YOU MESS WITH THEM, YOU MESS WITH US.
We are the largest provider of information, support and free services to
cancer patients and their families. Are you ready to join the fight?
From a financial standpoint, the magazine was also a success. The Herald’s advertising department sold ads to about three
dozen clients and raised more than $20,000 in incremental revenue. The product was also successful in cementing the
newspaper’s reputation as the best source for information on big events, such as the Grey Cup, and in helping build and grow the
relationship with one of the city’s largest sports organizations.
FIGHTBACK.CA
CALAA734760_1_1
2009
OCTOBER
serving thunder bay & thirty-two northwestern ontario communities
Great
Ideas
eNtrY
FOrM
Honourable
Mention/
Mention
honorable
Please indicate category:
Please indicate market size:
❍ Newspaper Marketing and Promotion
❍ Promotional Campaigns
❍ Advertising – Print
❍ Small Market (under 25,000)
✔ Large Market (over 25,000)
❍
❍ Digital Innovation
❍ Special Sections
✔ Magazines
❍
comPany
The Chronicle Journal
name
Steve Benoit - Advertising Manager, Clint Harris, Vice - President - Operations
address
75 S. Cumberland Street
city
Thunder Bay
e-mail
[email protected]
ProV ON
Pc P7B 1A3
PHone
807-343-6277
name of Promotion
New Horizons
exPlanation and imPlementation
New Horizons is a monthly publication that promotes a healthy and active lifestyle. It is read by people who make inspirational
buying decisions about their lives. Articles are written by local authorities that aim to inform, inspire and keep readers up to date
on Health Care; Fitness Wellness & Beauty; Financial, Estate & Life Planning; Legal Matters; Personal Security; Travel Dining &
Entertaining. Local business stimulate our readers by offering products & services that will compliment their hearty & energetic
lifestyle.
Included in the Health Care segment of the publication are articles that are prepared by our Thunder Bay Regional Hospital
Health Sciences Centre, the Thunder District Health Unit, the Northern Cancer Research Foundation - Breast Screening Program,
the Alzheimer's Society, the Heart and Stroke Foundation and the Kidney Foundation just to mention a few. This in itself makes
the publication very attractive.
Business advertisers are also given the opportunity at no charge to write articles about their products and services they sell.
This initiative has proven very successful and has tripled revenues because of it.
results (including circulation, financial, readership impact)
New Horizons is circulated to Thunder Bay and 32 communities in Northwestern Ontario.
Extremely well read because of its focus on everyday lifestyle, the publication is generating over $105,000 in annual revenue.
★ breast screening
N
W
E
★ profile on john & tyler dolcetti
★ dining out on a diet ★ back to the tap
★ flu season: information ★ protecting your nest egg
S