GLOBE LAUNCHES REVAMPED WEEKEND EDITION
By Adnews Staff
The Globe and Mail launched a revamped version of its weekend edition this week. The new paper provides double the space devoted to its Arts section, a 50% increase in the Books section, expanded depth to the Focus section and increased coverage of personal financial planning in the Investing section. There will also be more investigative features in the news, sports and travel areas. An accompanying ad campaign will run in The Globe, using national radio, print, through newspaper box cards as well as point-of-purchase materials. Globe vice-president and general manager Grant Crosbie says in a release the campaign will try to "speak to people who enjoy the weekend ritual of consuming a more reflective, substantial read." The campaign was handled by Brandworks International Inc. of Toronto. Three in-paper ads depict one person reading the paper in a certain location - a coffee shop, a home library and an art gallery. The radio spots feature noteworthy Canadians such as Pamela Wallin and Karen Kain talking informally about the paper.