CNA LAUNCHES CAMPAIGN TO DRAW NEW READERS TO NEWSPAPERS
By Adnews Staff
The Canadian Newspaper Association of Toronto has approved a targeted marketing campaign to convince teens and young adults of the importance of reading newspapers. The star of the campaign, created by Ranscombe & Co., is Mr. Pinhead, who, according to CNA president and CEO Marc-Andre Charlebois, "doesn't understand much, but has opinions on everything." The multi-media campaign will run in selected markets this fall and will target university, college and high school students. The Mr. Pinhead character emerged from the CNA's similar campaign last year which included print and outdoor billboard advertising. According to the CNA, the campaign may be expanded nationally if research results are favourable.
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