NOT BUSINESS AS USUAL AT THE NATIONAL POST BUSINESS MAGAZINE
By Adnews Staff
National Post Business magazine will make its debut on August 19, supported by a two-month long multi-media campaign. National Post Business is the new name for The Financial Post Magazine, which has been completely revamped and involves new editorial and art staff. The creative for the campaign, handled by MacLaren McCann of Toronto, is designed to illustrate the magazine's brand positioning: "Not Business As Usual." The $700,000 campaign will run to mid-October and will include outdoor billboards and transit shelter advertising in Toronto, Vancouver, Montreal, Calgary and Ottawa. Four full-page, full-color ads will run in the National Post. Print ads will also run in Saturday Night magazine. Additional promotion for the magazine is planned for major newsstands and bookstore chains as well as in airports. The premier issue will be distributed in 225,000 home-delivered copies of the Post. Also, 15,000 copies will be available on newsstands across the country.