Canadian Newspaper Association readies awareness campaign
The Canadian Newspaper Association will begin a marketing campaign on Friday intended to raise awareness of the ways in which newspapers serve the public interest. The three-month campaign, valued at $10 million, will take the form of gatefold and other ads in various daily newspapers nationally. According to the association, the campaign is intended to "counter negative narratives about the newspaper industry spurred in part by falling circulation sales at large US dailies." The ads will promote the depth, context and immediacy of newspaper reporting. The initiative is aimed as frequent and occasional newspaper readers, as well as advertising agencies, media planners and advertisers. "In Canada's increasingly fragmented media environment, we are more than holding our own," said Alan Allnutt, chair of the association's board. "However you spin it, the story in Canada is one of a vigorous news industry that is actually bringing more eyeballs to our content than ever before, across a mix of paid, free, print and digital platforms." The campaign was developed by Toronto-based Wild Mouse Advertising.