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Sony Canada promotes Reader with Tonight

Sony Canada conducted a promotion in support of its Reader electronic book device in association with Toronto-based commuter newspaper Tonight on Nov. 23. That issue of the paper was published in a smaller format that matches the physical size of the Sony Reader. Each of the 32 pages in the issue was displayed inside a representation of the frame of the device. The promotion was developed by UM. "Tonight has earned a reputation for its creative executions, but this edition is a first for the newspaper industry," said publisher John Cameron, "Sony wanted to stand out from other holiday campaigns and has changed the definition of an advertising special execution campaign in one day through this standout edition. The newspaper itself has changed its size. Readers will certainly take notice."

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