Creative Writing

Power of Print

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   HOW  POWERFUL  IS PRINT!  ADVERTISING SUPPLEMENTPresenting Sponsor Pwrofprnt7 9/7/05 2:34 AM Page 1  I n an industry where markets are constantly evolving and changing it’simportant to stay ahead of the game.Marketing magazine,with the help of our sponsors has put together aninformative Roadshow seminar seriesaddressing a variety of topics,aimed at educating the communications industry.Each seminar will include evidence basedresearch,relevant case studies,and featureguest speakers that are sure to inspire.Thisyear’s seminars include: How Powerful is Print :No other mediumcan claim to be as tried and tested as print.Despite the abundance of publications thatnow appear online,it is evident that good,old-fashioned,tactile print remains the pop-ular choice for readers. Interactive to the Max 2.0 :If you’re notyet using this medium to its fullest potential,be sure to attend  Interactive to the Max 2.0 ,atwo-part working Knowledge program thatis scheduled to make its way across Canadathis October.Focusing specifically on insightsrelevant to the Canadian marketing andadvertising environment,these seminars willleave you eager to incorporate interactive ele-ments into your next marketing plan. Canadian Culture and Diversity :Goneare the days when advertising and market-ing focused simply on product or service.Today,the Canadian marketplace is com-posed of diverse segmented audiences,eachwith their own,unique culture.Acknowledge,understand and take advantage of these differences by attending the CanadianCulture and Diversity seminar.  Youth Access :Continually evolving from oneyouth group to the next, Youth Access repre-sents an elusive market - with high spending power.How can marketers keep up with thisdesirable crowd? In November 2005, working Knowledge presents Youth Access ,a programdesigned to help educate marketers on thefiner details of selling goods and services tothis hard-to-reach demographic.These workshops are designed to help mar-keting industry professionals,work moreefficiently,target and understand marketsmore effectively,and get a better overallgrasp on markets that have been most fre-quently asked about over the past year. Tickets available now! Don’t miss out! For information call Cathy Fernandes 416-764-1571 M  ARKETING MAGAZINEISPROUDTOANNOUNCE : The return of our annual working Knowledge tours! your keyto working smarter,faster,and better Pwrofprnt7 3/9/05 2:44 PM Page 2  working Knowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT!3 MANAGEMENT EXECUTIVE PUBLISHER Richard Elliott 416.764.1570 MANAGER, CUSTOM PUBLISHING Kate Finlay 416.764.1573 PROJECT CO-ORDINATOR Jennifer Micallef 416.764.1580 SALES ASSOCIATE PUBLISHER-SALES Cathy Fernandes 416.764.1571 ACCOUNT MANAGERS Carol Eby 416.764.1569 DESIGN CREATIVE & DESIGN DIRECTOR Dave Curcio GRAPHIC DESIGNER Jay Dart PRODUCTION DIRECTOR, PRODUCTION SERVICES Lida Kudla addresses, unless otherwisenoted, are: WWW.MARKETINGMAG.CA TABLE OF CONTENTS   INTRODUCTION: WHY PRINT?4  WHAT THE RESEARCH SHOWS5  The Canadian Publishing Landscape5  Print - The Uninterupted Media6  Efficiency of Newspaper Advertising8  Regional Differences10  Where do Canadians turn for advertising?10  Where do Canadians turn for detailed information?13  Exposure to Advertising14  What are acceptable types of advertising?18  auto information21  Purchase Behaviour and Advertisement22 The Next Generation of Print Readers24  Canadian Newspaper Readership25   SUN MEDIA ADVERTISING SOLUTIONS   Canadian Toy Association 7  Microplay/Jumbo Video11  CreditXpert Canada Inc.23  THE CREATIVE POWER OF PRINT!28  Presenting Sponsor PoP_3 3/9/05 2:57 PM Page 3  P rint is different from othermedia, as this handbookshows. It offers advertisersthe opportunity to establish andmaintain a loyal relationship withconsumers that other media cannotmatch. Consider that 85% ofCanadians read a daily newspaperregularly, with 72% of them report-ing that they regularly read commu-nity newspapers. On the magazineside, the numbers are equallyimpressive, with 85% of Canadianssaying that they regularly read mag-azines, the most popular being pub-lications that cover news, hobbiesand fashion. Significantly, researchalso shows Canadians read news-papers and magazines more regu-larly than they watch television. Given such a strong connectionbetween Canadians and their pre-ferred print vehicles, it is hardly sur-prising that they offer the advertiseran unmatched opportunity to reachcore reader audiences. But loyaltyshould not bring complacency.Creative needs to capture the voiceand tone of a publication and tospeak directly to its readers, to pro-vide a chance to educate the con-sumer. Print audiences’ relation-ships with their preferred newspa-pers and magazines mean thatadvertisers can take a tactical standwith their creative, marrying a callto action with the speed to marketof newspapers and magazines.Print advertising works. A recentstudy found that Canadians weremore likely to consult newspapersthan television and radio combinedif they were looking for advertisingabout such items as appliances,travel and mortgages.Print is flexible and receptive tothe demands of advertisers. In thelast decade, print owners haveworked diligently to improve thequality of their products withgreater flexibility in all aspects oftheir business, to provide moreinnovation, greater levels of cus-tomer service and outstanding fullcolour reproduction. That meansprint, whether newspaper or maga-zine, can assume any role asked ofit.Almost half of all Canadians,49%, have bought a product thatthey read about in a newspaper,with 55% those aged between 35and 44 the most likely to havebought something they read aboutin a newspaper. However, thepower of print is not restricted tothose in a single age demographic.Canada’s children and young peoplealso display the loyalty to print thattheir parents and grandparentshave. A study by the Kaiser FamilyFoundation in the U.S. found that ina typical day almost half of all eightto 18 year olds read magazines andanother third of them typically reada newspaper.Print isn’t passive, but an opt-inmedium, as this handbook shows,and there is nothing more powerfulthan personal choice.  WHY   PRINT?  49% OF CANADIANS HAVEBOUGHT A PRODUCT THATTHEY READ ABOUT IN ANEWSPAPER 4How Powerful is Print! ADVERTISING SUPPLEMENT working Knowledge Pwrofprnt7 9/6/05 3:28 PM Page 4
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