Modular and Sectional Advertising Offer Greater Value to Advertisers
TORONTO, Sept. 25 /CNW/ - The Toronto Star today announced that it will
implement significant changes to how advertising is sold with the introduction
of modular advertising and sectional pricing starting January 1, 2008. "The
Toronto Star is committed to helping advertisers build results by connecting
price and value. Newspapers have always been thought of as mass mediums, but
through sectional pricing the Toronto Star becomes much more than that and
offers unprecedented opportunity for targeting," said Publisher Jagoda Pike.
"The initiatives that we are announcing will make us better partners by
providing options that will allow advertisers to improve ROI and have a
stronger impact in the paper."
This move builds upon the bold, new design launched in May and is the
next step in the Toronto Star's commitment to use its leadership position to
redefine its relationships with readers and advertisers.
Up until now almost all newspaper advertising has been sold by the line
with pricing based on mass readership. Modular advertising involves selling
ads by standardized size proportions instead of ad hoc shapes. As of
January 1st, 24 modules will be available to advertisers. Sectional
advertising means that ads will run in sections selected by advertisers, and a
separate rate card will be developed for each section tied to readership and
demographics - so placement and price can be selected based on the objectives
Modular advertising offers the following benefits:
- Simplicity of choice - a variety of size options to meet the needs of
- Enhanced look and feel of the page - standardized ad sizes will
provide a cleaner layout
- Consistency - other media and other newspapers, notably The Wall
Street Journal, USA Today, and the Chicago Sun Times are modular
- Rewards for larger commitment and larger space ads
For sectional advertising, each section of the paper will have its own
value assigned based on the audience that it delivers (who reads it and how
many read it). This will enable advertisers to buy ads based on their needs,
as they can adjust plans by section to target:
- Demographics and objectives
- Frequency of plan
- Content of sections to target groups
"The benefits will be immediate," said Wayne Clifton, Vice President,
Advertising. "The new model will offer a significant opportunity to
advertisers to target their message and products through the many sections
published in the Toronto Star."
"We will continue to offer creative advertising approaches and we welcome
customers' ideas which will be showcased through our enhanced design and
attractive layout," Clifton stated.
The change to modular advertising as well as sectional pricing will help
newspapers align with the full range of media options available to
advertisers, including online, TV and radio, which already offer standardized
sizes and targeting opportunities.
"We are proud to be leading the way for the industry; bringing new ideas
to fruition while making the experience more straightforward," said Pike. "We
are offering innovation for advertisers, which means delivering more impact -
About Star Media Group
The Toronto Star, founded in 1892, is read in print and online
(thestar.com) by more than 2.9 million readers every week. In addition, Star
Media Group includes Toronto.com, Torstar Syndication Services, Shop TV, Eye
Weekly, Sway Magazine, Real Estate News, Desi Life and The Canadian Immigrant.
Star Media Group also includes the jointly owned Metro free daily newspapers
in Toronto, Ottawa, Vancouver, Calgary and Edmonton, the Chinese language
newspaper Sing Tao, and LiveDeal.ca. Star Media Group is a division of Toronto
Star Newspapers Limited, which is a subsidiary of Torstar Corporation.
For further information:
For further information: Suzanne Raitt, Managing Director, Advertising
Effectiveness, The Toronto Star, (416) 945-8765, email@example.com