TORONTO, Sept. 26 /CNW Telbec/ - In an effort to counter negative
narratives about the newspaper industry spurred in part by falling circulation
sales at large US dailies, Canada's daily newspapers will begin "fighting
back" this week with an awareness and marketing campaign valued at $10 million
Beginning on "International Right to Know Day" (Friday, September 28),
advertisements celebrating the role of newspapers as champions of the public
interest will run in gatefolds and inside pages of most of Canada's dailies.
The Canadian Newspaper Association (CNA)-led campaign will continue over
a period of three months, with reminder ads underscoring the vitality of
newspapers as a medium that transports readers into the heart of the news
story with depth, context, and immediacy. Target audiences include frequent
and less frequent readers, as well as advertising agencies, media planners and
"The trust readers place in us is one of our greatest assets," Alan
Allnutt, publisher of The Gazette (Montreal) and Chair of the CNA Board of
"And it shows in the numbers: in Canada's increasingly fragmented media
environment, we are more than holding our own. 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," he added, referencing recently released NADbank
(Newspaper Audience Data Bank) readership data.
Media insiders were quick to applaud the marketing initiative. "The
strength of newspapers has much to do with the quality of their content," said
Bruce Claassen, CEO of Genesis Media. This is a very marketable advantage over
the competition and speaks to the audience engagement factor."
"Sometimes we just have to blow our own horn," Anne Kothawala, CNA
President and CEO said. "You can't expect competing media to say nice things
about newspapers. It's up to us to tell this story."
The creative concept and design of the awareness campaign was provided by
Toronto designer John Farquhar of Wild Mouse Advertising.
About the Canadian Newspaper Association
The Canadian Newspaper Association is the voice of Canada's daily
newspaper industry. We promote the positive reputation of newspapers as an
essential medium that benefits all Canadians, and as an effective vehicle for
advertisers. The CNA is a vigorous champion of journalistic freedom and
democratic reform and is a valued source of industry information, trends and
For further information:
For further information: and interviews: David Gollob, 1-800-536-7993,