Archive for the ‘Advertising’ Category

Kids & Parents page in Metro Holland

Thursday, October 14th, 2010

profilepicture_reasonably_smallIn November Metro Holland will introduce a “kids & parents” page in the free newspaper.

The page will run every Tuesday. Advertisers were informed by Metro’s Twitter business account.

t.o.night Toronto enhanched with sound

Tuesday, September 21st, 2010

hawaiiAs part of the marketing campaign for the new Hawaii Five-0 series, t.o.night, Toronto’s free afternoon daily commuter paper, a “sound card” was inserted in each copy of paper yesterday (September 20).

The full-page card (click for bigger view) features a scenic shot of Hawaii and plays – when opened – a 15 second sound chip with the catch phrase, “Book ‘em, Danno” and the show’s iconic theme song.

T.o.night’s regular “Newsies” were wearing series-branded shirts when they handed out this special edition in downtown Toronto.

QR codes in Metro Herald

Friday, September 17th, 2010

QRCodeIrish free daily Metro Herald will use Quick Response (QR) codes in the newspaper as a service to advertisers. The codes are embedded in ads and can be scanned by a reader using a smartphone.

Readers can get extra information, download mobile apps, enter competitions or receive a special offer or voucher. Companies like Ford, Google, Pepsi and Starbucks have used QR codes in the past. (Independent.ie)

QR codes are barcodes embedded in advertisements that can be scanned by a reader using their smartphone to access extra information on their phones.
As well as giving users additional content, a simple point and scan can enable them to download mobile apps, enter competitions, receive a special offer or voucher, call or text.

Again Polish Berlin Metro

Thursday, August 26th, 2010

MetroBerlinPolish publisher Agora today published a German edition of their Polish free daily Metro in Berlin.

The paper has a circulation of 30,000 and is meant to promote tourism to Poland and to give Polish advertisers the opportunity to reach potential customers unavailable to them in other ways.

This edition is already the third German publication, in September 2009 and June 2010 Agora also published German editions.

The first edition was awarded with the first prize in the “Marketing Solutions for Advertising Clients” category at the INMA Awards 2010 competition (see previous post).

Vienna sponsors newspapers

Sunday, August 1st, 2010

The Vienna city council is spending around €15m in a year on advertising in three Austrian newspapers. Austrian paid market leader Kronen Zeitung is getting most from the city, but other paid papers lag behind free newspaper Heute and paid/free paper Österreich.

Österreich has 313,000 readers in Vienna, Kronen Zeitung is leading with 536,000 readers while Heute has 512,000 readers.

In January and February – weak months for advertising – Kronen received €730,000, Heute €690,000 and Österreich €440,000.

Vienna is in fact ruled by socialist party SPÖ, the total PR budget of the city councils “Presse- und Informationsdienst” is €47 million. Estimates from other parties is that to total budget of the city is actually at least twice as high because also power plants, public transport and housing projects owned by the city spend millions on advertising.

According to an article on the website of Austrian magazine Profil, the city council gets in return a very positive journalistic approach. The Vienna opposition does not hesitate to call it propaganda at the expense of taxpayers.

Paid Matin profits from closure of free Matin

Tuesday, July 20th, 2010

After free daily Le Matin Bleu merged with competitor 20 Minutes in the French speaking part of Switzerland, paid paper Le Matin saw the number of ads increase.

In the beginning also 20 Minutes profited from the closure, but as the paper increased its rates in 2010, advertising dropped. The high price of the ads in 20 Minutes also made some advertisers move over to the paid title.

A third reason for the increased ad revenue of Le Matin is the fact that the paper now sells its own ads, instead of selling through Publicitas. (Persoenlich)

Metro Canada campaign in October

Wednesday, July 14th, 2010

metro_toronto_2010Metro Canada will launch a 8 week nationwide brand awareness campaign in October of this year. The campaign will have a budget of Can $ 2.9 million (€2.2 million).

The paper is read by 1.3 million Canadians daily, according to NADbank 2009 statistics. (MarketingMag)

The paper celebrated its tenth anniversary two weeks ago; it was launched in Toronto on June 29, 2000. There are now seven editions with a total circulation of 800,000.

Metro Holland Saturday soccer edition

Saturday, July 10th, 2010

Usually Metro Holland only publishes on weekdays (and in ‘green’), but as Holland plays Spain in the Worldcup finals this Sunday, the paper distributed a special (orange) Saturday edition with a circulation of 400,000.

The front page and back pages were sponsored by mobile telecom provider Lyca (click on picture for better view). Also Heineken, ING bank, Clinique and the Duisenberg School of Finance had a page of special ‘Orange’ advertising.

Photo on 2010-07-10 at 12.51 #3

Metro NY with Queens edition

Wednesday, July 7th, 2010

Metro New York has launched a 40,000-circulation edition on Thursdays for Queens.

Local advertisers can in that way have an ad in Metro at lower rates.

Full story at free-daily.com. (also source for picture)

Metro is operated as a franchise in the USA.

t.o.night billboard

Tuesday, June 15th, 2010

Toronto free evening newspaper t.o.night started an advertising campaign on radio, TV and billboards. The TV ads and billboards (see below) can also be viewed in action on the t.o.night website.

tonightbillboard