Newspapers Canada spotlights newspaper innovation by inviting representatives from across the country to contribute to our Innovative Advertising Blog. In this edition, Jeff Beardsworth, advertising director at AdWest Marketing INC., highlights his organization’s ability to help agencies and advertisers identify community newspapers with circulation near specific retail locations.
Too often, campaigns that are a natural fit for community newspapers do not proceed because the media can be difficult to plan in the time window provided by the client. Here is an example of agency that we successfully helped, at no charge to them, by effectively utilizing our planning tools.The agency was considering the roll out of a national campaign in community newspapers on behalf of their client Napa Auto Stores. They wanted to look at community newspaper options within 10km of each retail location (all 649 of them) across the country.
Using our mapping technology, we were able to import the complete store list and provide the client with a breakdown of community newspapers based on their 10km criteria. We were also able to create a series of maps to provide a visual context to the data.
With this fundamental planning challenge now out of the way, the agency can continue to work through the remaining stages of the planning process, focusing their efforts on the publications that have been linked to the clients targeting objectives.