On a daily basis, Canadians are surrounded by media, bombarded by thousands of brand messages daily on an increasing number of traditional and digital platforms. However, exposure does not equal influence or guarantee an ad will be seen. Multi-media campaigns (traditional + digital) result in stronger consumer trust and engagement in a world where advertisers must compete for the attention of consumers.
This 2018 research study, funded by the Department of Canadian Heritage, explores the trusted relationship Canadians have with their local newspaper in an increasingly digital world dominated by search engines, social media and ad blocking.
For more information, contact Kelly Levson, Director of Marketing and Research, at klevson@newsmediacanada.ca.
This project was produced with the financial support of the Government of Canada through the Canada Periodical Fund of the Department of Canadian Heritage. The content of this study represents the opinions of the authors and does not necessarily represent the policies or the views of the Department of Canadian Heritage or the Government of Canada.
