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Proud Advertiser Campaign

This multi-phased campaign from News Media Canada was designed to encourage Canadians to support local businesses that support local newspapers. Ads were targeted to local advertisers who play a crucial role in maintaining an independent and vibrant newspaper industry and highlights the benefits of advertising in the local newspaper.

The program included three phases:

Phase 1: Teaser Campaign — Customizable House Ads

Phase 2: “Proud Advertiser” Stickers

Phase 3: Main Ad Campaign – Encourage your readers to look for the Proud Advertiser sticker

The goal was to work together to remind Canadians about the important role that newspapers play in our society today. Newspapers Matter, Now More Than Ever.

If you have any questions, please contact Kelly Levson, Director of Marketing and Research, at klevson@newsmediacanada.ca.

Phase 1: Teaser Campaign —
Customizable House Ads

Encourage your readers to support the local businesses that support you with this series of Proud Advertiser teaser ads.

Available in various sizes, newspapers were able to customize these ads to spotlight local advertisers. Insert your logo, as well as the logos or names of your advertisers, and run the ads throughout your newspaper and on your website.

Download Editorials for Publication

Click below to view sample editorials available for inspiration or for publication verbatim.

OP-ED: Local business supports our local news

What did you pay to read this article today? Your answer might be nothing—and on the surface, you’re right. Whether you’re reading it in print, on a laptop or on a smartphone, there’s no cost to access our journalism. But really, you have paid for this article—through your attention.

OP-ED: Proud local businesses are the heart of all communities

Over 14 years ago, the Vermilion Voice published its first publication with the intention to provide factual, up-to-date local and area news. Without the support of the local and area businesses that advertise in our paper, the Vermilion Voice would not exist today and it would not be able to fulfill its dream.

Phase 2: “Proud Advertiser” Stickers

Phase 2 kicked off with a “Proud Advertiser” sticker to deliver to the advertisers featured in Phase 1. Invite your local advertisers to proudly display their support for the LOCAL economy—and your newspaper—in their storefront window.

Measuring approximately 5″ x 5″, these high-quality, full-colour vinyl stickers are not only a sign of your great appreciation, but also a call to action for consumers to buy LOCAL.

Participating publishers ordered stickers from News Media Canada, customized with the newspaper logo. Available in English or French, in quantities of 25 or more. Please allow 10-15 business days to process your order.

Phase 3: Main Ad Campaign

Proud Advertiser house ads were published in print and online. Readers were encouraged to look for the Proud Advertiser sticker and support local businesses.

Publishers were encouraged to run Phase 1 and Phase 3 ads year-round to highlight “proud advertisers” and remind readers that keeping their dollars local will ensure your community continues to grow and thrive.

Government of Canada

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