ADVERTISING PLANBOOK
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SECTION
C2011
Advertising Products Our advertising products section showcases creative ideas, special features, promotions, innovative ad positions and multi-media opportunities.
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LEADERBOARD... has great positioning at the DIGITAL ADVERTISING PRODUCTS top of the page and are the first to load. As one of the Interacting with the Audience least expensive ad units, it’s a great way to stretch the Our award winning journalists capture important and engaging stories with words, value of your budget. pictures and video and publish them to a growing list of media platforms. The Ottawa Citizen reaches more people in more ways than ever before and the future of our digital growth and emerging technologies continues to bring our customers multiple advertising opportunities. BIG BOX... The Ottawa Citizen is committed to a digital-first approach. From the way we create Huge results and positioning you can count on. Big Box content and interact with our audience to the way we partner with marketers and ads have great eye level leverage business relationships – it all centres on the opportunities that exist in a positioning on the page digital-first world. and sit adjacent to the news stories.
Both Big Box and Leaderboard ads lend themselves to the possibility of expanding across the page as the user is encouraged to interact and rollover the ad to learn more. Video can be added to most online ads and offers a more engaging experience to the viewer.
IMPULSE... Hit your target the first time. Placement in a sub index such as Opinion, Business, Sports, Entertainment, Life, Health, Technology or Cars allows you to target a specific audience.
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DIGITAL LEADING EDGE... Set the bar a little higher! This is creativity on the move. TOP LAYER Memorable to viewers due to their high visibility. They provide an excellent space to work with creatively and are right in the line of sight. CATFISH High visibility because they stay at the bottom of the Studies show that visitors to websites are more likely to trust advertising from newspaper screen, even as the viewer websites than from other websites. Expand your print advertising reach and frequency by scrolls up or down. tapping into Ottawa’s local news and information site. As a leading online destination for MOBILE news, business, sports and entertainment, ottawacitizen.com provides a full range of creative A huge advantage that advertising solutions to reach your target audience starting at as little as $500! Mobile ads have is their Take the time to visit our online gallery to view samples of Ottawa Citizen online ads that have exclusivity. There is only helped advertisers to reach the audience they want at ... one ad served per page view eliminating any competition. ottawacitizenadvertising.com/digitalgallery
The new Ottawa Citizen iPad app delivers the best of our print and online editions, plus mobile specific content and features designed to personalize and enhance the users experience. Readers will enjoy the content and quality they have come to expect from Ottawa’s leading news organization, enhanced and delivered specifically for them!
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DIGITAL ADVERTISING PRODUCTS Integrated Media Opportunities
jobs working careers What do you want to do? advice
Who do you need to hire? Introducing working.com. What’s the big occasion? Whether you are Introducing SwarmJam A group buying site The national career network with a local focus. sharing your engagement with the world, that allows you to take advantage of sweet working.com offers you unparalleled reach sending an e-card to your best friend, or daily deals, some up to 90% off! across Canada and a uniquely tailored looking for ways to ring in your favourite SwarmJam brings customers sweet deals approach to target the qualified applicants holiday – celebrating.com is here for of 50% off or more for shows, restaurants, you are seeking. working.com lets you you! Browse the site to see all there is to fashion, activities and family adventures harness the full power of the Postmedia offer – place announcements, contribute right in your neighbourhood. network, providing access to: 3,000,000 + stories and photographs and read Great offers are available because groups are unique users each month on canada.com, interesting articles. We’re here to help assembled with collective purchasing power. Canada’s personalized information and you celebrate! SwarmJam offers big value discounts to services portal and 2,000,000 + Canadians Canadian shoppers and in the case of every day through Canwest newspapers,10 progressive deals, discounts can actually thriving metro markets with local job grow as more people join the swarm. applicants seeking local employment.* Where do you want to live? Canada’s newest Go to www.SwarmJam.com to join The and most comprehensive real estate listing Hive and click the “Buy Button” and follow platform. Detailed property information, the instructions. You will only be charged neighbourhood maps and related content if the swarm is big enough. If you want the from the Ottawa Citizen, the National Post deal, use the social media links available on What do you want to drive? Welcome to and Postmedia newspapers across the each page to spread the word, because the driving.ca, Canada’s premier one-stop country make househunting.ca Canada’s deals are only offered if there are enough resource for automotive listings and number one destination for real estate people interested. consumer information. driving.ca provides information and advice.* consumers with an easy, intuitive way to search for new and/or used automobiles anywhere in Canada. Potential buyers can Advertise at wholesale costs? Yes you can, download volumes of information and How will you remember them? Photos, when participating in the Ottawa Citizen’s data about every automotive make and tributes and more. Create a lasting tribute annual Auctionmart. This online auction will model including editorial reviews, road with remembering.ca. The Ottawa feature a variety of products and services tests, vehicle profiles and full manufacturer Citizen has expanded the services of that will drive new revenues, maximize specifications. traditional death notices and in-memoriam advertising budgets, preserve cash flow As Canada’s most comprehensive source messages. remembering.ca will allow and provide clients with the opportunity to for automobile advertising, vehicle listings families and friends a greater opportunity capitalize on free promotion and generate and industry information, driving.ca to share messages, memories, stories store traffic. To qualify to participate, provides blanket assistance to anyone and photos of loved ones online advertisers provide merchandise/ interested in buying, selling or owning a through the use of guest books and professional services in exchange for vehicle in Canada.* photo albums. advertising. Call your Account Executive * Working, Driving and Househunting listings ads can also be posted on Facebook Marketplace. today for details.
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DIGITAL ADVERTISING PRODUCTS Website Traffic Keeps Growing
reaches 178,500 reaches 414,900 Ottawa adults Ottawa adults each week each week
Ottawa Citizen reaches 481,500 Ottawa adults
66,600 Ottawa adults are exclusive to Ottawa Citizen online (37% of online readership) 111,900 print readers (of adults 18+) also read ottawacitizen.com
The Benefits of Advertising on OttawaCitizen.com
Associate Your Brand/Company Credible, up-to-date information that you already know and trust from Ottawa’s leading daily newspaper – The Ottawa Citizen. Reach One of the Most Attractive Online Audiences in Canada. This audience tends to be younger, more educated, more affluent than the overall Ottawa market .. and it’s growing fast. Extend Your Reach Maximize the effectiveness of your Ottawa Citizen advertising and your overall media mix.
Sources: NADbank 09, Ottawa-Gatineau CMA, Print/Online = 7 day cume Comscore Media Metrix – Unique Visitor Count for OttawaCitizen.com
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ADVERTISING PRODUCTS In-Paper Advertising Products
SECTION FRONT BANNERS
With high impact, a section front banner puts your message front and centre with our readers. Banners give you exclusivity, visibility and a targeted audience.
The Ottawa Citizen Front Page Banner 10 columns x 30 lines Full colour All other Section Front Banners 10 columns x 40 lines (some size variations) Colour optional
Available on A3, Business, Opinion Letters, Careers, Arts, Movie Clock, Life, City, Sports, Sports Stats, Driving, Observer, Travel, Homes, Real Deal, Coloured Comics, World, Weather Page, TV grid Mon. - Fri. only.
PREMIUM POSITIONS
The breaking news story of the day usually continues off the front page making the following pages highly desirable positions for our advertisers.
The Ottawa Citizen A2 6 columns x 140 lines A4 6 columns x 120 lines A5 6 columns x 140 lines Page 2 City Up to half page
Colour not always available in these premium positions.
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ADVERTISING PRODUCTS In-Paper Advertising Products
TVtimes ADS
Back by popular demand. TVtimes has returned to tabloid size. Find stories, special features and complete listings in your Sunday paper in the TVtimes Section. TVtimes POSITIONS
Front Cover Full Colour Banner 10 columns x 55 lines full colour Full Page Back Cover, Full Colour 10 columns x 145 lines full colour
EARLUG These positions offer a unique advantage in that they have the impact and targeting capabilities of section front positioning.
Earlug 2 columns x 20 lines full colour Double Earlug FLEXFORM 4 columns x 20 lines full colour or 2 columns x 40 lines Flexform ads use the newspaper page Available on front of Arts, Business, City, Arts & Life, Food, Travel, New Homes (2 x 30), creatively. They Real Deal, Driving, Sports grab the readers’ attention and hold it. These unique spaces are an unusual way to stand out in the crowd by differentiating your company from the others.
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ADVERTISING PRODUCTS In-Paper Advertising Products / Creative Targeting Opportunities
CREATIVE TARGETING Take advantage of our unique in-paper opportunities to promote your business. Whether it be on a Christmas Gift Page or a Profile Page highlighting your business or retail neighbourhood or in a Corporate Profile, we aim to please. Do you have other ideas that you don’t see here? Call 613-596-3590. We’d love to work with you to explore other creative options.
ADZONE OPEN DOES YOUR GARAGE SUNDAYS! From 11AM - 4PM LOOK LIKE THIS? Mon-Fri 7:30AM - 7:30PM AdZone is a cost effective insert, Sat 9:00AM - 5:00PM October Edition • G ET APPROVED T O D A Y ! $ 2009 Dodge$ 2009 Toyota 17,995 GRAND CARAVAN 24,995 SIENNA • ZERO Down! STOW N GO SE LE professionally designed, printed and • Good credit 8 PASSENGER • Bad credit
• Bankrupt $159 $223 • 30 Days exchange PAYMENT PAYMENT distributed by the Ottawa Citizen & Flyer SHARP BUY! GREAT BUY! • Lowest price GUARANTEED! • No haggle pricing! 1-888-379-2429
6104 Perth St. $ $ Force. AdZone’s Creative Services Depart- AMG $ Richmond, ON 74,555 28,995 SILVERADO 14,455 EQUINOX 1-613-838-5150
WINTER IS COMING... $call $288 $142 ment provides creative concepts and TIME TO MAKE ROOM FOR YOUR CAR
2OO mycaronline.ca 2OO ad layouts to advertisers. Your Ottawa IN STOCK! IN STOCK! Citizen Account Executive strives to understand your business objectives and works closely with Creative Services to translate these objectives into an effective AdZone product.
INSERTS The Ottawa Citizen will deliver various sized flyers, booklets, digests, magazines etc. On any given day we deliver to over half a million households in Eastern Ontario including rural markets, apartments and all single family homes and townhouses. Call your Account Executive for details. CREATIVE TARGETING
Do you have a special event that you would like promoted? DISTRIBUTION SPECIALTY ITEMS Our in-house specialty print shop can help you meet your goals. Tag, Post-it™ note, belly bands, polybag and door hangers…. we design, we print and we deliver!
Ma s s i v e I n v e n t o r y CLEARANCE DON ’T M I S S THE BIGGEST SALE OF T H E YEAR! B a n k s , automotive m a n u f a c t u r e r s , automotive d e a l e r s , a n d l e a s i n g co m p a n i e s a r e d e s p e r - a t e t o u n l o a d i n v e n t o r y . Th e y l o s e a n d yo u w i n . Yo u c a n g e t t h e d e a l o f t h e c e n t u r y , a n d g e t guaranteed fi n a n c i n g o n t h e b e s t s e l e c t i o n o f u s e d ve h i c l e s w e h a v e e v e r h a d . Th e s e vehicles are here f or a limited time only , and will be sent to auc tion if not sold .
r 7&)*$-&"113"*4&340/4*5& 50 1 ": 5 01%0--"3'03 :0 6 3 5 3 " % & r#"/,'*/"/$*/(0/4*5&r164)16--03%3 "( : 0 6 3 5 3 " % & 4 DA YS ONL Y!
Z e r o D o w n ! P a yments star t i n g a t $ 3 9 / w k t h e c a r c l u b . c a 1-866-980-4922
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ADVERTISING PRODUCTS Special Advertising Features & Partnerships
Advertising Features
While you may think you know all about the Ottawa Citizen, you might still be surprised by the abundance of services we offer to our clients. Our retail advertising representatives can help you focus on what you want your advertising message to achieve, and then our writers and creative staff can develop, at no additional charge, the specific advertisement or advertising feature you need to meet your goals. We publish annually hundreds of special advertising feature sections, pages, advertorial ads and magazines, on topics from Summer Camps to Adult Lifestyle, from Charitable Giving and Estate Planning to High Tech and Your Home. All features large and small give advertisers a supportive, positive environment for getting their message out. If you would like to be part of one of these features or have an idea for a new Special Section or Advertising Feature, please contact your sales representative or call 613-596-3590.
ONE STOP MARKETING SHOP The Ottawa Citizen is dedicated to working with advertisers in non traditional ways. By exploring unique synergies with clients that include partnering with promotional events, charities and not-for-profit organizations, trade shows and entertainment or sporting events, the Ottawa Citizen can provide that extra value that creates excitement. Advertising clients have the opportunity to sponsor contests with exceptional prizing that can drive traffic into retail locations or align themselves with organizations promoting successful fundraising events or with sponsored movie premieres and big name concerts.
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ADVERTISING PRODUCTS Style Magazine
The Ottawa Citizen’s superbly designed STYLE MAGAZINE targets CONSIDER THE FACTS an upscale audience, aiming at readers in the nation’s capital who • 64% purchased women’s clothing in the past 12 months appreciate the finer things in life. • 74% purchased men’s clothing in the past 12 months The Citizen’s best writers cover everything from lifestyles, interiors, fashion and more. • 62% purchased home accessories in the past 12 months Style, an award winning magazine, comes out four times a year... • 74% took a vacation in the past 12 months Spring, Summer, Fall & Holiday edition and the Citizen’s best writers • 78% own their home cover everything from inspired furnishings and decor, the latest • 91,000 consider The Citizen to be their main source for trends in fashion and the very best of life in Ottawa. providing information when looking to purchase cosmetics, Style Magazine benefits from being inserted into the Ottawa Citizen, personal and health care products. which has a readership of 481,500 and has a profile that is certain • 55,300 consider The Citizen to be their main source for to be of interest to Style Magazine advertisers. providing information when looking to purchase home decorating items. • 44,000 consider The Citizen to be their main source for providing information when looking to purchase clothing, footwear or fashion accessories. 55% • 43,900 consider The Citizen to be their main source for 481,500 Ottawa adults 18 years+ providing information when looking to purchase furniture. read the Citizen in print or • 61,500 consider The Citizen to be their main source for providing information when looking for vacation travel. online every week. Source: NADbank® 2009
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ADVERTISING PRODUCTS In-Paper Advertising Products
BOOMER SUMMER CAMPS From our late 40’s to our mid-60’s, For fifteen years, families have whether approaching retirement or considered Summer Camps a already there, how we live today is the must-have reference for up-to-date focus of this magazine. Our writers information on all the exciting options provide insightful perspectives on for making summer memories. health, travel, retirement, leisure Whether looking for a day camp or and housing issues that affect this a week-long adventure, you will find generation. Boomer is published choices in sports, science, music or twice a year; the spring edition is just the great outdoors. The magazine due out in May and the fall edition is will be available in February and distributed in October. One in five Ottawans are boomers (ages 45 to 64) is supplemented with an in-paper with a household income of $75,000 or more, and 50% of them read the edition (May) of last minute additions Citizen every week in print or online (source: Nadbank 09). and changes.
CELEBRATE SUMMER CELEBRATE WINTER Learn about great museums, scenic Celebrate Winter is a glossy guide golf courses, inviting resorts, to day trips, weekend getaways and theme parks, charming towns, winter fun. Discover relaxing resorts, festivals and fairs, many within winter festivals, exciting sports a day’s drive. Celebrate Summer activities and fun things to do with reminds us of the numerous your family and friends. choices in the nation’s capital and surrounding area to help create the perfect vacation.
GOLF GUIDE This special feature highlights all you need to know about where to golf the best courses, top-of-the-line equipment, the latest in golf fashion and more. An interactive version is posted online at ottawacitizen.com
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FULL SERVICE PRINTING Best Value for your Advertising Dollar – Meeting all your needs
Get your aT xreturn prepared professionally for $ 0 1 0 MAXIMIZE Y O UR AT X SA VINGS Special Rate For eSeniors r 55+ Leath only $ ma t e 55 Ulti GENUINECall Please Conrad GET RANGE! note: & There could Eagan ALE FREENO be additional OBL Y O U R IGATION char Today NOW APP ges for NI OINTMEN more SIN TTOASS complex ESS ta YOURS x returns. HURRY P R CI ED Conrad ITUA TION. T H ER 2301 Carling Eagan LEA Ave., Suite (613) 200, Ottawa 829-78 7 4 K2B 7G3 [email protected]. 232
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The Citizen also manages the printing work for fund raising efforts by organizations such as CHEO and the Ottawa Regional Cancer Foundation.
It’s an aspect of the Citizen’s business that continues to grow and change! And it’s yet another way for Citizen advertisers to build their business in addition to in-paper and The Ottawa Citizen is not just a newspaper. Large run broadsheet and tabloid flyers online opportunities. In fact, the Citizen is also a full service range from newsprint to high end gloss printing and distribution business. The papers and everything in Citizen manages flyer printing for many between. Our extensive customers, large and small. experience can help you customize your printing On site we have a full print shop that based on targeted includes a four colour press great for audience and tailored to printing flyers and digital presses, suited your budget. to running point of sale products, short run post cards and business cards. All the Specialty publications such tools you need to get selling. as the Boomer Magazine and Summer Camps, Style For larger runs we use our buying Magazine, Celebrate Summer, power to leverage some of the best are produced and distributed printing rates available for our clients. through the Ottawa Citizen.
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FULL SERVICE DISTRIBUTION Targeted Audience – Tailored to your budget
URBAN DELIVERY
Cost effective inserts, professionally designed, printed and distributed by the Ottawa Citizen and Flyer Force
Designed to target specific geographic areas or demographic variables with guaranteed distribution through the Ottawa Citizen and Flyer Force.
Extended Market Coverage
RURAL DELIVERY
Provides the advertiser with the ability to target their message, in one or more specific geographic zones, according to postal codes or neighborhoods.
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