Masthead Blogs
Saturday, January 14, 2017
Words of Inspiration
Industry Guest Blogger
 
The use of market research is a valuable tool to engage advertisers and is a good way to help magazine brands stay relevant and top of mind with them.

Reader’s Digest conducts an annual Trusted Brand™ survey in which Canadians are asked in an open-ended question to identify the brands they trust the most. In this study, Canadians voted for brands across 30 product categories from consumer packaged goods, to financial institutions and Canadian retailers. It has been estimated that 49% of Canadians agree that they buy items solely based on price, more than half do not, which leaves other influences, like trust, to drive their purchase decisions. Trust influences how Canadians spend and invest their money.

This is an independent opinion poll commissioned by Reader’s Digest, Ipsos Canada conducted an online survey of 4,009 Canadians to identify brands they trust from Sept 9-16, 2016. Respondents were asked for their most trusted brand within each category, in an open-ended question format. Results were weighted to census data to be representative of the population. Using a credibility interval, the overall results are considered accurate to within +/-1.8 percentage points, 19 times out of 20, of what the results would be had the entire population of adults been polled.

Survey Findings

Overwhelmingly, 93% of Canadians say they tend to buy products or services from companies they trust more. In fact, 81% of Canadians disclosed they would be willing to pay a little more money to support a product or service from a company they trust. Trust also influences investment decisions, given that 91% of Canadians reported they are more likely to invest their money in trusted companies. “Companies compete for share of wallet; and to influence purchase decisions, companies need to present consumers with a point of difference—trust is that difference,” said Karin Rossi, Publisher, Reader’s Digest Brands-Canada.  

Findings from the study indicate that 86% of Canadian consumers pay more attention to trusted companies. Furthermore, 77% say they are more likely to remember advertisements from companies they trust. Six in 10 Canadians (63%) say they trust third-party recognition of products and services such as awards and seals of excellence—up 4% from 2016. “Companies have the responsibility of earning and nurturing consumers’ trust in their products and services. The Trusted Brand™ award program celebrates the 2017 winners, and is also a means for companies to effectively communicate Canadian consumers’ confidence in their brands throughout the year,” said Rossi.

Here are the 30 Reader’s Digest 2017 Trusted Brand™ Winners, including  GOLD WINNERS, who have been voted as a most Trusted Brand™ for five or more consecutive years.

 

 

  

Friday, January 13, 2017
Words of Inspiration
Industry Guest Blogger
As reported on the World News Publishing Focus website, last week, AEDE held their annual conference. One of the lead speakers was Guy Crevier, President and Editor of Canadian La Presse, who detailed the turnaround of the title’s business model, and shared the very encouraging numbers of its success.  The story is repeated here for Masthead readers for inspiration.

 


In 2013, before the launch of the tablet application, La Presse’s average weekly paid circulation was 200,000 copies, with a record of 221,000 dating back from 1971.
 
Today, the print edition is discontinued on weekdays and maintained only on Saturday. The app La Presse+ reaches 260,000 unique tablets every day, with a peak at 300,000 the day after the American elections.
 
Crevier explained that discussions of a change in business model started back in 2010, under the pressure of shrinking readership and decreasing advertising revenues.
 
Seamless transfer
La Presse found in the tablet the technology that would allow a seamless transfer of the work of the 250-journalist newsroom into the digital world, without losses in terms of quality. 
 
"We have always been convinced,” said Crevier, "that the best way for us to differentiate ourselves (from the Facebooks and Googles of this world) is continuing to produce high quality contents and to sustain a large newsroom.”
 
He added that in his opinion the tablet is the only digital device available at the moment that enables the best possible storytelling, while ensuring the revenues necessary to sustain quality journalism.
 
Free subscription model
The development of La Presse+ cost in excess of C$ 40 million, including $ 2 million invested in research only. It has a free subscription model and one of the most impressive results concerns the change it enabled in the readers' profile.
 
La Presse paper edition used to reach 46% of readers aged between 24 and 54, the most attractive audience for advertisers. La Presse+ managed to "over index" the Quebec population in this age group (52%), Crevier said, rising to an astonishing 63%. The time spent on the app is 40 minutes on average on weekdays, with 52 minutes on Saturdays and 50 on Sundays.
 
Regarding advertising “the readers are always in full control of their experience: there are no pop-ups, no pre-roll, no intrusive items” said Crevier.
 
Nevertheless, the remarkable level of engagement enables La Presse+ to maintain a CPM at the unprecedented level of $ 51 - in print it was $ 37.
 
Precise performance reports 
In turn, the tablet app allows for precise performance reports, which detail for each campaign not only the number of impressions but also activated interactions, videos and consulted websites, as well as time spent on an ad beyond the 5 seconds threshold. Today, 92% of La Presse advertising revenues come from digital. 
 
In a market where competitors face steady revenue decline, La Presse finds itself in a growing business, both in terms of readership and advertising.
Tuesday, January 10, 2017
Covers Sell
Scott Bullock
Legion magazine is coming out with a new SIP, this one on the battle of VIMY.  It’s scheduled to hit newsstands on February 6th, 2017.

It retails for $14.95. And as with all Legion SIP’s is oversized and perfect bound, 100 pages thick, on top quality cover and interior stock.

Art Director Jason Duprau.

Strong type treatment.  Aggressive sky bar treatment. Starburst.
 

 
Monday, January 09, 2017
Gadget Blog
Martin Seto
 

The race for the next killer app that will have the same success as the Apple iPhone that is 10 years old now is the carrot that drives innovation in the Tech industry. But not all these companies will succeed. But the industry is hoping for the Apple Halo effect for their product just the same. The latest in smartphones, computers, car technology, drones, home tech, medical tech, wearable technology were unveiled at CES 2017 that has just finished in Las Vegas.

I have selected the Best of CES stories from some of the  leading magazines in the industry to show you what is out there. One caveat like all technology while they may look good on paper, I want to remind you of the experience of the hype of nuclear technology and how it is out vogue now. This may apply in the future for auto-driving cars when the technology fails to meet expectations from the hype.

ANDROID AUHORITY 
Best of CES 2017: the most impressive products from the show
http://www.androidauthority.com/best-of-ces-2017-741647/

CNET 
CES 2017: The final word
https://www.cnet.com/news/ces-2017-the-final-word/

CRN 
CES 2017: The Best Of The Best
http://www.crn.com/slide-shows/mobility/300083330/ces-2017-the-best-of-the-best.htm

ENGADGET
Presenting the Best of CES 2017 winners!
https://www.engadget.com/2017/01/07/presenting-the-best-of-ces-2017-winners/

ITBusines.ca
Consumer Electronics Show: 50 years of unveiling ground-breaking technology
http://www.itbusiness.ca/blog/consumer-electronics-show-50-years-of-unveiling-ground-breaking-technology/85199

PASTE MAGAZINE
The 10 Best Gadgets of CES 2017
https://www.pastemagazine.com/articles/2017/01/the-10-best-gadgets-of-ces-2017.html

PC MAG 
The Best of CES 2017
http://www.pcmag.com/news/350860/the-best-of-ces-2017

POPULAR MECHANICS 
CES 2017: Popular Mechanics Editors' Choice Awards
http://www.popularmechanics.com/technology/g2906/ces-2017-popular-mechanics-editors-choice-awards/

WIRED MAGAZINE 
BEST OF CES 2017: THIS YEAR’S MOST INTERESTING GADGETS
https://www.wired.com/2017/01/best-of-ces-2017/

Tuesday, January 03, 2017
Covers Sell
Scott Bullock
 

This article was submitted by Romain Fleury, Directeur Général, Presse Commerce:
Munro’s bookstore, a long-time chain member of Presse Commerce, has been ranked third best bookstore store in the world by National Geographic’s book “Destination of a lifetime”.

Founded in 1963 by Jim and Alice Munro, Munro’s bookstore has been one of the most popular attractions in Victoria, British Colombia. Their great success comes from its staff members and the 30,000 books offered. The neoclassical look of the former bank gives the store a unique look. Visitors come from around the world to take a look of this so-called “magnificent” bookstore.

In 2013, half a century after the foundation, Alice Munro won the Nobel price in literature, which gave the bookstore a world-class popularity. Since then, Jim and Alice Munro have retired and handed over to four staff members.

Mags & Fags in Ottawa is also a destination store that has been granted the ultimate award for a newsstand: Magazines Canada Retailer of the year! Christa and Charlene have decided to change the name to The Gifted Type, many renovations but the same passion for magazines, gift cards, books and newspapers.

Can newsstand be creative?  Atlantic Newsin Halifax is preparing “surprise bag”. The relationship with Michelle Gerard is so close with her customers that they are following her blindly!

In Saskatoon and Winnipeg, no doubt that McNally Robinson is more than a newsstand. Of course they are one of the largest independent bookstores, but also a restaurant, a book club, a venue, a classroom and surely a real exceptional shopping experience!

All across Canada theses little gem stores exist thanks is to their knowledgeable and passionate staff and the great quality of the Canadian publishing community.