Targeted Placement In Toronto

In what seems like an obvious move, The Toronto Star is planning a revamped approach to selling newspaper advertising, including a switch to modular ads and sectional pricing, starting Jan. 1, 2008.
Sectional advertising means ads will run in sections selected by advertisers and a separate rate card will be developed for each section tied to readership and demographics.
Fred Forster, president and chief pioneer of media agency PHD, said sectional selling is something advertisers have wanted for a long time. “I think there’s always been frustration for advertisers who don’t necessarily want to be in the upfront section of the paper, (who) want to be in a specialty section but are paying the same rate for less readership,” Forster said.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.