Masthead Blogs
Monday, June 26, 2017
Gadget Blog
Martin Seto

There are 1,120 radio and audio services with 594 FM and 129 AM stations in Canada. Radio has been identified as the sector least affected by the digital disruption due to its emphasis on local content according to the just released report by Canadian Heritage - “Disruption: Change and Churning in Canada’s Media Landscape”. This is good news for all the industry as traditional media still has a firm foothold in the media mix. But radio stations are still evolving as they produce content for their website, that originally started as placeholders so listeners can access the radio station online.

 

Last year for the 2016 COPAs I talked about “How radio has reinvented themselves in the digital age”. When writing this piece, I discovered that radio stations were adopting magazine like content strategies for their website and this was all part of the digital convergence that is occurring in the media industry. I predict that over the long term that radio and magazines brands may merge to survive in the future to compete against Google and Facebook. 

 

Let’s have a look at 98.1 CHFI the largest radio station in Toronto is doing. The radio station has an Ault Contemporary music format and attracts 36,400 Adults 12+ listeners per minute in the Toronto CMA according to the latest Numeris rating report. The station skews women listeners (over 50%). The website is ranked 6,205 in Canada by Alexa ( a web site tarffic monitioring sire), which suggest traffic over 100,000 visitors per month. (Online and smartphone app radio listenership is not included in the Numeris report btw, a free bonus for advertisers). 
 

 

The content on the website reminds me more of an Entertainment Show on TV as the site offers video clips of entertainment news, celebrity gossip, interviews and music videos. There is a celebrity gossip podcast series “Other People’s Business” hosted by MO (Maureen Holloway). This is a 3 minute archive from the morning show she co-hosts each day. There is some women’s service content on the website through MO’s blog and food recipe videos. Could we see more Chatelaine content here in the future or a CHFI radio widget on the Chatelaine website, as they are both Roger’s media brands. There is already video content from Breakfast Television a show on CITY TV for entertainment news another Rogers Media brand.
 
 
 
 
 

The station has a mobile app where people can stream the station on their smartphone that is available in the Apple and Google Play Store. There are radio-streaming apps where you can have access to hundreds of Radio stations. 98.1 CHFI can also be streamed from the Radio Canada Play App that has 400 stations. The biggest concern about radio app streaming is that the Internet winks out and the music will stop and the system then has to reboot and start over. Surprisingly, there is still not a Radio Tuner App that can pick up the signal over the air to save on bandwidth the technology is there. The headphones are used as the antennae.
 

 
To build a listener database there is the 98.1 CHFI Customer Loyalty program where listeners can win points for answering On Air Trivia questions or by participating in a survey/ poll. These points are then redeemed for contest entries for prizes. This program can lead to other ad revenue opportunities such as an email newsletter that go beyond a 30 second spot on the station and can be part of an integrated ad program.
 
 

The next step in the evolution of Radio brands is the ability to effectively create a brand that works in all channels. Unfortunately, radio stations are stilling using their station ID as the web brand and looks out of place. Sportsnet 590 Fan has able to achieve this cross branding concern with their radio station, website magazine and tv station. The combination of radio and the web is a powerful combination for advertisers if packaged right, as radio is a great web site traffic driver. Plus smartphone usage is banned in the car, where radio is #1.

 
Friday, June 23, 2017
Covers Sell
Scott Bullock
 

Test your knowledge of Toronto Life covers.  Which of these 4 Covers was the best-seller in 2016?
 

Better yet, try ranking them from #1 to #4.
 

• Get none right…you are a Dunce.

• Get #1 right…you graduate High School

• Get #1 & #2 right…you graduate University

• Get all 4 in order…Masters Degree

 

 
 

Don’t look yet!


Don’t cheat!




 

Scrowl down for Answers…


 



Answers below:

 

 

#1  Dec 2016 (Trudeau) sold 8,869 copies!

#2  Sep 2016 (Murder) sold 8,705 copies.

#3  Mar 2016 (Legal-ish) sold 8,110 copies

#4  Apr 2016 (Where to Eat) sold 7,267

 

Apparently TL Readers like our handsome Prime Minister, and his policy to legalize weed! All strong cover treatments and subject matter choices!

 
Friday, June 23, 2017
Covers Sell
Scott Bullock
 

Pioneer Woman, a new magazine launched by Hearst and Scripps Networks Interactive, has apparently 100% sold out, and is going back to press to print another 100,000 copies, according to Ad Week.

 

The first issue was published on June 6th, 2017, with the next issue scheduled to go on sale in September of 2017.

 

The magazine was launched exclusively in Wal Mart…4000 stores in the USA. Ad Week’s article said:

 

“Drummond’s blog, which launched in 2006, became a lifestyle phenomenon with millions of fans. Her Food Network show premiered in 2011. In addition to her multiple New York Times best-selling cookbooks, Drummond also has a line of cookware, dinnerware and home products available at Walmart. Drummond’s products are also sold at her own store, The Mercantile, in Pawhuska, Okla., an hour north of Tulsa.”

 

The cover features Ree Drummond, star of The Pioneer Woman on Food Network. Fantastic to see a new magazine take off like this one has!

 
 

 
Wednesday, June 21, 2017
Covers Sell
Scott Bullock

The Aug/Sep 2017 issue of Canada’s History is scheduled to hit newsstands July 24th, 2017.


Here’s what Editor Mark Reid has to say about this one:

 

“For years, the WWII attack on Nazi-held Dieppe was viewed as a disaster. And when it comes to the sheer loss of life, and the scores of Canadian and Allied soldiers captured and made into POWs, the Dieppe Raid of August 19, 1942 was truly disastrous. But what if there was a secret, ulterior motive for conducting the doomed raid? What if the raid was really a cover for a covert spy mission — to steal secret information that could help break the infamous Nazi Enigma code machine?

 

For our August-September issue, Canada’s History is featuring a harrowing image of an Allied soldier — one of the few survivors who managed to escape the chaos and killing on the rocky beaches at Dieppe. The Dieppe Raid marks its 75th anniversary this year, and our cover story, by award-winning author and historian David O’Keefe, reveals the real reason behind the botched sneak attack on Nazi-occupied France.”
 

 
Wednesday, June 21, 2017
Covers Sell
Scott Bullock

The Aug/Sep 2017 issue of Canadian Woodworking is scheduled for on sale July 24th, 2017.
 

Art Director Jonathan Cresswell-Jones as created a vibrant, warm cover treatment.  It features:

 

• Strong sky bar treatment

• Benefit-oriented hooks

• Main Sell Line up high, and to the left

• Good use of yellow to draw the eye down the cover

• UPC code banished to lower right, where it belongs
 

 


 

 
Most Recent Blog Comment
Marty Seto says:
Hi Steven, these are created by the client directly and booked like they would an ad. The new copywr...