Wednesday, May 20, 2015
The benchmarks for digital excellence for the Canadian media industry are set each year with the Canadian Online Publishing Awards. The call for entries began May 4 with a deadline of July 6. The Early bird deadline is June 1. 

We have made some adjustments to the categories this year that includes a “Best Editorial Packaging” award for publishers that meet the highest journalistic standards in the multiplatform digital world. The COPA awards party is schedule for Thursday, November 19, 2015 at the Phoenix Concert Theatre in Toronto.


The big winner in 2014 was St. Joseph Media who hauled in 11 medals (6 gold and 5 silver). In second, was IT World Canada with 7 medals (5 Gold and 2 Silver) and a tie for third with 5 awards was Rogers Media and TC Media  (2 Gold and 3 Silver each).

The Best of Canada Digital Solution award went to Cottage Life for their “How to buy a Cottage” Apple app. The Best of Canada Digital Content of the year went to the Globe and Mail for their interactive story “No Safe Use” on the hazards of asbestos. The Best Online Ad Campaign of the year in Canada went to Toronto Life for their sponsored content program for Evolve Fitness

As the producer of the COPAs, I am often asked what does it take to win a COPA and how can a small publisher compete with the big guys with the big budgets. To answer the first question I have provided some info below on the guidelines the judges use and the judging process.

To answer the second question we have created an award for the independent publisher. This is a Best of Canada award from all the entries submitted from companies with 20 full time employees or less. Reader’s Digest is the sponsor of the Best in Canada Awards category.

Each judging panel for each award has 3 judges with an expertise in one of the following areas - journalism, design, digital, publishing, marketing and media. The judge’s mix in each panel is dependent on the category and each judge gives a score out of 100. The judges are asked to use the criteria below as a general guideline during the judging process - artistic style, compelling content, marketing benefits, reader interaction and technical execution. The judges can still use their own criteria for the final score.


A: Artistic Style: layout and design, typography, colour, photography, illustration, multimedia

B: Compelling Content: grammar, writing quality, content, freshness, reader engagement

C: Marketing Benefits: audience deliverables, brand personality, consumer response, reader stickiness, brand environment

D: Reader Interaction: functionality, navigation, SEO efficiency, Interactivity

E: Technical Execution: muliti-platform execution, download speeds, ease of use, technology foward vs. reader learning curve, click fatigue rating

You can also get some great advice from the comments from COPA judges at this link.


Thursday, April 23, 2015

It is hard to fathom that Microsoft is now an underdog in the consumer heavy weight technology division with Google, Apple, Sony and Samsung as other contenders for the title. But times change.

Technology companies in their search for growth to meet stock market expectations have expanded into different industries to generate new revenue streams. They have become conglomerates like GE in their business strategy. GE makes appliances, lighting for homes and business, provides healthcare technology and a financial division called GE capital to finance projects. GE’s mission statement is that they are a company that offers the latest technology and research to build, power, move and cure the world. Quite a transformation from humble beginnings from a company that stated making appliances for the home.

Apple is using this conglomerate playbook for example as they are planning to enter the medical, financial and automotive markets. They are already in the entertainment, music, software, hardware and telco markets. Google has entered the crowded hardware market with some success with their Android Nexus tablet, Chromebook laptops and plan to provide 4G wireless internet in the USA.  Microsoft is no different and they have entered the hardware market with the Surface tablet/laptop product line.

Microsoft Surface Pro 3
So lets see how Microsoft has done with their entry into the computer hardware market with their Surface Line of laptop/tablet hybrids that they are promoting. This is the third generation of Microsoft Surface devices and they keep on getting better with each generation as we will see. It looks like the deep pockets of Microsoft are finally paying off with the latest crop that is coming this May.


What I liked about it was the 12-inch screen as it can accommodate 8 ½ x 11 pdf documents to read without shrinking, I found this a big plus versus the 10-inch tablets that shrink the document to read. Somebody finally created a tablet based on a letter size paper. I can now enjoy my morning coffee on the patio, as the screen is set-up to read in natural sunlight, so I can truly have backyard mobile technology. Other devices sometimes do not work in natural sunlight that makes it tough to use outside. The machine was also fast with the Intel 1.5 Ghz processor to power the device, as we all know faster is always better when surfing the web.

As a work device you can work in desktop mode when you were in a mood to use it as a laptop. Like any laptop it has USB port to delete transfer of documents using a thumb drive plus a micro SD card port so you can transfer your photos. The detachable keyboard uses magnets to attach and is easily separated or attached when needed and comes in 5 colours to choose from. The screen has an easel stand that flips out as needed to make keeping it upright on a table or your lap while you are in bed. The Surface Pro 3 comes with a Bluetooth pen which will enable you write on documents, which is a time saver versus the old method of printing, signing and scanning.

The device did feel warm on the hands when holding it in tablet mode (Intel processors have a tendency to give off heat when in operation), which is a negative in my opinion. The price at $799 will not have a mass market appeal, but this was the Pro Model with extra features. But wait next year’s version is always better and starting in May you can buy the Surface 3 that will have a smaller screen (10.8”) and a lower price (starting from ($499) to position the device for mass market appeal.  To lower the price the pen that was included in the Surface Pro 3 version is now optional and the RAM is only 2GB vs. 4GB in the PRO model.  But the Intel processor is 1.6GHZ, so it is a little faster in its latest release. So If I was a betting man the latest version is good value at $499 and I would consider buying it vs. the Pro model that is $300 more.

Rating: 4 out of 5

The device would have gotten higher marks, but it was warm to the hands when holding it in tablet mode. It would have gotten a lower score with a price point of $799 (as you can buy a $300 laptop at the Microsoft store, plus a tablet for the same price), but the Surface 3 that is coming in May helped raise the score higher with a lower price point of $499. Ryan Winsborrow from Nerds4Hire who also looked at the device says this is a solid machine on par with any hardware built by other manufacturers, but does not break away from the pack with any sizzle. Microsoft is also releasing a new smartphone the 5” Lumina 640 that I will be getting soon to replace the 4” Nokia 920 I am using, that was used to shoot the photo for this blog posting.

But this conglomerate strategy does come with risks, just ask the folks at Blackberry as they lost the battle in the consumer smartphone market that they invented and is now reinventing themselves as they move forward. Expansion into new markets is always risky that are not part of your core strengths as a company, but it can be done, just look at how GE has survived and prospered. Some of these tech companies are now trying to build an automated driverless car, but when the first one crashes due to a software glitch (that will happen) it will not pass the road safety test, so these ventures are not always a guaranteed success.
Thursday, March 12, 2015
I am amazed at all the childish behaviour of social media companies. It seems that the rules of good conduct does not apply to this supposedly superior medium versus traditional media.

I beg to differ, as I believe that social media is like that child that never grows up and acts like a spoiled little brat, but nobody has the guts to discipline them, as they will cry child abuse, well I do!

The recent social media scandals include a professional hockey player’s wife, who is demeaned on a micro-blogging site and then the defamatory quote is broadcast on a national TV sports station, and only through a threat to sue was any action made to ensure that the person’s reputation remained intact.

Then there is the sex scandal at a university, where a bunch of students started a social media group that demeaned women. What is a person to do to protect their loved ones from this online behaviour?

If these acts were done by a traditional media brand by one of their journalists there would be more of an uproar than what you have seen with these two scandals. They would be out of business and every politician in the world would be demanding justice, plus plenty of lawsuits.

This illustrates the double standard with social media, they claim to be media, but are not responsible for the content that they distribute. I believe that they should be held liable, as they should be treated like a traditional media publisher. Like the boy that cried wolf, they cry “Freedom of Speech,” as their calling card.

This issue is going through the courts and a precedent has been set based on the case of Baglow vs. Smith that is chronicled on the Canadian Tech Law Blog published by McCarthy Tétrault LLP, one of the top legal firms in Canada. Roland Hung wrote a posting titled “Defamation in the Blogosphere.”

The plaintiff in this case is Dr. Baglow, the owner and operator of an Internet blog site known as “Dawg’s Blawg” that posts left wing opinions and commentary on political and public interest issues. The defendants, Mark and Connie Fournier, moderate a message board on the internet called “Free Dominion,” a venue for the expression of conservative views.

On August 10, 2010 Roger Smith (the other defendant) posted a comment on this message board under the pseudonym Peter O’ Donnell that referred to the plaintiff, Dr. Baglow, as a supporter of the Taliban, a terrorist organization. Dr. Baglow objected to this comment as being defamatory and requested the Foruniers remove it from Free Dominion, which they refused to do.

Initially, the defendants won the first round based on their legal defense of “Fair Comment.” This was appealed and a judge ruled for a new trial. The key point of law in the case is, do the same rules apply to the Internet as they apply to traditional media.  

The defendants argued that their message board cannot be considered a publisher and the technology used was a neutral platform and the lawsuit was an unconstitutional violation of the guarantee of freedom of expression. They claimed they were not liable for the postings of hundreds of people on their site. Simply put, they claimed that as a provider of an interactive computer service they should not be liable for user-generated content from third parties.

Madame Justice Polowin disagreed with the Foruniers that a message board or forum is set up to provide content to their reader and both defendants the publisher and writer is jointly liable for defamation.

While the decision was favourable to the plaintiff, the courts are not clear how this will apply to social media, where at least hundreds of thousands of comments are posted each day and if the moderators are responsible for these. In other words new law is being created to address the issue, if social media should be treated like any distributor of content and be treated like a traditional publisher. In my opinion the answer is yes.

While defamation is a civil matter there are criminal acts being done on social media that should get swifter action by the courts as the police can charge somebody versus waiting for somebody to sue. The use of social media to recruit terrorists must be considered a hate crime as it supports the elimination of another race based on their religious views.  

Social media micro blogging sites are also a place where terrorist propaganda is broadcast to the world and must be stopped. Again, social media will cry ” Freedom of Speech” or “Censorship” as their wolf cry, as they are not liable for what people post on their site even though it is a hate crime.

I had a chat with a retired division commander of the Toronto Police, Paul Gottschalk, who was in charge of the cyber crime division and this is what he had to say on this issue.

In my view the argument can be made that in defence of offensive statements, those making the statements have equitable access to protection under the right to “freedom of speech.” Eventually any statement made or view expressed in social media will assume the same status as those in print or speech. Only through the application of law will these statements be deemed both offensive and libelous or within the realm of reasonableness. At present the law has not been clearly defined. While I believe that both criminal and civil transgressions should be viewed and responded to as if the grievance had been printed or spoken, the law has the difficult task to determine at which point in the conveyance of the message should the force of law apply.

Who is more culpable, the speaker or the messenger? In short, the law and social mores (which both constantly evolve) have not caught up to technology but I believe that eventually the cry of “wolf” will lose its strength. This argument of “freedom of speech” reminds me of another cry for freedom. A man in Texas was charged with punching another man in the face while both were walking along the street. The accused offered as defence that he was walking along the street swinging his arms like the blades on a helicopter. And he argued this was his right to do so! He said it was the victim’s fault for walking into his fist. The presiding judge stated the accused was correct in that he had the right to swing his arms freely but his right to swing his fist ended at the end of the victim’s nose! Likewise, I believe the law will soon rule that a persons right to “swing” their views will end when it strikes another person’s well being.

The social media companies’ inaction suggests that they support the promotion of defamation and hate crimes and in my opinion they are the distributor of that content and they should be held liable. This is called implied consent in legal terms, where your inaction suggests that you agree or what we call in the marketing world negative option marketing.

So if you have a social media account with one of these companies you are also supporting the company’s defamatory and criminal actions through implied consent too. So if you agree with this logic I would suggest you deactivate your account immediately unless you want to be associated with liars, cheaters and terrorists through implied consent.

Brian Burke the President of the Calgary Flames hockey club has courageously tried to stop this nonsense and started a court action to help protect him and his family from such attacks; you can see details of his case at this link.

To get political action on this issue please share this blog with the next hypocritical politician in the upcoming federal election when they reach out to you on social media and ask them if they support terrorism, defamation or hate crimes on social media as they try to get your vote.

BTW, the social media companies have already sold all your personal info through a big data personalized marketing program to the political parties without your consent as part of their election planning. Its time we take action against this and as a concerned parent, I want to protect our children now, as governments seem not to care because of the kid who cried wolf.
Wednesday, February 25, 2015
In my opinion traditional approaches are still the best way to help grow your clients business. You cannot put all your eggs in the digital basket no matter what the latest media hype suggests. But, the discussion between traditional approaches and the disruption technology has on human interaction and behaviour will influence your client’s marketing  strategy.

Lets not forget that ad recall in the digital medium is the lowest of all advertising choices and a 30 second tv/radio spot, a full page 4 colour ad in newspaper/magazine or a 10' x 20' billboard will still outperform a Big box (300 x250 pixels) ad any day, and that is why they are still thriving. Plus with the growth of cyber crime and automated traffic digital may be losing its lustre as it is becoming an untrustworthy medium.

All right, lets see how, Tim Horton’s has adapted their famous  RRRoll up the Rim  to Win promotion that is a Canadian tradition  like Canadian Tire money. Both of these hugely successful programs have added  an online component to reflect today’s consumer engagement points with their brands. But has the online component made the program more successful or is it just politically correct in today's digital centric world. Well the traffic to the RRRoll up the Rim to Win site suggests that they have hit on their hands as the site ranks 631 in Canada according to Alexa rankings. The regular website is ranked 1,249 and the site gets more traffic than Macleans that’s is ranked 779 in Canada as a comparable benchmark for success.


The RRRoll up the Rim to Win program for the uninitiated is a national sales program that awards prizes in cups that are provided with any beverage purchase. This traditional contest program drives traffic and sales to each location and is mainstay on Tim Hortons promotional calendar. Today, the online component tries to provide that same experience without a purchase and the RRRoll up the Rim to Win program  is now an interactive game online like a casino slot machine. After they register, visitors can pick two out of three cups to see if they win, with opportunities to play every day.  This can be played on your desktop, tablet (not my iPad1 though as the site crashed as it is flash based website) and smartphone. The program runs from Feb 2 until April 17, 2015 and is supported with a national tv campaign.

Canadian Tire has created digital money as they updated their Canadian Tire Money cash purchase rebate program. This was accomplished by using a loyalty card program that tracks all your Canadian tire money in an electronic account. (Watch out Bitcoin here comes Canadian Tire money as the new world currency). The recipient also receives a digital version of the weekly flyer by email to keep them aware of all the in- store specials after they register the card online.


While these marketers have adapted to the changing consumer environment, I wanted to take a  look at business reply cards (BRC), a marketing tool that was great during its time when print was the dominant channel. It provided a lead generation tool for B2B publishers that provided quality leads for advertisers. Has this tool became obsolete in a politically digitally correct world or can we update this for the online reader? In today’s  world of internet speed and websites, the need for a BRC is not necessary anymore as readers do not have to wait for information to be delivered by snail mail as they can now just use search engines to find info or go to the website of company they saw in a B2B magazine website or digital magazine and click on the ad.

So what are publishers to do to replace this valuable lead generation tool?  How can we create a lead funnel for advertisers as part of the ad sales pitch for their reps? Sometimes it is good to go back to the basics and build this out from scratch – The customer ladder we all know is awareness-desire-want-shop-sales pitch-buy- happy customer – repeat buyer. The sales cycle is not accelerated because of the internet just the customer has more information at their fingertips to make a final decision.

In today’s world there are so many channels of communications it is now utterly chaos for marketers. Before it was simple to respond – phone, fax, mail, in-person. Now add all the different ways people communicate today digitally like Twitter, Facebook, Instagram, Pinterest , email, text messaging, Skype, Facetime and this makes it more confusing to the publisher and marketer and they sometimes get caught in the digital spin cycle and waste valuable resources.

To provide you with some focus lets go back to the basics of direct marketing and the importance of the “Offer” to the prospect to get them to respond. B2B marketers have used “FREE information” packaged as whitepapers, research and webinars to attract readers to their advertisers' products. I have used webinars successfully in the past to generate awareness and leads when I worked with GTxcel (formerly Texterity) in the promotion of their digital publishing services for the magazine industry, so I am a big fan of this technique. Webinars are good way to get people’s attention as it captures registration (this is a lead, not a click on an ad btw) and is a soft lead awareness tool.

One of the COPA’s silver winners this year for the best online campaign was an entry from, based in Vancouver, BC in the B2B category that produced a webinar for GEA Westfalia Separator in conjunction with their agency the Litchfield Partnership. The GEA Westfalia’s product is technical and targeted a specialty audience – miners who need a separator for processing ore. It was felt that the best way to communicate this was through a live webinar to explain the benefits of Westaflia’s product. A print and digital campaign was used to promote the campaign that resulted in 1.3 million impressions generating 1,200 clicks to the registration page. Over 190 registered for the webinar with 52 attendees from (63% drop off rate) Africa, North America and South America. One of the difficulties  of free webinar is the drop-off from registration and attendees, so a contest was used to make sure people attend and the winner was announced during the webinar. The 192 registrations were used later for sales follow-up.  Based on the numbers the campaign had CTR of  0.09% , with a click through conversion rate of 16% and an attendance rate of 27%.


One of my current professional challenges is the reinvention of the Masthead business model and this will include the creation of new revenue streams beyond advertising. Plans for 2015 will include the creation of technology services for publishers that include web development, industry awards software services (we are working with the Canadian Journalism Foundation) and webinars. We are also planning to relaunch the Masthead supplier section into a "Connections" database that will include media kits of Canadian publishers that will be promoted to the ad community to generate ad sales opportunities. You can get a free listing in this Connections database at this link (not public yet). There will also be a paid premium listing that will provide a web page for each listing that includes a photo slide show for your company as part of the package. You can enter your free listing now so we can build the database. Let me know what you think so we can fine tune this for the publishing industry to ensure we have all the right categories. If you wish to learn more about this you can contact me at 416-907-6562 or via email at marty(dot)seto(at)

Thursday, January 15, 2015
There is a belief that technology will always  solve the ills of society and bring prosperity to us all. History has shown this to be true with the creation of new industries that provide jobs to the growing population. There is growing evidence that technology can do the reverse and make our lives worse. The recent ban of fracking technology to recover natural gas in New York state has shown there are medical side effects for the local communities where the drilling takes place. This blind faith we have that technology equals a better life can be dangerous, as you can see.
But wait, here is a new product announcement out of the latest technology trade show in Las Vegas this January, it is called the Brain Beanie, it's a neurological device that fits on your head like a hat. The Brain Beanie receives all of your brain waves and allows you to control all internet enabled devices and appliances at home through a mesh network. This technology has been adopted by all the major device OEMs, car manufacturers and home builders for brain wave protocol and has been approved for use by the Global Technology Standards Council (GTSC) in Romania (the previous home of KGB cyber unit).

It comes with a  personal communicator function so you can get rid of your smartphone as it enables your brain waves to send email, text or voice. You can purchase all your take-out,  groceries and products with the e-commerce capability with delivery to your couch by a solar powered drone. This headgear can be used at work, in the car and at home, so you will never have to do anything that requires any mental or physical exertion.
This device is considered a breakthrough in dealing with today’s obesity problem caused by people sitting on the couch more than 20+ hours a week watching television, gaming and surfing the net.  It can monitor your weight by sending electrical stimuli to your body to  monitor your metabolism through the medical app that you can purchase as an extra feature. Other optional accessories include a holographic projector that creates a 12 inch  screen for you to see in 3D. Standard features include an action camera,  virtual assistant (male or female with custom Avatar settings), 10G of Ram, 1 TB of storage and a micro super computer processor that was modelled after the NASA standard for space exploration.
The cost of this product is $599  and it's available at the Brain Beanie Store website www.brainbeanie.gag and it comes with a 6 month guarantee that you will not have to purchase another one through planned product obsolesces. After the 6 months you can buy a monthly package for $20.00/mo and get a free product upgrade. The founder of the Brain Beanie, Joe Propellerhead says he was inspired for the product from a 1979 Maxell TV Commercial  that became a pop culture classic that brought couch culture to the mainstream. Joe says "I wanted to create a couch potato product that will appease to the masses and also solves some of the major social issues like obesity for eternal good health.”

With 40% of web traffic attributed to bots, critics of the product wanted to see how security issues were implemented to protect users from the hacker community  for criminal or malicious activity like adware, spyware and malware. Joe Propellerhead says that the security features includes a “ Intrusion Pulse” that was developed by the open source community that places a tracker tag on any unauthorized access through the sniffer code and then sends a electrical pulse bomb response that disables the source server and then is automatically logged in the cyber crime database at the GTSC in Romania for follow-up.
Geek fantasy or is this coming soon to a store near you soon in the next generation of devices? Sometimes, I wonder as I watch technology invade our lives everywhere and try to expand into other industries like media, publishing,  music , banking and medical; What does Microsoft know about the news business or banking or Google and Facebook know about selling advertising for that matter? It's like a baseball coach thinking the same strategy will work in hockey, sometimes it works and sometimes it will not.  Here are some claims and myths that these companies have made to into fact, or have they?
Somebody clicks on your ad and it is a lead.
This is the #1 myth perpetuated by the tech community to fool advertisers.
A click in some people minds is a form of response and with response rates of less than 0.1% how is this better than direct mail that have higher responses rates through better targeting? In my opinion all this has spawned is a click  fraud industry that is largely unreported. As any start up industry there is always an overpromise and under delivery scenario we see too often  to get people’s attention and this is a classic case. I look at awareness as clicks are unreliable.
Give away you content for free, get traffic, sell ads and get rich.
Just ask the newspaper industry about this and you know how this is so not true. All we have now is unprecedented  clutter on online as there are no barriers to entry online except for a computer. The fact you can get rich by blogging is a myth somewhere, just ask any writer and the person trying to sell the ads. The only one to benefit was the search engines as they have access to free content and sell ads around it. Publishers now have to struggle in getting people to pay for their online content as we all know free to paid is very hard to do.
A Facebook Like is a brand endorsement online and will lead to your company’s success
Facebook has done a good con-job of the value of a Facebook like to get people’s attention and has spawned a fake “Facebook Like” industry. This myth has taken away marketing efforts to social media with not so great results and have publishers chasing Facebook likes instead of subscribers. Social media is a “GOSSIP” medium. like the tabloids. Just because celebrities  (who suffer from hero worship) twitter feeds have been a very successful publicity tool for their fans to sell concerts tickets, music and movies does not mean it will work for a manufacturer of widgets.
A lot of technology claims are actual myths perpetuated by the relentless need to fill a 24/7 news cycle to provide content. Just like any hyped up stock, if you hear it enough times it must be true. The digital medium is the only ad medium where buyers have to deal with click fraud, automated web traffic and hacker attacks.  You do not have that problem when you are buying traditional media like TV, radio , print and outdoor, And now they want me to buy on these new programmable ad networks.  Anybody want to buy me a Brain Beanie so I can use the Intrusion Pulse?

Monday, December 22, 2014
The 2014 COPAs are now over and it's time to recognize the Best in Canada.  As an industry we should be very proud of the world class work produced by Canadians in this year’s crop of entries. My goal is to showcase this home-grown talent and provide some swagger to the industry on the international stage that is the web.
The COPA Awards party at the Phoenix Concert Theatre in Toronto on November 20 was a fun time for all. I even got into the act by wearing a hockey helmet
to protect myself from the COPA mob as the night grew older. Special thanks goes to Readers Digest, Chateau Des Charmes , CNW Group, Digital Reno, Metro News Canada,  PressReader,  Promethean, Sharp Canada, Toshiba Canada and the Winnipeg Free Press for their support of this year’s event.
The honours this year for The Best of Canada were Toronto Life for a sponsored content campaign for “Evolve Functional Fitness” for Best Online Campaign, for Best Digital Content an interactive story on Asbestos titled “ No Safe Use” that has a photo wink at you by the Globe and Mail and an inspirational magazine app from Cottage Life on “How to Buy a Cottage” won Best Digital Solution of the year that had elements of an interactive graphic novel to tell the story.


The big winner this year was the team at St Joseph Media as they won 11 medals (6 G, 5S)  followed by IT World Canada with 7 (5 G 2S). Not to be outdone small publishers were recognized for their outstanding work like for best blog in the red category for consumer niche publications, University Affairs for best media website in the blue category (B2B), from Vancouver won gold for best email newsletter (blue) and the UBC Graduate School of Journal was a repeat winner for Best Interactive ( blue ) Story. The entries from La Belle province saw LaPress win silver for best digital publication in the green category for daily news organizations. You can also say that Rob Ford was the  un-official digital newsmaker of the year with all the stories that were enter that talked about his life that won gold in the writing categories.
The COPAs is more than an Industry Awards show as we try to take the learning from this friendly competition to help us get better. The judges are asked to provide some feedback from this year entries as part of the process. I would like to thank all the judges this year for their support and their wisdom. One of our marketing experts this year on the judging panel was Sandra Frisch from Media Experts, one of the top media planning/buying firms in Canada and this is what she had to say about this year crop of entries. To see more judge's comments please go to the COPA website.
“I’ve enjoyed the intense competition and creativity I saw while reviewing the publishing sites. Each site has a unique way of representing its brand to the audience through design, content, and navigation. The combination of publishing, production, digital media and creating online communities was expertly established by all the finalists.”
The challenge for big or small publishers is to continue to strive to find the right formula for the digital mix that will resonate with readers and advertisers. The entries that did well have added another layer to their game this year and have started to think in 4 dimensions instead of 3. The 4 dimensions are video, audio, words and interactive (action). Just like a hockey player always needs another element (new move or look) to their game to thwart the competition, if you stand still like a pylon, somebody else will go by you and the COPAs sets the bar each year for digital excellence for your organization.
Happy Holidays everyone see you in 2015.


Sunday, November 30, 2014
There is some adware making the rounds that has shown on up some of the computers I am working on. I thought it was originally something that just showed on my Windows machines. This attack occurred after I checked out one the websites (a “Watering Hole” technique to deliver malware) that my kids were visiting to watch free videos. I explained to my children how this occurs primarily on Windows machines, but this has changed as I would discover later.
This particular adware is ingenious in many ways. It occurs when you are browsing on the internet, but instead of going to the page you typed into it will redirect to another web page that looks and feels like a Google search page at first glance, but it has ads scattered around the screen. The ads first appear legitimate as it showed some national advertisers to bring it creditability to the web surfer. They are also reports that these organizations have hacked into legitimate ad networks.
This was a nuisance  and I had to clean out the computers with an anti- malware software. I also had to remove some extensions in my Chrome browser that the spyware installed. I didn't think about any of this again it until showed up on a Mac at one of the off-site offices I do some work at. This was on the Chrome browser and I immediately removed the browser from the machine. This is the first time I have seen malware like this on a Apple machine.
The software hijacks your browser settings and installs their own. In this snapshot a new search engine appears that appears like a legitimate one, but its not and serves ups ads for you to see from BetterMarkit. They try to trick you in buying security software.
According to the Cisco 2014 report on IT Security this type of activity is the second largest type of technique used by cybercriminals to make money on the internet after Trojan horses ( A Trojan horse is a hidden code that can take over specific functions  of your computer). Mobile is the next wave of security threat and Android devices are being targeted first by the shadow economy. The use of the Chrome Browser on desktops is part of that arsenal as you can see from my personal experience


The report also states that SPAM threats are still strong and below is a list that Cisco has compiled on the various types of messages that the are used to trick readers. I bet you have all seen one of these arrive in your email inbox once or twice. Spam software tries their best to do this, but the problem is that legitimate messages also get flagged and lost in Spam boxes.

The best defence is just plain education so people can recognize the signs of a con job on the internet. One trick, I did notice was websites with unbelievable prices on products (Fall off the truck sale) is one way they use to steal your credit card number, they use the number later after you buy the product. So this Xmas season buy from retailers you trust and if it's an unbelievable deal, be wary. Happy Holidays.

Wednesday, October 29, 2014

The digital lifestyle is now upon us and there is no way to avoid anything that is not connected to the internet. Computers come in many colours, sizes and shapes just like the old fashion print pocket organizers that you can still buy at your local Staples store.


The latest generation of smartphones are getting bigger and can now be considered mini-computers or pocket computers. Just like the pocket organizers, you can get the next size up and get a tablet computer for watching video, reading and games or a laptop to do some emailing, writing or number crunching with. And lastly you can get a monster 70” TV computer for online video. Next on the list coming sooner than we think are wearable computers (too geek for me!) and connected cars to the mainstream.

This is the new norm and the numbers show it, Canada’s digital literacy rates show that Canadians now enjoy a modern digital lifestyle through many devices. The Media Directors Council (2013-2014 report) reports that there are 5.9 million tablets and 20 million smartphones in Canada in 13.3 million HHs. This makes household penetration in Canada with tablets at 45% and smartphones at 150% and growing.

Maybe this is the reason that HP’s tablet plans have changed since their ill fated launch of the HP TouchPad, their first tablet in 2011. HP still remains a tech titan and is ranked second in industry market share for global PC shipments according to IDC at 18.8% in the 3rd Quarter of 2014, Lenovo was 1st (20%), Dell 3rd (13.3%), Acer 4th (8.4%) and Apple in 5th (6.3%) out of total shipments of 78.5M worldwide (1.7% decline from Q3 2013). 

IDC reported that global tablet shipments totalled 53.8M in Q3 (11.5% growth) with Apple 1st (22.8%), 2nd Samsung (18.3%), 3rd. ASUS (6.5%), 4th Lenovo (5.7%), 5th RCA (4.9%). Apple saw it market share shrink from 29.2% in 2013 and saw a 12.8% drop in sales. The numbers shows that in the PC corporate world Window’s machines still dominate and are starting to climb up in the tablet sector,

HP Elite Tablet and Laptop

You don’t see a lot of consumer advertising about HP products as they tend to concentrate in corporate markets for their servers, PCs, tablets and printers. HP did not disappoint when I reviewed their Elite tablet and laptop line for the business user. These are Windows 8 machines and they all came packed with features that you expect on any device on the market. The first thing I did was download Google Chrome that acts as my virtual desktop through my gmail account  to set-up both devices. This virtual desktop includes my email, calendar, bookmarks and cloud storage and it installed fine and can work in desktop mode on both devices.  My daily routine includes using my tablet for my daily news and video entertainment fix and the Elite tablet was a fast device with HD quality video and sound (with my headphones). I used it at the cottage, home and office and the wifi connection was reliable and fast and the screen worked fine in natural sunlight.

I prefer writing on a keyboard, sorry the touch screen keyboard just doesn’t cut it for me, or the tablet accessories. The smaller screen size of a tablet at 10” makes it too small to work with so it is not practical as a everyday work device. I need at least a 13” screen and the Elite laptop I used was 14”. It was nice to use both devices together when I was reading and typing at the same time as it made me more productive. I am a big fan of the two screen workstation and a tablet and laptop combo can still fit in my briefcase when I am on the go. Stacked together, both devices are 1 inch thick.

Rating 4.5 out of 5

HP also has a line of Android tablets available for sale starting at $215 for the 7” model under the Slate product line that is available at Staples and other stores. I fear that tablets in the future might suffer the “Novelty” effect, where the latest toy is discarded with the latest consumer mood swing and this will affect the replacement market. Plus, pocket computer (ie:smartphones) screen sizes are getting bigger and this will impact the adoption of the larger tablets. Since I got my 4” Nokia smartphone I found that I used the tablet less for reading the news.

Thursday, September 25, 2014
The CRTC will be making some decisions about the digital airwaves very soon about what they will do with online video broadcasting and cable tv pricing models. The current market structure is an industry cartel model where supply economics are used by corporations to corner the market to ensure high profits. This page out of the corporate playbook, is not good for consumers, just look at how this is done in oil and gas markets, diamonds and the 407 toll roads in Toronto.
I have empathy for the CRTC as an instrument of public policy to ensure Canadian content and consumer protection is caught in middle of these market forces. The latest noise from the CRTC hearings, is in my opinion a witch hunt to get Neflix out of the Canadian market based on the Canadian content rules for broadcasters. When the cartel says Canadian jobs are at risk, the CRTC should ask them how much of their staff has been out sourced in the call centre, IT and accounting departments.

But is Netflix a broadcaster or a digital video entertainment subscription service that has no advertising or programming schedule, just on demand video downloads. So if Netflix is banned in Canada what will happen? The cartel will launch their own service, just like they did when they banned TIVO, a TV recording hardware device that was popular in the USA, but was packaged as a hardware upgrade for cable subscribers in Canada.

Now what are the implications for publishers that produce video channels of their content online will they be included in this new definition of broadcaster. Will these publishers be banned too or better yet regulated? If you have a YouTube channel will that be included too?  How about the CRTC try and ban Adult content digital channels instead, it will be a losing battle. Whatever happen to FREE TRADE, I guess this does not apply if the cartel’s profits are threatened.

I was one of the early cable chord cutters and I now get 20+ stations through an antennae as I did not want to pay $100 a month for cable TV anymore. I got a customer friendly internet service from TekSavvy for $40/mo for 300 GB and then got Netflix for $10/mo. I use a free Chrome browser plug-in that hids my identity (Hola Unblocker) on the internet and now I can now stream the USA version to my computer TV plus other stations like CBS, ABC, Fox and Hulu. Who needs to watch conventional cable TV anymore, except for live sports programming. I would like to buy a subscription to a sports channel, but I have to buy stations that I do not want, so I do not buy it. So I hope you will allow me to buy such a subscription when you make your final decision.

I believe that the Newton Law of physics applies here as for every action there is a corresponding opposite action and in this case the choices in underground economy of the internet will flourish instead. If you ban Netflix, there is already a service that is for free called Popcorn Time an open source project that looks and feels like Netflix that people can go to based in Europe. If the CRTC believes in freedom as a core value you will not succumb to the lobby efforts of the cartel in Canada, who btw are all saying the same thing in a concerted effort to control markets. Be aware that when somebody tries to control the internet the open source software community will step in and help out with some new code to share to circumvent that.

Now, if the CRTC can  look at the interesting pricing models for smartphones that are inflated in telco contracts, instead of being distracted with Netflix who provides great value to the 4 million+ Canadian households that use the service. I still can’t figure out how you can get a Apple iTouch for $200 but an iPhone costs $650 and all you get extra is the phone, now if you can stop this practice I will be impressed. The internet is a place where freedom and democracy flourishes as consumers can vote with their wallet as the internet has no geographic boundaries that can be controlled.

Yours Sincerely,

Thursday, August 21, 2014
Web publishing technologies have been very disruptive to newspaper business models by creating numerous challenges for the industry. It started with the drop in advertising revenue through free classified ad sites for jobs and products like, Craig’s List, EBay and Kijiji. Players in the news industry have seen a TV station become an online news publisher, newspapers providing online video like TV, magazine publishers now publishing daily with video and tech companies producing news sites.

This has created a hyper-competitive online media landscape during this digital transformation of the media industry. I predict that we will see consolidation in the industry as the market can only support so many players in the Canadian market, as digital adoption starts to level out. We are already seeing some of those signs now in the marketplace.

The demise of print that has been predicted has not unfolded. I guess tech gurus can be wrong too or make exaggerated predictions to get headlines as "News" as a medium is as strong as ever according to this Newspapers Canada 2014 report (below). It shows that 86% of Canadians read a newspaper in print or digital every week, which has stayed the same over the past two years. How news is consumed today through traditional media like TV, radio and print methods has changed. Today 30% read news digitally with 50% of digital consumption via a tablet or smartphone, that means 70% still prefer print. 

According to NADbank in their 2013 report cumulative weekly newspaper audience is growing slightly (5.4% overall growth since 2009) with print staying about the same (0.2% decline since 2009) with growth attributed to digital. Cross platform usage saw 76% of website readers also read a printed edition of a newspaper. NADBank predicts that tablets will be the preferred everyday digital device long-term.

In the same report from Newspapers Canada they look at ad effectiveness vs. other media to demonstrate that newspapers still work as part of the media plan. Historically, this is why newspaper advertising was so effective and it looks like it is still true today. The effectiveness of the internet versus other media suggest that digital has one of the lowest levels of engagement. The numbers suggest that digital perhaps is now losing its luster as it matures with consumers and perhaps their share of people's time has peaked.

What the newspaper industry has yet to determine is how to monetize digital eyeballs after giving it away for free for so long. The newspaper pay wall that has been used the past two years with a 10 article free sample is now the new norm for some newspapers. The ad marketplace for digital is a buyer’s market with an oversupply scenario that generates low CPMs and ROI for publishers.

Newspapers Canada produces an annual conference INK+BEYOND that takes a look at issues and challenges facing newspapers, and showcases the latest innovations used by newspapers around the world. This event was in Charlottetown, PEI, on May 28-30 in 2014 and in 2015 it will be held in Toronto. I put together a roundtable of vendors that were pitching their wares at the event this year to share in a Part 2 of Tech Notes this summer. The vendors fall primarily in three general categories content creation, content production and ad sales support.
INK+BEYOND 2014  Vendor Roundtable
Affinity Express
Product: Advertising and media solutions
As the SMB marketing supply chain company, Affinity Express is the leading white label creative and production partner for companies that serve the marketing and advertising needs of SMBs. Its services are offered to tens of millions of companies under the guise of some of the most well-known media, internet and retail brands.
Affinity offers SMBs custom print, digital marketing and advertising services—including print ads, logos, websites, video ads and more—without adding fixed costs. Grow your digital ad business, using Affinity to create and traffic the ads. Drive new profitable revenue and improve advertiser loyalty with Affinity Express.
Kelly Glass:, (847) 930-3205

BBM Analytics
Product: Newspaper Ad Tracking Service
In the increasingly competitive newspaper landscape, get a better understanding of who is advertising and your share of voice. BBM Analytics’ newspaper ad tracking services provides you with comprehensive and timely competitive intelligence at your fingertips. All advertising activity is tracked in daily newspapers in 7 key markets across Canada. The online database is easy to access and quickly identifies strategy, volume, messaging and placement of existing advertisers and more importantly who is not advertising. Contact us to find out how to use the service for new business development, smarter negotiations/selling or as value add for clients.
Michael Abraham,,  416 847 2054

Business Wire       
Product: Commercial news distribution           
Business Wire, a Berkshire Hathaway company, is the global leader in press release distribution and regulatory disclosure. Investor relations, public relations, public policy and marketing professionals rely on Business Wire to accurately distribute market-moving news and multimedia, host online newsrooms and IR websites, build content marketing platforms, generate social engagements and provide audience analysis that improves interaction with specified target markets.
Founded in 1961, Business Wire is a trusted source for news organizations, journalists, investment professionals and regulatory authorities, delivering news directly into editorial systems and leading online news sources via its multi-patented simultaneous NX Network. Business Wire has 32 offices worldwide to securely meet the varying needs of communications professionals and news consumers.
Matthew Allinson,, (206) 405-4000

Fundata Canada
Product: Canadian Investment Funds database
In all areas of our business, from raw financial data feeds to hosted web solutions, our goal is to develop strong, long term client relationships and to become a trusted business partner for our clients. Fundata offers a variety of products and services that solve problems in a number of industries and businesses. Whether custom or white labeled, Fundata’s team of professionals can customized either solution to client specifications. The information we provide currently reaches over 80,000 financial advisors, millions of investors, and scores of institutions every day through our network of newspapers, web and corporate clients across North America.
Brooke Biscoe,, (416) 445-7445

Product: Cloud-based publishing CMS for media companies
Libercus is an efficient, economical and comprehensive cloud-based news publishing CMS designed for today’s digital and print media realties. Print, web, mobile, video, social media and e-Editions are published from one streamlined, modern platform. Journalists, editors, and production personnel work in Libercus. Libercus streamlines costs, uncertainty and vendor bloat impeding media companies in an era requiring innovation and speed.

Libercus is a single system, user interface and database. Browser-based and cloud-architected, Libercus is not a legacy CMS with multiple products, databases, and interfaces. It eliminates significant infrastructure and software expense. Content is delivered to multiple channels efficiently. Libercus delivers workflow flexibility and is cost effective in terms of total cost of ownership.
Steve Lett,, (847) 274-0490
Metro Creative Graphics, Inc.
Product: Creative & Ad Development Solutions for Publishers
Metro Creative Graphics, Inc. helps today's media companies expand ad revenue by providing advertising, creative and editorial solutions for optimizing their print, online, mobile and social products. With an unparalleled dedication to providing the finest resources available for ready-to-use images, spec ads, sales ideas, stock-quality photos, logos/trademarks, auto manufacturer photos, marketing/sales materials, copyright-free editorial features, fully-templated print and online sections, and groundbreaking digital ad development tools -- including the new Metro interactive Ad Designer (MiAD) Mobile App for sales reps -- Metro services the creative and sales needs of today’s media companies.
Jennifer Steiner,, (800) 223-1600

Myles Mellor Theme Crosswords
Product: Crosswords and puzzles         
Myles Mellor crosswords offers all types of crosswords, easy, medium, Sunday size and very large. You can also order sudokus, word searches, cryptograms, diagramless crosswords and anagrams (a form of jumble). Currently servicing over 90 community newspapers with syndicated content, Myles' service is personal and economical. The company also offers interactive crosswords, sudokus and word searches that can be solved online. Myles also writes theme crosswords for advertisers, a proven money-maker for newspapers using this service. 
Myles Mellor,, (818) 890-8065

Product: Content, advertising, circulation and audience engagement
NEWSCYCLE Solutions - which was formed by the combination of DTI, SAXOTECH, MediaSpan, and the Atex AdBase business - delivers the most complete range of software solutions for the global news media industry, including news content management, advertising, circulation, audience, and analytics. NEWSCYCLE Solutions is a trusted technology partner serving more than 750 media companies with 8,000 properties across more than 30 countries on 6 continents. The company is headquartered in Bloomington, MN and has U.S. offices in Florida, Michigan and Utah; with international offices in Canada, Denmark, Germany, Norway, Sweden, and the United Kingdom.
Rob Dumas,, (734) 887-4400

Product: Ad management  & Digital Production Software
News-Net provides first-class software solutions, programming, integration and development to over 1,800 newspapers throughout North America. A trusted supplier to the publishing industry since its inception over 30 years ago, News-Net develops affordable cost-cutting and leading-edge technologies for Ad Management, CRM, Production Workflow, Pagination,Tearsheets and more. We offer complete services from consultation, installation, configuration, set-up & user training. News- Net has the right combination of professionals and expertise for delivering quality integrated solutions on time and in budget)
Khymn Glover,, (905) 844-0524

Newspaper Toolbox
Product: Revenue-generating tools and ideas           
With over 700 subscriber clients in Canada, the USA, New-Zealand and Australia, Newspaper Toolbox is the premier sales building tool available to the newspaper industry today. Created by a professional team with more than 25 years of experience in the media industry, Newspaper Toolbox offers a wealth of ready-to-sell share pages, an online sales calendar, ready-to-sell concepts, reader contest concepts, special section packages, an extensive editorial library, money making ideas and a whole lot more. In essence, it is the best idea generator for revenues in small and medium size newspaper markets. With a brand new website, extensive archives and the launch of new services such as EZ Contest and EZ Newzsite, Newspaper Toolbox is helping publishers follow the money trail.           
Candide Grégoire,, (877) 444-4034

Product: Publishing software and service solutions
Newzware Business System Software - The greatest performance value in the new media industry. Circulation, Display & Classified Advertising, Financial, Editorial and Ad Production tools are deployed separately or integrated as a complete publishing business environment. ICANON Services insure a legacy of performance with unequaled personal customer support. Stable ownership since 1990, innovative solutions that keep pace with technology demands and cost effective ownership including free license upgrades make Newzware the smartest decision you can make. Installation can be either premise based or hosted as a cloud resource in our secure datacenters. Your unique product deserves the flexibility of Newzware.
Gary Markle,, (215) 822-5519

Product: Digital distribution and publishing solutions
PressReader, a Vancouver-based company, is the global leader in multi-channel, cross-platform content distribution and monetisation, and the chosen partner of more than 4,000 publishers from over 100 countries.
PressReader connects local, national and international newspaper and magazine publishers with readers around the globe and across all platforms including web, iOS, Android, Android for Amazon, Windows 8 and BlackBerry 10. It offers the world’s most engaging reading experience to millions of readers and can be found in thousands of libraries, hotels, airlines, corporate and government offices, and aboard cruise ships worldwide, providing publishers with new revenue opportunities and increased global circulation.
PressReader Technology, a fully customizable digital publishing solution, helps publishers of all sizes and media types digitise and monetise their content on all devices and platforms. This award-winning solution offers an enhanced digital edition experience with its intelligent multimedia features and functionality.
Nikolay Malyarov,, (604) 278-4604

Research and Analysis of Media
Product: Media Research for Advertisers
In today’s competitive marketplace, advertisers demand solutions that provide quick and accurate results regardless of media choice.  Knowing what your customers think is exceptionally valuable. Our role at RAM is to help you understand how the market and your audience connects with your brand.
At RAM we provide unique and strategic solutions with relevant insights to help increase our clients’ revenue, grow their audience and give them a clear understanding of the markets in which they operate, be it local, regional or national. Everybody Wins.
Ryan Busch,, (904) 206 2160 

About Me
Martin Seto

Martin Seto is the principal of Reflex Media, a media consultancy practice offering media owners online publishing, ad sales and acquisition/selling brokerage services. His media services also include working with ad agencies as a media buyer/planner for tv, radio, print, outdoor and online. He has been in the advertising and media industry for 25+ years and he has been an instructor/speaker with Centennial College and at magazine conferences across Canada. He also moonlights as a pro goalie as a "rent a goalie" at
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