Who We Are - PwC...Our Paper Usage Yearly Tonnage Use 30,000 metric tons of paper a year 80%...
Transcript of Who We Are - PwC...Our Paper Usage Yearly Tonnage Use 30,000 metric tons of paper a year 80%...
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Who We Are
Canada’s national newspaper
Founded in 1844
85% owned by Woodbridge,
the investment arm of the
Thomson family, and Bell
Canada (15%)
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REDESIGN 2010
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1844
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Redesign 2010: Key Objectives
• Reinvigorate and re-launch our market-leading newspaper
• Demonstrate faith in print at core of multi-platform portfolio
• Leverage new Transcontinental KBA press capabilities
• Implement new content strategy and innovative design format
• Launch new Life and Style sections
• Attract new, non-traditional advertisers
• Deploy new brand marketing campaign
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Weekday
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Weekend
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What do Readers think
of our redesign?
69% consider the redesigned
Globe and Mail weekdayedition to be better
67% consider the redesigned
Globe and Mail weekendedition to be better
4.4% increase in circulation
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Our world-class
newspaper experience
has:
Attracted a range of new
advertisers
Delivered new creative
and tactical opportunities
for existing clients
What do
Advertisers think?
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Glamma wrap
Interior gatefoldNew formats
French doors
wrap
New custom
magazines
High impact
advertising formats
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Our Paper Usage
Yearly Tonnage
Use 30,000 metric tons of paper a year
80% Newsprint
20% Premium paper
Paper Sourcing
4 of 6 plants get newsprint from Abitibi-Bowater, 2 from Catalyst
All mills are in Canada and sourced locally to the plants
5 of 6 plants get premium paper from Catalyst, 1 uses New Page
Not all sourced locally due to lack of availability in Ontario
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Sustainability
• Promote sustainable forest management as part of
our paper procurement mandate
• Encourage suppliers to continuously upgrade their
certification status and provide recycled fibre content
• Require suppliers to track and reduce production of
persistent organic pollutants (incl. chlorine free
newsprint)
• Encourage reduction of carbon footprint associated
with paper production and transportation
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INTEGRATED PLATFORM STRATEGY
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• Globe Logo
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Engaging our
Audience &
Promoting our Brand
Canada: Our Time
To Lead
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Our Time To Lead
16.8 million media
impressions
3.5 million online and
mobile page views
25,000+ comments
generated on Globe site
79,000+ Facebook comments
65+ media interviews
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Key Priorities Ahead for The Globe
• Continue to leverage redesign … demonstrating long-term
commitment to and viability of the print product
• Custom publishing opportunities
• Extensions to digital offerings with focus on brand
experience
• Audience insight to better connect content with needs
and measure advertising performance
• Future move to new building as cornerstone of brand
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