MEET THE NEW CALGARY HERALD - 2016 MEDIA KIT CALGARYHERALD.COM - Postmedia Solutions
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MEET THE
NEW CALGARY
HERALD
2016 MEDIA KIT
CALGARYHERALD.COM
2016 MEDIA KIT CALGARYHERALD.COM
REIMAGINE YOUR NEWS
Postmedia has invested significantly in research, technology, storytelling and product development
over the past three years. With your audiences and our audiences in mind, we are proud to unveil the
fully reimagined news media brand —the new Calgary Herald.
Research
In 2013, with our research partners Ipsos Canada, we surveyed over 17,000 adult Canadians on their
behaviours and preferences in consuming news and information on smartphones, tablets, websites
and in print. This proprietary study provided us with unparalleled insights into the media consumption
habits of Canadian audiences. We have used these insights to create a suite of news media products
that speak to our different audiences in new ways.
Storytelling
For over 130 years the Calgary Herald has focused on local news and local audiences. With this
revolutionary redesign the Calgary Herald continues to do so in compelling and innovative ways.
Utilizing the unique characteristics of each platform, and driven by our research, the Calgary Herald
is customizing the storytelling experience for audiences by platform.
Product Development
Postmedia has created differentiated, distinctive and dynamic products across our four platforms to
connect with more audiences, in more meaningful ways, more times throughout the day. Leveraging
experts in user-experience and design, Postmedia reimagined the new Calgary Herald with elegant
and engaging print, web, smartphone and tablet products.
3
A BOLD TRANSFORMATION
With a bold transformation and a complete reimagining of news media, the Calgary Herald has
changed how it creates and delivers content to audiences. This new approach focuses primarily
on local news and platform-driven storytelling to bring the right audiences at the right time to
our advertisers.
The Calgary Herald’s content reaches half-a-million residents of Canada’s energy capital each week.
For over 130 years the Calgary Herald has been Calgary’s choice for news and information, keeping
readers informed with in-depth analysis and context. With revitalized products across all four
platforms, readers will engage with stories differently, on different platforms, at different times
throughout the day.
Conceptual Redesign
The newspaper’s redesigned masthead combines the original
nameplate with a symbolic version of Calgary’s iconic mountain
skyline. Capturing the deep blue of our prairie skies, the masthead
is a fresh, instantly recognizable design element that will carry
across print, web, smartphone and tablet platforms.
2016 MEDIA KIT
CALGARYHERALD.COM
PLATFORMS
Postmedia has reinvented how local readers enjoy their news. Following extensive research on who reads
what on which platform, the Calgary Herald’s four-platform strategy connects readers to what they care
about most and is fully tailored to their reading habits. We continue to offer compelling news and
information with powerful insight and analysis for a distinctive, differentiated and dynamic experience
on every platform.
Advertisers can leverage massive reach or hyper-local audiences to build a captivating campaign for a
compelling reader experience. Unique advertising opportunities are available for print, web, smartphone
and tablet to give brands extensive options for unique engagement with their target markets.
5
2016 MEDIA KIT CALGARYHERALD.COM
PRINT
Print readers have a deep emotional connection with their newspaper. Their daily morning routine
requires personal time to start their day knowing what’s happening in the world and in their city.
The Calgary Herald is their daily briefing on the happenings in the oil patch and beyond, with engaging
storytelling and bold photography all contained within a fresh new design.
Primary Target Audience
HHI: $80K-$100K • Morning readers
Marital Status: Married • Empty-nesters
Education: Post-secondary • Print is a habitual and lifestyle choice
Buying Power: High • Most likely to be a Postmedia loyalist
• Highest growing audience to engage on social media
• High audience crossover with desktop
Design
Beautifully redesigned and easily navigated, the new Calgary Herald newspaper provides a strong
local focus up front, with insights and analysis on the news that matters to readers.
The paper is a familiar experience for loyal readers, updated to an elegant new format that promotes
strong local content backed by a comprehensive daily package of national and international news in
the National Post section. It features some of the best commentary from noted columnists including
Christie Blatchford, Andrew Coyne, Robert Fulford and Michael Den Tandt.
Print’s niche will be second-day headlines and analysis, the back-story, rather than breaking news.
New design formats have been created to tell stories in compelling ways and audience research will
help direct content selection.
7
WEB 2016 MEDIA KIT CALGARYHERALD.COM
WEB
This dynamic one-stop shop for all things news is the very hub of the
Calgary Herald. Here readers will find breaking news twenty-four hours a
day from across the Postmedia network, from the latest headlines to sports to
entertainment, in a dynamic responsive design that is optimized for all devices.
Primary Target Audience
HHI: All • Engaged multiple times throughout the day
Marital Status: Everyone • Broad demographics and interests
Education: Varied • Heavily influenced by referrals
Buying Power: Mixed • Good audience crossover with all platforms
Design
Always on and always up-to-date, the Calgary Herald website is the hub of news
for our readers, providing the broadest and most comprehensive information.
The new responsive design is easier to navigate with tagged, indexed, and
organized content that is sectionalized for a search-driven audience.
Breaking news, analysis, opinion and features create a simple, efficient and
aesthetically pleasing experience for audiences and advertisers.
The emphasis is on local coverage, supplemented by national and international
content curated and managed by a central Postmedia news desk. Each piece
of content is optimized for the web through related links, photo galleries
and multimedia.
9
2016 MEDIA KIT CALGARYHERALD.COM
TABLET APP
Published 7 days a week, our Calgary Herald tablet app features news and
information from both our print edition and website. Released in the mornings and
updated throughout the day, the tablet app features local, national and world news,
as well as articles from readers’ favourite sections such as Business, Arts and Life,
Opinion and Sports.
Primary Target Audience
HHI: $100K+ • Evening readers
Marital Status: Married • Comfortable with technology
Education: Post-secondary • Likely to make an online purchase
Buying Power: Very high • Moderate social media use
and commentary
• Most read to pass time or
for general interest
Design
Complimented by photo galleries and videos, the Calgary Herald tablet app delivers
a comprehensive look into the day’s top stories, available first thing in the morning
while ideal for that lean back experience at the end of the day.
Available on iOS, the tablet app is identified by a new icon as well as a new
masthead, reflecting the new Calgary Herald brand identity.
11SMARTPHONE 2016 MEDIA KIT CALGARYHERALD.COM
SMARTPHONE APP
Young and on-the-go, the Calgary Herald’s mobile audience expects their news at their fingertips. With an
emphasis on local content updated in real time, stories are crafted for the small screen with features such
as audio, video, and photos for quick snippets of information delivered with a distinct personality and voice.
Primary Target Audience
HHI: All • Plugged in, on-the-go audience
Marital Status: Half are Single • Strong contingent of students and new grads
Education: High School + • Most comfortable with new technology
Buying Power: Moderate • Most active on social media and likely to comment
• Most likely to buy online
Design
Our redesigned smartphone app for both iPhone and Android is designed with a specific approach to fit
the unique attributes of a mobile audience and a mobile device—it’s the news, distilled for quick and easy
consumption.
The mobile app includes a live, local news service that connects readers to the crucial information of the
day—when it happens and when they need it.
It is focused on what’s happening now in Calgary with story summaries, pictures, maps, audio and video
elements that are optimized for sharing.
Smart, fast and up-to-date, the app is delivering a comprehensive local news experience for Calgary’s
mobile audiences with the quality and credibility readers have come to expect from the Calgary Herald.
*The iPhone app is now enabled for the Apple Watch.
132014
Take Ownership
MODULA
AD SIZES: PRINT
Double Page
Take Ownership
2014
W21.680" x H20.500"
W55.067 cm x H52.070 cm
Double Page
W21.680" x H20.500"
Take Ownership
W55.067 cm x H52.070 cm
Double Page
TAKE OWNERSHIP
21.680"
2/3
W x H20.500"
Horizontal
W55.067 cm x H52.070 cm
Double
W10.340" Page
x H13.786"
26.264 cm
W21.680" x H
W x H35.016
20.500"cm
2/3 Horizontal
W55.067 cm x H52.070 cm
W10.340" x H13.786"
W26.264 cm x H35.016 cm
2/3 Horizontal
In The Spotlight
W10.340" x H13.786"
Print Ad Sizing: W26.264 cm x H35.016 cm
2/3 Horizontal
In The Spotlight
W10.340" x H13.786"
To create consistency across 1/2+
W26.264 cm x H35.016 cm
our brands and to simplify W8.242" x H14.286"
In The Spotlight
W20.935 cm x H36.286 cm
campaign booking we have 1/2+
IN THE SPOTLIGHT
adopted a modular layout. W8.242" x H14.286"
In The Spotlight
W20.935 cm x H36.286 cm
This gives our clients flexible 1/2+
advertising positions and W 8.242"
1/3 x H14.286"
Vertical
W20.935 cm x H36.286 cm
creates a better experience W5.095" x H13.643"
1/2+
W12.942 cm x H34.653 cm
for our loyal readers. W 8.242"
1/3 x H14.286"
Vertical
W20.935 cm x H36.286 cm
W5.095" x H13.643"
Custom Ad Sizes: W12.942 cm x H34.653 cm
Speak to your sales
1/3 Vertical
representative about custom
Get Results
W5.095" x H13.643"
W12.942 cm x H34.653 cm
1/3 Vertical
ad size opportunities.
Get Results
W5.095" x H13.643"
12.942
1/5
W Pagecm x H34.653 cm
W4.046" x H10.214"
GET RESULTS Get Results
W10.278 cm x H25.944 cm
1/5 Page
W4.046" x H10.214"
Get Results
W10.278 cm x H25.944 cm
1/5 Page
4.046"
1/8
W Pagex H10.214"
W10.278 cm x H25.944 cm
W4.046"
1/5 Pagex H6.429"
W10.278 cm x H16.330 cm
W4.046" x H10.214"
1/8 Page
W10.278 cm x H25.944 cm
W4.046" x H6.429"
W10.278 cm x H16.330 cm
1/8 Page
Fundamentals
W4.046" x H6.429"
W10.278 cm x H16.330 cm
1/8 Page
FUNDAMENTALS W4.046" x H6.429"
Fundamentals
W10.278 cm x H16.330 cm
Frequency Special
W4.046" x H4.286"
Fundamentals
W10.278 cm x H10.886 cm
Frequency Special
W4.046" x H4.286"
Fundamentals
W10.278 cm x H10.886 cm
2016 MEDIA KIT
Frequency Special
4.046"
Big
W Box x H4.286"
W10.278 cm x H10.886 cm
W4.046" x H
Frequency 2.857"
Special
W10.278 cm x H7.257 cm
CALGARYHERALD.COM 4.046"
Big
W Box x H4.286"
W10.278 cm x H10.886 cm
W4.046" x H2.857"
W10.278 cm x H7.257 cm
Big BoxULAR AD SIZES
Full Page 1/2 Double Page 3/4 Page
00" W10.340" x H20.500" W21.680" x H10.214" W10.340" x H15.357"
cm W26.264 cm x H52.070 cm W55.067 cm x H25.944 cm W26.264 cm x H39.007 cm
Full Page 1/2 Double Page 3/4 Page
00" W10.340" x H20.500" W21.680" x H10.214" W10.340" x H15.357"
cm W26.264 cm x H52.070 cm W55.067 cm x H25.944 cm W26.264 cm x H39.007 cm
Full Page 1/2 Double Page 3/4 Page
00" 10.340"
2/3
W x H20.500"
Vertical 21.680"
3/5
W x H10.214"
Vertical W10.340" x H15.357"
cm W26.264 cm x H52.070 cm W55.067 cm x H25.944 cm W26.264 cm x H39.007 cm
86" Full Pagex H17.071"
W8.242" 1/2 Double
W6.144" Page
x H20.500" 3/4 Page
600"
cm 20.935 cm x
x HH43.360 cm W21.680" x H52.070
15.606 cm x cm
W10.340" 20.500" 3/5 Vertical 10.214"
W W H
2/3 Vertical W10.340" x H15.357"
cm W26.264 cm x H52.070 cm W55.067 cm x H25.944 cm W26.264 cm x H39.007 cm
86" W8.242" x H17.071" W6.144" x H20.500"
6 cm W20.935 cm x H43.360 cm W15.606 cm x H52.070 cm
2/3 Vertical 3/5 Vertical
86" W8.242" x H17.071" W6.144" x H20.500"
6 cm W20.935 cm x H43.360 cm W15.606 cm x H52.070 cm
2/3 Vertical 3/5 Vertical
86" W8.242" x H17.071" W6.144" x H20.500"
6 cm 1/2 Horizontal
W20.935 cm x H43.360 cm 1/2
W Vertical
15.606 cm x H52.070 cm 1/3 Horizontal
6" W10.340" x H10.214" W5.095" x H20.500" W10.340" x H6.786"
6 cm W26.264 cm x H25.944 cm W12.942 cm x H52.070 cm W26.264 cm x H17.236 cm
1/2 Horizontal 1/2 Vertical 1/3 Horizontal
6" W10.340" x H10.214" W5.095" x H20.500" W10.340" x H6.786"
6 cm W26.264 cm x H25.944 cm W12.942 cm x H52.070 cm W26.264 cm x H17.236 cm
1/2 Horizontal 1/2 Vertical 1/3 Horizontal
6" 10.340"
1/4
W x H10.214"
Horizontal W5.095"
1/4 x H20.500"
Vertical W10.340" x H6.786"
6 cm W26.264 cm x H25.944 cm W12.942 cm x H52.070 cm W26.264 cm x H17.236 cm
3" W10.340"
1/2 x H5.071"
Horizontal 5.095"
1/2
W x H10.214"
Vertical 1/3 Horizontal
36"
cm W26.264 cm x H12.880 cm
W10.340" x H10.214"
W12.942 cm x H25.944 cm
W 5.095" x H20.500" W10.340" x H6.786"
1/4 Horizontal 1/4 Vertical
6 cm W26.264 cm x H25.944 cm W12.942 cm x H52.070 cm W26.264 cm x H17.236 cm
3" W10.340" x H5.071" W5.095" x H10.214"
3 cm W26.264 cm x H12.880 cm W12.942 cm x H25.944 cm
1/4 Horizontal 1/4 Vertical
3" W10.340" x H5.071" W5.095" x H10.214"
3 cm W26.264 cm x H12.880 cm W12.942 cm x H25.944 cm
1/4 Horizontal 1/4 Vertical
3" W10.340" x H5.071" W5.095" x H10.214"
3 cm W26.264
1/6 Pagecm x H12.880 cm W12.942 cm x H25.944 cm
1/7 Horizontal 1/7 Vertical
4" W5.095" x H6.786" W5.095" x H5.857" W4.046" x H7.357"
4 cm W12.942 cm x H17.236 cm W12.942 cm x H14.877 cm W10.278 cm x H18.687 cm
1/6 Page 1/7 Horizontal 1/7 Vertical
4" W5.095" x H6.786" W5.095" x H5.857" W4.046" x H7.357"
4 cm W12.942 cm x H17.236 cm W12.942 cm x H14.877 cm W10.278 cm x H18.687 cm
1/6 Page 1/7 Horizontal 1/7 Vertical
4" 5.095"
1/10
W x H6.786"
Page 5.095" Banner
Regular
W x H5.857" 4.046" x
Hanging
W H7.357"
Banner
4 cm W12.942 cm x H17.236 cm W12.942 cm x H14.877 cm W10.278 cm x H18.687 cm
" W2.997"
1/6 Pagex H6.786" W10.340"
1/7 x H2.857"
Horizontal W10.340"
1/7 x H1.429"
Vertical
04"cm W7.613 cm x H17.237 cm
W5.095" x H6.786" W26.264 cm x H7.257 cm W26.264 cm x H3.630 cm
1/10 Page 5.095" Banner
Regular
W x H5.857" 4.046" x
Hanging
W H7.357"
Banner
4 cm W12.942 cm x H17.236 cm W12.942 cm x H14.877 cm W10.278 cm x H18.687 cm
" W2.997" x H6.786" W10.340" x H2.857" W10.340" x H1.429"
0 cm W7.613 cm x H17.237 cm W26.264 cm x H7.257 cm W26.264 cm x H3.630 cm
1/10 Page Regular Banner Hanging Banner
" W2.997" x H6.786" W10.340" x H2.857" W10.340" x H1.429"
0 cm W7.613 cm x H17.237 cm W26.264 cm x H7.257 cm W26.264 cm x H3.630 cm
1/10 Page Regular Banner Hanging Banner
" W2.997" x H6.786" W10.340" x H2.857" W10.340" x H1.429"
0 cm W7.613 cm x H17.237 cm W26.264 cm x H7.257 cm W26.264 cm x H3.630 cm
al 1/16 Page 1/2 Banner Ticker Banner*
" W2.997" x H4.286" W5.095" x H2.857" W10.340" x H0.714"
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al 1/16 Page 1/2 Banner Ticker Banner*
" W2.997" x H4.286" W5.095" x H2.857" W10.340" x H0.714"
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for A1 sections. For inside sections,
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contact a Sales 0.714"
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Page
W12.942 cm x H7.257 cm
W1.948"
1/2 Bannerx H1.429" W2.997"
Ticker x H2.143"
Banner*
cm W4.949 cm x H5.806 cm W4.949 cm x H3.630 cm
W10.340"x x
7.613 cm H5.443 cm
H0.714"
" W2.997" x H4.286"
Correction/Teaser 25.095"
W x2 x H2.857" W
Business Card
6 cm W7.613 cm x H10.886 cm W12.942 cm x H7.257 cm W26.264 cm x H1.814 cm
7" W1.948" x H2.286" W1.948" x H1.429" W2.997" x H2.143"
cm W4.949 cm x H5.806 cm W4.949 cm x H*For Ticker
3.630 cm Banner front sections, please contact a Sales Rep
W7.613 cm x H5.443 cm
15
Correction/Teaser 2x2 Business CardAD SIZES: DIGITAL
WEB AD SIZES Standard Leaderboard
728 x 90
Standard Billboard
Digital Ad Sizing: 970 x 250
To create consistency across
our brands and to simplify
campaign booking we have
standardized our ad units.
This allows our clients to 970 x 60
develop innovative creative,
while ensuring a superior
user-experience for our readers.
Custom Ad Sizes: Pushdown
970 x 90 / 970 x 415
Speak to your sales
representative about custom
ad size opportunities.
Filmstrip
300 x 600
TABLET Banner
AD SIZES 768 x 90 |
1024 x 90
Full Page Ad
768 x 1024 |
1024 x 768
2016 MEDIA KIT SMARTPHONE
Big Box Pre App
300 x 250 Interstitial
AD SIZES
320 x 480**
CALGARYHERALD.COM
**Refer to detailed SpecsPremium Leaderboard Big Box
1200 x 90 300 x 250
Premium Billboard Master/Companion
1200 x 250 728 x 90 + 300 x 250
Tallblock Top Layer Ad
300 x 600 up to 1000 x 1000
Pre-Roll Portrait
.7 - .15 - .30 secs 300 x 1050
*A variety of HPTO advertising opportunities are available including video pre-roll and channel takeovers.
Wallpaper Home Page Takeover*
Small Box
235 x 196
Pre App
Interstitial
768 x 1024 |
1024 x 768
Banner Adhesion Pull Slider
320 x 50 320 x 50 320 x 50 320 x 50
Mobile opt only Mobile opt only Mobile opt only Mobile opt only
17AUDIENCE TARGETING
Extensive reach and hyper-local targeting options are available to you through our proprietary audience targeting
and analytics services. Print, web, smartphone and tablet each provide unique user-experiences throughout the day.
Whether it’s flipping through the newspaper in the morning, or swiping through content at night, our four platforms
deliver engaging marketing solutions that connect with your audience.
Standard Targeting
Geography Context Sponsorship Technology
• National • News Brand • Takeover • Language
• Provincial • Homepage - Homepage • Manufacturer
• City • Section - Section • Device Type
• Postal Code • Sub-section - Sub-section • Capabilities
• Keyword • Connection
Audience Buying Solutions
Behavioural
Your customer’s interests are diverse, but marketers can capture the right audience even outside traditional
segments. Behavioural targeting allows advertisers to deliver relevant ads to specific audience segments based on
behaviour and interests. This form of cookie-based targeting uses historical user preference and parameters
to serve ads to users based on their online activity.
Retargeting
Sometimes consumers don’t convert right away. That’s why we offer retargeting opportunities to drive your
customers through the conversion funnel. Retargeting allows us to tag users and advertise to them again,
after they have expressed interest in your brand.
2016 MEDIA KIT
CALGARYHERALD.COMGeography
Canada is the second largest country in the world, but don’t be intimidated by the geography!
We can reach your audience whether they’re located in the vast concrete canyons of the city,
the picturesque rolling hills of the prairies, or the beautiful shorelines of the coasts.
Dayparting
Consumers read news on a variety of platforms throughout the day. Postmedia offers integrated
advertising solutions that reach readers where and how they access news. Dayparting allows us
to reach your audience at the particular time of day you desire.
Content Targeting - Site
Our network offers award-winning content all across the country. Advertisers can reach key
markets by targeting just one, or all of our premium brands.
Content Targeting - Channel
Our channel targeting allows advertisers to put their ads in front of their customers alongside
category content that is relevant and interesting.
Content Targeting - Contextual
Successful advertising is about reaching the right audience. Ensure your ads are delivered in an
optimal environment surrounded by relevant content for your brand. With contextual targeting,
your marketing efforts will be more effective at reaching your desired customer.
eNewsletters & eBlasts
Utilizing our database of engaged and loyal subscribers, eBlasts and eNewsletters are a proven
method of delivering additional exposure straight to your customer’s inbox. This is a great
opportunity to reach customized and targeted audiences with strong share of voice.
Segmentation
Identify groups of users who exhibit similar traits.
Algorithmic Modelling
Using an algorithm, identify groups of users who exhibit similar traits to those who have visited the client website.
Audience Extension
Target Postmedia’s audience off-network.
Programmatic Buying
Leverage technology to place bids on open market impressions.
19NDELA
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Comment A24
ms Act, and followed fine surcharge, said his lawyer. Farewell to Sir
in the CALGARY HERALD
with provocative, insightful columns powered by the National Post.
y victims’ rights ad- “If I granted him 50 years to pay Tom Finney,
judges were waiving that victim fine surcharge, would
e too freely. that appropriately reflect the ends the greatest
s fully automatic, that of justice?” asked the judge. Englishman to
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2016 MEDIA KIT
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CALGARYHERALD.COM
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that should start with adding an complaints by victims’ rights ad- “If I granted him 50 years to pay Tom Finney,MORE FROM THE CALGARY HERALD
Swerve
Swerve is the city’s most comprehensive entertainment, culture and lifestyle guide,
and is distributed every Friday in the Calgary Herald.
www.swervecalgary.com
AUG • 08 • 14 JUL • 04 • 14
BY
In our dry city, hot fun in the summertime rarely includes
a rope swing over a quaint pond. So we adjusted our
expectations and found a city brimming with swimming
holes that are uniquely Calgarian.
polo, everyone? Two local clubs
want to attract
new members. But
teaching the hoi
polloi how to play
a sport associated
with wealth
involves more than
+ l
speciaissue:
er NG FOR YOU
summ
merely following
the bouncing ball. MI
O IS CO VE ST
AR
KN AD AL LY
SA R
SH AR ON OU
photographed by TO RE
+ HO W CH OW DO WNE LIS TIN GS
colin way WA RS
+ AK
PA NC
PE DE at
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