Toronto Star takes ads in rival newspapers

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TORONTO -- In an unusual move, The Toronto Star is buying ads in rival newspapers the Globe and Mail, also based in Toronto, to promote its new marketing efforts. It is the first time the Star has used this tactic.

The Star's campaign, which includes taglines, "Your city is changing: is your newspaper?", created by Enterprise Advertising of Toronto, works particularly well in the Globe because that paper markets itself as Canada's national newspaper with little city news, giving the Star the positioning of being the paper that provides full Toronto coverage.

The line also refers to the fact that six municipalities in Greater Toronto are about to be merged politically and economically as one mega-city known as Toronto, effective January 1, 1998.

The Star's Marketing Vice-President Jeffrey Shearer says it's time newspapers ignore the unwritten rule of not advertising in rival newspapers. He says the Star's ads in the Globe signal a commitment to the newspaper medium.

Darcia Joseph, marketing vice president at the Globe, says that while the ad buy is unusual, there is only one explanation for it: flattery.

Copyright October 1997, Crain Communications Inc.

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