modular What does moving to modular advertising mean? Modular advertising means that a menu of standard ad sizes will be available for your advertising needs. The Edmonton Journal has carefully studied the sizes booked by clients in the past and has curated a choice of 31 different dimensions that are equivalent to the sizes that have previously proven to be the most popular and effective. This move also puts the publication in line with other media, such as television, radio, magazines and Internet, which all use modular ad units.
Does modular advertising simplify anything for me? Yes. The move to modular advertising means specifically set pricing for each available ad size. What you see is what you get. There is no longer a need to calculate line rates in order to receive a quote on your planned advertisement. If you book a full page, half page, or banner, the price is established. Contracts and campaigns may be negotiable with your sales representative. Ads are also sold based on what your needs are. If there is a message that you would like to stand out amongst the rest, sizes that provide ownership of the page are your best bet. If you want to bring people to your website or business and you want to increase sales, then more frequent ads such as the regular banner or hanging banner will provide results without the need to dominate a page.
Q&A
Will the money I have to spend go as far with modular advertising? Yes. Your money could go further with standard ad sizing. Depending on the size of ad you book, you could be receiving more space per dollar spent as well as increasing your impact with readers. Now you will receive a much larger ad that owns the page and holds more prominence without increasing your expense, and you can use the money saved to increase print frequency over the same period of time, extend your campaign or try out integrated buys that utilize print and digital advertisements. Ad dimensions are priced so that there is an option available for everyone.
What value do I get with modular advertising? There is nothing to lose with a move to standard advertising in the Edmonton Journal. In addition to clearer rates, your advertisements will still have the benefit of the Edmonton Journal brand; reaching our large readership base, which is a primarily well-educated and affluent audience. The look of the paper is changing, but the advantages we provide are not.
1/2 • JULY 2013
How will my advertisement(s) stand out more? Modular advertising helps to improve the overall appearance of the newspaper by simplifying the layout process. Furthermore, the modular ad sizes have the potential to rid clutter by creating a flow that is more pleasing to the eye. When your advertisement does not have to compete with several other ads on the same page and the page itself is less chaotic, it will be increasingly effective. Also, with the move to modular advertising comes the Edmonton Journal’s transition to a new printing press, which will allow our publication to run color on every page of the paper. That means your ad, no matter the section or page it runs in, has the option of utilizing color to provide the extra pop that will capture a reader’s attention. All sections of the paper will deliver results as long as your campaign targets the right audience.
Will these changes affect positioning of my advertisement?
As long as alternative positions are provided when your advertisement is booked, we will do our best to accommodate the advertisement within one of your chosen sections.
Can we still book special ad sizes? Yes. The Edmonton Journal can still accommodate some special ad sizes. That includes flex forms, gatefolds and wraps. However, please know that advance notice is required to book these types of advertisements. It is advised that you contact your sales representative for more information on pricing and next availability.
How can I make small ads more effective? The idea that smaller is sometimes better comes into play with some of the petite ad sizes that are available. Use them as teasers to pique the interest of readers the day before or even days prior to running a larger advertisement. You can even have teasers running throughout the paper that direct the reader to a specific page where your impact ad sits. Use “the less is more” mantra to capture someone’s attention with a striking image or message and hammer it home with an ownership or spotlight ad.
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Q&A
modular
Monday
“A” Section Arts & Life Sports Family & Fitness Classified
Tuesday
“A” Section Sports Arts & Life/Business Driving (Broadsheet) Double “A” Section Sports Business Arts & Life Food
Thursday
Double “A” Section Sports What’s On Business Auto Advantage/Classified
Friday
Double “A” Section Sports Movies & Books Business Driving (Prerun) Style (Prerun)
Saturday
Double “A” Section Sports Arts & Life Insight Business Working Real Estate Marketplace Homes (Prerun) Travel (Prerun) Comics (Prerun) Condos (Prerun)
Sections vary by day and, as such, should be taken into account when selecting placement for a client’s advertisement. Take into account the type of audience they are trying to reach and be sure to have an alternative chosen as there is a possibility that the first selection may be unable to accommodate all the ads booked. The pages should have a good ratio of both editorial content and advertisements, creating a pleasing flow from page-to-page. Colour is now also available in every page of the paper.
AVAILABILITY
Wednesday
section
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/ / AUDIENCE PROFILE 89% (384,333 out of 433,100) of Journal weekly print readers look into local, provincial, national and world news stories. This is a family oriented group that is interested in new technology, fitness, business/finance/investments, food, arts and entertainment and are socially conscious and involved in their community. This section is popular with almost all readers because news that affects the public is going to be important to people no matter their social or financial status. • • • • •
JULY 2013
Household incomes range from $66K to more than $450K Equally split between males and females and encompass all age groups Most are homeowners Well-educated with university or college educations White collar or service sector
& arts & life / / what’s on / / movies & books /
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AUDIENCE PROFILE 71% (308,500 out of 433,100) of Journal weekly print readers look into the Arts & Life section. Regardless of age or income, readers of the Journal are interested in art and entertainment, including: theatre, concerts, movies, galleries, museums, ballets, symphonies, operas, festivals and even nightlife. As such, those who peruse this section range from those who are just starting out in their careers making $44K to those who are well-established making upwards of $450K. Other interests that most in this group seem to share are food, style and fitness/health as they seem to seek out organic foods and care about environmental issues. • • • • • •
JULY 2013
56% female readership 31% are 50-64 years of age, 25% are 35-49 and 24% are 18-34 Mix of homeowners and renters Singles and couples Mixed levels of education Service sector or white collar
& business
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AUDIENCE PROFILE 61% (265,500 out of 433,100) of Journal weekly print readers look into the Business section. More than half of those who view this section are between 35-64 years of age and are those who are becoming established or who are currently very established in their careers. This group tends to be very social and involved in their community. They keep informed on issues that affect them by reading opinion and editorial content, and they also have interests in food, arts and entertainment, fitness, style, and travel, preferring to go abroad and to relax at all-inclusive resorts. • • • • •
JULY 2013
Equally split between males and females Primarily homeowners with families University and college educated White collar and service sector Middle- to very high-incomes, ranging from $69K to more than $450K
& driving
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AUDIENCE PROFILE 40% (173,800 out of 433,100) of Journal weekly print readers look into auto sections. As expected, this section attracts more males than females with 74% of Journal readers who look into an auto section every week being men. With regards to Driving they are interested in automotive shows, racing and vehicles for personal use because they rely on them heavily to commute to and from work and to drive family members to various events. They also have an affinity for motor sports and travel and camping by RV. Aside from auto or motor related interests, they like to learn about food, business/finance and sports. • • • • •
JULY 2013
57% of auto section readers are aged 35-64, the ages of the greatest disposable income Mixed education levels Variety of positions including white collar, service and blue collar positions Annual household incomes of $62K to about $132K Many have families
& family & / fitness
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AUDIENCE PROFILE
59% (257,600 out of 433,100) of Journal weekly print readers would probably look into the Family & Fitness section. 79% of the total readership are 35 years of age or older who have families and young children at home, as well as those who are middle-aged or higher and are interested in their vitality and creating or maintaining a healthy lifestyle. Some younger singles are also keen to invest in their health and fitness as insurance for their future. These environmentally concerned readers keep abreast of important issues by reading editorial and opinion pieces. They also enjoy travelling, arts and entertainment and food (perhaps their interest in fitness and health is their way of offsetting any culinary indulgences). • • • • • •
JULY 2013
64% female readership Most are homeowners Many have attended university or college White collar or service sector Some educated in the trades and work in blue collar positions Household incomes range from $44K, likely those who are single, to more than $450K, likely double-income homes
& food
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AUDIENCE PROFILE 59% (254,000 out of 433,100) of Journal weekly print readers look into Food sections. Readers interested in the culinary arts are spread out amongst the age ranges, covering those who are young, middle-aged and older. These are social people who feel a need to escape, even if it is just for a night out with their friends. That also means that they are very much interested in travel. In addition, they like to look into sections that cover style, arts and entertainment and fitness. • • • • • •
JULY 2013
The majority, 62%, are female readers Variety in ages also means various life stages Some singles, some couples and many families Mix of homeowners and renters Most are university educated White collar or service sector
& homes
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AUDIENCE PROFILE 52% (227,300 out of 433,100) of Journal weekly print readers look into Homes/Real Estate sections. 74% of total readers are between 25-64 years of age – a mix of first-time buyers, those looking for an upgrade or those wanting to downsize and they are also likely interested in learning more about home projects, decorating, landscaping and more. The majority are already homeowners, so if they are not considering a move or an upgrade, they may be looking into investment properties or second homes. This group enjoys nature and the outdoors, along with maintaining a healthy and fit lifestyle. Furthermore, they are interested in spectator sports as well as arts and entertainment, including concerts and community theatre. • • • • •
JULY 2013
Males and females are equally represented Mixed levels of education White collar, service sector and blue collar Mix of single and dual-earner households Household incomes that range from $62K to about $102K
& insight
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AUDIENCE PROFILE 63% (272,100 out of 433,100) of Journal weekly print readers look into Editorial type sections. This family oriented group feels a need to gather indepth information on headline news in order to stay up-to-date on happenings and fulfill a civic responsibility. Their interests lie in new technology, fitness, business/finance/investments, food, arts and entertainment. Socially conscious, they often get involved within their community. • • • • • •
JULY 2013
Equally split between males and females Over half of the total readers are 50 years of age or older Majority are homeowners Mostly university or college educated White collar or service sector Ranges between midscale earners who make about $66K to the very wealthy who bring in more than $450K per year
& sports
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AUDIENCE PROFILE 59% (256,000 out of 433,100) of Journal weekly print readers look into Sports sections. It comes as no surprise that the majority of them (66%) are male. Because there are quite a few in this group who have families, there is a preference for activities that are geared towards them, such as zoos, amusement parks and camping. Local cultural and artistic events like concerts and theatre are also of interest to them. • • • • • • • •
JULY 2013
Readers are spread across the age ranges Most are young to middle-aged with some mature adults Mix of homeowners and renters Families, singles and older couples Most have some high school education or less A portion are college or trade educated Service sector or blue collar Household incomes from $47K to $98K
& style
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AUDIENCE PROFILE 49% (212,900 out of 433,100) of Journal weekly print readers look into Style sections with the majority (72%) being female. Being in prominent and frontline positions it is possible that these readers hold an interest in style because they feel the importance of maintaining a look that speaks to professionalism in the workplace as well as status in their social circles. They sense a need for escape through travel, indulging in a culinary night out or being transported by a ballet, symphony, movie or play – they are socially and culturally aware. They also consider fitness to be an essential part of their lifestyle. • • • • • • •
JULY 2013
Readership tends to be young to middle-aged A mix of homeowners and renters Education levels vary though most are university educated White collar or service sector Divergent household incomes Younger entry-level workforce making low- to middle-incomes of at minimum $47K Established workers making upscale incomes of $100K up to $477K
& travel
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AUDIENCE PROFILE 65% (282,100 out of 433,100) of Journal weekly print readers look into Travel sections. Because this is a family oriented readership, they often look for activities that everyone can appreciate, such as playing sports, attending a game, watching a show or going to a festival. These people also like to eat out and many of them, especially those in the higher household income bracket of $100K to $477K, are interested in fashion and style. Furthermore, travel is a big thing for this group, ranging from RV camping road trips to trips abroad for fun and to visit relatives. • • • • • •
JULY 2013
Essentially equal readership between genders Almost 60% are between 35 to 64 Most are homeowners Many of them are university educated Majority have white collar or service sector positions Those on the lower end of the household income scale (approx. $78K) in this group have blue collar jobs
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EDITOR: Dan BaRnEs, 780-429-5285; working@edmontonjournal.com
saT u R Day, J u n E 2 9, 2 0 1 3
Skilled trades evolve with technology Advances are bringing new opportunities
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AUDIENCE PROFILE
K aT h R y n B O O T h B y Postmedia news
Josiah Fallaise enjoys working with his hands and building cars, so when he was considering career options, becoming an automobile mechanic was high on his list. “But my brother took the auto route, so I didn’t want to copy him,” he says. “I wanted to be able to work on engines and machines, so I chose a manufacturing engineering technician program instead.” The skills and technologies he learned while attending Loyalist College in Belleville, Ont., allowed him to pursue his love of cars — he recently completed extensive modifications to a Nissan 240 — while setting him on a promising career path in the manufacturing sector. For Fallaise, 21, one of the most interesting aspects of his training was in 3-D computer-aided design/computer-aided manufacturing (CAD/ CAM) where he learned to design and model fully functioning components using a computer neurologic control (CNC) machine. A CNC machine increases manufacturing productivity and flexibility by automatically executing a series of machining operations. Fallaise’s proficiency in computer-aided manufacturing earned him a second-place finish at the Ontario Technological Skills Competition earlier this year. It also earned him a position with Indsale Limited, a growing manufacturer of specialty adhesives and coatings based in Trenton, Ont. “To produce the best product, I need two things: The best raw materials, and the best people to put them together,” says Michael J. Markiewicz, president of Indsale. “The new skills that students learn today help both our company and our clients to be competitive in world markets. Without employees like Josiah, that are
working
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working
e dmo nt o nj o u r n al .com/j obs section
Those who are looking into the working section are typically professionals who are at a variety of stages in their careers. They own their homes and have middle to high incomes. Most hold management type positions, which they have earned through their years of education and experience. As a group, they seem to have interests in fitness, theatre, social engagement and business/finance.
Josiah Fallaise, 21, is a 2013 graduate of the manufacturing engineering technician program at Loyalist College in Ontario.
adept at current technologies, we would fail.” The ability to operate a lathe is not enough for industry today, says Jeremy Braithwaite, a professor at Loyalist College. “We need a diverse graduate that can specialize in technologies such as rapid prototyping, high-speed CNC machining, and predictive quality control. Skills in these areas can help manufacturers and processors to reduce scrap and wasted time, build efficiency and cut overhead costs.” In the first year of the manufacturing engineering technician program at Loyalist College, students learn the core skills needed to work in a manufacturing environment, such as welding, basic hydraulics, pneumatics, electricity and manual machining. “In the second year, we explode those fundamentals into the technology side,” says Braithwaite. “High-speed machining moves the traditional machining method of low and slow to six times faster than before. In the automation program, students develop a fully automated assembly line with touch screen capability and an internal robot, and dynamic simulation allows them to make digital prototypes of products.” These are the types of programs that build a passion for manufacturing in his students, says Braithwaite. It is also creating a problem that others might like to have: “Employers are grabbing up our graduates each year and we can’t keep up with the demand. This year alone, there were three times as many jobs
available as graduates coming out of the program,” he says. “From automotive, aviation and pharmaceuticals to food processing, transit and engineering and design companies, opportunities are available across the board in industrial and manufacturing.” Manufacturing is not the only area where skilled trades are changing with advances in technology. “In the automotive service industry, there is more initial diagnosis using computers, laser levelling and grading devices are being introduced into landscaping, and construction work is being impacted by technology especially for LEED (Leadership in Energy and Environmental Design) certified buildings,” says Shaun Thorson, CEO with Ottawa-based Skills Canada. “Generally there is an increasing need for digital skills and an understanding of tablets and other electronic tools in the workplace to read, understand and act on schematics for example.” While he can’t predict what the future might hold, Thorson says market forces will control how tomorrow’s apprenticeships are structured at the provincial and territorial level where curriculum is defined. “We could see the integration of new technologies into the existing curriculum, or there could be enough demand to create new certifications or designations.” Regardless, starting an apprenticeship and learning a trade is not just a job, it’s a career that can lead to many opportunities, he says.
P h otos: J ess i c a N y z Ni k / P ostm ed i a N ews
Josiah Fallaise works in the computer-aided design and manufacturing lab at Loyalist College in Belleville, Ont. Graduates of the program are being snapped up in a variety of industries.
EMPLOYMENT
SUPERSHOW • who do YOU need to hire? • what career planning programs do YOU offer?
ATTRACT TOP CANDIDATES & MEET THEM FACE TO FACE
The best part of my job
is helping you complete yours.
Because working here is about more than helping customers choose the right product. It’s about making a difference in their lives. We call it “unleashing your inner orange” and it’s my ability to tap into my inner potential to help customers create a space worth calling home.
EER CAR ning
That’s the power of The Home Depot.
HOME DEPOT MANAGEMENT RECRUITMENT SESSION
Plan
& JOB
Ed
604-1 Westmount Shopping Center Circle, Edmonton, T5M 3L7
FIND
m
on ton ’s
During this session you will have the opportunity to participate in an interview, learn about our current and future management opportunities and learn about our culture and values.
en t!
The Home Depot will be holding a Management Recruitment Session on Tuesday, July 2, 2013 from 4 p.m. to 7 p.m. at our Westmount Home Depot Store:
Premier Caree
v rE
ONE DAY ONLY!
In order to participate, you must possess the following qualifications: • Minimum of 2 years management experience preferably in a Retail or Hospitality field • Strong customer service skills and the ability to coach and develop a team • Strong business acumen
WEDNESDAY SEPT. 11TH
• Enjoy working in a fast paced environment with shift work For more information and to guarantee a spot please email your resume to Christine Harvey no later than July 1, 2013. E-mail: christine_harvey@homedepot.com
EDMONTON EXPO CENTRE AT NORTHLANDS
Spots are limited, please pre-register to attend. Join us to find out more about Home Depot’s excellent, competitive compensation package and opportunities for career growth.
7515-116 AVE. OPEN: 10AM TO 6 PM
FOR EXHIBITOR INFORMATION PLEASE CONTACT:
WILLY GRANT • 780-429-5388 • wgrant@edmontonjournal.com
We are committed to diversity as an equal opportunity employer.
facebook.com/ejjobfind
Apply online at homedepotjobs.ca/6514 and discover how you can unleash your inner orange! EDMSAF14691_1_1
@EJJobFind EDM00593927_1_1
classified
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Our Classifieds section boasts more than 200 diverse product and service categories. Jobs, cars, merchandise, homes – Classifieds really does have something for everyone. Our self-serve Classifieds lets you create your own ad online and in the newspaper. It is a bustling marketplace open seven days a week, 24 hours a day. Find it online at classifieds.edmontonjournal.com.
Profile sources: Environics Analytics, PRiZMC2 for section and readership preferences. NADbank 2012 for readership numbers and percentages, base of 433,100 Edmonton area adults 18+ who read the Edmonton Journal in print weekly. JULY 2013