Dispatches From The (Creative) Revolution: Maximizing Impact

guest post by Frank Frink

Rule #1, as prole expressed, is be polite. And respectful.

The individual advertisers did not directly place their ad on her page, and they would not necessarily be aware of any specific placements within the Toronto Sun web pages.

Make them aware, however, of the placement. Respectfully point out the optics.

Having been employed as both a media buyer and seller I can share this. Neither the advertiser nor the the media buying service they employ will be able to specifically request to have their ad removed from that specific page, not from any specific page. It doesn’t work like that.

The suggestion should be made to them that, if they disagree with the expressed viewpoint in then column and understand the harm of being associated with it no matter how peripherally, they contact Sun Media Corp. with their concern. Suggest that they make it known to Sun Media Corp. that they will remove all their advertising from Sun Media Corp. and Quebecor web and print properties unless a retraction is published in a highly visible manner; Marsden is fired; or both. And that they will direct their media buying service to withdraw their ads as soon as possible (some campaigns will have been contracted for a specific duration. They, the advertiser, may face certain contractual liabilities – Sun Media Corp. may make the counter-threat of suing them for breach of contract should they attempt to pull unilaterally. Be patient and understanding in that regard).

Sun Media Corp. and Quebecor properties include:
– Sun Media Corp. newspapers and web sites
– Osprey Media newspapers and web sites
– The canoe.ca network

Here’s a list of Sun Media Corp. and Osprey Media newspapers (with links to web sites where they apply) after the fold:

Osprey Media’s publications

Daily newspapers

• Barrie Examiner
• Belleville Intelligencer
• Brantford Expositor
• Chatham Daily News
• Cobourg Daily Star
• Cornwall Standard-Freeholder
• Kingston Whig-Standard
• Niagara Falls Review
• North Bay Nugget
• Orillia Packet & Times
• Owen Sound Sun Times
• Pembroke Daily Observer
• Peterborough Examiner
• Port Hope Evening Guide
• Sarnia Observer
• Sault Star
• St Catharines Standard
• Sudbury Star
• Timmins Daily Press
• Welland Tribune

Other newspapers

• Bancroft This Week
• Barrys Bay This Week
• Colborne Chronicle
• Collingwood Enterprise-Bulletin
• Community Press – Eastern Edition
• Community Press – Quinte Edition
• Community Press – Western Edition
• Dresden Leader
• Dunnville Chronicle
• Elliot Lake Standard
• Espanola Mid-North Monitor
• Fort Erie Times
• Gananoque Reporter
• Haliburton County Echo
• Innisfil Examiner
• InPort News
• Kingston This Week
• Kirkland Lake Northern News
• Lindsay Post
• Markdale Standard
• Midland Free Press
• Minden Times
• Napanee Guide
• Niagara Advance
• Niagara News – Thorold Edition
• Pelham News
• Pembroke / Petawawa News
• Petrolia Topic
• Picton County Weekly News
• Sault Ste. Marie This Week
• The Post
• Trenton Trentonian
• Wallaceburg News
• West Niagara News

Sun Media Corporation’s publications

• Le Journal de Montréal
• Le Journal de Québec
• The Ottawa Sun
• The Toronto Sun
• The London Free Press
• The Winnipeg Sun
• The Edmonton Sun
• The Calgary Sun

Free commuter dailies

• Journal 24 heures^TM, Montréal
• Journal 24 heures^TM, et 24 Hours^TM, Ottawa
• 24 Hours^TM, Toronto
• 24 Hours^TM, Calgary
• 24 Hours^TM, Edmonton
• 24 Hours^TM, Vancouver

Community dailies in Ontario, Manitoba and Alberta

• The Recorder and Times – Brockville, Ontario
• Stratford Beacon Herald – Ontario
• The Daily Herald Tribune – Grande Prairie, Alberta
• St. Thomas Times-Journal – Ontario
• Fort McMurray Today – Alberta
• The Daily Miner and News – Kenora, Ontario
• The Daily Graphic – Portage La Prairie, Manitoba
• Simcoe Reformer – Ontario
• Woodstock Sentinel Review – Ontario Quebecor also owns and operates other leisure and entertainment properties – in broadcasting, magazines, music, video and books which you can read about here.Quebecor’s web-based properties such as canoe.ca, autonet.ca etc.. are listed here.

Part of the message to the advertiser is that YOU, the letter writer, are boycotting all these properties and publications as well as all of the advertisers services and products until such time as we have a satisfactory conclusion. also inform them that you have, or will be, contacting all of your e-mail and online correspondents in Canada and the United States with this information.

If you come across any information from any of the advertisers web sites regarding their ‘charitable and/or community endeavours, let the advertiser know that you will also be contacting their charitable and community service recipients with this information. very likely that charities etc.. would not want to have any sort association with support for torture.

Here’s an example of that sort of charitable work:
PJ’s Pet Centres is one of the advertisers noted. They list a charitable association on their home page which links here.

Every November, PJ’s conducts a National Fundraising Campaign. Over the past two years our valued customers and staff have raised over $100,000 for Dog Guides Canada.

This one pains me as an animal lover and pet owner (Dog Guides Canada is a very worthy cause), but let PJ’s know that you have, or will be, contacting Guide Dogs Canada that PJ’s $$$ is tainted by association.

Another example – Ontario Science Centre. They do a lot of business with school groups. I don’t think I need to state the obvious (i.e. T-Dot and Southern Ontario school boards will be notified of OSC’s association).

Yeah, it’s big and complicated but we have to play hardball here.

No doubt the auto manufacturers on the advertiser list – Chrysler, Mazda, Hyundai etc. make charitable donations and list their recipient charities. Please let us know who they are if you find them.

If anyone has other suggestions and points, please continue to add them in the comments [ at ACR].

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