Doing Business In - Canada
Media
Like many other Western world economies, Canada enjoys a very sophisticated media industry. There are 107 dailies for 33 million people, 6 major television networks operating 193 stations, and over 1200 radio stations. Information flow and circulation is therefore constant and enormous.
The most influential national dailies in Canada are The Globe & Mail and the National Post for English Canada and Le Devoir and La Presse for Quebec, but the most read newspapers in the country are the Toronto Star for English Canada and Le Journal de Montréal for Quebec. This linguistic duality imposes certain constraints and conditions that must be taken into account when communicating with various consumer or citizen groups in this country.
Twenty-four hour news networks and increased access to the internet have greatly increased information availability to a country that was already very news intensive. In Canada, as in the US, the media are confronted with major audience segmentation, fragmentation of audiences and the creation of a multitude of specialized media and TV channels (Health & Fitness, Nature, Sports only, News only, Science, Home Improvement & Renovation, etc.) With the exception of the US, there is no other country in the world with such significant media segmentation. This is an important consideration for any business coming into Canada, even more with such fragmentation in a small population base.
A well thought out media relations strategy must take this new and almost unique situation into consideration. Obtaining strategic advice from well-reputed public relations advisors could constitute a very sound investment before embarking on a media relations strategy to sell your products or promote your views, ideas and businesses.
The most influential national dailies in Canada are The Globe & Mail and the National Post for English Canada and Le Devoir and La Presse for Quebec, but the most read newspapers in the country are the Toronto Star for English Canada and Le Journal de Montréal for Quebec. This linguistic duality imposes certain constraints and conditions that must be taken into account when communicating with various consumer or citizen groups in this country.
Twenty-four hour news networks and increased access to the internet have greatly increased information availability to a country that was already very news intensive. In Canada, as in the US, the media are confronted with major audience segmentation, fragmentation of audiences and the creation of a multitude of specialized media and TV channels (Health & Fitness, Nature, Sports only, News only, Science, Home Improvement & Renovation, etc.) With the exception of the US, there is no other country in the world with such significant media segmentation. This is an important consideration for any business coming into Canada, even more with such fragmentation in a small population base.
A well thought out media relations strategy must take this new and almost unique situation into consideration. Obtaining strategic advice from well-reputed public relations advisors could constitute a very sound investment before embarking on a media relations strategy to sell your products or promote your views, ideas and businesses.