IFRA

Canwest MediaWorks Publications Inc. (www.canwestmediaworks.com/), the largest publisher of newspapers in Canada, is the first to implement the Adget technology, launched last October by NewspaperDirect technology, in its 11 digital editions. Adget is a new rich-media online advertising widget platform for newspapers and magazines that use NewspaperDirect SmartEdition technology for their digital editions.

Adget-enhanced ads can contain an embedded video, audio file or graphic to promote special offers from local merchants. Within the Adget, buttons or links allow the reader to “click to transact” with the advertiser. For example, a furniture store could invite the reader to order a printed catalogue, a local restaurant could accept dinner reservations, or a local car dealer could invite sign-ups for a test drive at a time and location convenient for the reader.

"Canwest is excited about the potential of Adget to create a more interactive environment for our advertisers and subscribers," said Quin Millar, Director, Newspaper Sales, Automotive, Travel & Tourism and Media Entertainment of Canwest MediaWorks Publications Inc. "We have been actively piloting Adget in our digital editions, and the feedback from our advertisers has been great."

This experience goes in parallel with a promotion of the digital format that the group proposes for their 11 papers. “The News. When You Want It. Where You Want It. Canadian Local Leading Newspapers online and in downloadable format. Canwest Digital Newspapers offer 12 language translations, Newspaper Radio, archives and more... Daily print subscribers get complimentary access to their host and 10 additional newspapers from across the country,” says the advertising message. Readers can get information, register or get a free 7-day trial when they visit: www.canada.com/digital.

On this website, subscribers of the print papers or new users can check all the digital tools that are available when they read the digital edition. The Canwest papers comprises the National Post and 10 local papers: Calgary Herald, Edmonton Journal, Leader-Post, Ottawa Citizen, The Gazette, The Province, The StarPhoenix, The Vancouver Sun, The Windsor Star, Times Colonist.