The Gazette from Montreal, Quebec, Canada • 38

D6 THE GAZETTE, MONTREAL, TUESDAY, FEBRUARY 23, 1999 BUSINESS CFCF's ads target bilingual viewers MARKETING PETER DIEKMEYER airing in the same time spot it held on CFCF. You could argue that English Montreal viewers are to an extent watching a station and not specific programming. This is because CFCF is leveraging its natural advantages. As a spill station broadcasting from Quebec City, Global is not allowed to sell Montreal-area advertising and CFCF continues to exploit this edge. As annoying as those low-budget local commercials are, they are an important element of the look and feel that makes CFCF familiar to Montrealers, since they are about businesses that we deal with regularly BUILT UP CFCF BRAND Promotions such as the Contact 12 telephone service where callers can phone for news, weather and sports information also play a role in CFCF's marketing strategy.

The phone line, along with an annual telethon, an Internet site and fundraising celebrity sports teams, have combined to build the CFCF brand up in its viewers' minds. Since Global is so strong across the country, some of this success will likely eventually rub off on its Montreal affiliate and, in fact, CKMI has shown growth in the recent BBM ratings. The creative work for CFCF's billboard campaign was directed in house by John Murphy, its advertising and promotions director, along with some help from freelancers. Le Groupe TMC handled media placement of the ads. The Montreal Marketing Associating has unveiled details of the Marketing Personality award for 1998-99.

Winners in five separate industry categories will be announced at a gala to be held on April 27. The 1998 Marketing personality was Eric Vincent of Chez Cora. Unlike similar competitions in which competitors modestly nominate each other for awards, in the marketing industry (which is not short of self-promoters) you nominate yourself. Judging is based on effort and results of marketing strategies. For an application form, call (514) 499-1391.

E-mail can be sent to Peter Diekmeyer at: peterpeterdiekmeyer.com Diekmeyer's articles are available online at: www.peterdiekmeyer.co its viewers into prime-time programming. In prime time CFCF dominates every night of the week. As well, it generates a larger share of hours tuned per cent than its three next-largest competitors combined. This dominance and reach are important, since national advertisers do not like to split their purchases among too many networks. This means if they want to target the English Montreal population through television, they have to deal with the folks at CFCF.

A perfect example of the strength of the network is the program Entertainment Tonight, which CFCF lost to CKMI, Global's Montreal station. On CFCF, the show was a top-rated program. But when it moved to CKMI, more than 60 per cent of viewers did not move with it and now the show is no longer in the top 30. On the other hand, Access Hollywood, the show that replaced Entertainment Tonight on CFCF, now attracts almost the same number of viewers that ET did. Many other shows also experienced sharp drops in viewers after switching to CKML Only half of General Hospital's viewers stayed with the program when it moved over to CKMI although it is In spite of all the challengers to its hegemony, CFCF-12 is still the one to call for advertisers who want to reach English Montrealers through television.

It is to maintain this market dominance that the station is continuing the bilingual campaign it premiered last fall "We could have gone with an English-only campaign like The Gazette did, but a large proportion of our viewers are bilingual and we felt that our advertising should reflect this fact," said George Goulakos, CFCF's vice-president (sales and marketing). Bilingual francophones make up a large proportion of consumers reached by all the major English-language media. These francophones have above-average education and incomes, and tend to be concentrated in the greater Montreal area, the kind of profile that advertisers love. TIMED FOR RATINGS SWEEPS The ads will be placed on buses, in metro stations and on Omni columns, pedestrian-level posts that carry poster-style ads, and will run until March 31 to coincide with the spring ratings sweeps. They feature visuals of CFCF programming, with slogans that have both French and English words, such as "Packed With Joie de Vivre" and "Beaming With Je ne Sais QuoL" Global's entry into the Montreal market in the fall of 1997 meant that CFCF-12 had to relinquish several of its top programs, such as Entertainment Tonight, Friends and Frasier to its new competitor, which held the national rights, dealing a severe blow to the Montreal icon.

CFCF reacted by repositioning itself and rebuilding its brand name based on its strength as a Montreal institution. Henceforth, all slogans and advertising would reflect this fact For example the slogan "The One to Watch" became "Montreal's One to Watch." This was coupled with a massive ad blitz to help promote its remaining shows. The advertising must have worked, since CFCF continues to dominate in three vital categories. Pulse, the station's 6 p.m. newscast, continues to lead the time slot with a 59.6-per-cent market share, delivering With hours of talk time, I can buy and sell all day long.

With 35 different ring tone options, my head doesn't turn every time I hear a ring. RoyNat's leadership in merchant banking is simply a matter of fact What RoyNat does in merchant banking it does well. We draw on more than 35 years financing small and medium size businesses in Canada experience that's laid the foundation for our leadership in merchant banking. We use the flexibility of subordinated debt and equity to tailor financings that strengthen management and give winning clients room to grow. Our upper limit is $5 million, which, when combined with term financing, permits us to go as high as $30 million.

Put RoyNat's flexibility and experience on your next short list. Vv 4 games. As if I have time. 7 '14 Snooze alarm, perfect for 5:30 a.m wake-ups. All my missed, received dialed calls get time-stamped.

Weighs 4.8 oz. with extended Lithium-Ion battery. United Tri-Tech Corporation Cornwall, Ontario Term, Subordinated and Equity Financing Corp. Sherwood-Drolet Ltee Shef brooke, Quebec Term and Subordinated Financing Prnorammiihlp rslpnrtar urith rflll i Arranged and Rindad by Arranged and Funded by as birthday and anniversary reminder. Weeks of standby time.

I set its ring tone voice volumes to suit my surroundings. Why let everyone in on a good tip? Business Financing by Specialists Business financing by Specialists Embaliages Novus Inc. Richmond, Quebec Autocars Orleans Express Montreal, Quebec Term and Subordinated Financing Arranged and Rinded by Term and Equity Financing Arrenged and Funded by Business Financing by Specialists Business Financing by Specialists I TSE Les Machineries Verville Inc. Drummondville, Quebec Term and Subordinated Financing Les Cercueils Alliance St. Laurent Casket Inc.

SaKit-Juits-du-Uc, Quebec Equity Financing Arranged and Funded by Business Financing by Specialists NIKKEI Arrenged and Funded by ami Business Finencing by Specialists FTSE mmmm 3303179 Canada Inc. (Historia) Uvfll, Quebec Subordinated Financing DAX Imprimerie Solisco Inc. Scott-Jonction, Quebec Term Financing and Convertible Debenture Arranged and Funded by Business financing by Specialists 19 Business financing by Specialists BUSINESS FINANCING BY SPECIALISTS Hie Nokia 6100 series, available at all hi.ivf Fido and Cantel sales outlets. vr 1-888-OK- NOKIA www.nokia.com Anjou (514) 493-4555, Drummondville (819) 477-3801, Longueuil (450) 670-9210, Quebec (418) 683-2177, Saint-Laurent (514) 335-5522 www.roynat.ca.