After working together under a co-management agreement for more than two years, the Canadian Newspaper Association (CNA) and the Canadian Community Newspapers Association (CCNA) have formalized their relationship under a new name: Newspapers Canada (Journaux Canadiens in French Canada).
The new brand identity includes a new website, a new logo developed by Toronto agency Huxley Quayle von Bismark that signifies the medium’s presence in both the physical and digital realms, and a new slogan: “Trusted. Connected. Targeted.”
Suzanne Raitt, vice-president, innovation and marketing for Newspapers Canada, said the two organizations realized as they began working together that there was needless duplication of things like websites and phone numbers.
While the individual organizations will retain their structure and governance, they will now present a unified front for marketing purposes, she said.
“Together, the dailies and the community newspapers are a substantial force,” said Raitt. “About a quarter of all ad dollars are spent in newspapers and if you add in our websites that makes us even bigger.”
