Category / Editorial

by peter

The Man Who Would Be King

Who says print is dead? While it has definitely taken a backseat to digital media, it still has specialty uses for when marketers want something tactile, with value, that they can put into people’s hands as important keepsake and selling tool.

A case in point is the magazine-style publication I helped to create with branding agency 52 Pick-up for Bianca, a condominium being developed by Tridel in Toronto’s New Dupont district. The magazine serves as a city guide for prospective buyers, showing them the kind of the lifestyle they would enjoy here, with outstanding cultural, culinary and shopping attractions.

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by peter

Minding Broken Hearts

UHN cardiologist Dr. Heather Ross says cardiac patients using technology to monitor their own conditions are less likely to be readmitted to hospital. PHOTO By THOMAS BOLLMANN

Mobile technologies allow high-risk cardiac patients to look after themselves at home

Patients at high risk of cardiac arrest can now be closely monitored at home through a smartphone app that transmits vital signs to their health-care team. An increase in weight, for example, may prompt an intervention call from the doctor’s office, says Dr. Heather Ross, a cardiologist at the Peter Munk Cardiac Centre at University Health Network, which is implementing the mobile technology.

“We find out the patient had dim sum or pizza – something that is notoriously high in salt content. His weight goes up as a result,” notes Dr. Ross. “It becomes a teachable moment for the patient.”

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by peter

Branded Content Shouldn’t Be Fake News

Understandably, “advertorial” – the overlap of advertising and editorial – has a bad rap. The practice started at newspapers and magazines going back to the first half of the 20th century. Publication writers would create bylined articles in an editorial voice for advertisers.

The pieces read like and looked like regular editorial content. They sought to pull the wool over reader eyes about a cozy relationship that violated the church-and-state, arm’s length relationship of editorial and advertising.

The practice then popped up in other media, with infomercials, for example, playing on radio and televisions.

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