Experts say Metroland's departure will push many companies even further toward digital marketing and hasten the decline of Canada's print advertising sector.
Metroland papers were often the lone print journalism publications in the markets they serviced and even those regions with competitors have seen a less vibrant media landscape in recent years.
“Due to the dominance of search engines and social media, fewer consumers value the editorial function of newspapers, so their readership and associated advertising dollars have declined along with the number of flyers,” she wrote in an email. A 2020 survey of more than 4,500 Canadians conducted by newspaper publisher Postmedia Network Canada Corp. found 85 per cent of respondents read printed flyers at least some of the time, with more than half of respondents saying they always read printed flyers.
Metro spokesperson Stephanie Bonk said the company expects flyer distribution to be interrupted for a week following the Metroland decision. Metro is “working with current and new partners on a plan so that customers can expect to receive their Metro and Food Basics flyers via mail delivery the following week,” she wrote in an email.
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