U.S. vs Canada

The Divergent Preferences of Travel Media

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United States vs. Canada: The Divergent Preferences of Travel Media

Year after year, Canada continues to be the largest source of inbound visitors to the United States, revealing a pressing need for destination marketing organizations (DMOs) to gain insight into the Canadian marketplace. To establish and maintain their position in the Canadian market, DMOs and their public relations teams continue to pitch Canadian media outlets to generate feature editorial coverage and ultimately stimulate consumer demand.

In 2016, Development Counsellors International surveyed 120 lifestyle journalists, both in the U.S. and Canada, to determine the similarities and differences in editorial preferences. The study not only unveiled the differences between U.S. and Canadian media but gave valuable insight on the evolving way publicists and journalists are working together. The findings help U.S. and Canadian media relations specialists accurately present information to writers in both countries and also provide insight to international public relations professionals who are engaging with the international media marketplaces that have recently arrived on the global radar.

To view a presentation of our findings, please see the free webinar below:

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US vs Canada slide

The Divergent Preferences of Travel Media

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