Friday, 21 March 2014

The "Little Paper That Grew" story

In the early years of the Toronto Sun, the feisty little tabloid let it be known it needed a slogan and a new ad agency to do the job.

It has taken TSF months, but we have pinned down the story behind The Little Paper That Grew branding that was accepted just a few years after the Sun was launched on Nov. 1, 1971.

It comes in the words of Gary Carr, one of the Pellow Ambrose and Carr ad execs who accepted the challenge to provide a memorable brand for the Sun.

Carr writes:

"The year was 1976 (?) and The Toronto Sun was seeking a new advertising agency. During its start-up years, all the newspaper's external advertising had been donated by Marvin Naftolin, but after some early impressive growth the paper's management group determined it was time to hire an agency with some depth.

"At the time, Pellow Ambrose and Carr was a young, small agency with just nine employees, but was quickly becoming recognized for some very creative work, particularly a campaign for Jack Baker Distillers that had recently run in their paper.

"The Sun asked a number of Toronto agencies for a creative recommendation and PA&C was by far the smallest contender for the business.

"President Don Ambrose and Creative Director Gary Carr leaped at the chance, recognizing that the Sun's advertising would be highly visible and would be a major help in furthering the young agency's reputation.

"After a week or so of discussing slogan alternatives, Gary Carr stopped Don in the hallway of their homey office on Roehampton Avenue in north Toronto and asked "How about 'The Little Paper That Keeps on Growing'"?

"Don's immediate reply was "great but let's make it a little shorter" and that's how "The Little Paper That Grew" was born.

"PA&C marched down to the Sun's offices and presented the idea to Lynda Ruddy, Don Hunt and Doug Creighton. Within days, they were hired by The Sun

"For most of the next 20 years, PA&C continued as The Sun's advertising agency and "The Little Paper That Grew" thrived as its slogan."

Our thanks to Gary Carr for answering an often asked question: Who penned The Little Paper That Grew slogan?


  1. Has the slogan been officially changed to 'The Little Paper that Shrunk', yet?

  2. Decline of PQ support began with Pierre Karl Peladeau, say analysts

    Just off the heels of a poll that shows support for the Parti Quebecois is dwindling, some political analysts are attributing the start of the party’s downfall to the moment Pierre Karl Peladeau entered the race.
    In a live chat with, Ipsos Reid Quebec President Luc Durand said his polling firm saw a decline in voting intentions for the PQ about three weeks ago, which is around the time Peladeau announced his candidacy.
    “The talk was more oriented on a referendum,” Durand said.
    It was Durand’s firm that conducted a poll that found 28 per cent of decided voters plan on casting a ballot for the PQ, a four percentage-point decrease from the last Ipsos-Reid poll, conducted in mid-March.
    Don Macpherson of the Gazette also said Peladeau’s candidacy was a turning point for the PQ.
    He explained that prior to the election call, PQ Leader Pauline Marois had had achieved a balance on the question of the referendum -- saying the party would issue a white paper and conduct a consultation with Quebecers.
    That promise, said Macpherson, appeased the more hardline sovereignists in the party, who were reassured that something would be done on the subject, while the less-ardent separatists were comforted because it wasn’t a drastic measure.
    “Then when Peladeau came in and placed the emphasis on sovereignty and got sovereignists all excited about the possibility of another referendum, I think that is really where the PQ got into trouble. They lost control of their own campaign and basically played right into the hands of the Liberals,” he said.
    Durand said all is not lost for the PQ in the final four days of the campaign, and offered the party some advice.
    “Find the one thing people will like to hear and STICK to it. Keeping in mind that the gain can be made among Quebec solidare supporters and the Coalition Avenir Quebec,” he said.
    Jean Lapierre warned that the PQ’s apparent tumble in voter intention doesn’t guarantee that the Liberals will win a majority.
    “They've got to work harder in Quebec City because the CAQ has gone up and in the 450, they've got to work in those ridings,” he said, pointing out that Liberal Leader Philippe Couillard is focusing his attention on those areas in a string of appearances Thursday.
    The poll revealed the PQ’s loss of support has partially benefitted the CAQ.
    “But at the same time, the CAQ seems to be a potential option for the Liberals voters. Though this ‘potential’ is not materializing for now,” said Durand.
    The Liberals and CAQ must now make sure they don’t lose support to the other party.
    Lapierre said he believes that at the moment, 26 ridings are too close to call one way or another.
    Right now, he said, the Liberals are just on the line of a majority, but nothing is certain.
    “That is why everybody has to campaign until Monday at 8:00 a.m. (Take) nothing for granted,” he said.
    The poll shows seven per cent of voters are undecided. During the live chat, Durand was asked what it will take to sway those voters.
    “I think the last days, and appearances, are going to be crucial. People still need to be convinced,” Durand said.

  3. More cuts???

  4. Webco in London - closing.

    1. End of May. Wonder where all the print jobs will go?

  5. just starting more consolidations. Look for LFP to close in the next year, at least the press room. Inserting will be a regional hub. All of the regional people are in London, Circ, Press, Editorial. I heard a long time ago that LFP circ was going to take over all of the region. They have outsourced their own delivery to an outside company. What a mess they have created. Now thre is no way to stop the free to comment? Doubt it, no clue what they are doing.