How to Get Featured in the National Post
The National Post is one of two national newspapers in Canada. Here is what it covers and why it does something a US title cannot.
If you are selling into Canada, a American national title does less for you than people assume. The National Post does something it cannot.
One of two national papers
The National Post covers national news, politics, business and culture from a Canadian perspective. Canada has two national newspapers, and this is one of them.
That scarcity is the point. A Canadian reader recognises the masthead without being told what it is, and recognition is most of what coverage buys. A US title with a bigger circulation signals that you matter somewhere else.
What a national desk wants
News value, a Canadian angle, and a reason the reader should care who is not already a customer.
The strongest angle for a company entering Canada is usually the entry itself: what you are doing here, why here, and what it says about the market. A founder who can talk about the Canadian market with actual numbers is more interesting than a founder talking about their own company.
The mistake
Publishing an American story with the word Canada added to it.
Canadian readers notice, and so do editors. If the piece does not have a genuine local stake, it reads as a company that wants Canadian credibility without having done anything Canadian. The fix is not better writing. It is having something real to say about this market.
Earned versus secured
A National Post journalist choosing to write about you is earned coverage. It cannot be bought, and nobody can guarantee it.
A written feature produced to your brief and approved by you before publication is a secured placement. It is a real article, it carries the masthead, and it stays indexed. It is also paid, which is fine, as long as the person selling it to you says so plainly.
Ask which one you are getting. The answer, and how quickly it comes, tells you most of what you need to know about the provider.
Getting started
Publisive places clients in the National Post and across the Canadian national and city press. We write the piece to your brief, you approve every word, and we are clear about what the placement is.
We write and place features in the publications our clients choose. About us
Frequently asked questions
01Is Canadian coverage better than a US title for a Canadian market?
For a Canadian audience, usually yes. A US national with a larger circulation signals that you matter in another country. A masthead Canadians recognise without explanation does the job you are paying for.
02What angle works for the National Post?
Something with a genuine Canadian stake. For a company entering the market, the entry itself is usually the story: what you are doing here, why here, and what it says about the market. A founder with real numbers about Canada is more interesting than a founder talking about their own company.
03Can National Post coverage be guaranteed?
Earned coverage, where a journalist independently decides to write about you, cannot be guaranteed by anyone. A secured placement, written to your brief and approved by you, can be arranged and is a paid service.
