Fall 2019 Study

Overview of Results: Fall 2019 Study

November 2019 STUDY SCOPE – Fall 2019 10 Provinces / 5 Regions / 41 Markets • 39,830 Canadians aged 14+ • 39,030 Canadians aged 18+

# Market Smpl # Market Smpl # Market Smpl # Provinces 1 Montreal (MM) 4956 17 Regina (MM) 671 33 Prince George (LM) 244 1 Alberta 2 Toronto (MM) 4633 18 St. John's (MM) 419 34 Sault Ste. Marie (LM) 242 2 British Columbia 3 Vancouver (MM) 3638 19 Thunder Bay (LM) 291 35 Sarnia (LM) 241 3 Manitoba 4 Ottawa/Gatineau (MM) 2310 20 Brantford (LM) 284 36 Summerside (LM) 235 4 New Brunswick 5 Calgary (MM) 1929 21 Kingston (LM) 274 37 Timmins (LM) 235 5 Newfoundland and Labrador 6 Edmonton (MM) 1883 22 Saint John (LM) 274 38 Sherbrooke (MM) 234 6 Nova Scotia 7 Winnipeg (MM) 1020 23 Belleville (LM) 269 39 Owen Sound (LM) 232 7 Ontario 8 Quebec City (MM) 1003 24 Cape Breton (LM) 267 40 Saguenay (MM) 220 8 Prince Edward Island 9 Hamilton (MM) 943 25 Peterborough (LM) 267 41 Trois-Rivières (MM) 220 9 Quebec 10 Kitchener (MM) 847 26 Sudbury (LM) 264 10 Saskatchewan 11 London (MM) 827 27 Chatham (LM) 254 12 Halifax (MM) 732 28 Brandon (LM) 253 # Regions 13 St. Catharines / Niagara MM 721 29 Charlottetown (LM) 248 1 Atlantic 14 Victoria (MM) 712 30 Cornwall (LM) 247 2 British Columbia 15 Windsor (MM) 687 31 Granby (LM) 245 3 Ontario 16 Saskatoon (MM) 682 32 North Bay (LM) 244 4 Prairies 5 Quebec (MM) = Major Markets (LM) = Local Markets 2 TITLES REPORTED

MAGAZINES (61) • The Daily Press • La Voix de l’Est • • • Air Canada enRoute • Style at Home • Vivre Mieux The Edmonton Sun Le Devoir • AMA Insider Magazine • The Hockey News • The Globe And Mail • Le Droit • Best Health • Today's Parent • The Guardian • Le Journal de Montréal • CAA Ontario & Atlantic • Toronto Life • The Hamilton Spectator • Le Journal de Québec • CAA Manitoba • Vancouver Magazine NEWSPAPERS (62) • The Journal Pioneer • Le Nouvelliste • CAA Saskatchewan • Westcoast Homes & Design • The Kingston Whig-Standard • Le Quotidien • • CAA Magazine Summary • Western Living Cape Breton Post • The London Free Press • Le Soleil • • Canada's History • Zoomer Magazine Edmonton Journal • The Ottawa Sun • Métro (Montréal) • Canadian Geographic • 5 ingrédients - 15 minutes • Leader-Post (Regina) • The Owen Sound Sun Times • CANADIAN HOUSE & HOME • 7 Jours • Montreal Gazette • The Peterborough Examiner • Canadian Living • Bel Âge magazine • National Post • The Province • Chatelaine • CAA Québec • Niagara Falls Review • The Sarnia Observer • Cineplex Magazine • Châtelaine (Fr) • North Bay Nugget • The Sault Star COMMUNITY TITLES (5) • Cottage Life • Clin d'oeil • Ottawa Citizen • The Standard • • ELLE CANADA • Cool! • Prince George Citizen • The StarPhoenix Burnaby Now • • FASHION Magazine • Coup de pouce • Standard-Freeholder • The Sudbury Star Burnaby Now/The Record • • Financial Post Magazine • Dernière Heure • StarMetro Calgary • The Telegram Richmond News • • FOOD & DRINK • Échos Vedettes • StarMetro Edmonton • The Toronto Sun Tri-City News • • Good Times • ELLE QUÉBEC • StarMetro Halifax • The Tribune Vancouver Courier • Hello! Canada • La Semaine • StarMetro Toronto • The Vancouver Sun • Live Better • L'actualité • StarMetro Vancouver • The Windsor Star • Maclean's • Les Affaires/Les Affaires Plus • The Belleville Intelligencer • The Winnipeg Sun • NOW • Les Idées de Ma Maison • The Brandon Sun • Times Colonist OTHER TITLES (2) • Ontario OUT OF DOORS • Magazine Espaces • The Brantford Expositor • Toronto Star • The Calgary Herald • Waterloo Region Record • Our Canada • Magazine Véro • Business in Vancouver • Outdoor Canada • RICARDO Magazine • The Calgary Sun • Winnipeg Free Press • Toronto Star Wheels • People • Sélection du Reader’s Digest • The Chatham Daily News • 24 Heures • Professionally Speaking • Star Système • The Chronicle Herald • La Presse (Digital) • Reader's Digest • TV Hebdo • The Chronicle Journal • La Tribune • Report on Business • Urbania

Note on titles previously measured in print, now measured as digital only: ParentsCanada is no longer reported as magazines under “Readership Specific”. Past month Digital Audience for this title will be listed under “Websites/Apps-Lifestyle/Fashion”. 3 MAGAZINES

4 Across Canada, Magazine Brands reach 9 of 10 adults.

Generic Magazine, Past 3 Months Print/Digital (18+)

British Columbia Prairies 88% Québec 88% Ontario 87% 89% 84%

Atlantic

Source: Vividata Fall 2019 Study 5 Base: Respondents aged 18+, Generic Magazine – Past 3 Months Print/Digital Food, Travel, and Entertainment Magazines are the most popular among Canadians. Magazine Rank by Type, Print/Digital (18+) MAGAZINE TYPE REACH MAGAZINE TYPE REACH 1 Food/Recipes 69% 11 Business/Finance 47% 2 Travel/Tourism 61% 12 Gardening 46% 3 Entertainment/Celebrity 61% 13 Fashion 43% 4 Health/Fitness 60% 14 Alternative News 43% 5 Technology/Science 58% 15 Art 41% 6 Home Improvement 56% 16 Men's 36% 7 Nature 55% 17 Automotive/Motorcycle 34% 8 Home Décor 53% 18 Parenting/Babies 30% 9 Sports/Recreation 49% 19 Children/Teen 28% 10 Women’s 48% 20 Bridal 15%

Source: Vividata Fall 2019 Study 6 Base: Respondents aged 18+, Magazine Types Read/Look through Usually or Sometimes (Print/Digital) While 62% of Magazine Readers are reading exclusively via Print, 17% read Print in combination with more than one digital device.

Any Magazine, Composition of Print/Digital AIR (18+)

3% 2% Print Only 5% 7% Print & Computer & Mobile 4% Print & Computer Only Print & Mobile Only 17% 62% Computer & Mobile Only Computer Only

Mobile Only

Source: Vividata Fall 2019 Study 7 Base: Respondents aged 18+, Any Magazine – Print AIR/Past Month Digital Readers (Unduplicated) Platform readership of Magazine Brands varies by title.

Print as a % of total audience Digital as a % of total audience

Dominates Magazine Titles Magazine More Digital Variation

Source: Vividata Fall 2019 Study 8 Base: Respondents aged 18+, Print AIR/Past Month Digital Readers Millennials & GenXers are more likely to read a Magazine’s digital content, with more reading via a smartphone or computer.

Any Magazine, Reach by Digital Device (18+)

Millennials GenXers Baby Boomers Greatest Gen (1982-2001) (1965-1981) (1945-1965) (1945-Earlier) 38% 32% 26% 25% 17% 17% 19% 13% 16% 10% 9% 5% Smartphone Tablet Computer

Source: Vividata Fall 2019 Study 9 Base: Respondents aged 18+, Any Magazine – Devices used to access digital content Boomers predominantly access Digital Magazines via search & directly, while Millennials access via search & social media.

Any Magazine, Reach of Digital Readers (18+) Millennial Readers (1982-2001) GenXers (1965-1981) Boomer Readers (1945-1965)

63% 58% 53% 45% 47% 41% 43% 38% 39% 34% 30% 29% 25% 16% 15% 14% 13% 10%

Directly to Website Via Search Engines Via Links-Social Via Links- Via an App Some Other Way Media OthrWebsites

Source: Vividata Fall 2019 Study Base: Respondents aged 18+, Any Magazine – Digital Readers (Includes Duplication) 10 Note: “Directly to website” = Subscription Including Digital Edition + Typing Website Address + Via Bookmark/Favorite/Homepage 1 in 2 Magazine readers searched online for a product, brand, and/or service advertised, while 1 in 5 made a purchase.

Actions Taken After Seeing a Magazine Advertisement Any Magazine, Print/Digital AR (18+) 46%

30% 27% 23% 22% 20%

Searched online Purchased a Used a coupon Visited a retail/ Attended an event Spoke about the for a product/ product, brand, restaurant location (movie/theatre/show) ad/product/brand/service brand/service and/or service online or elsewhere

Source: Vividata Fall 2019 Study Base: Respondents aged 18+, Any Magazine – Print/Digital AR; (Unduplicated) 11 Note: “Spoke about the ad/product/brand/service online or elsewhere” = Talked about, Commented on Social Media, and Recommended NEWSPAPERS

12 On a weekly basis, Newspaper Brands reach 3 out of 4 adults across Canada.

Any Newspaper, Weekly Print/Digital Reach (18+)

Edmonton St. John’s 71% Québec City 67% Regina Winnipeg Ottawa/ Montreal Vancouver Calgary Gatineau 80% 79% Victoria 68% 74% 70% 73% 72% 76% Halifax 81% London Toronto 70% 75% 68% Source: Vividata Fall 2019 Study 13 Base: Respondents aged 18+, Average Weekly Print/Digital, La Presse Weekly Digital. Hamilton 52% of Newspaper Brand readers access newspaper content on a mobile device.

Any Newspaper, Composition of Weekly Print/Digital Readers (Major Markets, 18+)

Print Only 5%3% 7% Print & Computer & Mobile Print & Mobile Only 39% Mobile: 52% 14% Computer & Mobile Only

Mobile Only 9% Print & Computer Only

22% Computer Only

Source: Vividata Fall 2019 Study 14 Base: Respondents aged 18+, 21 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital Platform readership of Newspaper Brands varies by title.

Print as a % of total audience Digital as a % of total audience

Print Dominates

Newspaper Titles Newspaper More Digital Variation

Source: Vividata Fall 2019 Study 15 Base: Respondents aged 18+, 21 Major Markets, Average Weekly Print/Digital Readers Newspaper Brand readers are more active on digital during the weekdays, and print dominates the weekends.

Weekday and Weekend AIR Readers (Major Markets, 18+)

Print Only Both Digital Only

Weekday 30% 35% 35%

Weekend 45% 30% 26%

Source: Vividata Fall 2019 Study Base: Respondents aged 18+, Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital (Unduplicated), 16 Not including 24 Heures, StarMetro and Metro Montreal Millennials & GenXers have greater digital reading than Boomers & Greatest Gen. Cross-platform readership is consistent for all generations.

Any Newspaper, Weekly Reach of Print/Digital (Major Markets, 18+)

% of Adult Population: Print Only Both Digital Only Millennials (1982-2001) 31% 66%

GenXers (1965-1981) 30% 72%

Boomers (1945-1965) 33% 77%

Greatest Gen (Earlier-1945) 7% 84%

Source: Vividata Fall 2019 Study 17 Base: Respondents aged 18+, 21 Major Markets, Any Newspaper – Average Weekly Print/Digital, & La Presse Weekly Digital (Unduplicated) Boomers are more likely to access a newspaper’s digital content directly, while Millennials predominantly navigate via social media and search.

Any Newspaper, Reach of Weekly Digital Readers (Major Markets, 18+) Millennial Readers (1982-2001) GenXers (1965-1981) Boomer Readers (1945-1965)

63% 60% 55% 51% 49% 43% 45% 37% 37% 29% 31% 24% 22% 22% 21% 9% 9% 7%

Directly to Website Via Search Engines Via Links-Social Media Via Links-OthrWebsites Via an App Some Other Way

Source: Vividata Fall 2019 Study Base: Respondents aged 18+, 21 Major Markets - Any Newspaper – Digital Readers within Past Week (Includes duplication) 18 Note: “Directly to website” = Subscription Including Digital Access + Typing Website Address + Via Bookmark/Favorite/Homepage 1 in 3 Newspaper Brand readers searched online for a product, brand, and/or service advertised, while 1 in 5 made a purchase.

Actions Taken After Seeing a Newspaper Advertisement Any Newspaper, Weekly Print/Digital (Major Markets, 18+)

37%

24% 26% 20% 21% 20%

Source: Vividata Fall 2019 Study Action taken after seeing an Ad (Daily Newspaper or Community Newspaper) Base: Respondents aged 18+, 21 Major Markets - , Note:“Spoke about the ad/product/brand/service online or elsewhere” = Talked 19 Any Newspaper – Average Weekly Print/Digital & La Presse Weekly Digital about, Commented on Social Media, and Recommended COMMUNITY NEWSPAPERS

20 Community Newspapers achieve the highest reach in British Columbia.

Reach of Community Newspapers (18+)

Community Newspaper Total British Prairies Ontario Québec Atlantic Reach % (Adults 18+) Canada Columbia Weekly: 41% 53% 39% 44% 30% 38% Monthly: 58% 67% 58% 61% 47% 54% Longer Ago: 23% 20% 25% 22% 23% 26%

Source: Vividata Fall 2019 Study 21 Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) Within the Past Week/Month/Longer Ago Community Newspaper readership is stronger in smaller markets and readership increases with age.

Weekly Reach of Community Newspapers (18+)

Total Canada Population Under 100,000 59% 54% 54% 49% 50% 48% 41% 41% 36% 29%

Adults 18+ . Millennials Gen X Boomers Greatest Gen (1982-2001) (1965-1981) (1945-1965) (1945-Earlier) Source: Vividata Fall 2019 Study 22 Base: Total Canada 18+, Read a Community Newspaper (Print/Digital) in the Past Week 1 in 3 Canadians receive flyers/inserts from a Community Newspaper.

Method of Receiving Flyers/Inserts (18+)

49% 38% 31% 29% 22% 15% 12% 9% 8% Unaddressed Addressed Community Via E-Mail Online (via Daily At Your Local In an App With Mail - to your Mail Newspaper website) Newspaper Retail Store Magazines door

Source: Vividata Fall 2019 Study 23 Base: Total Canada 18+; How Currently Receive Flyers/Inserts Community Newspaper readers use flyers/inserts to plan their purchase on… Community Newspaper Readers – Past Week (18+) FLYER/INSERTS USED TO PLAN PURCHASE OF: Groceries (105) 79% Entertainment/Restaurants (107) 64% Health Care/Personal Care Items (107) 60% Clothing and Accessories (108) 59% Home Improvement Products and Services (113) 50% Home Furnishings (106) 49% Appliances/Furniture (108) 47% Home Entertainment Items (108) 47% Computer Hardware/Software (105) 45% Wireless Products (Cell/Smartphones) (107) 41% Sports Equipment (109) 26% Investments/Banking Services (108) 22% Fitness Clubs (102) 13%

Source: Vividata Fall 2019 Study 24 Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week; Use Flyers to Plan/Purchase Frequently/Sometimes Community Newspaper readers are more interested in local news.

Sections Read in a Community Newspaper, Print/Digital Past Week (18+)

Local News 98%

Entertainment 83%

Crime 83%

Opinion 81%

Real Estate 67%

Sports 60%

Source: Vividata Fall 2019 Study Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week 2 in 5 Community Newspaper readers visited a retail store or a restaurant after seeing an Ad.

Actions Taken After Seeing a Community Newspaper Advertisement – Past Month, Community Newspaper Readers - Past Week (18+) 38% 32% 28% 24% 23% 21%

Source: Vividata Fall 2019 Study Action taken after seeing an Ad (Daily Newspaper or Community Newspaper) Base: Respondents aged 18+, Read a Community Newspaper (Print/Digital) in the Past Week Note:“Spoke about the ad/product/brand/service online or elsewhere” = Talked 26 about, Commented on Social Media, and Recommended VIVIDATA PROVIDES A COMPLETE MEDIA PROFILE NEWSPAPER MAGAZINE RADIO

INTERNET/SOCIAL TELEVISION OUT OF HOME Determine Cross-Media reach with Vividata.

25 TV Internet

Social Mobile 15 Media

Radio 10 Newspaper

Driving 5 Subway Magazine Time Spent in Past Week (Hrs) Week Past in Spent Time Bus Taxi

0 0 10 20 30 40 50 60 70 80 90 100

% of Canadians (18+) Exposed in the Past Week Source: Vividata Spring 2019 Study 28 Base: Respondents aged 18+, Past week reach by media, weekly time spent by media ATTITUDES TOWARD MEDIA SEGMENTS

% of Canadian Adults: TV is their most preferred and trusted source for news ALWAYS ON and information. 23%

Newspapers are their most trusted and efficient way to TRADITIONALISTS receive news. 19%

Newspaper websites and apps provide them the most in- DIGITAL CONTENT CONSCIOUS depth perspective on the news. 18%

While more likely to consume traditional media, they do MEDIA INDIFFERENT not rely on any media to stay informed. 17%

Use all media to stay informed, but question accuracy of MEDIA OBSESSIVE news presented online and through social media. 13%

Social media and other digital sources are their most SOCIAL MEDIA FOCUSED efficient way to stay informed. 10%

Source: Vividata Fall 2019 Study 29 Base: Respondents aged 18+, Attitude Towards Media Segments