Overview of Results: Spring 2019 Study

April, 2019 STUDY SCOPE – Spring 2019 10 Provinces / 5 Regions / 44 Markets • 43,266 Canadians aged 14+ • 42,581 Canadians aged 18+ # Market Smpl # Market Smpl # Market Smpl # Provinces 1 (MM) 4,683 18 North Bay (LM) 255 35 Winnipeg (MM) 1,145 1 Alberta 2 Ottawa / Gatineau (MM) 2,763 19 Cornwall (LM) 257 36 Brandon (LM) 263 2 British Columbia 3 Hamilton (MM) 1,071 20 Timmins (LM) 248 37 Saint John (LM) 262 3 Manitoba 4 Kitchener (MM) 960 21 Owen Sound (LM) 253 38 St. John's (MM) 508 4 New Brunswick 5 London (MM) 965 22 Montréal (MM) 5,127 39 Halifax (MM) 868 5 Newfoundland and Labrador 6 St. Catharines / Niagara (MM) 833 23 Québec City (MM) 1,152 40 Cape Breton (LM) 257 6 Nova Scotia 7 Windsor (MM) 836 24 Sherbrooke (MM) 264 41 Summerside (LM) 250 7 Ontario 8 Guelph (LM) 462 25 Saguenay (MM) 264 42 Charlottetown (LM) 262 8 Prince Edward Island 9 Kingston (LM) 268 26 Trois-Rivières (MM) 261 43 (MM) 849 9 Quebec 10 Thunder Bay (LM) 330 27 Granby (LM) 263 44 Regina (MM) 838 10 Saskatchewan 11 Sudbury (LM) 258 28 (MM) 2,240 12 Brantford (LM) 280 29 (MM) 2,211 # Regions 13 Peterborough (LM) 262 30 Lethbridge (LM) 263 1 Atlantic 14 Chatham (LM) 258 31 Medicine Hat (LM) 266 2 British Columbia 15 Belleville (LM) 264 32 (MM) 3,708 3 Ontario 16 Sarnia (LM) 256 33 Victoria (MM) 850 4 Prairies 17 Sault Ste. Marie (LM) 256 34 Prince George (LM) 257 5 Quebec

(MM) = Major Markets (LM) = Local Markets 2 TITLES REPORTED

MAGAZINES (62) • The Daily Press • La Voix de l’Est • • • Air enRoute • Report on Business • Urbania The Edmonton Sun Le Devoir • AMA Insider Magazine • Style at Home • Vivre Mieux • The Globe And Mail • Le Droit • Best Health • The Hockey News • The Guardian • Le Journal de Montréal • CAA Ontario & Atlantic • Today's Parent • • Le Journal de Québec • CAA Manitoba • Toronto Life NEWSPAPERS (64) • The Journal Pioneer • Le Nouvelliste • CAA Saskatchewan • Vancouver Magazine • The Kingston Whig-Standard • Le Quotidien • • CAA Magazine Summary • Westcoast Homes & Design Cape Breton Post • The Lethbridge Herald • Le Soleil • • Canada's History • Western Living Edmonton Journal • The London Free Press • Métro (Montréal) • Canadian Geographic • Zoomer Magazine • Leader-Post (Regina) • The Ottawa Sun • CANADIAN HOUSE & HOME • 5 ingrédients - 15 minutes • Medicine Hat News • The Owen Sound Sun Times • Canadian Living • 7 Jours • Gazette • The Peterborough Examiner • Chatelaine • Bel Âge magazine • National Post • The Province • Cineplex Magazine • CAA Québec • • The Sarnia Observer COMMUNITY TITLES (6) • Cottage Life • Châtelaine (Fr) • North Bay Nugget • The Sault Star • • ELLE CANADA • Clin d'oeil • Ottawa Citizen • The Standard Burnaby Now • • FASHION Magazine • Cool! • Prince George Citizen • The StarPhoenix Burnaby Now/The Record • • Financial Post Magazine • Coup de pouce • Standard-Freeholder • The Sudbury Star North Shore News • • FOOD & DRINK • Dernière Heure • StarMetro Calgary • The Telegram Richmond News • • Good Times • Échos Vedettes • StarMetro Edmonton • The Tri-City News • Hello! Canada • ELLE QUÉBEC • StarMetro Halifax • The Tribune • Vancouver Courier • Live Better • La Semaine • StarMetro Toronto • The Vancouver Sun • Maclean's • L'actualité • StarMetro Vancouver • The Windsor Star • NOW • Les Affaires/Les Affaires Plus • The Belleville Intelligencer • The Winnipeg Sun OTHER TITLES (2) • Ontario OUT OF DOORS • Les Idées de Ma Maison • The Brandon Sun • Times Colonist • The Brantford Expositor • • Our Canada • Magazine Espaces • Business in Vancouver • Outdoor Canada • Magazine Véro • The Calgary Herald • • Toronto Star Wheels • ParentsCanada (Digital) • RICARDO Magazine • The Calgary Sun • Winnipeg Free Press • 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

Note on titles previously measured in print, now measured as digital only: Canadian Business, Flare, MoneySense and Sportsnet are no 3 longer reported as magazines under “Readership Specific”. Past month Digital Audience for these titles will be listed under “Websites/Apps”. MAGAZINES

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

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

British Columbia Prairies 89% Québec 90% Ontario 87% 90% 85%

Atlantic

Source: Vividata Spring 2019 Study 5 Base: Respondents aged 18+, Generic Magazine – Past 3 Months Print/Digital Food, Entertainment, and Health 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 Entertainment/Celebrity 62% 12 Gardening 47% 3 Health/Fitness 61% 13 Alternative News 46% 4 Travel/Tourism 61% 14 Fashion 44% 5 Technology/Science 59% 15 Art 43% 6 Home Improvement 57% 16 Men's 37% 7 Nature 55% 17 Automotive/Motorcycle 36% 8 Home Décor 53% 18 Parenting/Babies 32% 9 Sports/Recreation 49% 19 Children/Teen 30% 10 Women’s 48% 20 Bridal 16%

Source: Vividata Spring 2019 Study 6 Base: Respondents aged 18+, Magazine Types Read/Look through Usually or Sometimes (Print/Digital) While 63% of Magazine Readers are reading exclusively via Print, 18% read Print in combination with more than one digital device.

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

3% 1% Print Only 4% 7% Print & Computer & Mobile

4% Print & Computer Only

Print & Mobile Only 18% 63% Computer & Mobile Only Computer Only

Mobile Only

Source: Vividata Spring 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

Print

Dominates Magazine Titles Magazine More Digital Variation

Source: Vividata Spring 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% 34% 26% 25% 19% 18% 17% 13% 16% 10% 5% 8% Smartphone Tablet Computer

Source: Vividata Spring 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)

62% 60%

50% 49% 44% 46% 40% 38% 40% 33% 32% 28% 24% 16% 15% 16% 12% 13%

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

Source: Vividata Spring 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+) 47%

31% 28% 23% 21% 21%

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 Spring 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 70% Québec City 68% Regina Winnipeg Ottawa/ Montreal Vancouver Calgary Gatineau 78% 79% Victoria 71% 75% 71% 71% 73% 74% Halifax 84% London Toronto 72% 74% 70% Source: Vividata Spring 2019 Study 13 Base: Respondents aged 18+, Average Weekly Print/Digital, La Presse Weekly Digital. Hamilton While print remains the dominant platform, 51% of Newspaper Brand readers now 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 13% 41% Mobile: 51% Computer & Mobile Only 9% Mobile Only Print & Computer Only

22% Computer Only

Source: Vividata Spring 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 Spring 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% 34% 36%

Weekend 45% 30% 25%

Source: Vividata Spring 2019 Study Base: Respondents aged 18+, 21 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) 33% 67%

GenXers (1965-1981) 30% 73%

Boomers (1945-1965) 32% 78%

Greatest Gen (Earlier-1945) 7% 83%

Source: Vividata Spring 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)

61% 63% 55% 52% 50% 47% 42% 38% 37% 30% 30% 23% 21% 21% 20% 9% 9% 8%

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

Source: Vividata Spring 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 3 in 8 Newspaper Brand readers searched online for a product, brand, and/or service advertised, while 1 in 6 made a purchase.

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

37%

24% 20% 20% 17% 18%

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 Spring 2019 Study Base: Respondents aged 18+, 21 Major Markets - , Any Newspaper – Average Weekly Print/Digital & La Presse Weekly Digital 19 Note: “Spoke about the ad/product/brand/service online or elsewhere” = Talked 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% 41% 44% 31% 37% Monthly: 58% 68% 60% 60% 48% 54% Longer Ago: 79% 85% 81% 80% 70% 78%

Source: Vividata Spring 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 64% 56% 56% 53% 50% 49% 41% 42% 36% 29%

Adults 18+ . Millennials Gen X Boomers Greatest Gen (1982-2001) (1965-1981) (1945-1965) (1945-Earlier) Source: Vividata Spring 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% 32% 27% 21% 16% 11% 8% 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 Spring 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 (104) 78% Entertainment/Restaurants (107) 63% Health Care/Personal Care Items (108) 60% Clothing and Accessories (107) 58% Home Improvement Products and Services (113) 49% Home Furnishings (107) 49% Appliances/Furniture (109) 47% Home Entertainment Items (106) 46% Computer Hardware/Software (105) 45% Wireless Products (Cell/Smartphones) (106) 39% Sports Equipment (107) 25% Investments/Banking Services (107) 21% Fitness Clubs (98) 12%

Source: Vividata Spring 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 82%

Opinion 81%

Real Estate 68%

Sports 60%

Source: Vividata Spring 2019 Study Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week 1 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+) 24% 21% 21% 18% 17% 16%

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 Sprng 2019 Study Base: Respondents aged 18+, Read a Community Newspaper (Print/Digital) in the Past Week 26 Note: “Spoke about the ad/product/brand/service online or elsewhere” = Talked 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

20

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. 24%

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

While more likely to consume traditional media, they do MEDIA INDIFFERENT not rely on any media to stay informed. 18%

Newspaper websites and apps provide them the most DIGITAL CONTENT CONSCIOUS in-depth perspective on the news. 16%

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 Spring 2019 Study 29 Base: Respondents aged 18+, Attitude Towards Media Segments