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Media Kit 2019 MEDIA KIT 2019 JAVIER FRUTOS/ CANGEO PRINT HISTORY CONTENT Award-winning journalism focused Explores topics including photography, on Canada and its cultural adventure, exploration, wildlife, travel and natural heritage since 1930 and current issues 3.1 million readers per issue Highlights annual expeditions Vividata, 2018 12+ Renown for its storytelling, photography and cartography Won Gold at the 2018 National Magazine Awards for Long-Form Gives Canadians a deeper knowledge Feature Writing — Trash Nation of their country Won Gold at the 2018 National Magazine Awards for Canadian READERS Geographic’s Indigenous Languages of Canada poster map Reaches affluent, influential decision-makers, highly engaged with A powerful premium brand their communities and passionate that reflects values widely shared about Canada and the world beyond by Canadians and that exists on Read by people who enjoy camping, multiple print and digital platforms hiking, canoeing, and bike riding COVER IMAGE: NICK HAWKINS/CAN GEO PRINT HISTORY CONTENT Award-winning travel writing and Explores topics such as luxury, journalism about incredible experiences urban and adventure travel, in Canada and around the world cruises, hotels, food and drink, and gear and technology One of Canada’s most read through engaging stories told magazines with more than by some of the best writers and 3.1 million readers per issue photographers in Canada. Exposes readers to travel experiences A powerful premium brand that that are not just memorable but also focuses on telling both aspirational transformative, providing them with and inspirational travel stories in a deeper insight into the people and print and digital platforms culture of a particular destination READERS Reaches affluent, influential decision-makers who are as interested in a weekend canoe trip as they are a city break or luxury island getaway COVER IMAGE: TAHITI TOURISME DIGITAL CANADIANGEOGRAPHIC.CA CANGEOTRAVEL.CA WEBSITE SOCIAL MEDIA 4th highest digital 162,400+ followers across reach in Canada our social media platforms, Vividata, 2018, 12+ including Facebook, Twitter, Instagram, Google+, 250,000+ unique visitors per YouTube and Pinterest month over multiple web platforms Blog entries and gear reviews are promoted Fully-integrated social media through social channels New and unique content GEAR REVIEWS added daily, expanding on the magazine’s Informative reviews of the reputation for storytelling, best new products by photography and cartography Can Geo editors, writers, experts, explorers and photographers EMAILS 66,000+ sent monthly totargeted, opt-in Features the newest gear distribution lists from outdoor, technology, photography and E-Newsletters include travel brands Can GeoExtra, Can Geo Travel, and Photo Club BACKGROUND IMAGE: URSULA KILBRIDGE/ PHOTOCLUB OTHER PUBS SPECIAL COLLECTOR’S EDITION EXCLUSIVE MOUNTAINSOF CANADA MAP BEST OF For the love of the PRONGHORN Yukon Wolves A mysterious population thrives Indigenous Guardians The BEST OF preserving traditions Canadian Geographic Saving the Fraser River including Heli-hiking in B.C. & Jewish Montreal as Vancouver grows Meet Canada’s Indiana Jones + ASTRONAUT DAVID SAINT-JACQUES, AUTHOR TANYA TALAGA, VIRTUAL WATER & MUCH MORE SPECIAL INTEREST PUBLICATIONS GÉOGRAPHICA Ð French-language companion title to Ð Instagram, Wildlife and the Best-of SIPs Canadian Geographic magazine. showcase the work of Canadian Geographic’s photography community. Ð Distributed to higher demographics (education, income) across Quebec. Ð SIPs also include the annual Ultimate Ð Tailored content and page count. Canadian Geography Quiz SIP and, new this year, Can Geo Kids Ultimate Animals and Ð Recognized voice in Quebec since 1997. Maps have been added to the roster. Ð On the average, Géographica is published twice a year. Ð All SIPs are available on newsstands everywhere in Canada and online worldwide. NICK HAWKINS/CAN GEO REACH 4,080,000+ readers/viewers per month vividata, fall 2018, 12+ Website activity Print Facebook 52,015 250,000 unique visitors monthly 3,131,000 readers per issue Social media Twitter 41,010 162,447 followers Digital media 843,000 E-newsletters Instagram 65,021 viewers per issue 66,000 targeted emails sent monthly ADDITIONAL REACH Can Geo Education Can Geo Photo Club 21,200 105,000 members members NELOY BANDYOPADHYAY/ NBSCAPES.COM READER PROFILE DEMOGRAPHICS Reach Composition EDUCATION Reach Composition AUTOMOTIVE Reach Composition REAL ESTATE Reach Composition Total # Vehicles In HH 6,216,000 — Intend to buy or sell real Adults 18+ 3,740,000 100.0% College+ 2,736,000 73.2% 315,000 8.4% estate in next 12 months Most Recently Acquired Male 2,073,000 55.4% University+ 2,285,000 61.1% 1,628,000 43.5% $20,000+ Did home improve- 1,885,000 50.4% Female 1,667,000 44.6% Graduate + 1,317,000 35.2% ments in past 2 years Likely to Acquire Vehicle 583,000 15.6% Married/living together 2,166,000 57.9% in next 12 Months Total Amount Spent On Have Children 1,432,000 38.3% OCCUPATION Reach Composition Home Improvements in $19 billion + — past 2 years Head of household 3,011,000 74.6% White collar+ 1,302,000 34.8% FINANCIAL Reach Composition HH Intend to Buy Large 347,000 9.3% Principal wage earner 2,716,000 72.6% MOPEs 923,000 24.7% Have mutual funds 992,000 26.5% Kitchen Appliances Principal grocery shopper 2,872,000 76.8% Have a Tax-Free Intend to Buy Furniture 1,370,000 36.6% 615,000 16.4% Savings Account in Next 12 months Home owners 2,762,000 73.9% INCOME Reach Composition Have RRSPs 1,838,000 49.1% Visible Minority 917,000 24.5% HHI $50,000+ 2,510,000 67.1% Total Investments/ ALCOHOL Reach Composition HHI $75,000+ 1,812,000 48.5% $542 billion + — Savings (excl Dwelling) Visits Liquor store per HHI $100,000+ 1,229,000 32.9% 1,360,000 36.4% TARGET DEMOS Reach Composition Have $100,000+ in Month [1+] 1,104,000 29.5% investments and savings Adults 18-24 583,000 15.6% HHI $150,000+ 462,000 12.4% Visits Wine store per 310,000 8.3% Have $250,000+ in Month [1+] Adults 25-34 600,000 16.0% HHI $200,000+ 217,000 5.8% 673,000 18% investments and savings Visits Beer store per Adults 35-49 819,000 21.9% 617,000 16.5% Have $1,000,000+ in Month [1+] 128,000 3.4% Adults 50-64 909,000 24.3% REGION Reach Composition investments and savings Drank Beer in past 7 days 1,317,000 35.2% Adults 65+ 828,000 22.1% Eastern Canada 2,166,000 57.9% Use Financial Planner 1,159,000 31% Total Glasses of Beer 6,017,000 — Adults 18-34 1,184,000 31.7% Western Canada 1,574,000 42.1% Loan/Line Of Credit 1,720,000 46% Drank in Past 7 Days Adults 18-49 2,003,000 53.6% Atlantic Provinces 269,000 7.2% Mortgages 1,186,000 31.7% Drank wine in past 7 days 1,356,000 36.3% Adults 25-54 1,685,000 45.1% Quebec 367,000 9.8% Total Glasses of Wine Stocks/Bonds 634,000 17% 5,417,000 — Drank in Past 7 Days Adults 35+ 2,556,000 68.3% Ontario 1,529,000 40.9% Have Credit Cards 3,081,000 82.4% Drank Scotch whisky Average age 47 — Prairies 921,000 24.6% currently in own name 354,000 23.4% in past 30 days Millennials British Columbia 653,000 17.5% Total Credit Cards- Amount 1,219,000 32.6% $4 billion + — Drank Canadian whisky Born 1982-2001 Spent Each Month 460,000 12.3% in past 30 days GenXers 946,000 25.3% Reach Composition Drank vodka Born 1965-1981 CITIES 576,000 15.4% in past 30 days Baby Boomers Urban 2,535,000 67.8% 1,210,000 32.4% Drank rum Born 1945-1964 618,000 16.5% Vancouver, Edmonton, in past 30 days Calgary, Toronto, 1,670,000 44.7% Ottawa, Montreal Drank Gin 275,000 7.4% in past 30 days Drank Cognac 124,000 3.3% in past 30 days Source: Vividata, Fall 2018, 18+, total Canada SULLIVAN LEE/CAN GEO PHOTOCLUB TRAVEL PROFILE SPORTING GOODS Reach Composition INTERNATIONAL Reach Composition AIR TRAVEL Reach Composition Bought sports clothing Took international Flown in past 1,620,000 43.3% 1,414,000 37.8% 1,585,000 42.4% in past 12 months vacation trip 12 months Total Amount Spent in Total international Total Round Trip Flights $300,563,000 3,059,000 3,419,000 the past year vacation trips in past 12 months Bought Sports & Rec Belong To A Frequent 945,000 25.3% Equipment in Past 12 1,360,000 36.4% Flyer Programs Months TYPE OF TRIP Reach Composition Make In-Flight Beach or resort package 1,039,000 27.8% 457,000 12.2% Total Amount Spent in Purchases $461,447,000 the past year Outdoor adventure 391,000 10.5% package ACCOMMODATIONS Reach Composition Took a cruise in CANADIAN TRAVEL Reach Composition 462,000 12.7% past 3 years Stayed overnight at a 2,240,000 59.9% Took vacation trip in hotel in past year 2,050,000 54.8% Canada City/Cultural Tours 617,000 16.5% Total Nights Stayed At 19,000,000 Total vacation trips in Casino Package 155,000 4.1% Hotels In Past Year 5,063,000 Canada Food & Wine Tours 296,000 7.9% Stayed at luxury hotel 526,000 14.1% Romantic Packages 215,000 5.8% Cruise Ships Personally 581,000 15.5% Theme Park Package 816,000 21.8% Taken in Past 3 Years Ski Packages 120,000 3.2% Hiking/Adventure Tours 395,000 10.6% ACTIVITIES Reach Composition Visited National/Provin- Hunting/Fishing 187,000 5.0% 560,000 15.0% cial Parks Cultural Events 321,000 8.6% Spa Packages 271,000 7.3% Golfing 150,000 4.0% Business Trips 455,000 12.2% Total Business Trips 1,857,000 Source: Vividata, Fall 2018, 18+, total Canada Travel within last 12 months unless noted JAVIER FRUTOS/CAN GEO CAN GEO 2019 LINEUP JANUARY/FEBRUARY 2019 MARCH/APRIL 2019 MAY/JUNE 2019 Close: November 14, 2018 In market: January 2, 2019 Close: January 16, 2019 In market: February 11, 2019 Close: March 13, 2019 In market: April 8, 2019 GLACIER BEARS NUNAVUT AT 20 FLOW EDGE The bear that disappears.
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