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Home , Brantford Expositor, Calgary Herald, Ottawa Citizen, Ottawa Sun, Sarnia Observer, The Province

Overview of Results: Winter 2019 Study

January, 2019 STUDY SCOPE – WINTER 2019 10 Provinces / 5 Regions / 44 Markets • 43,028 Canadians aged 14+ • 42,400 Canadians aged 18+ # Market Smpl # Market Smpl # Market Smpl # Provinces 1 (MM) 4663 18 North Bay (LM) 244 35 Winnipeg (MM) 1185 1 2 / Gatineau (MM) 2748 19 Cornwall (LM) 254 36 Brandon (LM) 270 2 British Columbia 3 Hamilton (MM) 1056 20 Timmins (LM) 250 37 Saint John (LM) 269 3 Manitoba 4 Kitchener (MM) 967 21 Owen Sound (LM) 249 38 St. John's (MM) 517 4 New Brunswick 5 London (MM) 967 22 Montréal (MM) 5192 39 Halifax (MM) 862 5 Newfoundland and Labrador 6 St. Catharines / Niagara (MM) 725 23 Québec City (MM) 1194 40 Cape Breton (LM) 266 6 Nova Scotia 7 Windsor (MM) 815 24 Sherbrooke (MM) 263 41 Summerside (LM) 247 7 Ontario 8 Guelph (LM) 438 25 Saguenay (MM) 275 42 Charlottetown (LM) 253 8 Prince Edward Island 9 Kingston (LM) 269 26 Trois-Rivières (MM) 261 43 Saskatoon (MM) 844 9 Quebec 10 Thunder Bay (LM) 298 27 Granby (LM) 262 44 Regina (MM) 819 10 Saskatchewan 11 Sudbury (LM) 258 28 (MM) 2236 12 Brantford (LM) 274 29 Edmonton (MM) 2238 # Regions 13 Peterborough (LM) 248 30 Lethbridge (LM) 269 1 Atlantic 14 Chatham (LM) 261 31 Medicine Hat (LM) 268 2 British Columbia 15 Belleville (LM) 267 32 (MM) 3771 3 Ontario 16 Sarnia (LM) 260 33 Victoria (MM) 844 4 Prairies 17 Sault Ste. Marie (LM) 264 34 Prince George (LM) 252 5 Quebec

(MM) = Major Markets (LM) = Local Markets

2 TITLES REPORTED MAGAZINES (62) • La Tribune • Air enRoute • Report on Business • Urbania • The Daily Press • La Voix de l’Est • AMA Insider Magazine • Style at Home • Vivre Mieux • The • Le Devoir • Best Health • The Hockey News • • Le Droit • CAA Ontario & Atlantic • Today's Parent • The Guardian • Le Journal de Montréal • CAA Manitoba • Toronto Life • The Hamilton Spectator • Le Journal de Québec • CAA Saskatchewan • Vancouver Magazine (73) • The Journal Pioneer • Le Nouvelliste • CAA Magazine Summary • Westcoast Homes & Design • Cape Breton Post • The Kingston Whig-Standard • Le Quotidien • Canada's History • Western Living • • The Lethbridge Herald • Le Soleil • Canadian Geographic • Zoomer Magazine • Leader-Post (Regina) • • Métro (Montréal) • CANADIAN HOUSE & HOME • 5 ingrédients - 15 minutes • Medicine Hat News • The • Canadian Living • 7 Jours • StarMetro/Metro Calgary (Print) • The Owen Sound Sun Times • Chatelaine • Bel Âge magazine • StarMetro/Metro Edmonton (Print) • The Peterborough Examiner • Cineplex Magazine • CAA Québec • StarMetro/Metro Halifax (Print) • COMMUNITY TITLES • Cottage Life • Châtelaine (Fr) • StarMetro/Metro Toronto (Print) • The • ELLE CANADA • Clin d'oeil • StarMetro/Metro Vancouver (Print) • • Burnaby Now • FASHION Magazine • Cool! • • The Standard • Burnaby Now/The Record • Magazine • Coup de pouce • • The StarPhoenix • North Shore News • FOOD & DRINK • Dernière Heure • Niagara Falls Review • • Richmond News • Good Times • Échos Vedettes • • The Telegram • Tri-City News • Hello! Canada • ELLE QUÉBEC • • The • • Live Better • La Semaine • Prince George Citizen • The Tribune • Maclean's • L'actualité • Standard-Freeholder • The • NOW • Les Affaires/Les Affaires Plus • The Belleville Intelligencer • The • Ontario OUT OF DOORS • Les Idées de Ma Maison • The Brandon Sun • The OTHER TITLES • Our Canada • Magazine Espaces • The • Times Colonist • Business in Vancouver • Outdoor Canada • Magazine Véro • The • • The Kit • ParentsCanada (Digital) • RICARDO Magazine • The • Waterloo Region Record • Toronto Star Wheels • People • Sélection du Reader’s Digest • The Chatham Daily News • Winnipeg Free Press • Professionally Speaking • Star Système • The Chronicle Herald • 24 Heures • Reader's Digest • TV Hebdo • The Chronicle Journal • La Presse (Digital)

Note on titles previously measured in print, now measured as digital only: Canadian Business, Flare, MoneySense and Sportsnet are no longer reported as 3 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% 87%

Atlantic

Source: Vividata Winter 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 61% 12 Gardening 46% 3 Health/Fitness 60% 13 Alternative News 45% 4 Travel/Tourism 59% 14 Fashion 43% 5 Technology/Science 59% 15 Art 42% 6 Home Improvement 56% 16 Men's 37% 7 Nature 54% 17 Automotive/Motorcycle 35% 8 Home Décor 52% 18 Parenting/Babies 32% 9 Sports/Recreation 48% 19 Children/Teen 29% 10 Women’s 47% 20 Bridal 15%

Source: Vividata Winter 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, 17% read Print in combination with more than one digital device.

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

3% 1% Print Only 5% 7% Print & Computer & Mobile

4% Print & Computer Only

Print & Mobile Only 17% 63% Computer & Mobile Only Computer Only

Mobile Only

Source: Vividata Winter 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 Winter 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)

40% 35% 26% 25% 20% 18% 17% 16% 13% 10% 5% 9% Smartphone Tablet Computer

Source: Vividata Winter 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)

60% 59% 50% 49% 46% 43% 40% 39% 41% 31% 33% 27% 26%

17% 15% 16% 12% 14%

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

Source: Vividata Winter 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 2 in 5 Magazine readers searched online for a product, brand, and/or service advertised, while nearly 1 in 5 made a purchase.

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

41%

26% 27% 21% 18% 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 Winter 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, Brands reach 3 out of 4 adults across Canada.

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

Edmonton St. John’s 71% Québec City 68% Regina Winnipeg Ottawa/ Montreal Vancouver Calgary Gatineau 80% 79% Victoria 71% 76% 71% 74% 72% 73% Halifax 85% London Toronto 73% 72% 71% Source: Vividata Winter 2019 Study 13 Base: Respondents aged 18+, Average Weekly Print/Digital, La Presse Weekly Digital & All StarMetro Weekly Print. Hamilton While print remains the dominant platform, 49% 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 6%3% 6% Print & Computer & Mobile Print & Mobile Only 13% 42% Mobile: 49% Computer & Mobile Only 8% Mobile Only Print & Computer Only

22% Computer Only

Source: Vividata Winter 2019 Study 14 Base: Respondents aged 18+, 21 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital & StarMetro Weekly Print (Unduplicated) 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 Winter 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 31% 34% 35%

Weekend 47% 29% 23%

Source: Vividata Winter 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) 32% 67%

GenXers (1965-1981) 30% 74%

Boomers (1945-1965) 32% 78%

Greatest Gen (Earlier-1945) 7% 83%

Source: Vividata Winter 2019 Study 17 Base: Respondents aged 18+, 21 Major Markets, Any Newspaper – Average Weekly Print/Digital, & StarMetro Weekly Print & 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)

64% 59% 55% 51% 49% 46% 42% 36% 36% 31% 28% 24% 21% 22% 20% 11% 10% 8%

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

Source: Vividata Winter 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 10 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+)

20% 31% 19% 18% 16% 15%

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 Winter 2019 Study Base: Respondents aged 18+, 21 Major Markets - , Any Newspaper – Average Weekly Print/Digital, StarMetro Print & 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 and Prairies.

Reach of Community Newspapers (18+)

Community Newspaper Total British Prairies Ontario Québec Atlantic Reach % (Adults 18+) Canada Columbia Weekly: 43% 52% 43% 44% 36% 40%

Monthly: 60% 68% 63% 60% 53% 57%

Longer Ago: 79% 84% 82% 80% 73% 77%

Source: Vividata Winter 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 67% 59% 58% 52% 54% 51% 43% 43% 36% 30%

Adults 18+ . Millennials Gen X Boomers Greatest Gen (1982-2001) (1965-1981) (1945-1965) (1945-Earlier) Source: Vividata Winter 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% 37% 32% 25% 20% 16% 10%

Unaddressed Addressed Mail Community Via E-Mail Online (via Daily Newspaper At Your Local Mail - to your Newspaper website) Retail Store door

Source: Vividata Winter 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) 77% Entertainment/Restaurants (107) 62% Health Care/Personal Care Items (108) 59% Clothing and Accessories (107) 57% Home Furnishings (107) 49% Home Improvement Products and Services (112) 48% Appliances/Furniture (109) 48% Home Entertainment Items (105) 46% Computer Hardware/Software (106) 45% Wireless Products (Cell Phones/Smartphones) (105) 39% Sports Equipment (110) 26% Investments/Banking Services (106) 20% Fitness Clubs (100)12%

Source: Vividata Winter 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 AIR (18+)

Local News 97%

Entertainment 82%

Crime 80%

Opinion 78%

Real Estate 66%

Sports 58%

Source: Vividata Winter 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+)

20% 19% 17% 18% 14% 15%

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 Winter 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.

30 Internet 25 TV

20 Social Mobile Media 15 Radio

10 Newspaper

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

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

% of Canadians (18+) Exposed in the Past Week Source: Vividata Winter 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%

While more likely to consume traditional media, they do MEDIA INDIFFERENT not rely on any media to stay informed. 21%

Newspapers are their most trusted and efficient way to TRADITIONALISTS receive news. 18%

Newspaper websites and apps provide them the most DIGITAL CONTENT CONSCIOUS in-depth perspective on the news. 14%

Use all media to stay informed, but question accuracy of MEDIA OBSESSIVE news presented online and through social media. 11%

Social media and other digital sources are their most SOCIAL MEDIA FOCUSED efficient way to stay informed. 11%

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