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September 27, 2010 www.marketingmag.ca

Letter from the President CMDC Member Agencies Agency 59 Canadian Media Directors’ Council AndersonDDB Cossette Welcome readers, Doner DraftFCB The Canadian Media Directors’ Council is celebrating the 40th anniversary of the Genesis Vizeum Media Digest with the publication of this 2010/11 issue you are accessing. Forty years is Geomedia quite an achievement of consistently providing the comprehensive source of key trends GJP and details on the full media landscape in the Canadian marketplace. Fascinating to Initiative consider how the media industry has evolved over those forty years and how the content M2 Universal of the Digest has evolved along with the industry. MPG As our industry has transformed and instant digital access has become such an import- MediaCom ant component of any reference source, we are pleased to make the Digest and its valu- Mediaedge.cia able and unique reference information freely available to the industry online at www. Media Experts cmdc.ca and www.marketingmag.ca, in addition to the hard copies distributed through Mindshare Marketing Magazine and our member agencies. OMD The CMDC member agencies play a crucial role in updating and reinventing the PHD Digest content on a yearly basis, and we thank each agency for their contribution. The Pegi Gross and Associates 2010/11 edition was chaired by Fred Forster, president & CEO of PHD Canada and RoundTable Advertising produced by Margaret Rye, the CMDC Digest administrator. The successful and timely Starcom Mediavest delivery of the Media Digest to the industry each year is due in large part to Margaret Saatchi & Saatchi Rye’s level of commitment and stewardship. Special thanks to Margaret and Fred for Tenzing Communications their coordination of all the Digest components and their collaborative working style Time + Space with all of the contributors. Vector Media Marketing Magazine has been the CMDC’s long term partner in publishing the Walker Media Media Digest. Our thanks to our partner editorial and sales team at Marketing. As our Zenith Optimedia industry has been undergoing transformative change, the CMDC values Marketing’s continued commitment to the importance of providing consolidated, relevant reference material to the media and marketing communities. We must also thank our advertisers–their continuing support enables us to fund and publish the Digest on an annual basis. The CMDC’s mission is to further the advancement of media and communications in Canada, and the Media Digest continues to be an important element of our delivering against that mission. We welcome the positive response and feedback from our readers who make good use of its valuable multi-media content.

Anne Myers President, CMDC

The CMDC Media Digest is not intended to be a comprehensive directory of available media in Canada. For specific media information and rates, we refer you to Canadian Advertising Rates and Data (CARD), or to the relevant sales force.

Additional copies may be obtained for $25 ($40 outside Canada) from Marketing Magazine, One Mount Pleasant Road, Toronto, Ontario M4Y 2Y5 Phone (416) 764-1620; fax (416) 764-3937

Media Digest Editor Art Director Laura Medcalf Gordon Alexander

Media Digest 10/11 3 Managing Editors David Brown (416) 764-1595 Table of Contents [email protected]

Rebecca Harris (on leave)

Senior Editor Jeromy Lloyd (416) 764-1567 [email protected] Canadian Market Data Consumer Magazines Staff Writers 6 Population, households and retail sales 43 General information Jeff Beer (416) 764-1420 [email protected] By province 44 Circulation and readership Kristin Laird (416) 764-1588 7 Major markets (English magazines) [email protected] Media cross-ownership 45 U.S. magazines with Art Director Peter Zaver (416) 764-1563 8 Cultural diversity Canadian circulation of 25,000+ [email protected] 8 About costs 48 Circulation and readership Associate Art Director Ally Tripkovic (on leave) 14 Ethnic media (French magazines) CORRESPONDENTS 49 General Business Publications Vancouver Eve Lazarus (604) 990-9397 Television 50 Magazine Data Sources [email protected]

Calgary 16 General information Norma Ramage (403) 938-0215 Networks, Pay & Specialty services Out-of-Home & Transit Fax: (403) 938-0216 [email protected] Television summer drop-off 53 Out-of-Home general information Halifax 18 Viewing habits 54 Outdoor distribution by market Matt Semansky (902) 404-0637 [email protected] 19 Digital networks 56 Out-of-home Data Sources Publisher 21 Pay & Specialty 57 Transit general information Lucy Collin (416) 764-1582 [email protected] Weekly hours and % reach 58 Transit Media Suppliers Sales Managers 23 Television Data Sources Sales Manager Hayley Humenick (416) 764-1575 Internet & Mobile Media [email protected] 60 Sales Manager: Ontario & Western Canada Radio The Internet in Canada Carol Leighton (416) 764-1544 24 General information 62 Top Properties 1-800-720-8916 [email protected] Listening by location 66 Gaming Sales Manager: Ontario & Western Canada 25 Weekly reach by demo and location 68 Mobile Media (on leave) Colleen Fava (416) 764-1625 26 Syndicated & Satellite radio 69 Internet Data Sources 1-800-720-8916 [email protected] 28 Radio Data Sources Inside Sales Representative, Classifieds, Ticket Sales Direct Response Aldo Russo (416) 764-1597 [email protected] Broadcast commercial Marketing Senior Account Manager: Quebec Suzanne Farago (514) 843-2964 acceptance 74 DM & Suppliers [email protected] 29 Clearance Organizations Account Manager: Quebec 75 Flyers Yves Jalbert (514) 843-2518 76 Associations [email protected] Daily Newspapers 78 Media Software + Data Services Sales & Marketing Coordinator 32 Alexandra Kolar (416) 764-1625 General information 80 Media Terminology [email protected] 34 National readership Production Manager Lillian Maksymyszyn (416) 764-1690 35 City size publication detail [email protected] 36 Daily Newspaper Data Sources Circulation Manager Duncan Palmer (416) 764-3860 [email protected] Community Newspapers Publication mail agreement #40070230 38 General information Registration number 08985 40 Readership Periodicals postage paid at Lewiston, NY. Canadian and U.S. Postmasters: send address changes Major Corporate Owner to Marketing Magazine, PO Box 18003 Toronto, ON M7Y 3J3. 41 Community Newspaper Data Sources Undeliverable copies notices to: Marketing Magazine, One Mount Pleasant Rd., 7th Floor, Toronto, ON M4Y 2Y5, [email protected].

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4 Media Digest 10/11 When your bottom line depends on your message reaching not only the most people but also the right people, it’s hard to beat the combined prominence of the Toronto Star and thestar.com.

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For more information on our family call Sandy Muir at 416-869-4207.

Source: Nadbank 2009 full study

FamilyValueMrktg. 1 9/8/10 1:33:56 PM 6 Canadian Market Data Media Digest 10/11 Market Data Canadian Source: FPmarkets – Canadian Demographics 2009 Demographics –Canadian FPmarkets Source: Source: FPmarkets – Canadian Demographics 2010 Demographics –Canadian FPmarkets Source: The Canadian Market – Provincial Data Market –Provincial The Canadian Markets Newfoundland &Labrador Prince EdwardIsland Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Northwest TerritoriesNorthwest Nunavut Yukon Territory Canada Female 50% % Population by Sex Male 50% Pop.(000) 2009Est. 13,137.7 33,914.2 7,925.1 1,222.6 1,020.6 3,668.4 4,474.9 507.8 139.3 952.2 755.7 44.1 32.0 33.7 ’06 Census’06 Pop.(000) 12,665.4 32,576.1 7,631.5 1,184.0 3,421.3 4,243.6 Chinese 1.12% 510.3 137.9 938.0 745.7 992.1 43.2 30.8 32.3 2009% Canada 100.00 23.37 38.74 10.82 13.19 French 20.71% 1.50 0.41 2.81 2.23 3.69 3.01 0.13 0.09 0.10 Other 11.91% Home Language Home 4.55 (All of Canada)(All % Change % ’06-’09 -0.48 1.02 1.52 1.34 3.85 3.73 3.26 2.88 7.22 5.45 2.02 3.92 4.11 ’09 Est. (000) Est.’09 Households English 66.26% 13,528.9 3,385.9 4,997.9 1,428.3 1,815.5 203.5 399.9 312.0 481.1 410.7 55.5 15.5 14.4 8.7 Households % Canada %

25.03 36.94 10.56 13.42 100.0 1.50 0.41 2.96 2.31 3.56 3.04 0.11 0.06 0.11 Retail $ ’09 Retail$ Est. Millions Est. 151,876.7 427,969.8 12,173.5 96,690.0 14,989.1 14,062.8 60,994.1 57,034.2 6,961.9 1,695.7 9,836.9 711.5 308.0 534.5 Total % Population 50-59 15% % Canada % 40-49 15% 22.60 35.50 14.26 13.33 100.0 1.63 0.40 2.85 2.30 3.50 3.29 0.17 0.07 0.12 60-69 10% by Age Retail$ PerHH 34,200 30,500 30,400 31,500 28,600 30,400 31,200 34,200 42,700 31,400 45,900 35,400 37,000 31,600 30-39 13% 11% 0-9 103 109 101 Rating Index Rating Market 109 132 101 128 126 100 20-29 96 97 92 97 76 14% 10-19 12% Canadian Market Data 7 83 94 92 87 93 84 93 95 98 90 89 85 88 85 99 120 129 105 100 112 114 113 117 119 105 102 113 107 117 121 120 120 109 131 162 107 144 Media Digest 10/11 Market Rating Index Rating $ Per Capita 10,500 11,800 11,500 11,000 15,200 16,300 13,300 11,700 10,500 11,700 12,600 12,000 12,400 11,400 11,300 10,700 14,200 14,400 14,200 14,800 15,000 13,200 12,900 14,200 13,400 14,700 15,300 11,100 10,700 15,200 12,500 15,100 13,700 16,500 20,400 13,400 18,200 retail sales retail % 6.29 3.13 4.32 4.37 2.35 2.03 1.82 1.35 1.44 1.14 1.17 0.96 0.93 0.84 0.85 0.70 0.65 0.67 0.67 0.58 0.53 0.55 0.50 0.53 0.52 0.36 0.34 0.49 0.37 0.44 0.39 0.43 0.51 0.33 0.43 13.89 10.66 Canada

Millions Retail $ Retail 8,670.1 7,805.9 5,773.8 6,171.5 4,868.0 5,019.3 4,108.6 3,998.8 3,604.6 3,631.0 3,006.1 2,788.7 2,845.8 2,858.7 2,492.0 2,255.9 2,354.9 2,153.3 2,253.7 2,241.5 1,543.2 1,465.0 2,081.8 1,594.4 1,873.7 1,674.1 1,833.1 2,176.1 1,419.3 1,830.2 59,434.8 45,593.6 26,902.2 13,403.1 18,493.9 18,696.4 10,037.3 87.5 88.5 71.1 76.3 78.7 62.7 69.5 66.8 65.6 67.3 53.5 54.5 57.1 51.7 53.0 49.7 45.2 42.5 43.6 42.3 914.4 494.5 480.4 461.4 338.2 304.2 289.5 190.1 203.2 172.8 164.3 134.1 158.5 133.5 106.6 2,023.6 1,627.6 Total HH at Total July 1 (000) July ’08 7.99 5.44 8.54 6.62 9.86 5.70 4.86 4.93 7.82 5.81 8.15 1.83 8.43 6.27 2.23 9.09 6.52 5.87 7.64 6.87 8.74 3.09 4.12 1.52 4.82 4.06 7.55 8.12 3.43 0.02 3.43 0.17 8.38 -0.34 11.13 14.54 10.18 ’06- % Change Households 6.76 3.66 3.55 3.41 2.50 2.25 2.14 1.41 1.50 1.28 1.21 0.99 1.17 0.99 0.79 0.65 0.65 0.53 0.56 0.58 0.46 0.51 0.49 0.48 0.50 0.40 0.40 0.42 0.38 0.39 0.37 0.33 0.31 0.32 0.31 14.96 12.03 Canada 2008 % 2008 756.3 741.8 740.3 493.2 490.9 407.0 405.2 361.3 354.9 336.5 256.3 209.2 196.2 192.8 190.2 188.5 175.3 165.5 160.2 152.9 146.9 139.0 137.4 137.3 127.4 123.9 121.9 111.1 106.0 105.6 100.8 5,667.1 3,850.5 2,330.0 1,220.6 1,219.7 1,149.6 2008 Est. 2008 Pop. (000) Pop. Markets Toronto, CMA Toronto, Montreal, CMA Vancouver, CMA Vancouver, Ottawa-Gatineau, CMA Calgary, CMA Calgary, Edmonton, CMA Quebec, CMA CMA Winnipeg, Hamilton, CMA Kitchener, CMA Kitchener, London, CMA Halifax, CMA St. Catharines - Niagara, CMA Oshawa, CMA Victoria, CMA Victoria, Windsor, CMA Windsor, Saskatoon, CMA Regina, CMA Sherbrooke, CMA Barrie, CMA St. John’s, CMA St. John’s, Kelowna, CMA Abbotsford-Mission, CMA Greater Sudbury, CMA Greater Sudbury, Kingston, CMA CMA Saguenay, Trois Rivieres, CMA Trois Brantford, CMA Guelph, CMA Moncton, CMA Saint John, CMA Thunder Bay, CMA Thunder Bay, Peterborough, CMA Chatham-Kent, CA Lethbridge, CA Cape Breton, CA Kamloops, CA Markets with Populations of 100,000 of Markets with Populations and Over Source: FPmarkets – Canadian Demographics 2010 8 Canadian Market Data Media Digest 10/11 • n.i.e refers to the combination of Chinese languages not specified elsewhere specified not languages Chinese of combination to the refers • n.i.e 2010 Demographics – Canadian FPmarkets Source: –Percentage Markets Cultural of Diversity Population –100,000+ Bosnian Bengali Armenian Arabic Amharic French English Cantonese Bulgarian Chinese, n.i.e* Chinese, Czech Croatian Creoles Hungarian Hindi German Dutch Cree Hebrew Greek Finnish Khmer (Cambodian) Khmer Italian Gujarati Japanese Panjabi (Punjabi) Panjabi Korean Persian (Farsi) Persian Pashto Montagnais-Naskapi Polish Mi’kmag Mandarin Macedonian Lao Kurdish Micmac Portuguese Romanian Russian Serbian Serbo-Croation TagalogFilipino) (Pilipino, Somali Slovak Tamil Spanish Turkish Urdu Ukrainian Other Multiple Responses Multiple Vietnamese Yiddish Language Home 98.76 0.06 0.10 0.06 0.19 0.06 0.18 0.05 0.41 0.14 ------St. John’s 95.96 0.56 1.01 0.26 0.07 0.11 0.05 0.16 0.12 0.17 0.09 0.06 0.11 0.06 0.59 0.55 0.08 ------Halifax 96.87 0.22 0.17 0.08 2.02 0.07 0.11 0.17 0.21 0.07 ------Cape Breton 30.08 68.23 0.08 0.05 0.09 0.05 0.45 0.98 ------Moncton 96.33 1.58 0.08 0.48 0.09 0.07 0.18 0.14 0.08 0.13 0.41 0.42 ------Saint John 98.83 0.10 0.49 0.13 0.17 0.28 ------Saguenay* 68.38 16.32 0.21 0.33 1.43 0.10 0.21 0.45 0.98 0.06 0.05 0.09 0.62 0.13 1.32 0.11 0.24 0.08 0.25 0.05 0.16 0.07 0.18 0.36 0.51 0.38 0.17 1.60 0.28 0.11 0.20 0.70 3.21 0.13 0.52 ------Montreal 29.00 59.73 0..35 0.15 1.52 0.05 0.34 0.10 0.09 1.00 0.06 0.08 0.06 0.06 0.34 0.16 0.09 0.35 0.24 0.28 0.17 0.11 0.32 0.08 0.35 0.15 0.61 0.13 0.08 0.22 0.87 2.43 0.47 ------Ottawa-Gatineau 97.12 0.12 0.10 1.02 0.05 0.05 0.08 0.37 0.46 0.55 0.08 ------Quebec City 92.15 0.16 4.39 0.11 0.31 0.18 0.18 0.86 0.05 0.53 1.01 0.08 ------Sherbrooke 98.13 0.10 0.50 0.07 0.31 0.33 0.48 0.08 ------Trois-Rivières 95.32 0.68 0.10 0.15 0.06 0.18 0.22 0.08 0.11 0.10 0.08 0.51 0.12 .014 0.39 0.06 0.08 0.54 0.76 0.19 0.15 ------Barrie 88.84 0.10 0.19 0.59 0.09 0.34 0.09 0.96 0.65 0.11 0.18 0.05 0.74 0.11 0.55 0.08 0.10 0.36 0.27 0.67 0.12 0.09 0.28 0.13 0.57 0.14 0.32 0.78 1.57 0.17 0.77 ------Guelph 0.23 87.42 0.09 0.71 0.42 0.13 0.42 0.19 0.08 0.06 0.05 0.61 0.22 0.07 0.13 0.12 0.08 1.09 0.69 0.25 0.06 0.22 0.81 0.20 0.60 0.55 0.16 0.60 0.07 0.07 0.18 0.09 0.17 0.80 1.70 0.32 0.39 ------Hamilton 94.43 0.14 1.35 0.20 0.50 0.06 0.09 0.14 0.07 0.07 0.09 0.09 0.19 0.10 0.54 0.08 0.29 0.06 0.09 0.44 0.77 0.09 0.14 ------Kingston 86.15 0.51 0.06 0.06 0.36 0.09 0.21 0.28 0.14 0.06 0.84 0.18 0.83 0.06 0.11 0.15 0.14 0.05 0.11 0.58 0.48 0.16 0.06 0.25 0.24 0.68 1.17 0.60 0.18 0.75 0.81 0.07 0.11 0.06 0.06 0.09 0.69 1.66 0.32 0.59 ------Kitchener Canadian Market Data

9 Transcon. Media Transcon. 12 50 170

Media Digest 10/11 Torstar

6 1

13 101 RNC Media RNC

5 16 Pattison 3 29 19,183

Quebecor

1 6

25 53 10 238 Corus

3 58 13 CBC

2 5

80 26

Rogers Media Rogers tives, establish planned costs based on historical information with suppliers to and/or market experience and negotiate achieve the best possible value. (CPR) point such as Cost-per-Rating currencies Basic media and Cost-per-Thousand impressions (CPM), using established measurement tools, are deployed by the industry audience professional to establishmedia benchmarks and relative ef- qualitative among competing suppliers. However, ficiencies parametres also play an important role in the analytics and campaign, as does negotiation of the components of a media assets. the value placed on the integration of multiple

51 73 10 CTV Globemedia CTV

1 1 1 34 28 30 Astral 2 83 20

7,831

Shaw/Canwest*

4 1 21 16 Network Inc. Network

Postmedia 13 26

The Media Digest is a comprehensive source of industry Digest is a The Media purposely edition data this year’s and information. However, with associated excludes published advertising rates or costs vehicles. This is a departure from previous Digests individual but not others. where rates were provided against some media have made this change to the Digest for consistency and in rec- We that published rates, where they exist, are rarely of the fact ognition practitioner. media the by paid price actual the of reflective planners and buyers identify the best media In general, media objec- communication and approach to achieve an advertiser’s About Costs About Media Media Company Radio Stations Daily Newspapers Non-Daily Newspapers Consumer/Trade Magazines Consumer/Trade Outdoor/Indoor Facings TV Networks TV Conventional TV Specialty/Digital Media Cross-Ownership 2010 * The is sale unavailable at of TV press Canwest assets time.to Shaw Communications is subject A approval. to finaldecision, expected CRTC in Sept. 2010, Cultural Diversity – 100,000+ Markets – Percentage of Population cont’d

Home Language London Oshawa Peterborough St. Catharines- Niagara Sudbury Thunder Bay Toronto Windsor Winnipeg Regina Saskatoon Calgary Edmonton Kelowna Abbotsford Vancouver Victoria English 90.00 94.26 97.39 91.40 80.22 94.91 69.17 85.09 87.62 95.54 95.26 84.87 88.23 95.05 81.25 70.59 93.94 French 0.39 0.85 0.31 1.24 16.29 0.89 0.49 0.93 1.85 0.52 0.32 0.45 0.69 0.37 0.27 0.38 0.46 Akan (Twi) ------0.11 ------Amharic ------0.05 - 0.12 - - 0.11 0.05 - - - - Arabic 1.03 0.11 - 0.26 - - 0.63 1.98 0.17 0.21 0.26 0.46 0.41 - - 0.18 - Armenian ------0.15 0.06 ------Bengali ------0.35 0.09 - - - 0.13 - - - - - Bosnian 0.08 ------0.07 - - - 0.05 - - - - - Bulgarian - - - 0.07 - - 0.09 - - - - 0.05 - - - - - Cantonese 0.19 0.12 0.07 0.11 - 0.06 2.86 0.25 0.28 0.17 0.19 1.29 0.99 0.09 0.18 4.90 0.56

Canadian Data Market Chinese, n.i.e* 0.49 0.23 0.11 0.35 0.13 0.18 2.58 1.11 0.58 0.57 0.65 1.78 1.42 0.21 0.41 4.33 0.89 Cree ------0.13 ------Creole ------Croatian 0.09 - - 0.14 0.07 0.08 0.16 0.28 0.09 - - 0.06 - - - 0.10 0.05 Czech ------0.08 - - - Dutch 0.06 - 0.07 0.06 ------0.13 - - Finnish - - - - 0.28 0.56 ------0.17 - - 0.06 German 0.19 - 0.08 0.38 - 0.06 0.10 0.15 0.55 0.18 0.38 0.12 0.22 0.78 0.80 0.15 0.15 Greek 0.16 0.10 - 0.07 - - 0.38 0.13 0.07 0.12 0.07 - - - - 0.10 - Gujarati - 0.11 0.07 - 0.05 - 0.71 0.20 0.06 - - 0.21 0.12 - - 0.13 - Hebrew 0.10 Hindi 0.09 - - - - - 0.38 0.12 0.07 - 0.07 0.18 0.27 0.07 0.09 0.54 - Hungarian 0.12 0.11 - 0.16 - - 0.13 0.16 - - - 0.08 - 0.21 0.08 0.10 - Ilocano ------Italian 0.26 0.37 0.15 1.24 0.82 1.13 1.42 1.17 0.21 - - 0.11 0.17 0.15 - 0.22 0.08 Japanese ------0.08 - - - - 0.09 - 0.11 0.08 0.38 0.20 Khmer (Cambodian) 0.10 ------0.09 ------Korean 0.32 0.09 0.17 0.17 - - 0.77 0.13 0.23 0.09 - 0.49 0.24 0.11 0.90 1.78 0.24 Kurdish 0.10 ------Lao - - - 0.11 - - - - 0.08 - - - - - 0.06 - - Macedonian - 0.06 - - - - 0.12 0.23 ------Malay ------0.07 - Malayalam ------0.06 ------Mandarin 0.15 0.07 0.13 0.07 - - 1.04 0.18 0.15 0.15 0.06 0.59 0.27 - 0.18 2.87 0.32 Micmac ------Montagnais-Naskapi ------Ojibway - - - - - 0.10 - - - - 0.06 ------Oji-Cree - - - - - 0.09 ------Panjabi (Punjabi) 0.09 - 0.06 - - 2.12 0.58 0.66 0.19 0.09 1.55 1.03 0.65 12.11 4.30 0.68 Pashto ------0.06 ------Persian (Farsi) 0.21 0.24 - - - - 0.94 0.13 0.14 0.10 0.13 0.31 0.17 - 0.05 0.31 0.09 Polish 0.88 0.52 0.28 0.40 0.14 0.38 0.87 0.57 0.46 0.06 0.07 0.34 0.40 0.19 0.07 0.26 0.16 Portuguese 0.74 0.20 - - 0.05 0.10 1.07 0.10 0.39 - - 0.09 0.15 0.06 - 0.14 0.14 Romanian 0.09 0.10 - - - - 0.29 0.46 - - - 0.14 0.07 - 0.11 0.14 - Russian 0.18 0.08 - 0.13 - - 1.00 0.11 0.25 - - 0.36 0.18 0.07 0.14 0.38 0.11 Serbian 0.14 0.08 - 0.28 - - 0.26 0.48 0.07 - - 0.11 0.07 - - 0.18 - Serbo-Croation 0.08 ------Sindhi ------0.05 ------Sinhala (Sinhalese) ------0.05 ------Somali ------0.16 - 0.05 0.05 ------Slovak ------0.08 ------Somali ------0.05 - - - - 0.11 - - - - Spanish 1.13 0.25 0.18 0.86 - 0.06 1.30 0.45 0.54 0.19 0.24 0.76 0.49 0.09 0.45 0.68 0.23 Tagalog (Pilipino, 0.08 0.12 - 0.10 - - 1.05 0.23 1.79 0.11 0.13 0.74 0.54 - - 1.03 0.16 Filipino) Tamil - 0.13 - - - - 1.46 ------0.10 - Telugu ------0.05 ------Turkish - - - 0.05 - - 0.13 0.11 ------Ukrainian 0.08 0.18 - 0.17 0.14 0.14 0.25 - 0.32 - 0.17 - 0.16 - - - - Urdu 0.15 0.13 - 0.08 - - 1.40 0.37 0.10 - 0.05 0.49 0.22 - - 0.21 - Vietnamese 0.36 0.10 0.08 0.16 - 0.10 0.72 0.42 0.32 0.35 0.15 0.72 0.53 0.20 0.47 0.73 0.11 Yiddish ------Multiple Responses 1.18 0.91 0.33 1.12 1.30 0.63 3.70 2.11 1.79 0.68 0.61 1.92 1.74 0.92 1.66 3.00 0.77 Other 0.79 0.49 0.58 0.73 0.52 0.55 1.13 1.37 0.97 0.71 0.92 1.35 1.05 0.41 0.52 1.12 0.59

Source: FPmarkets – Canadian Demographics 2010 • n.i.e refers to the combination of Chinese languages not specified elsewhere

10 Media Digest 10/11 Canadian Market Data 11 BRAND Media Digest 10/11 YAMS, YAMS. active metropolitans THE MEET MEET THE young/young minded, YAMs:

PLAN NICE WE’RE THE PLANNERS. PLANNERS,

YAM TOGETHER! National

0.01 0.03 0.01 0.02 0.00 0.00 0.47 0.01 0.00 0.04 0.00 0.00 0.16 0.00 0.03 0.04 0.94 0.33 0.30 0.11 0.02 0.32 0.32 0.02 0.00 0.02 0.02 0.01 0.02 0.01 0.05 0.00 0.66 0.01 0.00 0.39 0.30 0.01 0.01 0.05 0.09 0.34 0.36 0.02 1.84 0.25 Kamloops ------

0.62 0.11 0.08 0.07 0.52 0.62

Chatham-Kent ------

0.07 0.10 0.39 0.08 0.25 0.15 1.15 0.15 0.74 0.55

Lethbridge ------

0.24 0.13 0.44 0.08 0.05 0.16 0.71 0.59 Brantford ------0.12 0.39 0.41 0.42 0.09 0.06 0.72 0.33 0.13 0.18 0.17 0.29 0.73 0.44

Home Home LanguageLanguage Lithuanian Macedonian Malay Malayalam Malecite Maltese Mandarin Mi’kmag Mohawk Montagnais- Naskapi Nisga’a North Slave (Hare) Norwegian Russian Ojibway Oji-Cree Panjabi (Punjabi) Pashto Romanian Serbian Serbo-Croatian Persian (Farsi) Polish Portuguese Shuswap Sindhi Sinhala (Sinhalese) Siouan Languages (Dakota/Sioux) Slovak Slovenian Somali South Slave Spanish Swahili Swedish Tagalog (Pilipino, Tagalog Filipino) Tamil Telugu Tigrigna Turkish Ukrainian Urdu Vietnamese Yiddish Responses Multiple Other National

0.02 0.00 0.46 0.03 0.07 0.02 0.11 0.02 0.01 0.03 0.04 0.98 0.00 0.00 1.12 0.00 0.17 0.07 0.07 0.02 0.00 0.04 0.01 0.01 0.00 0.00 0.37 0.00 0.17 0.17 0.03 0.14 0.07 0.02 0.00 0.08 0.53 0.06 0.04 0.34 0.02 0.00 0.03 0.01 66.26 20.71 Kamloops ------

0.10 0.24 0.33 0.25 0.08 0.52 0.09 0.12 96.24 -

Chatham-Kent ------

0.61 0.18 0.05 0.07 0.12 1.96 0.20 0.13 0.09 94.06

Lethbridge ------

0.31 0.10 0.44 0.09 0.44 1.33 0.07 0.09 0.07 94.65 Brantford ------0.30 0.09 0.13 0.05 0.11 0.11 0.32 0.14 94.27 Home Home LanguageLanguage English French Akan (Twi) Algonquin Amharic Armenian Arabic Atikamekw Bengali Bisayan Languages Blackfoot Bosnian Bulgarian Cantonese Carrier Chilcotin Chinese, n.i.e• Chipewyan Cree Creoles Croatian Czech Danish Dutch Estonian Finnish Flemish Frisian German Gitksan Greek Gujarati Hebrew Hindi Hungarian Ilocano Inuinnaqtun Inuktitut, n.i.e. Italian Japanese Khmer (Cambodian) Korean Kurdish Kutchin-Gwich’in (Loucheux) Lao Latvian Cultural Diversity – 100,000+ Markets – Percentage of Population cont’d – 100,000+ Diversity Cultural Population of Markets – Percentage Source: FPmarkets – Canadian Demographics • n.i.e refers the to 2010 combination of Chinese languages not specified elsewhere 12

Canadian Market Data Media Digest 10/11 Net Advertising VolumeNet Advertising (Canada by Medium of dollars) –millions

TotalAdvertising Capita Per

Direct Mail Direct Catalogue/ (Millions) Population TotalAdvertising Estimates Media Unreported TotalReported Actual Total(Estimates) Unreported Miscellaneous Directories Phone Out-Of-Home Magazines General Classifieds/Directories Internet Radio Newspaper Daily Print &Other Trade Newspaper, Community For Estimates ; P Includes (1999);Miscellaneous: Teledirect By Post; Report Last Canada On Mail: Based Direct Estimate Year Change. Year On Reported Directories: Total Phone The Using 2008 From Projected Figures 2009 Tvb With Is Press); Of Source Time At Available Estimates: Breakdown No With Unreported Figure Canada; Estimated An Is Magazines (2009 Iab Magazine: Internet: General Data; Cna; Nmr On Based Newspaper: Daily Estimate Crtc; Outdoor: Radio: Crtc; Television: Tvb Estimates. On Based Breakouts Tvb With Is Source Sep.1St -Aug.31St. Actuals: I.E. Reported Calendar Broadcast The On Based Is Which Broadcast From Year Apart Calender Are Figures “All Year Television Media ActualsMedia Reported Year Year Year Year Year Year Year Year O n Yearn Change O O O O O O O O n Yearn Change Yearn Change Yearn Change Yearn Change n Yearn Change n Yearn Change Yearn Change Yearn Change NationalSpot Infomercial Local SpotLocal Classified Specialty Network National National Display Search Video Email Local Local Total Total Total Total Total Total Total Total Total Total

10,356 11.7% 96.4% 6,907 1,200 2,450 3,449 1,165 1,029 1,255 1,001 1,139 2,581 2000 8.3% 5.1% 6.3% 3.4% 30.7 337 263 514 771 231 849 592 381 425 428 98 17 ------12.2% 10,497 -3.1% 7,010 1,209 2,553 3,487 1,177 1,046 1,264 1,048 1,104 2,501 1.4% 1.1% 1.5% 6.9% 5.3% 4.7% 4.2% 2001 31.0 338 281 541 811 237 823 574 438 469 418 86 20 - - - - -

104.7% 10,728 -2.8% 7,191 1,201 2,593 3,537 1,192 1,060 1,285 1,080 1,108 2,510 2002 2.2% 1.4% 2.6% 3.1% 3.0% 0.4% 1.6% 31.4 342 273 558 176 845 235 826 576 509 480 386 18 - - - - -

11,424 34.7% 7,658 1,312 2,827 3,765 1,261 1,121 1,383 1,171 1,116 2,529 6.5% 6.5% 6.5% 4.2% 9.3% 8.4% 0.7% 9.0% 2003 31.7 Estimates.” Industry Represent Red In Figures Year; By Population Mid-Year Canada Statistics opulation: 361 284 610 237 900 271 832 580 607 503 389 17 - - - - -

12,070 53.6% 8,097 1,310 2,964 3,973 1,314 1,168 1,490 1,209 1,152 2,611 2004 5.7% 5.5% 5.7% 6.4% 6.1% 3.3% 3.2% 4.8% 31.9 378 302 647 364 938 271 859 599 708 544 383 18 - - - - -

12,659 13.6% 54.4% 8,560 1,302 3,014 4,099 1,359 1,208 1,532 1,316 1,174 2,659 4.9% 3.2% 5.7% 2.8% 8.8% 1.9% 1.7% 2005 32.2 393 344 665 562 993 323 875 610 769 538 385 19 - - - - -

13,496 60.1% -0.9% 9,218 1,309 3,241 4,278 1,413 1,256 1,608 1,038 1,390 1,163 2,635 6.6% 4.4% 7.7% 7.7% 2.6% 5.6% 7.5% 2006 32.6 414 223 370 682 314 343 900 352 867 605 882 633 393 Na 20 24

14,079 14.0% 37.9% -2.4% 9,719 1,338 3,299 4,360 1,440 1,280 1,639 1,241 1,089 1,468 1,135 2,572 4.3% 1.9% 5.4% 5.3% 5.6% 1.8% 2007 32.9 428 305 422 718 432 478 379 846 590 948 581 407 17 24 9

14,616 10,196 29.1% -3.7% -3.2% 1,303 3,393 4,420 1,460 1,298 1,661 1,602 1,149 1,558 1,099 2,489 1,026 2008 3.8% 1.4% 4.9% 9.8% 6.1% 2.9% 33.3 439 480 463 692 490 602 408 819 571 641 400 18 12 22 -11.0% -10.1% -14.7% -18.4% 13,288 -9.1% -8.3% -5.7% -8.6% 9,354 1,158 3,102 3,934 1,300 1,155 1,479 1,746 1,093 1,469 2,030 1,000 2009 9.0% 33.7 394 416 590 376 668 896 466 570 356 19 Canadian Market Data 13 Media Digest 10/11

79 147 115 158 135 114 128 127 1782 6.3% 4.5% 2009 2009 33.2% 21.7% 15.7% 18.7% 96 156 135 176 148 128 141 138 1635 6.8% 4.5% 33.3% 24.4% 15.3% 15.7% 2008 2008 100 147 140 160 141 126 136 135 1266 7.4% 4.3% 33.9% 26.5% 15.1% 12.8% 2007 2007 102 139 918 133 141 133 124 130 132 9.8% 7.4% 4.0% 2006 2006 35.2% 28.6% 15.1%

573 129 131 124 119 122 103 131 123 6.6% 7.8% 4.0% 2005 2005 31.1% 15.4% 35.2% 371 126 115 117 115 117 101 121 121 4.5% 8.0% 3.7% 2004 2004 32.2% 14.9% 36.6%

98 242 119 108 111 109 110 117 115 3.1% 8.0% 3.7% 2003 2003 33.0% 15.3% 36.9% 97 180 109 104 104 103 104 108 106 2.4% 7.8% 3.8% 34.9% 15.0% 36.1% 2002 2002 88 97 105 107 101 101 101 105 104 1.2% 7.7% 4.0% 2001 2001 35.7% 15.0% 36.4%

100 100 100 100 100 100 100 100 100 2000 2000 1.4% 7.4% 3.8% 37.4% 14.5% 35.5% Medium Share of Share Media Reported Actuals Internet General Magazines Out-of-Home Reported Total Media Actuals Unreported Total Media Estimates Advertising Total Daily Newspaper Radio Television Daily Newspaper Radio Internet General Magazines Out-of-Home Television Growth Advertising of Revenue by Mediumby (2000 = 100) Net Advertising Volume AdvertisingNet Volume (Canadian $ Millions) (Canadian All figures are apartyear calender - from Aug.31st. Broadcast which is based on the broadcast calendar i.e. Sep.1st Reported Actuals: Daily Source Magazine: Newspaper: Magazines Radio: General CNA; Canada; CRTC; is TVB CRTC; withbased on breakouts TVB estimates. Television: Outdoor: Estimate based on NMR is data; Internet: IAB an (2009 estimated figure with no breakdown available at time of press); Unreported Estimates: Source is TVB with Reported figures Pages: Estimate on year theDirect 2009 change. year projected using based Total Mail: from on Canada 2008 lastPost; Yellow report (1999); by TeleDirect Population by Year. & Other Print; Miscellaneous: includesPopulation: StatisticsTrade estimates for Canada Community Mid-Year Newspaper, 14

Canadian Market Data Media Digest 10/11 Source: www.cardonline .ca Source: Ethnic Media South Asian). South Nationally: Analog 79and StationsDigital Televisionon 40Languages – 10Analog tongue. theirnative in written often is and heritage their to them connects that information community specificseek least 100 different languages spoken in the home. The vast majority in more than 389 different media outlets. Across Canada there are at cultures 93 than more by represented are Canada in mediaEthnic nicatedeffectively. commu- are messages that important is it diverse, more becoming demographicsand evolvingconstantly landscape media the With Canadiangrowth.that of source sole the becomewill they day one predictedthat is it andgrowth population Canadian to significantly contribute immigrants New world. the around Fordecades, Canada hasbeenthedestination forimmigrants from Ethnic MedaLandscapen2010 ca) offers the same information via the the via information Internet. same the offers ca) organiza- media (cardonline. Online CARD personnel. tion and house rep agency, advertising of details includes also CARD data. mechanical and rules booking lation, circu- rates, of details show and category by listed are CARD,necessaryinformation to Canada.in These media, which supply the DATAmedia the all AND directoryof a is (CARD) RATES ADVERTISING CANADIAN All Media Data Sources APTN(Aboriginal), and Vision TV(Arabic, weekly, bi-weekly or monthly.or weekly,bi-weekly Korean(2)and Punjabi (1). Theremaining publications areissued Dailypaperspublishedarethreelanguages–Chinese in papers),(5 230in 42groups – Printlanguage publications (Montreal). (Vancouver)AM AM CFMB CJVB and Calgary), & Big Players: CHIN AM & FM (Toronto), Fairchild Radio (Edmonton 67aired69on Radio – languages stations Asian). ATN(South and (Greek) Odyssey ingFairchild (Cantonese Mandarin),& Talentvision (Chinese), MulticulturalDigital Channels: Spanish).Telelatino& Montreal, in CJNT (Italian Calgary), Regionally: OMNI (stations in Toronto, Vancouver, Edmonton and There are 79 ethnic stations includ- ethnicstations 79 are There Television 15 08/09/10 7:21 PM Television 15 Media Digest 10/11 08/09/10 7:21 PM Media Digest 10/11

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Television Media Digest 10/11 Television 6 5 4 3 2 1 Infosys PPM,. Total Canada 2+, 31-Dec. Total Canada Aug. 27, PPM,. Infosys 2009 2+, 31-Dec. Total Canada Aug. 27, PPM, Infosys 2009 2010 April Stats, Media 2009-2010 Basics TV TVB, 2009-2010 Basics TV TVB, markets) +meter (diary Statistics EM 2009 Fall BBM T Source: Infosys National PPM, Fall 2009 Fall PPM, National Infosys Source: Average hoursperweek Daily reach Consump Average number ofchannelsinHH HHs withsatelliteorcable HHs withTV Commercial TVstations TV markets Dis TOTAL HRS TUNED (% DIFFERENCE) -25 -20 -15 -10 ele 10 15 -5 0 5 t vision S vision ribu M-F 6am-4:30pm Daytime t t ion ion umm M-F 4:30pm-7pm Fringe e 27.4 r vi 99% 95% 92% 50 15 48 14 40 % 6 5 4 3 2 1 ew Prime Time vision network with popular and original and popular with network vision NATIONAL NETWORKS • • • • GENERAL INFORMATION R Glo CT Television CBC produced by, forandaboutCanadians. programming entertainment and sports information, news, for network language • programming. ing news,informationandentertainment reaches NewfoundlandandLabrador. that service satellite Maritimes a lantic, At- A owns also CTV country. the across its owned-and-operated television stations CanadianEnglish of through households 2. Infosys PPM, Total Canada 2+, 31-Dec. Total Canada Aug. 27, PPM, 2. Infosys 2009 1. Teens 12-17 M-Su 7pm-11pm All Persons2+ AD so there has been a significant drop in measurement of time spent with US networks. US with spent time of measurement in drop asignificant been has there so measurement, PPM of start the at encoded were stations US all Not (TV Basics2009-2010) ing inCanada,representing53%ofallcommercial timeproducedinCanada 30-second commercial lengthsarethemostpopular formatfortelevisionadvertis- Canadians spend8.7%oftheir viewingtimewithUSStations (BBM Media Technology Trends, March2010) 18% ofhouseholdshavePVRs,upfrom14%inearly2009 67% ofCanadians liveinmulti-set households(TVBasics2009-2010) The averageweeklyviewinghoursforCanadians 2+is27hoursand4minutes in V b IO CTV broadcasting signals cover 99% cover signals broadcasting CTV al al g Drop-o -C A national network of stations air- ANAD A A French-language tele- French-language A 2-or English- 24-hour A Late Night M-Su 11pm-2am Children 2-11 Women 18+ ff Sa/Su 6am-7pm Weekend children andyouth. for programs and culture and arts affairs, current news, including programming, the restofCanada. portion of the French-speaking viewers in significant a and Quebec of province the in audience French-speaking entire the ship. TVA Network’s signal ownerreaches - nearly 45% a has TVA which in Rives, Inter- byTélé owned are affiliates those of Two affiliates. four and TVANetwork the comprising stations ten the of six ates oper - TVAand owns programming. fairs af- and public and entertainment produces broadcasts that network television TVA Women 18-4 9 Men 18+ V i a rvt, French-language private, a is TVA Total 1

Men 18-49 2 Television 17 RK O TW Media Digest 10/11 NE Ind.2+ T12-17 C2-11 F18+ F18-49 F25-54 M18+ M18-49 M25-54

BNN is de- RK O TW ELEVISION Fairchild Television NE A 24-hour, all-news T S is a 24-hour, all-news RK W LES O P NE TW ANNEL EO 53 ELEVISION P NE Discovery Channel is a source of source a is Channel Discovery CH S S SINESS D D T RY RY 52 is devoted to the arts and culture. INAL W W ! Offers a window into the lives of in- G ) I

NE NE N OVE R Exploring themes relevant to country

C IL RCH AVO O 51 V PT IS B NN – BU Covers approximately 94% of Quebec. Both Both Quebec. of 94% approximately Covers AI A R ( digenous peoples in Canada and throughout and Canada in peoples digenous the world. network. and information English-language television English-language information and service. Live news updates throughout the documentaries. winning day and award voted exclusively to business and finance news with wall-to-wall coverage of the markets. ernment and covering the entire province, Télé-Quebec programming focuses on entertainment, culture and education. factual programming exploring adventure, and technology. science network and selective bookings can be made. made. be can bookings selective and network D F V NETWORKS – SPECIALTY ENGLISH A B BR CBC CMT CT is a national Chinese network in Canada. It offers over 21 hours of Cantonese programming daily and provides news, drama series and other programs to viewers of all ages. It is carried on cable Chinese-speaking services in Toronto, Vancouver, Calgary, Ed- music, CMT offers music, a of mix comedy and dra- news, music country and movies series, matic videos concerts and specials. CMT is avail- homes in Canada. able in over 9.5 million V 3.5 3.0 3.7 3.8 5.3 3.7 P 10.4 13.9 18.3 22.9 22.2 18.0 50

D 49 DV 50.6 69.2 54.9 66.6 61.9 17.6 64.8 72.0 63.4 76.4 60.1 71.0

Penetration% 48 VCR 76.4 45.1 75.2 44.6 78.7 47.7 78.9 46.1 83.8 51.1 78.4 47.0 RK 47 O covers 97% of the TW 46 AN W A Direct Response (DR) E ion A - in Edmonton), and OMNI.1 and Edmonton), in 1.2 0.1 1.6 0.1 3.1 0.1 4.6 0.2 4.9 0.1 3.1 45 D

hare % hare

- gov Quebec the by Supported TCH R C A V at E ANA K P B 44 ELEVISION NE r E A conventional channel covering the covering channel conventional A V C SAS OMNI Television is a free, over-the-

V AL T

5.3 0.4 6.3 0.3 9.7 0.5 0.3 1.8 0.6 V P T B 43 An independent Ontario broadcaster 13.5 15.2 10.0 É-QU et Reach Reach % s T N O L CT provincial population. provincial MNI LO H U (CFMT and OMNI.2) in Ontario. OMNI broadcasts an average of 20 languages per station. market Toronto/Hamilton with re-broadcast transmitters in London and Ottawa. SUN TV station coverage now includes 90% of the population of Ontario. covering 84% of the province with faith-based with province the of 84% covering and CTS programming. family-friendly also has local stations in and Calgary Edmonton. on The nationally Ontario is signal available StarChoice and Bell ExpressVu. • REGIONAL NETWORKS – FRENCH TÉ S S CTS O G With stations in Regina, Winnipeg, Ontario, Montreal, Halifax, John, Moncton/Saint - Vancou and Edmonton Calgary, Saskatoon, ver, it covers 95% of total Canada and 98% of English Canada. air multilingual/multicultural broadcaster consisting of regional stations–OMNI BC (CHNM); OMNI in Alberta in (CJCO in CJEO Calgary; channel broadcasting in the south-central Ontario and Nova Scotia regions, including Toronto and Halifax. It is available in million 1.7 household and airs both short and long form advertising. n 42 e 41 3.0 3.7 3.0 5.2 4.1 5.6 4.7 3.9 6.3 3.5 4.9 3.8 hare % hare

40 VCR 39 d PVR p

n 14.2 19.7 16.1 25.2 18.2 25.9 19.9 19.7 25.7 18.5 23.7 17.8 Reach Reach % s 38 covers New Brunswick, D a etworks etworks covers Manitoba, - Saskatch 37

covers Ontario. covers 98% of the Atlantic ES covers 98% of the Ontario C M covers British Columbia. V covers the Northwest - Territo I IO RN C E I R IT T F 36 A I RTH T C AR , D ES TLANTI A Owned by Rogers Communications, Communications, Rogers by Owned provides educational television service NO A V R

CP24 is 24-hour local Toronto’s news 35 V 2009 Quebec 2004 2009 Ontario 2004 2009 Prairies 2004 2009 B.C. Atlantic 2004 2004 2009 Canada Total 2004 2009 C Regional N V Regional

Source: BBM Fall 2004 & 2009 since 2004 in all regions. DVD and PVR penetration has increased significantly declining as Canadians embrace new technology. VCR reach and penetration in all regions are

TYT ewan and Alberta. CTV ONTARIO CBC P CBC W CBC CBC M CBC ON province. PEI and Nova Scotia. CT region, including Newfoundland/Labrador, Newfoundland/Labrador, including region, PEI, New Brunswick and Nova Scotia. ries. CBC Owned by CTVglobemedia, these chan- I

• • • channel owned by CTVglobemedia. channel owned CT • C CBC Regional N CBC Regional • CP24 A Access REGIONAL NETWORKS – ENGLISH nels cover the regions of Barrie/Toronto, Ot- nels cover the regions of Barrie/Toronto, Island. tawa, Windsor and Vancouver to Alberta from off-air transmitters in Edmon- ton and Calgary and is carried on basic cable and satellite services for the rest of the province. It is also Direct carried and by BellShaw to in packages basic English their ExpressVu programs, children’s Preschool all of Canada. free. are commercial in the mornings, shown • • Citytv serves Toronto, Calgary, Edmonton, Vancouver and Winnipeg and surrounding areas with a mix of mats. local, interactive for- V 34 33

32 31 30 29

28 27 26 25 Week # (AUG.27 - AUG.31) 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 35 30 25 20 15 10 AVERAGE HOURS PER WEEK AVERAGE HOURS PER 18

Television Media Digest 10/11

Average h ours pe r week mentary programming. mentary docu- and talk lifestyle, delivers that service and across an MTV-branded analog specialty multipleacross brand MTV platforms the of East HD, Sportsnet Ontario HD, Sportsnet Sportsnet West HD HD, and Sportsnet Ontario Pacific HD. Sportsnet HD, East channels–Sportsnet definition high four offers Sportsnet addition, In nationally. available are which Sportsnet of Pacific, West and all net nels–Sportsnet East, Sportsnet Sports- Ontario, have shapedtheworld. that events and people the docu- about mentaries and movies dramas, audiences fers tainment. tainment. international culinaryprograms. TH S C SLI R OLN MUCHM MUCHMU MT HIS HGT F Choice. Bell TVandStar by satellite on and Montreal, and monton of teensandadults. audience its to programming music-related tion andlandscaping. than 6.7million homesacrossCanada. more in programming event live and lights service delivering sports entertainment, high- and classiccultmovies. shows celeb-reality exclusive programming, pop-culture news, entertainment specials, celebrity, financesandgossip. including family, fashion, relationships, diet, OO H O 10 15 20 25 30 35 E O G V A T

V OLN offers action and adventure enter- WC E E D O S MTV offers a Canadian interpretation interpretation Canadian a offers MTV offers programming geared to women to geared programming offers R HGTV offers ideas on home renova- home on ideas offers HGTV C Y T RY V NE S ORE Source: Infosys National PPM, Fall 2009 Fall PPM, National Infosys Source: ASE ORE

SP 1 TW SI E O ELEVISION C is a national specialty television specialty national a is offersuncutseriesandmovies. eies ui vdo, concert videos, music delivers R O delivers a variety of youth and youth of variety a delivers RT RK 2 SNE AGE VI carries Canadian,U.S.and carries T is comprised of four chan- 3 itr Tlvso of- Television History 4 EW 5 IN 6 G T 7 weather andweather-relatedinformation. international and national regional, local, speculation and fantasy channel. speculation andfantasy rnig nmtd netimn t all to ages. entertainment animated homes, bringing Canadian million 7.8 in French, ries. news andinformation. jority owned byCorusEntertainment. ma- is specials. Telelatino and films feature shows, variety dramas, telenovelas, soccer, America, Latin and Italy from reports news including English, and Spanish Italian, in programming international and domestic of Korean andVietnameseprogramming. offers Also well. as aired are Taiwan and China Mainland from shows variety and series drama Popular programs. informational and affairs rent cur- news, runs that network television national S S VIVA T T TLN TR THE THE T T boomers, VIVA women with a lineup targets ecomedynetwork.ca that service broadband a including forms, plat- multiple across day, a hours 24 kinds, spectrum ofsports. and their parents. childrenco-viewingenvironmentfor a vides programming from around the preschool world that pro- offers Treehouse Canada, across 8 R ALENT SN V ELE PA TA EEH O TR R (Telela W C is a national network, covering a broad a covering network, national a is C E T Cnda seily ewr for network specialty Canadian A ! is dedicated to the world of showbiz of world the to dedicated is ! E OON O O s aaas ainl cec fiction, science national Canada’s is P 9 N VISION EA M OLIS U SE E THER D -MON is available in both English and English both in available is DY 10 Seen in over eight million homes racss eet cnc V se- TV iconic recent broadcasts tino) is a primarily Mandarin-language Mandarin-language primarily a is W NE eek # (Aug. 27 -A #(Aug. eek NE TW 11 L bodat a variety a broadcasts TLN TW O RK O 12 RK is oey f all of comedy airs s poie of provider a is DAY T 13 14 UG .31) O SUN 15 16 nel. ture channel. and featurefilmsforviewersaged45-plus. comedy,drama with along programming, al entertainment. entertainment. form, interactive brand devoted to music and VISION RÉ MU MU MÉTÉ C LA H C C C ART FRENCH SPECIALTY NETWORKS– YT W arts. visual and theatre, dance film, music, the ing ing, family, foodanddesign. well-be- and health including interests, en’s of lifestyleprogramming, filmsanddramas. of theworld. cated to history in Quebec, as well as the rest the musicalsystem. star hw, oua sre ad olwo hit Hollywood movies isaimeddirectly atwomen. and series popular shows, homes acrossthecountry. million 10.5 over in available is YTV lies, international newsupdates. and national regional, offering format news ewr ad poie o wahr and weather of weather-related information. provider a and Network A ANAL D ANAL ANAL DA IS NE SEA V SI SI T 17 Aimed at kids aged 6-11 and their fami- their and 6-11 aged kids at Aimed V (RD OR DAY 2A QU M OMÉD TW bed f rs n clue showcas- culture, and arts of blend A ANAL D U

A T EVASION VIE IA E V X I O ) aa D s dcmnay chan- documentary a is D Canal 18 P A specialty television service dedi - service television specialty A A French-language, 24-hour news French-language,24-hour A Offers multi-faith and multicultur- MusiMax is about Hollywood and Hollywood about is MusiMax RK E Programming dedicated to wom- to dedicatedProgramming L IA U L NO W Network’s lineup of lifestyle Network’sof W lineup ’ S Sister station to The Weather The to station Sister IN MusiquePlus is a multi-plat- a is MusiquePlus 19 U F A tourism, travel and adven- O ( VELLES RM M 20 A T -2A D ION 21 L C N R E ) M Continuous 22 A D C IO 23

24 - 25 26 27 28

29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 M25-54 M18-49 M18+ F25-54 F18-49 F18+ C2-11 T12-17 Ind.2+ Ind.2+ T12-17 C2-11 F18+ F18-49 F25-54 M18+ M18-49 M25-54 Television 19 53 52 Media Digest 10/11 51 50 is an English-lan- Canada’s channel Canada’s 49 offers home improve- home offers ANNEL A provides sports news, D D ANNEL CH L 48 R O ANA is an English-language digital English-language an is has encore broadcasts of clas- TY CH TY features stories of remote cul- C 47 S W RK C RK ARY is a public and social affairs issues affairs social and public a is T O EALI ELEVISION RT provides a range of programming R HD R O EN LASSI V 46 TW covers national and international soc- international and national covers O P T is a sports channel dedicated to horserac- to dedicated channel sports a is

AL V features supernatural, thriller and suspense- and thriller supernatural, features S E v AT B G4 (formerly G4TechTV) is a digital NE N C T HION ANNEL CUM SK X P Y I LO OLT O 45 QU O AS CH ing from across North America and around the around and America North across from ing world, displaying post parades, handicapping commentary and races. television service delivering Canadian and in- and Canadian delivering service television ternational documentaries, films and series. based Hollywood feature films and television. about human health. information and coverage of sporting events from around the world. tures, rare geography and unique rituals. tures, rare geography and unique sic games and moments from the world sports. of dedicated dedicated to reality programming 24/7 fea- on TV. tures the most popular reality shows G HPIt I DU E ES F F G4 GAM G D D guage fashion channel dedicated to the world of art, architecture, photography and design. ment programming. television station that connects young adults to the latest in entertainment, gaming, pop culture and technology. and online options, including classic game shows, reality programming, non-sports programming and game-related movies documentaries. and cer content, with an emphasis on analysis Toronto matches, live profiles, including FC, on soccer. and programming 44 43 explores showcases 42 features stories features ANNEL ANNEL 41 CH ANNEL ION T 40 targets women with a A is a nationally distributed distributed nationally a is V PHY PHY CH Z is Canada’s only television television only is Canada’s A TH CH TH A D T offers factual storytelling 39 GR IVILI AN Home of the best British televi- British best the of Home T ANA IO A features classics from the 70s and D C Offers a lineup of children’s pro- 38 B RY RY HD OLI W V S is an alternative comedy channel ELEVISION P is a dance channel featuring music D V I V O VIE is a 24-hour English-language digital

RY C RY OVE OVE HEAL RY OVE K T K T M D , , E TH 37 C C C URT T JA IS IS IS ITE IO E OO O lineup of reality shows, dramas and movies. lineup of reality shows, real people and real drama. Programming blocks offer a mix of biographies, reality series, documentaries and films. from Canada and around the world in HD. 80s. and music videos. and music sion from the BBC. television service with drama, comedy, per- some sports. arts and forming COS C D D B BPM:T BOL B BBC CANA BBC BBC K B D D specialty specialty service featuring programs about police, forensic science, the the law, courts, rescue and emergency medicine. gramming gramming from across the U.K. and around the world. offering stand up, sketch and comedy programming and featuring the brightest com- emerging and starsbig, edy it hit they before and established comedy talents from across Canada and the globe. videos, club openings, interviews and fashion. channel devoted to words, spoken, written, orwritten, spoken, words, to devoted channel wired. the people, cultures and will that those and past, common our ideas shaped that have dictate our future. 36 - 35 34 is Canada’s ) S 33 Also known as RT O P S 32 ANNEL Available in both - Eng ES 31 CH) CH - ani the into journey a offers U D T LE EN B SEA 30 (FR Youth Youth channel featuring sitcoms, LANE ESSI offers new shows and the latest suc- provides action-based movies and se P V offers music programming, includ-

CC V 29 LE RÉ OON presents techno newsmagazines, - sci AL A T K T IES+ Delivers a range of news, entertainment,

ION M

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R UX T V5 28 French-language sports network. sports French-language ence, extreme jobs and paranormal-oriented documentaries, as well as supernatural and mystery fiction TV series. dramas and cartoons. ing live performances, in-depth interviews ries. lish and French in over 7.8 million Cana- offers enter- animated homes, Teletoon dian tainment for all ages. A ACT ANI THE TAL NETWORKS – DIGITAL ENGLISH ZTÉLÉ V T TELE SÉR RD and information network, RDI links - Fran cophones across the country with reporting and current affairs programming, including documentaries and interviews. mal world at home and around the globe. TACtv, TACtv, The Accessible Channel is tional, a na- English-language, described-video, closed-captioned, basic HD digital-TV specialty service. broadcasts TACtv popular TV programs from conventional and specialty TV services and foreign-rights holders open format for people who are in blind, have vision, are deaf or hard of hearing. low documentary and sports from French-language French-language from sports and documentary sources in Canada and around the world. cessful foreign productions, which are broad- are which productions, foreign cessful cast in French. 27

26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 35 30 25 20 15 10 20

Television Source: Infosys National PPM, Fall 2009 Fall PPM, National Infosys Source: Media Digest 10/11 V iewing Habits of Canadians 2+ Across Available Channels, Channels, Available Across 2+ Canadians of Habits iewing N V ational Television Audience S Audience Television ational Canadian Conventional channels - all persons 2+ persons -all channels Conventional Canadian iewing habits of Canadians 2+ by S by 2+ Canadians of habits iewing T Saisons Quatre Canada Quebec ele-Quebec Radio- T 4.4 Other 0.2 U.S. Conventional ele- 7.9 3.3 & Superstations 2.0 3.0 Q To To U Independents Networks E French Independent tal C Global & tal C B 12.6 S S EC PROVIN EC hare of Hours Tuned Hours of hare 12.3 hare of Hours Tuned Hours of hare TV Canada 27.6 Radio- 13.1 T 13.1 Networks A TV/A uning National a U.S. 16.4 English a 1.4 U.S. Pay& n Specialty 16.1 n Quatre- M ada Saisons M ada 5.7 7.3 CE M CE CBC Global 0.5 & E! on -S on 16.9 on -S on Other on -S on CBC 11.4 0.2 Canadian Pay& CTV Specialty 50.1 hare across available available across hare 1.2 & Specialty French Pay un 6 un Independents un 6 un un 2 un English Pay & Specialty Global & 41.1 a a 0.8 -6 CTV

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chival materialandconcertinfo. sic videos–featured along-side artist interviews, specials, classic ar- gramming. lifestyle, cars, fashion and sex. Airs comedy, crime and outdoor pro- exotic, naturalworldwelivein. tionship withhumans. each monthandback-to-backmoviesontheweekend. drama andreallifeprogramming. nity features Hollywood movies, indie favourites, documentaries, 1930s tothe1960s. bu te aua rsucs etr n aaa n te people the and whose livesandbusinessesoperateinthissegment. Canada in sector resources natural the about cellany of sporting events. cellany ofsportingevents. MY MUCHVI MUCHM LO MUCH MT M M M LEA J I I and feature films. sessions discussion documentaries, broadcasts It channel. T S SILVER S SE RU r R PU THE O ONE OASIS NI NH NA age andotherLeafs-relatedcontent. cover- pre/post action, regular-season and pre- including aspects health andpersonalgrowth. eoflow. the ice. games fromaroundtheleague. NBA 140 about features and TorontoRaptors the on shows post award andIMAXoriginalfilms. winning documentaries tainment. on-screen SMSchat,allviawirelessphones. and polling in participate videos, request to fans musicallowing vice, to classichits. properties, from current live-action comedies and animated favorites documentaries andoriginalseries. documentaries Retro presentsclassic cartoons. rugby andotherglobalsports. international soccer, European delayed and live offering work sic andvideos,animation andgaming. . FC D OYT ELE UND H o A UT T UT EN OVIE OVIEOLA CK N TAN O N S TIONAL g PT TheTVchanneldevotedtouncutmovies. V2 L S R – T – R F P H HD

CHMUCH WC T e TH : TERY NE T ELO S V O r AN airs and covers hit movies, comedy, extreme sports, live mu- E R OON V HD T V TA TI offers multi-faithoffers programming family-friendlywith enter- s s T R Geared to men, with programming covering health, sports, TW D ASE S ORE V B Canada’s media outlet dedicated to the LGBT commu- LGBT the to dedicated outlet media Canada’s S D C B E NE V CR is Canada’s extreme sports HD channel.

ME UD focuses on the Toronto Maple Leafs and covers all game features a mix of television suspense and crime dramas crime and suspense mixtelevision a of features is a nature channel committed to family friendly shows, E p S EON E GEO N NA O featuresaction,dramaandcomedyshortfilms. featurescontemporaryurbanmusic programming. P o CH TW EEN features big-ticket movies with over 250 movie titles movie 250 over with movies big-ticket features B RE delivers hard music–alternative, metal and punk mu- O RK O rt is Canada’sis all-requestautomated, fully music ser- video E T A IVA TUR RT Y M DY (C TR ANNEL TR O ne offers complete hockey coverage, both on and off and on both coverage, hockey complete offers GR C RK S ANA V O featureshitmoviesandseries for women. O LASSI R AL (C t A one offers pre- and regular-season games and per/ and games regular-season and pre- offers is the source of 24/7 classic retro music vid- music retro classic 24/7 of source the is is focused on the world of pets and theirrela- and pets of world the on focused is vial i Egih n Fec, Teletoon French, and English in Available IN PHI ANA D

& D offers feature films, festival-selected shorts, festival-selected films, feature offers ESO A CCH has launched in August 2010. It offers a mis- C ) features a line-up of Nick’saward-winningof line-up a features S D specializes in classic movies from the from movies classic in specializes A URC S ) ANNEL P An international pay TV sports net- sports TV pay international An I R T ES I CH T ELEVISION

offers programming about the about programming offers ANNEL oue o natural on Focuses offers programmingoffers Television 21 Media Digest 10/11 is Canada’s first offers 100% Italian lan- da presents local Canadian con- Canadian local presents is a Hindi general entertain- offers a variety of programs o o Television Cana provides entertainment, news and news entertainment, provides ne

ision Programming focuses primarily und is Greek television offering news, O V ision ERT sat (formerly Odyssey II) y ne a V O

r mes presents a variety of programming from SAT sse il il a Canada is a Russian-language channel Canada offers programming in Russian V V h sian rsian m m Ti a RT- movies to concerts, to reality T.V., as well as news as well as T.V., reality to concerts, to movies and English. information in Punjabi, Hindi broadcasting original NTV from Moscow programming and Canada. NTV offers Canada seven daily live news-broadcasts from Russia, a variety of feature films,TV serials, popular game shows and analyses of Russian/ European soccer. ranging from world news in Tamil, movies and tele-series and daily, locally produced and localized programs. news, live shows 100% Spanish language TV channel. - Spanish-speak Airs of life the on stories and news in Canada. ing immigrants tent and programs from around the world, in- world, the around from programs and tent news, sports and entertainment.cluding provides family oriented The entertainment. programming includes programs for children, educational soaps and novellas, broadcasts, news international soccer, Greek talk and documentaries. shows from Russia’s national broadcaster. from Russia’s on current feature films from Hong Kong, with a mix of popular movies from China, Asian other and Korea South Japan, Taiwan, countries. All films are aired in original language with Chinese subtitles. SST Ta Ta evo M Nuevo Ody E Pe S Sky TG 24 HTB LS NT entertainment, sports and informative local from Greece. directly programming ment channel. Programming includes daily soaps, movies from fash- and style shows, Bollywood, talk shows, game shows, children’s and live call-in shows. events ion, special Canadian Tamil culture programs. culture programs. Tamil Canadian guage programming delivering headlines, breaking news, studio discussions and Euro- pean soccer.

4.7 27.5 14.7 31.7 10.4 11.0 C2-11 % T min has program- has is a distributor

up o 7.2 9.3 9.9 20.7 14.3 38.7 r T12-17 % T min GE GE A i Television i A b a GU j GU n u annels annels G 8.0 9.1 h 21.8 12.1 38.2 10.9 M18+ % T min C offers programming dedicated to All TV is Canada’s national Korean- c CH LAN CH V ATN ATN provides TV programming in sev- PA

GLISH LAN annel P annel Y PER VIEW/ N ALTY IALTY AND SPEC AY A h OO eral South Asian languages. ATN operates channels. TV 23 specialty preschool-aged children. ming that includes daily broadcast of Gurbani Gurbani of broadcast daily includes that ming Temple), (Golden Sahib Harmandir Sri from - Punja the and Punjab about news religioun, and affairs current Canada, in community bi Canada. and India from shows based culture language television broadcaster operating two two operating broadcaster television language linear channels and a digital signage channel. AT C Ethni P ON DEMAND Viewers Choice Pay-Per-View Shaw (Bell ExpressVu) Vu!-National Canal Indigo Rogers NETWORKS DIGITAL - OTHER LANGUAGES ALL T CES SERVI EN HBO Canada Encore Avenue Movie Central The Movie Network Mpix Family Disney Playhouse Viewers Choice FREN Super Écran Cinépop Y P of international TV channels in Canada. It 24/7. services/channels 15 provides currently Languages offered include Russian, Arabic, Greek, Vietnamese, Tagalog, German, He- and Urdu. Hindi Pakistani, Iranian, brew,

9.6 7.5 8.5 24.3 12.2 37.8 F18+

% T min RK O TW

7.7 8.8 NE 18+ 23.1 12.1 38.0 10.2 is dedicated G % T min ours IN RK H O Available in both in Available IS is a channel that TW CH) CH) offers combat sports, D F Percent Distribution of Weekly Per Capita Hours by Daypart: Total Canada Total Capita Daypart: Per by Distribution Hours of Weekly Percent

NE 9.6 8.0 9.1 EN h ta 23.4 12.5 37.5 G is a public interest televi- interest public a is AN AISON Ind. 2+ a % T min RK RK E IN provides a range of - famil O G (FR broadcasts sports news and features programs that high- H A pi O A M E S IN D IS P RCH TW T features cultural treasures such such treasures cultural features TR RT E A N E M E C O D F NE ANA L CH P R Offering movies from romance to romance from movies Offering HD ES E R S offers a range of Canadian and for- and Canadian of range a offers is a channel that focuses on eco- O is a that channel television includes V HU O T GHT GHT R E EES D r ca URE F brings a lineup of major league sports OON D : W TÉRE I EN OVIES 2 D T IN FI e ÉT D LAND C N S udiences ISE 2 tations

AVEL + L IL S A Dayparts IS M-F 2a-4:30p M-F 4:30p-7p M-Su 7p-11p M-Su 11p-2a Sa 2a-7p Su 2a-7p V SN p and cinema classics from Quebec and Amer- ica, TV series that have aired at least 10 years ago and films that have aired 15 years ago. offers a line-up of hunting and fishing shows offers a line-up of hunting and fishing shows with complementary programming. English and French, Teletoon Retro presents Retro Teletoon French, and English classic cartoons. nomic nomic and business news, as well as on personal finance. It also broadcasts entertain- related to money. ment shows focuses on renovations, decoration, cooking, decoration, renovations, on focuses and the art of living. D.I.Y. gardening, action. as quirky pieces of pop culture, the world’s and classic concerts. museums, films finest TÉ R PR MY and suspense series. crime, action eign LES D AVIS ARG ORKS – NETW DIGITAL FRENCH WF W W M W T T TREAS TR THE Source: Infosys National PPM, Fall 2009 Note: Infosys now tracks the numbers 2a-2a, have been changed reflect to this and capture total TV viewing. to all segments of fishing with programming that covers instruction, tips, tournaments, trav- more. and lifestyle outdoor boating, food, el, light glamorous and daring travel destinations. sion network whose programming is sion entirely network whose programming images broadcasting safety, public to devoted by wanted suspects of and persons missing of the police, as well as a variety of safety and prevention messages. scores updated all day long. iar TV favorites. comedy, comedy, and thrillers to mysteries, W Mov- ies targets women. including including mixed martial arts, boxing, wres- other sports. tling, kickboxing and 22

Television Media Digest 10/11 B SP Source: BBM BBM Source: Ottawa-Gatineau Anglo Ottawa-Gatineau Toronto-Hamilton Ontario Rouyn-Noranda Trois-Rivières Montréal-French Montréal-English Sherbrooke Québec Saguenay Rivière-du-Loup Rim.-Mat.-Sept-Iles Québec Carleton Saint-John-Moncton Halifax Sydney-Glace Bay Charlottetown St. John’s-Corner Brook Atlantic Ottawa-Gatineau Franco Pr. George-Terrace-Kitimat Terrace-Kitimat Okanagan-Kamloops British Columbia Edmonton Lloydminster Red Deer Calgary Medicine Hat Alberta Prince Albert Saskatoon Regina-Moose Jaw Yorkton Saskatchewan Winnipeg Brandon Manitoba Kenora Thunder Bay S.S. Marie Sudbury-Timm.-N. Bay/ Windsor London Kitchener Kitchener-London Barrie Peterborough East CentralOnt. Kingston Pembroke (CM) Total Canada Dawson Creek Vancouver-Victoria Prince George

Market Y %O EC I ALTY S F POPU Population 33,503 (000) 1,422 7,350 4,666 1,057 1,640 1,584 1,960 3,404 142 303 565 268 135 220 146 609 654 139 135 446 577 245 106 315 299 941 127 152 521 416 510 734 101 107 2+ 70 89 81 81 36 63 TAT

S LAT Canada + U s (%) Reach ION R 75 81 76 78 77 73 78 77 84 78 83 77 78 77 74 78 82 74 80 79 74 77 75 81 85 79 73 80 80 64 78 73 74 78 81 81 79 79 69 84 79 82 80 75 77 75 78 72 72 ION 2+

pecialty/Pay T EACH, V EACH, hare(%) 32 38 30 26 40 32 26 27 30 27 28 28 36 33 30 36 37 33 37 37 31 35 38 42 42 38 34 43 35 27 35 37 36 36 36 36 36 34 34 39 41 39 42 30 29 35 34 37 35 S

V Digital S Canada s (%) Reach 20 23 15 15 14 26 14 17 16 19 19 14 24 24 21 21 22 22 20 24 24 18 34 35 28 24 25 22 27 15 23 23 23 28 27 29 30 30 23 34 24 34 24 14 15 17 21 27 20

C R pecialty hare(%) v , CA 3 4 3 2 2 4 2 2 2 2 2 2 4 5 4 4 4 4 3 4 4 3 6 5 4 4 4 3 4 2 4 4 4 5 4 5 5 6 4 6 4 4 5 2 2 3 3 5 3

B Reach (%) Reach 27 26 13 18 17 22 21 22 20 17 15 14 21 21 11 16 14 29 23 29 25 34 21 20 30 25 16 22 20 19 23 24 24 25 19 23 24 17 19 22 24 16 18 22 29 33 25 27 27 CR/D LE, 2+ T LE, V D 2+ T (%) 68 66 65 67 72 67 60 66 75 68 70 67 68 69 74 67 79 69 66 68 66 68 56 65 72 68 56 70 69 77 67 64 64 77 68 68 69 66 50 57 62 57 63 65 60 58 66 42 54

V s Penetration (%) V S atellite satellite Cable 43.5 73.7 60 75 58 66 27 57 60 66 70 55 66 49 51 65 54 46 69 57 61 60 26 56 66 70 35 56 45 52 60 58 57 51 33 33 36 14 43 27 54 26 43 66 88 68 66 36 56 ET

S EX 45.5 24.5 33 20 37 28 35 33 26 28 39 31 47 41 30 39 47 27 35 34 34 64 38 30 23 52 38 50 24 32 30 32 44 63 62 58 80 42 72 41 66 51 28 23 28 52 32 8 9

PR P 21 20 11 22 17 12 15 15 11 16 10 25 18 24 14 32 18 28 17 13 13 10 18 14 16 19 11 14 15 13 20 11 14 24 18 18 16 13 v VR 7 9 9 5 7 7 8 9 9 8 7 E 49.8 40.7 45 46 51 47 58 48 47 48 42 47 47 40 45 48 49 45 41 46 56 45 55 49 47 54 55 51 52 51 52 54 54 47 48 48 49 48 53 47 49 51 47 44 51 47 47 52 50

CR SS 79.5 68.4 ED ED D 71 72 68 67 72 70 70 67 65 60 63 60 68 73 69 69 65 72 77 74 71 72 68 74 68 75 68 74 74 73 73 71 69 71 73 70 73 73 71 64 71 71 77 76 71 74 74 VD

Television 23 Media Digest 10/11 BBM Analytics e e c gen BBM Analytics provides elli sis y nt I nal A ive tive e c ti e ien

mp a variety of software applications for ing analyz- meter and diary TV audience data at the respondent and summarized level. Agencies use these tools in the planning, execution and reporting of TV campaigns, as well as in theactivity. TV competitive of analysis offering a portfolio of software solutions that provide insights into the impact of broadcast In addition and content behaviour. consumer head office, BBM Analytics has to the Toronto Vancouver. and Montreal in offices 160 Bloor Street East, Suite 1005 Ontario M4W 1B9 Toronto, Phone: 416.923.8813 a www.tvb.c The TVB is a resource for its 150+ membership, comprised of Canadian TV networks, services specialty and sales their rep- stations, resentatives. It also acts as a marketing - organi advertising TV of benefits the promoting zation to the industry. TVB resources include media research, business category information and publications such as TVBasics. TVB’s - Tele caster service issues clearance numbers for all advertising on member stations. TVB has an office in Montreal in addition toToronto the head office. Aud Co TV Bureau of Canada (TVB) offers a database of TV GRP activity that allows allows that activity GRP TV of database a offers clients to analyze competitive campaigns. The database covers the activity of almost one - mil lion brands and is available in - Toronto, Van Montreal. couver, Calgary and French es c Nielsen pro- vi r e es S c e e vi c contains contains information r e e S Nielsen offers a suite gen provides an overview of d i g k u sis in elli y ck nt I a nal ion G a Boo r t A t a e e ive tive St c ti ive T e V Da V t ien mp Further TV reports are available from BBM BBM from available are reports TV Further ea e T e T r h h vides copies of advertising executions from TV, TV, from executions advertising of copies vides and selected radio magazines and newspapers. For TV specifically, Nielsen monitors all major TV stations and specialty networks across of approximately library Nielsen’s country. the half a million TV dates commercials back to the 1970s. such as station location, station groups, total tuning groups, TV area list, call letter changes and more. - audienc TV of analysis for tools software of es.Agencies use these tools in the planning, execution and reporting of TV campaigns, as well as in the analysis of competitive TV activity. T national and regional TV viewing habits in Canada in graphic form and detailed national form. table in information viewing TV T Aud ics BBM Analyt 1500 Don Mills Road – 3rd floor Ontario M3B 3L7 Toronto, 416.445.8881 T: a www.bbmanalytics.c CanadaBBM of subsidiary a is Analytics BBM C Co Nielsen provides data on advertising - expendi ture, TV GRP data and creative tracking. Its advertising expenditure estimates cover TV (network and spot), radio, magazines, daily detailwith out-of-home, and newspapers avail- level. to the city able down on a custom basis. Nielsen Media Research 160 McNabb Street Markham, Ontario L3R 4B8 Phone: 905.475.9595 m http://ca.nielsen.co information global a is Company Nielsen The and media company providing marketing and consumer information, TV and other media measurement, online intelligence and more. In addition to the Canadian head office in Markham, Nielsen has an office in Montreal. plus Statistics Canada population estimates for estimates Statistics population plus Canada each reported age/gender subgroup in every market. BBM defined area and

e d i u e e G c en er f issued issued with every t provides relevant in- relevant provides e, e, en rd d m i al al Re e u c issued issued with every survey, i s Ca , , ur t ph a al al G a ort c St p t gr e e Meas s Re c ni ch rk rt ch Geo ien Te

o V V p M Ma

e e Rea e E V Re V Aud h h formation about every extended market measured, measured, market extended every about formation andPVR DVD, Cable, VCR, of trend a including satellite penetration, as well as average hours per capita shares by station and audience group. survey, provides survey, overall statistics and sampling data validating the survey, such as overall tun- etc. trends rates, response levels, ing e The T T e The T BBM produces a variety of reports analyzing various aspects of TV viewing. T T PPMs PPMs are used to measure TV audiences in Toronto, Vancouver, French Montréal and Calgary and for regional and works. national PPMs net- are small, carried by pager-like a representative devices panel of age 2+. personsThey passively record exposure to TV up picking by advertisements and programmes codes inaudible embedded in the broadcasts. Data are captured every hour of every day and can be reported in increments as small as single minute. a BBM measures TV audiences using two - dif ferent methodologies–paper diaries and por- table people meters (PPMs). Diaries are used to collect data on single weeks of viewing by persons age 2+, for selected weeks of the year– in early weeks three and in fall the weeks four spring. Viewing is recorded in a.m. 2 to a.m. 6 the from increments diary 15-minute in T BBM is the member-owned tripartite industry industry tripartite BBM is the member-owned organization that has measured TV audiences across Canada since 1952. broadcast measurement and consumer behav- BBM provides iour data to broadcasters, agencies and advertisers. These data are the currency on which TV airtime is bought and sold BBM in also has offices in Canada. Montreal, Richmond Moncton. and 1500 Don Mills Road – 3rd floor 1500 Don Mills Road Ontario M3B 3L7 Toronto, 416.445.9800 T: www.bbm.ca anada/ BBM C s BBM Sondage contains detailed provincial and market maps, maps, market and provincial detailed contains

provides TV station reach and share - informa tion for six broad demographic groups in all BBM measured areas, organized by area and member station. ources S Data Television 24

Radio Media Digest 10/11 Radio Avg 18+hrsweekly 1-week reachA18+ Consumption HHs withradio Commercial radio stations Distribution T12-17 W18+ M18+ A12+ 10 15 20 25 30 0 5 0% 6A-8A Pe Source: BBM Fall 2009, National, Mo-Su, 5a-1a, Mo-Su, Audience AQH National, 2009, Fall BBM Source: r centage of Listening by Location by centage Listening of 8A-10A 99% 92% 681 19 40 20% 48 10A-12P 54 of thecountry. regions all across consistent very is reach Weekly adults. young and declines teens amongst slight with groups, demographic most for fig- constant remained that has and ure week average an in older and 12 Canadians of 91% reaches Radio toring Report2009) Moni - Communications CRTC (Source: 158 are AM and cial523 are FM. stations, commer- private the Of languages. other 46 and French-language 270 English- language, 897 Canada: in Canadian services over-the-air radio 1213 are There GENERAL INFORMATION Source: BBM Fall 2009, Mo-Su, 5a-1a Mo-Su, 2009, Fall BBM Source: 12+ Women18+ Men 18+ Men Teens12-17 Canada WEEKL 61 HOURS TUNEDBYEM Y REACHANDSAEOF 12P-2P 91 93 91 79 All (%) 40% Reac (%) AM 31 29 37 10 h (%) FM 81 82 80 76

2P-4P Women 18+ (%) AM 20 19 22 4 34 Share (%) FM 78 79 75 94 60% Misc. 29 (%)

2 2 3 2 4P-6P Home

25 aiu dyat aant ifrn demo- different against dayparts various of performance the Understanding parts. day- or blocks time by purchased is radio basis, generally program-by-program a is on bought which television, Unlike mats onAMradio. for- news/talk to tune to likely more are nance decreases with age as older listeners domi- FM formats. news” “all or sports” “all with listeners male target stations AM many because likely groups, other against than men against reach higher slightly a 12+ while AM reaches 31%. AM radio has persons of 81% reach stations Radio FM Source: BBM Fall 2009, National, AQH Audience AQH National, 2009, Fall BBM Source: Evening Drive Midday Breakfast Time Block Men 18+ 6P-8P Vehicle AUDIENCE COMPOSITION 29 Mo-Fr 7p-12a Mo-Fr 4-7p Mo-Fr 10a-4p Mo-Fr 6-10a Mo-Fr BY dayp 80% 8P-10P 24 Work 21 20 ar Women Teens 12-17 8+ 18 45 47 51 49 t (%) 64 10P-12P

Men 8+ 18 48 49 48 48 Other

Teens 100% 2 2 7 4 1 3 1 Total 100 100 100 100 12P-2P 12P-2P FM 69 TS 50+ 31 ADUL AM 88

Radio TS 18-49 12 25 ADUL Media Digest 10/11 96 4 TEENS 12-17 90 80 70 60 50 40 30 20 10 100 1 2 2 100% Other 10P-12P 64

t Teens 12-17 20 r 21 Work a 24 8P-10P p graphic groups is key to the effective use of radio. For example, more women are reached by the midday time block than by the evening time block. But for a teen target group, the evening time block is a better choice than midday. Radio can be bought on a ROS (run of schedule) basis or as targeted only. as midday pop- the of percentage large a reaches Radio ulation, however the reach against younger groups, particularly teens, continues to de- cline. This may be owing in part to teens having more entertainment options available to them than before and more places to get but music, also speaks to the fact that there are few group. radio target this stations reach to that specifically program About half of all radio listening done by Canadians occurs in the home. The figure is highersignificantly for teens (61%) for men (40%). and lower Although about half of all hours tuned occur in the home, actual radio’s weekly reach for many demos is higher in vehicle than at home. Reaching consum- the ers in their vehicles is key for retailers, as to one last the be could message radio the which a consumer is exposed before en- tering a store to make a purchase. For adults, radio listening usually peaks mid-morning, with a around secondary the dinner hour. peak For teens, the highest peak is early school, with a secondary peak morning in late af- before drops less tuning off much ternoon. Teen 80% 29 Vehicle 6P-8P 80% Men 18+ 77% 13 20 75% Other S4 2008 S4 2008 74% CBC 70% 12 12 CORUS 7 O 25 70% Home 65% 79 T12-17 4P-6P M 29 60% 62% D BY E Work 8 20 60% 34 57% 56% NE A35+ CTV/ 93 9 CHUM 15 U Women 18+ 2P-4P Weekly Hours Tuned R-C Fall 2003 Fall 2003 10 50% 21 H BY D Vehicle S T A50+ 92 Ratings byur Day Ratings 13 o 40% UR 40% ANDARD h 12P-2P EAC 15 19 ASTRAL/ - O ST ANDARD 30 94 Home r A25-54 Reach (%) Y R 61 30% 30 te 15 17 KL r 54 H & H 10A-12P 92 A18-49 ASTRAL/ST CORUS 21% 16 a 48 18% O EE 18% 20% u 20% 40 15 M EAC E 89 A18-34 8A-10A 9% 11 11 10% Y R 7% 7% 7% 9 19 11 4% ROGERS R D COGECO age Q age A18+ KL 92 O r cent W 6A-8A 0% J d LOCATION r 0% EE A e 0 ve 5 5 20 30 20 10 15 10 15 20 40 60 80 A12+ 100 p an 0 5 M18+ W18+ W M 30 A Source: BBM Fall 2009, National, Mo-Su, 5a-1a T12-17 Source: BBM Fall 2009, National, Mo-Su 10 20 15 25 A12+ Source: BBM Fall 2009, National, Mo-Su, 5a-1a M18+ W18+ T12-17 T12-17 W18+ M18+ A12+ 10 15 10 15 20 30 20 5 5 0% COGECO ROGERS 4% 11 9 7% 7% 7% 10% 11 11 9% 20% 18% 18% 16 21% CORUS ASTRAL/ST 15 30 30% Home 30 ANDARD ST ASTRAL/ 15 ANDARD 40% 26

Radio 13 Vehicle Media Digest 10/11 50% 10 Fall 2003 Fall 2003 R-C 15 CHUM 9 or canairbythemselves. spots) 30-second (e.g. campaign sell brand a of part as air can Promotions listeners. the for prizes provide to need will advertiser the and them with associated generally cost of type some have Promotions promotion. specific advertiser- an as major as or features owned station- during giveaways product as simple as be can promotions promotions These advertisers. create for also will stations Radio Promotions conditions. and terms detailed for consulted be should form contract standard The condition. same during the hiatus period may be subject to the cancelled contract flighted A notice. days’ 14 with agency the or station eitherthe by nated termi- be can shorter or seconds 60 of tions In most cases, campaigns with creative execu- access topreferredinventory. come crucial in maintaining market costs and demand-driven be- has time Lead markets. major in card rate a precipitated has this and has years few past the over dramatically increased airtime radio for Demand offered. ally gener- are volume or bookings long-term for discounts Additionally, traffic). sports, news, (e.g. features programming specific sponsor Most radio provide the opportunity stations to Bookings/Cancellations CTV/ 56% 57% 60% 8 Work 62% 65% 70% CORUS 12 12 70% CBC 74% S4 2008 S4 2008 Other 75% 20 13 77% 80% 100 10 20 30 40 50 60 70 80 90 Source: BBM Fall 2009, Mo-Su, 5a-1a Mo-Su, 2009, Fall BBM Source: A The 30-secondThemostcommonlythe spotis time cannotbepurchasedbyadvertisers. air- and non-commercial are stations radio utes and placement of those minutes. CBC ing in terms of number of commercial min- self-regulat- are stations FM and AM Both Regulations Commercial up eight sharepoints. Astral/Standard. of Corus showed the largest increase, picking exception the with 2003, Fall since tuning of share in crease in- an shown have groups station major All group. ownership by tuning of share in activity some seen has Canada French share hasremainedthesame. Rogers’ increase. slight a shown has share CBC’swhile minorshowndecrease. a has CHUM and Standard Corus, for tuning of Share Canada. English in group ership own- by tuned hours of share in shift cant signifi- a seen not have years five last The dle oftheevening, around9p.m. viewing for most demos occurs in the mid- peak where television, of that from ferent difmarkedly is - pattern consumption This the evening. peak, holding fairly steady through most of afternoon late the after tuning adult than M/ TEENS 12-17 F 4 M Sh 96 a r e of Tu e of ADUL 12 TS 18-49 88 ning by A by ning usrbr cn ces iis r M programming through integrated satellite radios XM or Sirius access can Subscribers against eachotherinCanada. continue to operate separately and compete U.S.,theythe in 2008 mergedin XM and Sirius Although Canada. XM owned licly pub- and Canada Sirius owned privately service: radio satellite subscription-based In Canada there are two companies offering Satellite Radio Network andDeepSky. Traffic Canadian Network, Traffic wards Sky- Orbyt, include syndicators Key basis. provincial or national a on sponsorships targeted and tags traffic offer will casters broad- roster.Some theirstation across air to advertiser-specific, are that features or programs create also can They audiences. programmingdifferentof to ety caters that syndicatedMany radio vari- ownersa offer campaign. national a purchase or plan to Syndicated radio can be an alternative way Syndicated Raio tions do not sell 15-second spots. - sta of majority the but stations radio few a by accepted are spots Fifteen-second dio. ra- use to way cost-effective more a be can and advertisers some among popular more becoming are spots Ten-secondpremium. cept 60-second bookings at an 85-100% cost aired spot length. However,will ac- stations AM ADUL 31 ge Gr ge TS 50+ 69 FM o up FM FM 69 69 TS 50+ TS 50+ 31 31 ADUL ADUL AM AM 88 88 TS 18-49 TS 18-49 12 12 ADUL ADUL Radio 27 96 96 4 4 Media Digest 10/11 TEENS 12-17 TEENS 12-17 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 100 100

Se- 80% 80% 77% 77% 13 13 20 20 75% 75% Other Other S4 2008 S4 2008 S4 2008 S4 2008 74% 74% CBC CBC 70% 70% 12 12 12 12 CORUS CORUS 70% 70% 65% 65% D BY 62% 62% D BY Work Work 8 8 60% 60% 57% 57% 56% 56% NE NE CTV/ CTV/ 9 9 CHUM CHUM 15 15 U U h 18+ R-C R-C h 18+ Fall 2003 Fall 2003 Fall 2003 Fall 2003 10 10 50% 50% is Vehicle Vehicle S T S T l programming programming and commercial-free music. lected news/talk channels may offer advertising on a limited basis. Sirius and XM Canada have in products streaming online out rolled recently addition to iPhone/iPod and BlackBerry listening applications. 13 13 enc UR UR 40% 40% r ANDARD ANDARD 15 15 ASTRAL/ ASTRAL/ O O eng f ST ST ANDARD ANDARD 30 30 Home Home 30% 30% 30 30 H IO 15 15 H IO D D ASTRAL/ST ASTRAL/ST CORUS CORUS 21% 21% 16 16 A A 18% 18% 18% 18% 20% 20% 9% 9% 11 11 11 11 10% 10% – R STATION 7% 7% 7% 7% – R STATION 7% 7% E OF R 9 9 E OF R 11 11 4% 4% ROGERS ROGERS COGECO COGECO O O R R J J A 0% 0% A A A H H 5 5 5 5 30 30 20 20 20 20 15 15 10 10 10 10 15 15 Sources: BBM Fall 2003 survey, S4 2008 survey S M installed in vehicles or with a variety of aftermar- of variety a with or vehicles in installed ket radios available from consumer electronics coast- offers radio satellite subscribers, For stores. to-coast signal coverage, digital quality sound and content not found on terrestrial radio, including live sports, news, talk/entertainment A12+ A12+ Sources: BBM Fall 2003 survey, S4 2008 survey S M M18+ M18+ W18+ W18+ T12-17 T12-17 28

Radio Media Digest 10/11 Radio DataSources as asingleminute. day and can be reported in increments as small every of hour everycaptured are Data casts. broad- the in embedded codes inaudible up picking by advertisements and programming radio to exposure record passively They 2+. carried by a representative panel of persons age devices pager-like small are PPMs Montreal. Toronto and Edmonton, Calgary,Vancouver, measuretousedradioarePPMs audiences in and lifestyle. capture selected information on product usage diariesThealso a.m. 1 toa.m. 5 fromments ing is recorded in the diary in 15-minute incre- Tun - spring. the in weeks additionaleight for weeks in the fall, with larger markets measured year. Over 100 markets are measured for eight the of weeks selected for 12+, by age individuals tuning of weeks single on data collect to people meters (PPMs). Diaries table are used por- and diaries paper – methodologies ferent dif- two using audiencesradio measures BBM Radio AudienceMeasurement and Moncton. Richmond Montreal, in offices has also BBM Canada. in sold and bought is airtime radio whichcurrency on the are data These tisers. adver- and agencies broadcasters, to data iour behav- consumer and measurement broadcast provides BBM 1944. since Canada across es radioaudiencmeasured has - organizationthat member-ownedtheisBBM tripartite industry www.bbm.ca T: 416.445.9800 Toronto, M3B3L7 Ontario 1500 DonMillsRoad–3rdfloor Sondages BBM BBM Canada/ against radio ratings in top markets. behaviour consumer of cross-referencing for allows database resulting The diary. radio a psycho- graphics from individuals who have completed and lifestyle consumption, product shopping, retail on data collectsstudy (RTS) radio tuning habits. the of portrait a painting surveys, fall four previous and survey radio fall latest the on based tuning radio local and provincial national, of The R The populations for counties and provinces. BBM defined area and market. It also contains every in subgroup age/gender reported each with Statistics Canada population estimates for contains detailed provincial and market maps, R The R The The Re analyzing variousaspectsofradio tuning. reports different of number a produces BBM Radio Reports Con Audien offices in Montreal and Vancouver. has Analytics BBM office, head Toronto the to addition In behaviour. consumer and tent con - broadcast of impact the into insight ing offering a portfolio of software solutions provid- BBM Analytics is a subsidiary of BBM Canada www.bbmanalytics.ca T: 416.445.8881 Toronto, M3B3L7 Ontario 1500 DonMillsRoad–3rdfloor BBM Anal R The reporting ofradio campaigns. and execution planning, the in tools these use Agencies level. summarized and respondent the at diary radioand audience meter data analyz - ing for applications software of variety a ed over time and sample size and return rates.changes, five-year listening trend, quintiles trend- descriptions recent technical about policy and stations. reachandshare hours of for allreported radio top-line showing areas, Canadian measured geographies, formatnamesandmore. profiles, profile changes,station groups, special radiomationonradio stations,assuch station s um a a a a ach rts Repo dio S dio dio Geo dio dio dio c i Te dio er An e S Book Data tat a t c ly udy ion Guide (RSG) (RSG) Guide ion gra hni ytics s i s ca phi provide an overview of all BBM Analytics provides provides Analytics BBM The Return-to-Sample Return-to-Sample The l Guide (RTG) (RTG) Guide l ca rvds n overview an provides l Re l f e contains infor- contains r en c e Guide e provides provides

sis. analy- competitive for country the across from executions advertising radio of copies provide services tracking creative Nielsen’s level. city the to down expenditure, radio including ture, expendi - advertising on data provides Nielsen Markham, NielsenhasanofficeinMontreal. in office head Canadian the to addition In more. and intelligence onlinemeasurement, media other and radio information, consumer and marketing providing company media and The Nielsen Company is a global information http://ca.nielsen.com Phone: 905.475.9595 L3R4B8 Markham, Ontario 160 McNabbStreet Nielsen MediaResearch Bureau (RMB) Radio Marketing of ayet-to-beannouncednewassociation. in 2010 and will be succeeded by the formation dustry for almost fifty years. It ceased operation The RMB was a resource centre for the radio in- Broadcast Commercial Acceptance 29

for ) health ASC Media Digest 10/11 natural anada ( Whenmaking SD an

drugs, tions andards C ffice g St ffice O O T: isin to www.adstandards.com/clearance t AC real treal T to all of the other appropriate Telecaster Guidelines. Standard Definition (SD) commercials be must assigned Telecaster individual approvalnumbers. and only an HD submission, Telecaster needs to view the HD version, per the Guideline. High Definition Telecaster High Definition (HD) commercials and

Non-prescription products and direct-to-consumer advertising advertising direct-to-consumer and products states disease and information regarding dver Advertising Standards Canada 175 Bloor Street East, South Tower Suite 1801 ON M4W 3R8 Toronto, 416-961-6311 Tel: 416-961-7904 Fax: Mon de la publicité Les normes canadiennes 4832 rue Sherbrooke ouest Bureau 130 Standards (Code), the principal instrument of instrument principal the (Code), Standards Code The Canada. in self-regulation advertising acceptableand for advertising criteria the sets adjudication and review the for basis the forms of consumer and trade complaints. ASC Clearance Services provides an effect- iveand efficient fee-based advertising review mechanism for advertising in five regulated categories: • advertising Children’s • and non-alcoholic beverages Food • Alcoholic beverages • advertise- ensure helps preclearance Advertising and/ regulatory legislative, specific meet ments or sectoral industry guideline requirements. Go to more information. CON 16. 16. Pre-Clearance Organiza A of viability and integrity the ensure to helps ASC As self-regulation. industry through advertising ASC body, self-regulatory advertising Canada’s Advertising of Code Canadian the administers • Cosmetics Toron for for other appropriate commercials that advertise advertise that commercials other appropriate Telecaster other appropriate Telecaster and the consumer pay must Issue and Opinion advertising also has a Text Message commercials follow must Text Phone Service commercials follow must Contests and prizes abide must by Can- number of criteria to follow. All must have have must All follow. to criteria of number approval. Telecaster Message Guideline the in Text addition Comparative Advertising Guideline in to addition all of the Guidelines. Telecaster letter a require will Telecaster laws. adian that confirming advertiser/agency the from positive legal advice was obtained. tify the person, corporation, trade union, constituency registered or party registered over commercial the for paying association of 3 seconds. a minimum thePhone Service Guideline in addition to all of the Guidelines. the follow Comparative advertising must Election advertising clearly must iden- Direct Response Direct Personal Personal products (feminine hygiene, or Canadian), or applicable Canadian), taxes and ship- money-back a is there If handling. and ping guarantee return shipping, the addition of a video super “Less indicating S+H” is required. Compliance with Phone Service Guide- other all as well as mandatory, also is lines guidelines. Telecaster laxatives, personal lubricants and haemor- and lubricants personal laxatives, also comply must with rhoidal) Telecaster approvals. Due to their sensitive nature there may be scheduling restrictions. advertised service or product the of price the clearly must show the type of funds (U.S. tery Corporation products, home/hospital lotteries) are contingent on the Criminal the and provincial) and federal (both Code letter Indemnity laws. licensing provincial from advertiser is by required Telecaster stating there is compliance with all laws. fun” gaming web “For site advertising is requires and Telecaster by separately treated advertiser the from Letter” “Undertaking an per Letter, Opinion Legal Canadian a and 4 of the Undertakingpoint Letter. other commercials will receive ratings or of content the on depending restrictions time video for commercial Each commercial. the before code rating ESRB an have must games can be issued. number a Telecaster Movies, DVD/videos, video games and some and games video DVD/videos, Movies, 15. 15. 11. 12. 13. 14. 10. 10. 8. 8. 9. 7. In In ules http:// the ASC the ASC

pecific R h S t ories wi g e t “Kids” pre-clearance number a Exception to the rule is when the the when is rule the to Exception ules R er C t

All beer and alcohol advertising must com- must advertising alcohol and beer All Closed Captioning and “Billboard” messa- “Billboard” and Captioning Closed All food and non-alcoholic beverage adver- beverage non-alcoholic and food All Advertising Standards Council (ASC) Advertising intended for placement on (Canadian Indian reserves, bingo parlours, parlours, bingo reserves, Indian (Canadian Lot- Provincial casinos, gambling legitimate line, special offer, sales or product cost. product or sales offer, special line, Telecaster require will spots the cases, these clearance. ges are cleared by the individual networks/ individual the by cleared are ges stations. containssell message a “Billboard” or CC Code of Ethics and Standards of Practice of of Practice of Standards and Ethics of Code Marketing Association. the Canadian Telecaster. There are specific guidelines to to guidelines specific are There Telecaster. follow vis à vis visual content, disclaimers, etc. All advertisers comply must with the Telecommunications Commission (CRTC) (CRTC) Commission Telecommunications Alcoholic of Advertising Broadcast for Code Beverages. Drugs Act and Regulations. & Radio-Television Canadian the with ply tising must comply with the Guide to Food Food to Guide the with comply must tising & Food the plus Advertising, and Labelling assign a clearance number until assign a clearance number provides a and all other for requirements Telecaster clearance have been met. Telecaster will review a script/commercial script/commercial a review will Telecaster that is directed at children, but will not latory requirements latory are requirements met. Go to adstandards.com tion drug advertising natural (including health products) to directed consumers. regu- Canada Health all that ensures This a http://cbc.radio-canada.c reviews all prescription and - non-prescrip CBC & services Radio-Canada requires Stan- Advertising CBC from approval prior to: Go Publicitaire. Code du dards/Bureau Please check with the Telecaster Services of of Services Telecaster the with check Please and regulations rules, guidelines, for TVB a costs. Go to: www.tvb.c associated stations approval. should have Telecaster All TV commercials on Telecaster member member Telecaster on commercials TV All All infomercials must receive clearance from from clearance receive must infomercials All All commercials pertaining to gambling 6. 6. 5. 4. 3. 2. Telecas 1. 3. 3. 2. 2. General General 1. certain federal and provincial acts and regulations, and acts provincial and federal certain guidelines. industry codes and advertising Radio and Radio television commercials follow must

Acceptance Broadcast Commercial Commercial Broadcast 30

Broadcast Commercial Acceptance Media Digest 10/11 Fax: 416-205-2815 Tel: 416-205-7344 Toronto, ONM5W1E6 Room 6H2002 P.O. “A” Box500,Station Mailing Address: Toronto, ONM5V3G7 205 Wellington StreetW. Room 6H202 Canadian BroadcastingCentre CBC AdvertisingStandards Courier Address: CON at http://cbc.radio-canada.ca. An overview of CBC/RC policies is available approval services. prior to production. CBC does not charge for citaire. Script consultations are recommended Standards Bureau/RC Bureau du Code Publi- Advertising CBC from approval seeking to ASC approval for non-prescription drugs prior non-exploitive of children. CBC/RC requires scene to ensure all is in good taste, truthful and in ing standards word, presentation tone and services must meet the Corporation’s advertis- Commercials intended for airing on CBC/RC C du Bureau RC C Organiz Clearnce Email: [email protected] Toll free:1-800-387-0644 Tel: 416-964-7539 CON Go towww.mijo.com departmentoftheCBC. Standards Telecasterthe Ad from and Committeeals “Route to” services include facilitating approv- NaturalHealthProducts. • ConsumerDrugProducts • Cosmetics • Alcoholicbeverages • Food andnon-alcoholicbeverages • categories: followingthe of all in guidelines and codes acts, applicable under materials French MIJO Clearances reviews both English and ance numberscopy. totheacceptable the time frame specified and then assigns clear- clearing house. advertising bilingual a is Clearances MIJO M Fax: 514-931-2797 Tel: 514-931-8060 Montreal, QCH3Z1G7 B I J C A O C T TAC AC dver learances T T, EN t isin G

CO LISH It provides copy review within g St ode P ode tions andards Bureau/ andards MM u b lici ERCIALS t aire

Teleco Fax: 514-594-4684 Tel: 514-597-4249 Montréal, QCH3C3A8 6000 Case postale Mailing Address: Montréal, QCH2L2M2 1400, boul.René-Lévesque est. 20e étage Maison Radio-Canada Courier Address: CON ensure that healthcare product communication to is role primary whose agency review ent Existing since 1976, the PAAB is the independ- P Web site:adstandards.com Fax: (416)961-7904 Telephone: (416)961-6311 Toronto, M4W3R8 Ontario South Tower, Suite1801 175 BloorStreetEast Director, ConsumerDrugSection Canada Advertising Standards CON Go tohttp://hc-sc.gc.ca and PAAB. agencies recognized by Health Canada: ASC are reviewed and pre-cleared by independent sees regulated agencies. Drug advertisements over- and Regulations the of interpretation the for guidelines place in puts products, policies to effectively regulate marketed health authority for drug advertisements. It provides regulatory national the is Canada Health Heal crtc.gc.ca Toronto 416-952-9096 Phone: 819-997-0313or1-977-249-2782, CON agencies recognized bytheCRTC. independent by performed is Pre-clearance Canada. in stations broadcast all for license Alcoholic Beverages is a condition of broadcast ance with the Broadcast Code for Advertising compli- advertising, Forbeverage alcoholic the nationalpurpose. serves system broadcasting national the that Parliament’senforce to intentis mandate Its adian broadcasting and telecommunications. Can- supervise and regulate to authority the with vested is It 1991. of Act Broadcasting derives its authority of broadcasting from the Established by parliament in 1968, the CRTC C Board ( Board anadian R anadian har T T T th AC AC AC m aceu mm T: T: CO T, FRENCH C PAA anada unica B) adio-Television and and adio-Television t ical A ical t ions C ions dver MM ERCIALS o t mm isin ission ( ission g A dvisory dvisory

CR T C ) ance number before airing. This is the final the is This airing. numberbefore ance Telecastera receive announcements clear- service public and infomercials mercials, com- that require stations television Most Telecas Fax: (905)509-2486 Telephone: (905)509-2275 L1V1A3 Pickering, Ontario 375 KingstonRd.,Suite200 Pharmaceutical AdvertisingAdvisoryBoard CON Go towww.paab.ca nized bytheCBCandTelecaster. recog- are ads television PAABfor advisories media. all in vaccines and drugs prescription for direct-to-consumermaterials on ments Since 1990, PAAB has provided advisory com- sionals inallmedia. health products directed to healthcare profes- prescription, biological, vaccines and natural product communication for prescription, non- of the PAAB includes promotional healthcare reflects current and best practice. is accurate, balanced and evidence-based, and Guidelines areavailableatwww.tvb.ca policy.network orstation individualby superseded be may and lective but station, guidelines are and voluntary col- Telecaster and then rejected by a participating schedules. Rarely is a commercial cleared by Telecasterwith fee check for Please issued. is required before a Telecaster number can be a produced commercial. The final production production to minimize the risk of rejection of at mends that scripts or storyboards be submitted Telecastertelecast. recom- or Services tion produc- to prior guidelines of interpretation general regarding advertisers to assistance provide staff Telecasterwell, As Guidelines. with comply they ensure to messages tising mittee. Its primary function is to review adver - as a voluntary, self-governing clearance com- service has existed since 1973 and was formed clearances must be done first. The Telecaster clearance prior to airing, so any other required http://www.tvb.ca/pages/TCEContact.htm/ C Web: www.tvb.c a E-mail: [email protected] Fax: 416-413-3877 Phone: 416-923-8813 M4W 1B9 Toronto, Ontario Suite 1005 160 BloorStreetEast Telecaster Services Television Bureauof Canada CON on www.tvb.ca T t T AC ac AC T: t L T: t er S er is t : : ervices of T of ervices for preliminary review before review preliminary for

V B The scope Daily Newspapers 31 70% Media Digest 10/11 24% edia 23% 3%

13% 3% more about something that I ndustry 2009 Driver…to online Driver…to I have online gone to find out

Newspapers TV Internet Mail Catalogue/Direct Radio Pages Yellow Magazines Print Other & Trade Home of Out have seen in a print newspaper I Canadian M 9% Source:Source: TVB, TVB, TD TD Newcrest Newcrest estimates, estimates, Jan. Jan. 2010 2010 11% 4%

To whatTo extent do you agree or disagree with the following statements:Base: Newspaper readers n=669 Ipsos Reid for the CNA, 2010

10% AgreeAgree

3 1 Finally, and most 1

Reading a newspaper online or 4 4

Research finds newspapers ads are also more 1

ity papers n In addition, 73% of Canadian newspaper readers have been influenced influenced been have readers newspaper Canadian of 73% addition, In 2

in print is the or other not decision. a one Actually 80% Canadians of that read a newspaper online also read a print newspaper. to buy somethingto buy as a result an of ad in a printed newspaper. Furthermore, research indicates that ads outperform on newspaper websites – websites newspaper on outperform ads that indicates research Furthermore, performing better than ads other on sites, such portals, all on metrics 47 studied. Online any want (i.e. readers source content that creates original such content on online time their spend percent Forty-two TV). or magazines newspapers, as sites vs.content communications such and as email social (27%) networking such as Facebook Twitter or (13%). importantly, newspapers provide a strong return on investment (ROI). BrandScience BrandScience (ROI). investment on return strong a provide newspapers importantly, (UK) studied 400 retail case studies to determine ROI. every spent, For $1 the ROI was twice as newspapers high for (£6.23) vs. TV and Outdoor (£3.57 each). * hub = umbrella sites housing individual newspapers CanWest(e.g. publishes Canada.com; Quebecor, Canoe.ca and Gesca, Cyberpresse.ca) *read any of the last four editions of local community newspaper read** any newspaper online in the last week/read any of the last four community newspaper issues/read any of the last five weekday daily newspaper issues 1 Ipsos Reid 2010 2 Nielsen research (US) 3 Online Publishers Association 2009 4 NADbank 2010 The future is news delivered any on device Canadians their on want – in it paper, mobile. or iscomputer It a very exciting time news media! for On the electronic including side, e-readers the iPad offer an exciting platform for Online delivery. ad) news (and video and mobile also continue to grow and offer unique ad opportunities. side, more colour is being added. And creatively shaped ads and placements are being being are placements and ads shaped Moving forward, there are many exciting opportunitiescreatively newspapers. for On the printAnd added. being is colour more side, augmented as well as used by newspaper advertisers and more codes, to more enhance theirscan messages. Print adsand QR through interactive more becoming are reality holding (i.e. to the a web cam up paper the ad comes to where life). Print newspaper readers notice the ads. A whopping 75% of newspaper readers readers newspaper of 75% whopping A ads. the notice readers newspaper Print indicate that they browse the ads. Newspaper reachNewspaper continues to be impressive. According to NADbank, almost half Canadiansof read printed daily newspapers each weekday and the over course of a week daily newspaper readership climbs to three quarters Canadian of adults. ComBase also Canadians of reports that 74% are community newspaper readers* and that nine ten of adults read newspapers out (daily community) or either in Newspapers also also advertisers help reach specific targetprint online**. or groups very effectively. Canadian newspapers and their sites are strong. We are presented with lots lots with presented are We strong. are sites their and Canadiannewspapers negativeof statistics that source from newspapers in the United States, in but Canada, newspapers are buoyant. There are almost dailies 100 and 1,100 over years 10 were there as number same the roughly – newspapers community NADbankago. (2009) and ComBase (2008/2009) reveal that newspaper print readership is stable and has been the over past five years. And print newspapers continue to be the largest ad medium in Canada, all of representing 24% spent. dollars advertising Newspapers – Dailies & Commu engaging – scoring higher than compared radio when to 18% and average TV, the Internet. Newspaper web sites are very effective. Seventy-five percent have seen seen have percent Seventy-five effective. very are sites web Newspaper something a Canadian on newspaper site and online have gone to find more. out Online newspaper readership grows every year. Currently 30% of all Canadians of 30% Currently year. every grows readership Onlinenewspaper visit in a given a newspaper week. site hub* or 32

Daily Newspapers Media Digest 10/11 Newspapers Daily Source: NADbank, 2009 NADbank, Source: Time spentreading weekend Time spentreading Mo-Fr 1 weekreach Con 2010 June CARDonline, Source: Man/Sask. and Atlantic in product printed the of distribution limited has Post National * The Total circulation Number ofnationalnewspapers* Number ofdailynewspapers Newspaper markets Distributio Source: NADbank Source: % NationalReadership:54Markets,Adults18+ n sumptio 10 20 30 40 50 60 70 80 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 0 0 n 47 86 minutes 46 minutes 5.9 million 69 TOTALS 73% 123 91 2 47 Read YesterdayM-F 73 n n FORMA n n n n n n GENERAL INFORMA

pers havemoved tomodularpricing. columns and lines. As of press time, 17 pa- standardized sizes, e.g., ½ page vertical,Modular vs. advertising involves selling ads by agate linage. total = lines x Columns newspaper. by vary which columns, in measured ally gener- is Width depth. of inch per lines agate 14 are There newspapers. most for Agatestandardthemeasurementis unit the dailies. of all almost for used is printingOffset tinues to grow. con papers daily of readershipOnline regional B.C.markets. distributedandPress Blackin by lished major 6 markets. Another 12 free dailies are pub- in dailies free 11 are There a representshousehold penetrationof44%. circulation daily Gross 110 areEnglish-languagepapers. papers, French-language are Thirteen in Canada. There are currently 123 daily newspapers TS 44 WOMEN 18+ 66 M-F Cume 46 TION 71 - Read LastWeekend There aretwobasicnewspaperformats: n n n T n n n Broadsheet a high newsprintcosts. recently reduced page size in have response papers to of number A deep. inches 2000 lines. to 1050 from ranges linage page Full of columnsrangingfrom5to10. numberthe withtabloids 51 are There 10 inchestogenerally 10is page tabloid A 3480 agatelines. to 1800 from ranges linage page Full common tomany. to 12 columns, with a 10-column format There are 72 broadsheets varying from 6 11 to A broadsheet page ranges from 10 inches size asacostcuttingmeasure. paper trimmed recently also have loids - tab several broadsheets, with As inches. 7 compact a is which daily, afternoon free newestToronto’s is exception An deep. inches bloid 3 / 8 inches wide and 11 and wide inches 7 / 51 8 inchesinches2220wide toby 72 MEN 18+ 49 5 / 3 8 / 7-Day Cume inches x 10 x inches 8 inches to 14 to inches 76 t.o.night, 1 1 / / 4 2

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8 THE LOOKAHEAD 8 ONTARIO ROB Why export king EDITION Germany is the new China BANKING 8 MONDA becoming YOUR WEEK STARTS HERE NEWS ON POTENT Y, MINING JUL An expert’s insight Y into Netanyahu’s 5, IAL 2010 visit to Washington Historic strike nears end with Vale deal FIRST Miners reach tentative agreement with Brazilian owner in one of Canada’s longest labour disputes, NA a year-long battle that has gripped Sudbury and kept 3,000 workers off the job LIFE TIONS B How to prevent BY ANDY HOFFMAN AND JOSH WINGROVE pests from taking SECTION B ANK B One of the longest and most over your summer acrimonious in Canadian history may finally come to an end after the union representing for- REVIEW MONDAY, mer Inco nickel miners labour in disputes Sudbury struck a tentative deal with the company’s Bra- A diva’s take on pop zilian owner. ers approve the terms of a new five-year contract at stars and performing JULY ed byIf thethe employeesUnited Steelwork- represent- votes scheduled for later this for the Pope AT THE BELL week, it will bring an end to 5, a strike that has dragged on In a slow week, investors may continue to wallow in pessimism. for nearly 2010 THE ROYAL VISIT 8 loped the Northern Ontario city in a war of words be- SPORTS ECONOMY tween Canadian a nickel year and mine- enve- rs and management of foreign resource giant Vale The buzz begins: SA. conflict, as the storied Inco mines still account for about Who will replace C haveGlobal kept commoditya close eye onmarkets the 4 per cent of the world’s Cito Gaston? nickel supply. The strike has When andorporate where companies decide America to use their $1.84-trillion sitting stockpile will beon a key factorhuge in the streng c TORONTO also been followed closely in TORONTO, HIGH 32 LOW 23 political circles as a test case for labour unrest after foreign acquisitions of major Cana- BY JOANNA SLATER dian resource assets. For a clue to Corporate Ameri- strikeThe comes potential as a endgreat of relief the ca’s state of mind, look no fur- to Sudbury. Despite successful “company town,” mining re- ther than the piles of money efforts to diversify its econo- mains its lifeblood and scores stashed under its mattress.NEW YORK my and shed its image as a of mining contracting firms were affected by the dispute. ic environment,Facing an uncertain U.S. firms econom- have socked away cash at a payrollApproximately was lost each $4-million in during the strike, according ENERGY rapid clip, amassing a rainy- to Sudbury Mayor John Rod- day fund the likes of which riguez, who recently called hasn’t been seen in over 40 the strike “contentious and COLLISION Ottawa is set to issue new oil explorationyears. licences for the Beaufort Sea next week. But in the divisive.” Both sides expect unclear how many will ac- some of the 3,000 striking aft nancialAt the firms end had of March, accumulat- non-fi- workers to have retired or week tually go back to work if the ermath of the Gulf disaster, the federal regulator must rethink the rules governing relief wells PAGE 7 0 deal is ratified...... ed a record $1.84-trillion (U.S.) found other work, leaving it ‘Surreal’ in cash and other liquid assets payingLess $19.4-billion than three yearsfor Inco after and deadly on their balance sheets, ac- in a hotly contested takeover The last line of defence for killing blowouts battle in 2006, Vale’s flam- cording to the latest figures boyant CEO Roger Agnelli B.C. crash from the U.S. Federal Reserve said last year that the com- Board. As a percentage of total pany’s Sudbury operations company assets, which in- were “not sustainable” unless shows perils Looking for relief clude factories and other in- vestments, cash is at its workers accepted major wage PRIV and benefit concessions. of boating Work is a few days ahead of schedule on two relief wells that will intersect with the original wellbore highest level since the early 77 above the oil reservoir. This will allow heavy fluid to be pumped in, blocking the flow of oil. Cement will 1960s. ATE WEALTH MANAGEMENT SEE then be pumped down to seal it. ’STRIKE’ season When and where companies decide to use their stockpile PAGE Operator killed, will be a key factor in the 3 several injured after Discoverer Enterprise drill ship strength Original subsea containment companies feel confident speedboat rams into enough to invest in new equipment or makeof the acquisi-recovery. If houseboat cabin Relief well #2 tions, it will spur economic ac- Development tivity and hiring. If they driller II remain anxious, such deci- a BY ANNA MEHLER PAPERNY AND DAVID EBNER sions will be delayed, dam Off to the races: Queen crowns a new champion ing overall growth. th of A “surreal” midnight collision Such hoarding can’t go on turned a night of fireworks fes- forever. Companies that keep tivities into a fatal tragedy on Gulf of Mexico piles of cash sitting in the ey Eurico8 Da Silva and Big Red Mike ride to victory in the 151st Queen’s Plate bank earning razor-thin inter- Jock the weekend, when a recrea- 1,500 m tional speedboat plowed direct- est rates will eventually face 8 ly into a houseboat crowded the ire of investors, who will demand that the money be Royal with families on a pe or British Columbia. security tested after woman approaches Queen with a plastic bag outside Toronto church in theThe middle crash, ofwhich Shuswap happened ABORIGINAL AFFAIRS Lake, killed the houseboat’s 40-year-old operator who was BY SHAWN McCARTHY buy lake in interi- GLOBAL ENERGY REPORTER, OTTAWA standing at the vessel’s wheel Original broken The straight in the path of the be vertical riser com Twenty years after the Oka crisis, slain officer’s sister speedboat. Two of the house- thing, boat’s passengers were still in T he National Energy Board is considering argue Relief well #1 77 hospital Sunday night. forcing oil companies to drill a secondary SEE reaches across the barricades to make peace Development tion project,relief well as part in any of a deepwater review of itsArctic regula- explora- d r RCMP did not say whether tions following BP PLC’s ’CASH speed or alcohol were a factor 4,000 m blowout. FINANCIAL BY INGRID PERITZ MONTREAL in the bizarre crash. An investi- driller III gation is continuing and no es forOttawa the Beaufort is set to Seaissue in new an auction exploration that closeslicenc- Francine Lemay still recalls charges have been laid. next week. But before companies can begin drilling, the federal regulator must decide on the phone call 20 years ago “The collision vaulted the U.S. ba with the news that changed Campion directly into the Replacment the regulations governing RE her life. Her little brother, main cabin portion of the are the last defence for killing blowouts. Gulf not out provincial police officer Cor- house boat where it came to a vertical BP has been drilling its first relief well for the poral Marcel Lemay, had rest, completely embedding it- past two months as of today, and is still several of been killed during a police self into the interior of the riser weeks away from completing the operation, as Mexico the woodsnk raid on a native barricade houseboat,” said RCMP Corpo- crude continues to gush into the ocean, caus- near Oka, Que. ral Dan Moskaluk, who called ing massive environmental damage along the make peace. Has reached coast. just yet the crash “surreal and tragic.” a depth of “It can’t be,” Ms. Lemay NINIAN CARTER/THE GLOBE AND MAIL Wellbore r of said to herself. Gone was the “If The death comes as Ottawa 2,370 m Aiming at a 25-centimetre-wide hole someelief 5.5 your own you’re pain,” only she centered says, on has tried to clamp down on kilometres beneath the drill ship, BP engineers young officer who embraced wells, which “you can’t see the pain of recklessness on Canada’s lakes are coming ever closer to intersecting with the life and had a toddler and rogue Macondo well and snuffing it out. But others.” that sees pregnant wife at home. SPONSORSHIPS the process has been agonizingly slow. Next Sunday, the exact an- summer, often exacerbated by morningThe gunfire assault of at that Oka early- ush- niversary of her brother’s alcohol. Meanwhile, work is a few days ahead of death, Francine Lemay will lives claimed each schedule on two relief wells that BP says are ered in Canada’s most dra- the best chance at stopping the leak, BP Ameri- find herself, symbolically, on NATHAN DENETTE/THE CANADIAN PRESS In May, Transport Canada 66 matic aboriginal crisis, a brought new rules for safety SOURCE: BP ca spokesman Daren Beaudo said. BRIAN MILNER 78-day standoff pitting armed the other side of the barri- equipment licensing, includ- TAKING STOCK cade. She will be on the Mo- But the company is sticking with its early-to- ...... Mohawks against police and 0 ing a requirement that anyone mid-August time-frame for completing the [email protected] soldiers over a land dispute. hawk territory of Kanesatake GLOBE SPORTS piloting a “pleasure craft” ob- wells because of the uncertainties of hurricane For many, the scars have yet for the launch of a French- tain a licence. Has reached season and the precision needed as the drills language version of a book a get deeper into the ocean floor. to heal. But Ms. Lemay em- But a local Shuswap politi- depth of Ask Mark Williams to name barked that day on a differ- on the community’s history – cian says the lake – located Oil 3,600 m a book she translated herself, reservoir Rough seas in the Gulf of Mexico are also de- his favourite financial stocks ent path: Two decades after halfway between Calgary and laying BP’s efforts to connect a vessel to the in the current tough climate, the conflict began, she has as a personal gesture of rec- Vancouver – needs better en- leaking Macondo well that will double the onciliation. and he instantly rattles off reached across the divide to forcement. The Shuswap Jersey deal a measure of success for amount of crude being captured. four of them: Royal Bank of “We’re all so full of prejud- draws thousands of boaters The link may be postponed for a couple Canada, Toronto-Dominion ices and myths, transmitted each summer and on Saturday days while vessel owner Helix Energy Solutions Bank, Bank of Nova Scotia and from generation to genera- PAGE 3 0 night several hundred boats BY GRANT ROBERTSON Group waits for calmer seas, a BP spokesman Bank of Montreal. It’s no coin- tion,” says the 58-year-old were on the water near Magna said on Sunday. cidence that all are Canadian. World Cup soccer is a major 77 translator and former Air Bay for an annual Canada Day SEE Canada flight attendant. “I INSIDE TODAY’S GLOBE AND MAIL draw in Canada, a fact many Ever since the Great Credit fireworks show. ’RELIEF ’ Crisis of 2008, Canadian banks wanted to open the minds of bars and offices can attest to and the folks who regulate over the past month. Until re- francophone Quebeckers who enforcement;“There has it’s to bereally some the sign of READ MORE them have attracted a flood of may be ignorant, like I was, THE MAGNIFICENT cently though, homegrown PAGE admirers for mostly steering SEVEwild west,” said Denis Delisle, professional soccer has always and make prejudices fall.” Can Canada sustain a seventh NHL team? the local representative on the Seafood fight 4 clear of the trouble that sank 77 managed to stumble on the or badly tarnished so many of SEE Columbia Shuswap Regional pitch. Nathan VanderKlippe describes the efforts Perhaps in Winnipeg, Hamilton, Quebec Ci District. their counterparts in the U.S. ’SISTER’ of Gulf fishermen to battle the damage or the Greater Toronto Area? TSN and 77 Pro leagues have come and matic fashion. But as Major and Europe. But none has SEE gone, often launching with that the oil spill has inflicted on their brand. of been more enthusiastic than high hopes only to fold in dra- League Soccer gets ready to PAGE 4 PAGE team up to see whether adding a fr ’CRASH’ add a pair of new franchises in the Boston University finance professor, who has been heap- 4 possible – or advisable – and Vancouver and Montreal in PAGE the next two years, there are 0 ing praise on our healthy little for Canada. David Naylor st signs things are different this oligopoly at every opportuni- 7 time around. ty. On the anniversary of her br in the first of a six-part “It’s not that I have a love the Mohawk territory of section and on TS indicatorPerhaps of the mostleague’s import fair with Canadian banks on the community’s larity in Canada, be Prof. Williams was sa obvious ticket sa other day while str Homegr sponsors are s names on MLS a beach in New real mone really think Haitia vealsWhen this Ba well-pos GAM_CMDC.indd 1 newe chine. 07/09/10 2:38 PM loc own N? T hi Kan ns N’s wha The y to yond oront nk of He stor oth to al se arts anc ty tar les popu-ant fiv d the w jer Ca be ” itionetha por ollingying ,” af- f try S 34

Daily Newspapers Media Digest 10/11 Media Digest Source: NADbank 2009 NADbank Source: 2010 June CARDonline Source: 10 20 30 15 10 20 25 30 Source: CARDonline June 2010 June CARDonline Source: Source: NADbank 2009 NADbank Source: Source: NADbank 2009 NADbank Source: 0 0 5 65+ 55-64 50-54 35-49 25-34 18-24 Women Men Full Page Colour ($ Net) Full Page B/W ($ Net) Circulation Number ofDailies Number ofMarkets Full Page Colour ($ Net) Full PageB/W($Net) Circulation Number ofDailies Number ofMarkets 7-Day Cume Read LastWeekend M-F Cume Read yesterday 15 10 20 25 30 0 5 DAILY NEWSPAPER CIRCULATIONS ANDCOSTSBYPOPULATION GROUP DAILY NEWPAPER READERSHIP–ADULTS 18+PROFILESBYREGION(%) Weekday ReadershipofFreeDailiesisStable(%) 2003 8

10 2003 17 DAILY NEWSPAPER CIRCULATION &COSTBYREGION 19 1 M+

352,672 Atlantic Atlantic Atlantic 76,094 READERSHIP BYREGION–ADULTS 18+(%) 4,009,376 63,205 538,304 456,867 11 78 53 75 50 23 2120 20 1718 11 10 25 2728 13 1514 52 464748 48 545352 2004 14 13 8 14 30 2004 6 20 25 1,276,638 500M-1M 465,078 137,565 109,793 Quebec 65,947 56,005 Quebec Quebec 10 73 49 67 47 13 5 3 12 6 2005 14 Read Y 2005 Read Y 23 27 esterday 2,569,698 891,780 100M-500K MontrealCMA 498,876 429,176 219,236 188,345 917,324 esterday Ontario TorontoCMA Ontario Ontario 34 44 30 26 72 46 67 45 13 2006 13 2006 M-F Cume 23 M-F Cume 26 163,831 142,001 50M-100K Prairies 318,951 86,625 73,250 Prairies Prairies 14 21 24 23 75 49 71 48 13 2007 14 2007 BC & Yukon BC &Yukon 128,597 109,372 818,388 5,909,176 24 BC &Yukon 27 Under 50K 198,447 94,851 79,080 24 31 22 17 10 27 14 10 48 52 74 42 73 52 34 34 13 2008 2008

13 1,004,963 853,547 1,004,963 Total 5,909,176 Total 123 853,547 25 Total 22 18 10 27 14 10 52 48 91 73 47 69 47 24 Total 123 92 14 13 2009 2009 27 26 require much longerleadtimes. Flexform, gatefolds,wrapsandinsertsmay mal positioning, especially forcolourads. of twotothreeweeksareneededforopti- or twoweeksinadvance.Longerleadtimes and cancellationsmayneedtobemadeone sections, whicharepreprinted,thebookings prior topublishing.Inthecaseofspecial booked orcancelledbeforenoon,twodays As ageneralrule,on-pageadsmust be Booking andCancellation n n n n AD TYPES n it ismachineorhandinserted. the sizeofinsert,papertypeandwhether cost variesaccording tothenumber ofpages, folds canalsobeplacedwithinasection. section. Oftenincludesapartialpage.Gate- section (broadsheet),including thefront or a that wraps around the paper(tabloid) URNED POSITIONING GUARANTEED FLEXFORM S T R E S N I ROP COLOUR RP AD GATEFOLDS AND WRAPS and usuallycarriesacostpremium. of ways.Flexformisavailableinmanydailies may beplacedaroundeditorial inavariety sizing,e.g.,thead not conformtostandard itioning guaranteescarryapremium charge. quirements rangefromzeroto1,000lines. vary bypublicationandminimum linagere- in virtuallyalldailypapers.Costpremiums Source: NADbank 2009 NADbank Source: Some HighSchoolorLess Graduate HighSchool Some Post-secondary University Grad+ $20 to$30M $30 to$50M $50 to$75M $75M+ Under $20M Highest Level Achieved Annual HHIncome Daily ReadershipbyEducation Daily ReadershipbyIncome can be carried by most papers. The canbecarriedbymostpapers.The is any odd-shaped ad that does isanyodd-shapedadthatdoes Run of Press colour is available Run of Presscolour is available Amulti-page ad 10 19 33 36 15 25 47 107 % % 8 5

Manypos- Index toPop Index toPop 110 89 95 98 99 99 90 74 Market Size Publication Detail WE 1 m+ 50K-100K Newspaper Total Circ. (M-F) Newspaper Total Circ. (M-F) REACH Toronto Star 390,163 Le Quotidien (Chicoutimi) 27,655 The Globe and Mail (National) 304,967 Cape Breton Post (Sydney) 23,806 Le Journal de Montréal 266,160 Fredericton Daily Gleaner 20,892 1.3 Metro Toronto 258,858 North Bay Nugget 19,521 24 Hours Toronto 247,236 Charlottetown Guardian 19,118 La Presse (Montréal) 206,921 Sault Ste. Marie Star 18,337 MILLION Vancouver Sun 182,823 Brantford Expositor 18,290 Toronto Sun 178,461 Cornwall Standard-Freeholder 15,910 National Post 177,989 Niagara Falls Review 15,419 YAMS Montreal Gazette 173,757 Prince George Citizen 15,126 Vancouver Province 164,411 La Voix de l’Est (Granby) 14,893 24 heures (Montréal) 143,008 Sarnia Observer 14,347 DAILY Métro Montréal 142,154 Brandon Sun 13,969 Metro Vancouver 140,000 Welland Tribune 13,443 Calgary Herald 137,174 Kamloops Daily News 12,237 Ottawa Citizen 130,233 Medicine Hat News 11,993 24 Hours Vancouver 122,230 Belleville Intelligencer 11,606 Edmonton Journal 111,962 Chatham Daily News 9,305 WE’RE THE Edmonton Sun 55,955 Grande Prairie Daily Herald-Tribune 5,699 Metro Calgary 55,000 Comox Valley/Campbell River Daily 4,500 Metro Edmonton 55,000 Vernon Morning Star Daily 3,500 YAM BRAND Metro Ottawa 50,000 Kamloops This Week Daily 3,400 t.o.night (Toronto) 50,000 Chilliwack Progress Daily 3,200 Calgary Sun 48,948 Fort McMurray Today 2,785 Ottawa Sun 46,052 Total 50-100K Markets 318,951 YAMs: young/young minded, 24 Hours Calgary 39,584 active metropolitans Le Droit (Ottawa/Gatineau) 37,311 Under 50K 24 Hours Ottawa 32,568 Newspaper Total Circ. (M-F) 24 Hours Edmonton 31,612 SOURCE: NADbank 2009; BASE: Le Devoir (Montreal) 28,839 L’Acadie Nouvelle (Caraquet) 20,314 18+, Metro Canada read yesterday Total 1M+ Markets 4,009,376 Owen Sound Sun Times 13,519 Orillia Packet and Times 9,802 500K-1M Brockville Recorder and Times 9,615 Newspaper Total Circ. (M-F) Timmins Daily Press 9,300 Stratford Beacon-Herald 8,320 Winnipeg Free Press 122,465 Summerside Journal Pioneer 8,309 Le Journal (Quebec City) 111,721 Moose Jaw Times-Herald 7,503 Hamilton Spectator 101,979 Penticton Herald 7,131 Le Soleil (Quebec City) 78,740 Woodstock Sentinel-Review 7,000 Winnipeg Sun 50,173 New Glasgow News 6,988 Total 500K-1M Markets 465,078 Corner Brook Western Star 6,863 Simcoe Reformer 6,572 100-500K Prince Albert Daily Herald 6,095 Newspaper Total Circ. (M-F) Truro Daily News 5,800 Pembroke Daily Observer 5,621 Halifax Chronicle Herald 108,130 Cranbrook Daily Townsman 5,400 London Free Press 76,151 Trail Daily Times 5,224 Victoria Times Colonist 63,722 St. Thomas Times-Journal 4,628 Kitchener Waterloo Regional Record 63,465 Prince Rupert Daily News 4,620 Windsor Star 61,898 Alberni Valley Times (Port Alberni) 4,206 Saskatoon StarPhoenix 53,109 Northumberland Today (Cobourg/Port Hope) 4,005 Regina Leader Post 48,213 Alaska Highway News (Fort St. John) 3,880 Le Nouvelliste (Trois Rivieres) 44,085 Peace Arch News Daily (White Rock) 3,200 Moncton Times & Transcript 35,569 Kenora Daily Miner & News 3,037 Metro Halifax 35,000 Cowichan Valley News Leader Pictorial Daily 3,000 La Tribune (Sherbrooke) 34,113 Amherst Daily News 2,929 Saint John Telegraph Journal 32,688 Nelson Daily News 2,630 St. Catharines Standard 32,473 Fort Frances Daily Bulletin 2,400 St. John’s Telegram 26,266 Whitehorse Star 2,397 Thunder Bay Chronicle Journal 25,736 Dawson Creek Daily News 2,200 Peterborough Examiner 24,929 Portage La Prairie Daily Graphic 2,067 Kingston Whig-Standard 22,892 Kimberley Daily Bulletin 1,972 Lethbridge Herald 18,051 Bulkley Valley Northern Daily 1,900 Sudbury Star 15,466 Total <50K Markets 198,447 Red Deer Advocate 14,423 Kelowna Daily Courier 13,149 Guelph Mercury 13,049 Victoria News Daily 10,000 News Bulletin/Daily (Nanaimo/Parksville/QB) 8,000 Barrie Examiner 7,825 Nanaimo Daily News 6,630 Kelowna Capital News Daily 6,500 Surrey Leader Daily 6,000 Abbotsford News Daily 5,200 Sherbrooke Record 4,592 Total 100-500K Markets 917,324 Source: CARDonline June 2010

Media Digest 10/11 35 12.12-17 Tiff.indd 16 36

Daily Newspapers 16 September 13, 2010 13, 2010 September Media Digest 10/11 Media Digest Lead sponsor: Sales in Sales $ to reach. one elusive an often though marketer, any for graphic demo attractive and powerful consumer—a urban young new the are They city. their in merry be and drink shop, to eat, spots hottest the of aware instantly and on turned in, tuned are They choices. coffee complicated make they and instead; online shows favourite their aTV, own watching even don’t them of many new; or expensive neither look that clothes new sive expen on money spend they that; for app have an they because approval of stamps “fair-trade” for labels study longer no They yo Understanding the new connect with connect them. can marketers how and decisions buying many their shapes what 416-764-1575 [email protected] or 416-764-1597 [email protected] or For sponsorship opportunities: tickets: For 99 19 U october 28, 2010, t 28, october Ticke ng U ng T s: (7:30 registration–12:00 noon) Aldo Russo Aldo +H Marketing sT rban cons rban the city the cohort: whatcohort: influencesand inspires them, this affluent about discussion insightful and conference.graphic A half-day of engaging Marketing

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- - - the filmsof eight actingnominees, three director nominees, threecostume nominees feature, forbestforeign-language film,twoforbest documentary going intoawards season. timeofthe yearforstudiosmost important hopingtogeneratesomebuzz national FilmFestival tothefallmovieseason, marksanunofficial start allows thecustomertoreallyexperiencefestivalinhis or herway.” a levelofexcellenceacrossallourprogramming andallofourservicethat someone whowantstoseetheMidnight Madnessfilms,” hesays.“We offer style[or] who wantstoexperiencethebrandfromabigredcarpet, star attendees canviewfilm,addsKerbel. the quality oftheexperienceitself,” hesays. on thepromise ofperformance,quality, theexcellenceoffilms...and the festivalwasbuiltonmuch morethanthat,saysHandling.“Itwasbuilt this year’s festival. expectedtoattend stars the among Bruce Springsteenare and Helen Mirren Portman,TIFF istheplacetodoit.Natalie RobertDeNiro,NicoleKidman, Quentin Tarantino saidinaninterviewwhileToronto in August 2009. cliché, butitactuallyistrue–isit’s justthe best audiences intheworld,” likes ofCannes,whichisveryexpensiveandfickle,” addsJohnson. friendly audience, soit’s arelativelylow riskenvironmentcomparedtothe he says. it... Peopledebating it, their about picks, it’s talk online to meet incredible,” in frontoftheBlakeEdwardsfilmThat’s Life . aboutfilm,”talk hesays.Heeventuallymadehiswayintothetheatreand in Toronto willtellyouthattheylovewaitinginlinesbecausegetto Barn). Curious,hejoined thelinenotreallyknowing whatitwasfor. “People noticed alonglineforming infrontofUniversity Theatre(now aPottery Avrich recallswalkingdown Bloor Streetduringthe1982festival.He To besure,TIFFalsobenefitsfromgoodtiming. The Toronto Inter- “You canexperiencethebrandinamorecinefile style,youcanbesomeone Part of thebrand’s strengthboils down tothevarietyofwaysinwhich partoftheTIFFbrand, While theparadeofcelebritieshasbecomeavital Today, withafilmtopromoteorcausechampion, foreverymoviestar “The number onethingabouttheToronto filmfest–andit’s becomea The studios know thatwithTIFFcomes an“astutecivilian audience, a In 2009alone,TIFF screenedfiveofthe10best-picture nominees, three “This issuchafilmcommunity. We loveourfilm. talkingabout Welove talking and discussing and exchanging.” exchanging.” and discussing and talking monty, who stresses the importance of social media for content rich rich content for media social t as of such brands importance the stresses who monty, forward.” moving do we a everything be around to strategy core going is media] “[Social Kerbel. says basis,” daily a on refined it’s relaunch. the since page Facebook on festival tickets and event listings. Over 2,700 members have joined the tips on how to trailers, to save movie page money include Facebook signed 10-day festival. festival. 10-day co- Cloudraker says doing,” president Jean-Sebastien they’re what to pertinent it’s so it enhance media footprint. to engage with the under-35 set. under-35 the with engage to role alead in media social cast has Festival Film International toronto the affair a social becomesTIFF 35s through social media,” he says. he media,” social through 35s through our experience there’s really interesting ways to reach the under- event. year’s last t after online the ence up ramp to opportunity an recognized they says sorship, diinl lmns il anh ne h fsia i udra, says underway, is festival the once launch will elements Additional sure make to there out put we everything testing we’re launch, we “As In July, tIFF launched a more aggressive t a aggressive more launched In July, tIFF “they already had a Facebook page but we needed to tweak it and and it tweak to needed we but page Facebook a had already “they Howard Kerbel, the festival’s vice-president, sales and marketing spon montreal’s Cloudraker was hired earlier this year to assess tIFF’s social social tIFF’s year to assess this earlier was hired Cloudraker montreal’s And following… old 35-year to 18- dynamic very a has festival “Our areas: publicaffairs,marketingandmemberservices. tives acrossCanadatoservetheindustryinthreemain - several committees composedofnewspaperrepresenta ganization, theCNAworkswithitsboardofdirectors and papers publishedinEnglishandFrench. Anon-profitor- The Canadian NewspaperAssociation representsnews- cna-acj.ca E-mail: [email protected] Fax: (416)923-7206 Phone: (416)923-3567 Toronto, ONM4W3P4 890 Yonge St.,Suite200 ASSOCIATION CANADIAN NEWSPAPER Data Sources Newspaper Daily pers insevenmajormarkets NADbank Inc.now measures13freedailynewspa- committees. governed byaboardofdirectors andtwooperating ing companies andadvertisermembers.NADbankis daily newspapers,advertisingagencies, media buy- NADbank isatri-partiteorganization comprisedof advertising inCanada. to assistinthebuyingandsellingofdailynewspaper rate in-depthmarketinginformationforitsmembers an urbanmarketstoprovidecosteffectiveandaccu- dustry. ItdesignsandconductsresearchinCanadi - research armoftheCanadian dailynewspaperin- NADbank (NewspaperAudience isthe Databank) nadbank.com Fax: (514)935-6191 Phone: (514)923-9720 Montreal, QCH4C2C7 4366 rueSt-Ambroise E-mail: [email protected] Fax: (416)923-4002 Phone: (416)923-3369 Toronto, ONM4W3P4 890 Yonge Street, Suite200 AUDIENCE DATABANK NADBANK –NEWSPAPER IFF. “It’s about video content and it’s about enthusiasts about it’s and content video about “It’s IFF. m onty onty in reference to brand activity beyond the

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-KL 8/27/10 5:50:58 PM - - - “ Daily Newspapers 37 - Media Digest 10/11 Annual report pro- Two statements of Providing 10 Providing years of Annual coupon audit reports pro- Circulation data for Canadian daily A division of ABC that provides audits of i

traffic claims from sites on the web. data, including Canadian circulation of U.S. Tool. magazines on the ePeriodical circulation circulation issued yearly by publishers for re- ABC. lease by the newspapers by market, county and province. newspapers by market, TORONTO OFFICE E., 90 Eglinton Avenue Suite 980 ON M4P 2Y3 Toronto, Phone: (416) 487-2418 (416) 487-6405 Fax: OFFICE MONTREAL 1010 rue Sherbrooke Ouest Bureau 1800 Montreal, QC H3A 2R7 Phone: (514) 845-0003 (514) 845-0905 Fax: The CCAB all audits division paid, controlled or any combination of paid - and controlled cir culation for over 450 business and farm publications, consumer magazines and - commu Canada. throughout newspapers daily and nity CCAB issues standardized statements of data reported by members and verifies the figures shown in the statements by audit examination pub- Basic necessary. considered records any of lished reports include two staff, Circulation publishers’ the State- by submitted year, a ments and Bilingual ConsumerTRAC, Daily - News paperTRAC and In year. a twice published Community reports trend TRAC Newspaper- to addition these reports, CCAB provides flyer accreditation distribution on behalf of the Fly- er Distribution Standards Association, whose goal is to establish standards, from technical processes and terminology, to specifications for the retail flyer process. PUBLISHER’S PUBLISHER’S STATEMENTS COUPON DISTRIBUTION AUDIT VERIFICATION REPORTS CANADIAN NEWSPAPER CIRCULATION FACT BOOK REPORT TREND MAGAZINE WEB-BASED ANALYSIS TOOL FORNEWSPAPERS AND CALS PERIODI ABC WORLDWIDE BPA BoardCirculations Canadian Audit (Formerly – CCAB) bpaww.com viding viding circulation and ad rates trends for five years for all Canadian members. and U.S. magazine viding viding data on coupon handling practices for daily newspapers. - avail audits group or bi-annual 25,000; under newspapers. able for weekly 65+ 79 75 63 1.7 1.5 2.5 2.7 3.9 4.9 3.3 3.1 3.6 2.3 3.2 3.1 1.8 2.4 3.1 3.5 4.2 3.6 2.7 3.2 3.5 55-64 6/7-Day Cume Copy Per Readers Annual verification of Pub- 79 74 58 50-54 75 70 52 122 247 259 282 148 178 348 567 390 115 131 112 143 142 265 290 266 154 178 375 305 The purpose of ABC is to set standards by which by standards set to is ABC of purpose The circulation and other data of member - newspa may per be and publishers magazine audited; verify facts and figures through field auditors’ of examination all pertinent records; and report these facts and figures through regularly pub- Reports include: lished, standardized reports. AUDIT AUDIT REPORTS lisher’s lisher’s Statements for periodicals– bi-annual study for daily newspapers with circulation Circulation (000) Circulation 35-49 5-Day Cume 71 67 43 Readership (12+) 210 363 656 751 582 868 268 416 344 260 344 827 548 481 25-34 (000) 1,150 1,746 1,410 1,009 1,108 1,183 1,079 66 63 35 18-24

37 71 69 18+ Read Yesterday M-F 73 69 47 Source: NADbank 2009 Daily Newspaper Readership by Age (%) Vancouver Metro Vancouver Toronto 24 Hours Toronto Toronto Metro Toronto Toronto Sun (Sun) Toronto Toronto Sun (Sat) Toronto Toronto Sun (M-F) Toronto Toronto Star (Sun) Toronto Toronto Star (Sat) Toronto Toronto Star (M-F) Toronto Quebec City Le Journal (dim) Quebec City Le Journal (sam) Quebec City Le Journal (l-v) Montréal 24 Heures Metro Montréal Montréal Le Journal (dim) Montréal Le Journal (sam) Montréal Le Journal (l-v) National Post (Sat) National Post (M-F) Globe & Mail (Sat) Globe & Mail (M-F) Newspapers Source: PMB 2010 PMB audits several newspapers. Data for each are listed below. PMB audits PMB and Newspapers 60 50 40 30 90 80 70 ABC is a not-for-profit, tripartite publishers. association and of agencies advertising advertisers, 151 Bloor St. W., Suite 850 Suite St. W., 151 Bloor 1S4 ON M5S Toronto, 962-5840 Phone: (416) 962-5844 (416) Fax: Email: [email protected] accessabc.com AUDIT BUREAU OF BUREAU AUDIT (ABC) CIRCULATIONS 20 10 100 38

Community Newspapers Media Digest 10/11 Newspapers Community

Total circulation Number ofpapers Distribution % Readership % ReadershipbyDemographic 10 20 30 40 50 60 70 80 90 0 Readers the community. newsandinformation relevant readersto in local for choice only the being often vital, is play they role national media cannot. The other that way a in Canadians reach to ity small. Community newspapers offer the abil- and large communities in copies million 15 circulate titles 1,100 than than more more brant–and vi- large. is Across Canada, industry every week, newspaper community The GENERAL INFORMATION Source: ComBase 2008-2009. Base: Adults 18+, Canada. Read any of the last four issues. four last the of any 18+, Read Adults Base: Canada. 2008-2009. ComBase Source: 74% Adults 18+ 74 Non-Readers 26% Men 72 15 million

% Readership by Province Women 1,100+ 10 20 30 40 50 60 70 80 90 77 0 Atlantic Boomers and using vegetable-based inks. and usingvegetable-based process; energy-efficient production a more using logging); illegal in participate not certified Canadian do suppliers that (those from newsprint using footprint: reduce carbon their to practices adopting and reusing, and recycling promoting environment, the committed to Community newspapers are tion isnotafactorinreadership. circula- free versus Paid homeowners. and affluent consumers—as well as families with children demographics—well-educated, upscale all reach newspapers Community other medium. any than (77%) women more reach also They week. every a newspaper readingcommunity adults of 74% with solid, mains re- newspapers community of Readership readers readeveryissue,covertocover. most and else, anything read not do third one pers and their readers iscommunitybetween relationship newspa- The a loyal one. On average, The majority of community newspapers newspapers community serveEnglish- or French-speaking of readers in majority The QUICK FACTS 71 Baby 50 + 79 ON 83 University+ 74 Community Newspaper Readers MB 85 HHI $75M+ 79 SK 84 HHI $100K+ 79 requires more lead time, therefore, booking is is booking therefore, time, lead requiresmore insert an However, date. publishing the to or ing dates range from one week to two days pri- clos- space and material the generally and lies week- are newspapers community all Almost to customerspecifications. supplements these produce can facilities ing theirownprint- with papers Many rate. the in included is cost this and machine or hand by of the insert. The newspapers will insert either weight,size or and count page the both to ing carried in most newspapers. be Costs vary accord- can supplements advertising and Inserts subject tominimum lineagerequirements. is colour ROP and publication by vary ums premi- Cost newspapers. community most available in is colour (ROP) press of Run vertising issimplifyingthebuyingprocess. tabloid format, a growing use of modular ad- or broadsheet in publication by vary umns col- of number and widths column While ciation delapressefrancophone. Asso- the and Québec Hebdos counterparts, French-language its and (CCNA) sociation As- Newspapers Community Canadian the geographicrepresentedmarketsarethat by AB 65 Homeowner 77 BC 75 Community Papers with Kids North Adults 87 77 Community Newspapers 39

Media Digest 10/11

: ase B om

HEBDOS QUÉBEC Hebdos Québec encompasses 150 French- language weeklies with a total Quebec readership of more than 3.6 the publications member of this organization, million. To be a be certified bymust ODC Certified Distribu- tion (ODC), Audit Bureau of Circulations (ABC) or Canadian Circulation Audit Board C Readership Research Market-by-market readership research for - indi from available is newspapers community vidual Newspa- Community Canadian the ComBase, - admin is ComBase DatabaseCorporation. per istered by a tri-partite board of directors repre- and publishers. senting advertisers, agencies The ComBase 2005 study includes - title-spe more on markets Canadian 400+ data for cific than 1,000 publications, including press, - commu alternative and ethnic newspapers, nity shoppers, papers, employment and trader auto entertainmentpub- dailies, publications, farm lications and free publications, as well as over stations.1,000 radio third ComBase’s national study is currently underway. The study will include 235 markets in almost all provinces. New questions datacapture to onlineincluded for been have media behaviour, readership of online newspapers, reasons for using newspa- community events. oflife number aand usage flyer pers, Complete data were expected to be released in late summer 2010. To learn more about ComBase, visit www.combase.ca. Media Community : Campaign Canada and Calculator resource online CCNA’s Community Media Canada website includes an online campaign calculator provides campaign estimates thatfor up to 850 titles in both official languages and in a variety of ad sizes; direct contact information for advertising national PlanHebdo and system; representation geo-targeting Analyzer services; Market media planning tool for French-language markets in Quebec. For more www.communitymedia.ca. information, visit zer: Market Analy Tool Geo-targeting Market Analyzer is an information on-line system (GIS) that geographic merges socio- economic and demographic data with physical coverage the area of participating news- to data planners The allow resulting papers. on based markets their and newspapers assess various demographic, household spending or specifically relates it as criteria targeting other to the areas covered by each newspaper.

76% 70% 68% 66% 62% 47% 42% 40% 31% 27% 57% Representing the community press in Canadain press community the Representing News- Community Canadian the years, 90 for papers is Association a federation of seven regional newspaper associations. Currently CCNA and its regional affiliates newspapers across more than 770 community represent Canada to advertisers, agencies, government and the general public. The newspaper community industry provides several tools designed to inform and assist the ad buying process. CANADIAN COMMUNITY ASSOCIA- NEWSPAPERS TION (CCNA) CIRCULATION titles newspaper community 650 than More are measured by Canadian Media Circula- tion (CMCA), Audit a unit of CCNA. - Cir culation data are reported twice a year and verified annually by CMCA.cer- independent an by An annually conducted audit is tified or auditor a publicchartered accoun- tant.dataCMCA at online accessed be can www.circulationaudit.ca. arenewspapers community 180 additional An Circu- of Bureau Audit by measured currently lations (ABC) or Canadian Circulation Audit Board (CCAB). Circulation data are reported - ei audited then statementand publisher’s a in avail- is data ABC bi-annually. or annually ther able to members and can be accessed online at www.accessabc.com, while CCAB data is available at no cost at www.bpaww.com. In Quebec, more than newspapers are 140 measured community by the la Office distribution de certifiée distribution (ODC). data Complete are available at no cost at required about required two weeks The prior. produced to prior week a arrive to needs normally insert the insertion date. If a cancellation occurmust and it is late, the publication will try to fill the space, but if they are unable to do so the - adver in full. up paying for the ad tiser may end www.odcinc.ca. in Community Newspapers

% of 82% 63% 36% 35% 33% 31% 22% 19% 74% 72% 77% 60% 73% 79% 73% 77% 74% 65% 75% 78% 79% 79% 77% 64% 77% 73% 73% 74% 78% 69% 71% Readers Newspaper Newspaper Community elivered D of Flyers ewspapers N hics - Demograp (including Technical) Readership Reasons for Reading ommunity C Type Flyer % of Readership Flyers Grocery Store Department Stores including Clothing Furniture or Appliances or Electronics Computer Hardware or Software Automotive Supply or Service Investment or Banking Services Other Products or Services Home Improvement Store Drug Store or Pharmacy Fast Food Restaurant & Wireless Products Telecommunication

Local Events Flyers Editorial Classified Advertising Real Estate Jobs/Employment Local News

Adults 18+ GENDER Male Female AGE Readers Young 18-24 years Age 25-49 years Baby Boomers 50+ years EDUCATION High School or less College University + <$30K $30-$49K $50K+ $75K+ $100K+ RESIDENCE Own Residence Rent Residence STATUS FAMILY With children Without children LIFE EVENTS (occurred in last year/next year) Marriage Child/Grandchild born Retire Change job Move (same city)

Source: ComBase 2008-2009. Base: Adults 18+, Canada. Read anyof the last four issues. *Multiple mentions accepted

Reading for Reasons

HOLD hOUSE INCOME Source: ComBase 2008-2009. Canada. Base: Adults Read 18+, any of the last four issues. or *Always sometimes read flyers 40

Community Newspapers Media Digest 10/11

% Share % Total # of TitlesTotalof # Unknowns / No Information No / Unknowns Multimedia Nova Corporation Nova Multimedia Performance Printing Performance Great WestNewspapers Great BrunswickNews Canwest Global Communications* Global Canwest G.T.C.TranscontinentalGroup Glacier Media Group Media Glacier BlackPress Group MetrolandMedia Group Sun Media Corporation Media Sun Independent Group (2-9 papers) (2-9 Group Independent Independent Single (1 paper) (1 Single Independent * now Postmedia * now only CCNA of members Ownership Association Newspapers Community Canadian Source: Major CorporateOwner(10+papers) % Readership Consumption Patterns Study Patterns Consumption terns of the readers for a wide range of products pat- consumption the as well as markets, these thereadership rate ofthe dailies distributed in measured also survey StatHebdo The readers. tionandidentified the profile the of weeklies’ publica- member each of rate readership the andcalled StatHebdo. Thesurvey focused on Québec Hebdos by administered was this its; dents) of the Quebec population’s reading hab- respon- (30,200 firm survey scale large a conducted research market Marketing Léger The Stat mation, visitwww.communitymedia.ca. infor- more For Canada. Media Community of partner a also is Québec Hebdos (CCAB). Community Newspapers-Readership the last five weekday issues of daily newspaper daily of issues weekday five last the of any /read paper community of issues four last the of any 18+, Read Adults Base: Canada. 2008-2009. ComBase Source: 10 20 30 40 50 60 70 80 90 0 Readers Owner (10+Owner papers) H 74% Major CorporateMajor ebdo: 2007 Readership and Adults 18+ 74 Non-Readers 26%

Men 72 15.4% 119 BC 18 17 65 13 2 4 ------

14.6% % Readership by Province Women 113

AB 19 31 20 32 Source: ComBase 2008-2009. Base: Adults 18+, Canada. Read any of the last four issues. * Atlantic is NS/NB/PEI/NL ** Northern Canada is NWT/NU is Canada Northern ** NS/NB/PEI/NL is *Atlantic issues. four last the of any 18+, Read Adults Base: Canada. 2008-2009. ComBase Source: 10 20 30 40 50 60 70 80 90 6 5 ------77 0 10.7% SK 83 24 14 34 1 6 4 ------paign calculator that provides,cam- a and weeklies; in two150 for easysectors steps,economic distinct 8 in usage service and product weekly; the of area distribution the in newspapers daily of reach and profile demographic as such information useful provides that data readership different modules: three divided into is several databases and together brings PlanHebdo Plan ship survey, visitwww.hebdos.com. ban areas. For more information on the reader- ur- major for only data their report studies dia me - competitive other Most markets. different that reports products and services usage for 150 and services. StatHebdo is the only media study A web-based media planning tool planning media A web-based Atlantic Boomers 71 Baby 6.2% H 50 + MB 79 48 10 14 23 1 - - - - - ebdo: - - - - 40.3% 312 ON 13 14 96 56 36 82

8 5 2 ON - - - - 83 University+ 74 2.3% QC 18 # of Titles byProvinceTitles of # 10 2 1 5 ------Community NewspaperReaders MB 85 3.9% NS 30 12 9 9 ------HHI $75M+ - - - - 79 3.0% NB 23 19 1 1 2 ------SK 84 1.8% HHI $100K+ NL 14 14 ------For moreinformation,visitwww.apf.ca. placed advertisingthrough two representation be firms. can campaigns Ad advertis- resources. as ing well as newspapers, member its about information includes website APF The 170,000) ofallthenewspapersis certified. of (total circulation the example, Forquality. of standards high offer newspapers APF the of nadian association of French newspapers. Most newspapers pan-Ca- only the is and Quebec, outside from community 24 together brings (APF) francophone presse la de L’Association association newspaper French-language The PRESSE FRANCOPHONE ASSOCIATION DELA the estimatedcostofacampaign. 79 AB 0.5% 65 PE 4 4 ------Homeowner 0.1% YT 1 1 ------77 BC 75 Community Papers 0.8% NT 6 4 2 ------with Kids North 0.4% Adults NU 87 3 2 1 ------77 774 101 113 209 Titles Total # of # 11 13 14 19 19 23 37 49 70 96 12.4% 13.0% 14.6% 27.0% 1.4% 1.7% 1.8% 2.5% 2.5% 3.0% 4.8% 6.3% 9.0% Share % Community Newspapers 41 Media Digest 10/11

HEBDOS QUÉBEC HEBDOS 538 Place St-Henri 2R9 Montreal, QC H4C 1-866-861-2088 Phone: (514) 861-2088/ (514) 861-1966 Fax: E-mail: [email protected] hebdos.com Hebdos Québec is a non-profit corporation whose members publish 150-plus French newspapers with weekly over 3 million readers. The association’s mandate is to foster and ahas It weeklies. of development the stimulate readership study of weeklies in Quebec available on its website (hebdos.com). iATION ONTARIOCOMMUNITY NEWSPAPERS ASSOCIATION 3050 Harvester Rd., Suite 103 Burlington, ON L7N 3J1 Phone: (905) 639-8720 (905) 639-6962 Fax: E-mail: [email protected] ocna.org SASKATCHEWANWEEKLYNEWSPAPERS ASSOCIATION Suite 14 401 45th Street West, Saskatoon, SK S7L 5Z9 in Saskatchewan: Toll-free 1-800-661-7962 Phone: (306) 382-9683 (306) 382-9241 Fax: swna.com MANITOBA COMMUNITY NEWSPAPERS ASSOC Suite 600 Ave., 275 Portage MB R3B 2B3 Winnipeg, Phone: (204) 947-1691 (204) 947-1919 Fax: 1-800-782-0051 in Manitoba: Toll-free in Canada: 1-866-669-2262, Ext. 3 Toll-free E-mail: [email protected] mcna.com #122-1020 Mainland St. #122-1020 Mainland V6B 2T4 BC Vancouver, 1-866-669-9222 Phone: (604) 669-9222/ (604) 684-4713 Fax: E-mail: [email protected] bccommunitynews.com NEWSPAPERS COMMUNITY QUEBEC ASSOCIATION 400 Grand Blvd., Suite 5 J7V 4X2 QC Ile Perrot, Phone: (514) 453-6300 (514) 453-6330 Fax: E-mail: [email protected] qcna.org BRITISH COLUMBIA & YUKON COMMUNITY NEWSPAPERS ASSOCIATION

ATLANTIC COMMUNITY NEWSPAPERS ASSOCIATION 7075 Bayers Road, Suite 216 Halifax, NS B3L 2C2 Phone: 1-877-842-4480 (902) 832-4484 Fax: E-mail: [email protected] acna.com 3228 Parsons Road 3228 Parsons Edmonton, AB, T6N 1M2 Phone: (780) 434-8746/ 1-800-282-6903 (780) 438-8356 Fax: E-mail: [email protected] awna.com ALBERTAWEEKLYNEWSPAPERS ASSOCIATION COMBASE Street, Suite 200 890 Yonge ON M4W 3P4 Toronto, (905) 780-9469 Fax: Mobile: (647) 225-8766 combase.ca ComBase (Community Newspaper Database) 400 nearly in types, all of newspapers measures markets Canadian and sub-markets. ComBase provides title and market-specific audience information to assist in the buying and selling of newspaper advertising space. community The CCNA represents 770 English-language community newspapers in CCNA Canada. is a The federation provincial of associations. seven Community regional/ Media Canada is the advertising and arm of the promotions Canadian community newspaper industry. The association publishes informa- (communitymedia. website CMC the on tion ca). Advertising may be placed in member newspapers through CMC’s one-stop service operated by the seven regional associations. or call 1-866-669-2262 890 Yonge Street, Suite 200 890 Yonge ON M4W 3P4 Toronto, E-mail: [email protected] communitynews.ca For advertising: communitymediacanada.ca CANADIAN COMMUNITY COMMUNITY CANADIAN ASSOCIATION NEWSPAPER (CCNA)

Data Sources Data Community Newspaper Newspaper Community 42

Consumer Magazines Media Digest 10/11 or 416-596-5318. work for you. Or contact us at [email protected] Book Fact Media or Business Book Fact Magazine Consumer 2010 out updated our check and magazinescanada.ca Visit decision? informed an make to Need more info act! to Canadians persuade and with connect forDollar dollar, magazines pack the punch necessary to advertisers are assured of more bang for their media buck. (messages work and low24/7) production costs, and Combine these benefits with a magazine’s shelf life         That’s because:  powerful ways. Magazines are: Research demonstrates how magazines connect in consumer. the provide “win-win” solutions for both the advertiser and or shut out magazines at press of abutton, the irritated reachto meaningfully consumers without being ignored, most engaging ways. In a world where it’s getting harder iPad—magazines make the connection with readers in the Across multiple platforms—print, web,digital, mobile or Magazines Their Love Canadians

s r e m u s n o C arguably the hardest performance metric to shift to metric performance hardest the arguably lifestyles and personal passions personal and lifestyles laser-like targeting a positive shift in brand attitudes brand in shift a positive Reading is viewed as my as time viewed is Reading issue. every content fresh in with passions and needs brand story in a relevant, trusted environment trusted arelevant, in story brand editorial interruption. Consumers read them almost as much as level as television ads and more than other media other more than and ads television level as purchase intent purchase increasing in #1 brand favourability brand increasing in #1 #1 in engagement in #1 searches web motivating in #1 Magazines provide Magazines Magazine ads Magazine viewed as a useful service auseful as viewed are ads Magazine consumers throwing in #1 for the latest facts on how magazines can be put to to magazine ads at the same at same ads the magazine to attention pay provide important details important provide , individualservicing reader against geography, demographics, broad mass broadcoverage and mass narrow, to websites to

; they tell the full full the tell they ;

, not an

0 10 20 30 40 50 Trigger O Trigger Top that Media Source: BIGresearch, Simultaneous Media Survey (SIMM 14) (SIMM 2009 Survey June, Media Simultaneous BIGresearch, Source: 44 Magazines 38 Broadcast TV 36

Newspapers S nline 35 Face-to-Face 32 Cable TV earch ( earch 27 Radio 26 Direct Mail A 23 E-mail ads 18+) 21 Internet Ads 11 Online Communities Consumer Magazines 43 Media Digest 10/11

Special FormatsSpecial Gatefolds (doubles, triples, side, bottom, top) French Doors (on cover) Bellybands Ink Jetting Special Inks (5 or 6 colour) Glue-ons Pop-ups 1/3 page centre spread 1/4 page checkerboard 1/3 page bookends (outer edges of spread) Fragrance strips Scratch & sniff Page tabs Cabbage heads (glued/dye cut extensions) Peel & Reveal – Perforated tabs Peel & Reveal – Stickers (like Advent calendar) Static cling pages CREATIVE CREATIVE CONSIDERATIONS A wide variety of standard creative mats for- exist within magazines and many more ‘unique formats’ are up to the - dis cretion of the individual publishers. Re- Magazines by conducted been has search Canada around ‘best practices’ for maga- being that conclude findings Some zines. side right the or side left the on positioned of the magazine page makes little - differ ence to the impact or recall of an ad. In addition, positioning within the book, be it up-front or in the back-end, also makes little-to-no difference. Larger format ads like a full page plus fractional or double page spread seem to be more impactful than smaller formats. For more general information about Canadian magazines, visit: magazinescanada.com

Common Formats Common Full Page Fractional Pages (1/2, 1/3, 2/3, 1/4, 1/6) DPS, Half-page spread Mini page Guide page spread Consecutive pages (direct or alternating) IFC, IBC, OBC Inserts Polybags BRC Advertorial The Print Measurement Bureau (PMB) is Canada’s leading syndicated study for subjects, of variety a dataon single-source including readership of consumer magazines. In the Spring 2010 study, readership information is provided for 67 Eng- consumer magazines. lish and 44 French Titles being measured for the first time are Hello and Zoomer. GENERAL INFORMATION The wide variety and sheer number Canadian of magazines mirrors our diverse nation. With well over 1,000 consumer Advertising Canadian in listed magazines 200 into divided (CARD), Data and Rates categories, there is consumer a Canadian magazine to match each person’s - indi vidual interests. PMB 2010 UPDATES % 4.8 770 77% 1279 60 770 million 770

Magazines Consumer Consumer Source: PMB Spring 2010 Consumption 1 month reach 1 week reach Readers per issue Source: Magazines Canada Consumer magazines Distribution Business/trade circulation Annual Monthly magazines are on-stand and mailed to subscribers three to four weeks prior to the cover previously Orders prior. week one weeklies, date; booked are non-cancellable after date. Refer the to CARD, publication closing rate cards or your magazine sales representative for more spe- information. cific Most national monthly magazines require sertion in- orders for colour advertisements four to six weeks prior to publication date. Many major national magazines are able to offer 35-day (or less) lead time from published space closing to first consumer impact. Material is generally due a week later. National weekly publications are - signifi on advertisers accommodate to able often cantly shorter notice. CLOSING DATES AND DATES CLOSING POLICIES CANCELLATION 44

Consumer Magazines Media Digest 10/11 English Circulation Magazines: Consumer/Business Canadian & Readership: Numbers in 000 except for RPC for except 000 in Numbers shown are data readers-per-copy No received. not were requirements PMB with accordance in data *Circulation Appendix 2010 PMB Technical -See data 2year Spring 1 =Imputed Alive CAA Magazine British ColumbiaMagazine Canadian Family Canadian Business Canadian Gardening Canadian Geographic Canadian Health&Lifestyle Canadian Health Canadian HomeWorkshop Canadian House&Home Canadian Living Chatelaine Elle Canada Cottage Life enRoute Eye Weekly Famous Fashion Magazine Financial PostMagazine Flare Food &Drink Glow Golf Canada Good Times Harrowsmith CountryLife Hello! Canada1 Homemakers Loulou (Eng) Hour Maclean’s MIRROR MoneySense Movie Entertainment Now Ontario OutofDoors Our Canada ParentsCanada Outdoor Canada People Professionally Speaking Profit Reader’s Digest Report onBusinessMagazine Report Starweek Style atHome The Beaver/Canada’s History The HealthJournal The HockeyNewsMagazine Today’s Parent Toronto Life Tribute Vancouver Magazine TV Week Magazine Vervegirl Western Living Westworld/Going Places what’s cooking What’s UpFamilyMagazine Zoomer Magazine1

English Publications English

(measured/reported 2010 PMB in Spring) Health &Fitness General Interest City &Regional Women’s Business &Finance Gardening General Interest Health &Fitness Health &Fitness Homes Homes Women’s Women’s Women’s General Interest General Interest City &Regional Entertainment Women’s Business &Finance Women’s Food &Beverage Women’s Sports Mature Market General Interest Entertainment Women’s Women’s City &Regional News City &Regional Business &Finance Entertainment City &Regional Fishing &Hunting General Interest Women’s Fishing &Hunting Women’s Education Business &Finance General Interest Business TV &Radio Homes General Interest Health &Fitness Sports Women’s City &Regional Entertainment City &Regional TV &Radio Youth Lifestyles General Interest Food &Beverage Women’s Mature Market

Magazine Class Magazine

Circulation 1539

1303 1401 189 153 210 399 109 245 513 586 136 149 108 650 153 197 156 503 129 161 124 107 369 148 377 111 462 106 300 121 168 211 123 914 276 608 227 180 500 160 185 195 88 91 91 42 71 34 59 90 95 46 91 95 48 67 87 * *

Readership 1017 2386 1162 1899 3412 1416 2176 2363 3979 3562 1623 1030 1094 1908 1113 1408 2205 1362 1477 2370 1814 1548 1183 3542 6360 1270 1333 1153 2114 1678 1590 1477 3541 527 856 960 798 216 829 500 757 637 711 119 858 363 579 989 309 273 830 327 739 318 227 344 558 369 469 94

11.6 12.8 12.4 16.2 33.7 11.2 11.9 12.5 10.6 16.3 21.1 23.2 2.8 1.6 9.4 5.5 8.8 9.6 7.8 6.1 6.9 2.0 1.7 5.6 9.0 4.4 3.1 6.1 6.0 2.8 4.0 4.8 6.3 2.0 7.7 3.9 3.4 6.4 3.3 9.8 1.5 2.2 7.0 4.6 1.4 5.9 7.1 9.3 7.8 3.2 6.6 3.4 2.2 3.0 1.1 2.5 4.2 2.4 RPC * *

PMB 2010PMB All 12+

1100 1844 1095 1061 1247 1043 1124 2911 1677 Male 142 585 771 283 725 567 814 612 710 439 676 203 614 152 475 394 805 184 914 159 296 128 320 536 940 228 440 372 305 108 201 942 425 263 201 478 392 403 797 190 261 721 902 175 99 54 78 78 83 60 97

Female 1287 1174 1568 1363 1653 2884 2886 1420 1514 1224 1291 1156 1123 2418 3449 1070 1286 2639 385 432 391 573 849 348 359 416 619 308 730 301 341 461 510 633 321 874 135 139 617 505 878 201 328 405 126 675 437 336 793 143 128 285 297 756 272 294 64 39 41 71 U.S. Magazines with Paid canadian Circulation of 25,000+ Magazine Name Total Pd & Ver Circ Magazine Name Total Pd & Ver Circ OUR National Geographic 363,946 Fitness 46,160 Cosmopolitan 265,990 J 14 46,041 People 183,720 Kids Fun Stuff To Do Together 45,983 YAMS Woman’s World 135,246 Discover 45,288 Prevention 130,525 True Story Plus 44,818 Endless Vacation 130,441 Real Simple 44,663 ARE In Style 120,991 M 42,339 Men’s Health 117,716 Better Homes and Gardens Women’s Health 115,869 Holiday Food 41,713 BRAND In Touch Weekly 111,902 Time 41,710 Martha Stewart Living 110,574 Woman’s Day 40,134 LOYAL O Oprah 109,375 Playboy 37,764 Teen People 107,669 Fortune (Worldwide) 37,095 Sports Illustrated 102,493 Stuff 36,493 YM 99,940 OK! Weekly 34,792 First 94,511 Popular Mechanics 34,766 WE’RE THE Seventeen 89,461 Golf Magazine 34,269 Us Weekly 81,117 Runners World 34,185 YAM BRAND Vanity Fair 78,829 Teen Vogue 34,016 Economist (North American Edition) 77,046 Fine Cooking 33,450 Taste Of Home 76,781 Marie Claire 33,385 Weight Watchers 76,512 Scientific American 33,102 YAMs: young/young minded, Star 75,434 Car And Driver 32,844 active metropolitans Maxim 75,360 Elle 32,628 Vogue 73,305 Twist 31,524 Golf Digest 66,459 Globe 31,350 Life & Style Weekly 64,647 Quick And Simple 30,884 YM Special 63,640 Clean Eating 30,761 People Stylewatch 63,574 O At Home 30,121 Glamour 63,451 GQ Gentlemen’s Quarterly 30,023 National Enquirer 60,430 Taste Of Home Good Housekeeping 60,166 Healthy Cooking 29,152 Cosmo Girl 58,462 Country Living 28,560 Family Circle 58,017 Rotarian 28,326 Everyday Food 55,861 Ladies Home Journal 28,199 Shape 54,065 Elle Girl 27,643 Birds And Blooms 52,142 Motor Trend 27,599 FHM (For Him Magazine) 51,667 Oxygen Women’s Fitness 26,741 Popular Science 50,758 Conde Nast Traveler 26,442 Every Day With Rachael Ray 50,398 New Yorker 26,075 Better Homes And Gardens 49,896 Self 25,452 Life 48,059 Bloomberg Businessweek 25,229 Victoria 47,472 Fortune (North America) 25,134 Bon Appetit 46,249 Guideposts 25,029

Source: Abc 2009

Media Digest 10/11 45 HE ALSO READS LEWIS AND MEPORTSEDICAL R AND ROGERS ARE report CONNECTED READS HE cards

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Consumer Magazines Media Digest 10/11 French Circulation Magazines: Consumer/Business Canadian & Readership: Numbers in 000 except for RPC for except 000 in Numbers shown are data readers-per-copy No received. not were requirements PMB with accordance in data *Circulation Appendix 2010 PMB Technical -See data 2year Spring 1 =Imputed FrenchPublications

7 Jours Affaires Plus Bel ÂgeMagazine Châtelaine (Fr) Clin d’oeil Chez-Soi Côté Jardins Cool! Coup depouce Dernière Heure Décormag Échos Vedettes Elle Québec Enfants Québec Famous Québec Femme d’aujourd’hui Fleurs, PlantesetJardins La Semaine Le Lundi L’actualité Le MagazineJobboom Les Affaires Loulou (Fr) Les Idéesdemamaison Madame Moi &cie Primeurs qu’est-ce quimijote Ricardo Rénovation Bricolage Sélection duReader’s Digest Sentier Chasse-Pêche Star Inc. Star Système Touring (Fre&Eng) Summum Tout SimplementClodine TV 7Jours/TVHebdo Voir

(measured/reported 2010 PMB in Spring) Women’s Business Mature Market Women’s Women’s Home Gardening Youth Women’s General Interest Home Women’s Women’s Women’s Entertainment Women’s Gardening Women’s Women’s News General Interest Business Women’s Home Women’s Women’s TV &Radio Food &Beverage Food &Beverage Home General Interest Fishing &Hunting Women’s Entertainment General Interest Men’s Women’s TV &Radio City &Regional Magazine Class Magazine

Circulation

142 204 225 150 182 101 374 544 246 721 200 94 86 81 74 90 21 35 90 62 71 59 27 82 85 71 74 43 33 62 33 25 34 35 * * * * *

Readership

1229 1372 1013 1113 916 287 605 627 951 352 660 232 564 349 243 764 255 162 208 497 831 495 437 366 256 682 292 262 239 330 512 521 520 384 261 371 324 651 457

RPC 16.6 16.2 15.5 11.6 10.4 10.9 9.7 3.3 4.3 7.7 4.7 8.9 5.5 6.3 6.9 8.5 4.1 1.1 7.0 4.6 8.4 4.5 3.0 9.6 3.9 2.6 5.6 0.9 2.5 4.1 8.4 1.5 9.3 3.3 * * * * *

PMB 2010PMB All 12+

Male 337 193 177 198 262 116 136 344 176 142 101 153 217 430 183 160 229 170 249 159 321 428 149 480 411 159 207 123 608 271 263 87 57 62 55 29 34 24 46

Female 579 428 430 689 236 524 144 885 388 208 142 611 198 100 153 280 400 312 276 137 433 263 228 215 170 191 944 372 534 109 225 248 505 278 380 194 93 87 54 Consumer Magazines 49 110 165 132 140 175 129 165 140 155 118 143 160 132 127 197 168 145 136 155 153 199 194 126 131 127 192 126 124 Business Purchase

Involvement

Media Digest 10/11

150 301 153 179 344 171 316 180 224 153 233 260 245 161 299 325 258 249 253 171 287 352 153 247 212 288 145 144 Selected Managers Managers Prof./Business Prof./Business 127 185 123 137 215 244 221 148 140 127 184 218 175 174 232 215 201 204 187 158 177 198 119 178 173 224 126 133 MOPEs

97.1 71.8 88 86 77.8 28.8 48 80.5 87.2 80.5 NA 124.7 168.6 496.8 136.8 362.8 101.2 152.2 161.2 105.5 256.4 306 380.6 162.3 170.1 730.8 (000s) 135.7 1,601.5 Circulation

Adults 18+ Index (Total Canada) Index (Total 18+ Adults

Publication English CAA Magazine Canadian Business Canadian Home Workshop Cottage Life EnRoute Eye Weekly Financial Post Magazine Food & Drink Golf Canada Macleans MoneySense National Post (M-F) National Post (Sat) Now Profit Report On Business Magazine The Globe & Mail (M-F) The Globe & Mail (Sat) Life Toronto Living Western French Affaires Plus Commerce L’actualité Le Devoir (M-F) Le Devoir (Sat) Les Affaires (French & Touring English) Voir on Businesson Targets Source: PMB 2009 Fall Readership and Product (2yr) Circulation Source: CARD Spring/Summer 2010 Consumer Publication Index Index Publication Consumer General General Business Publications Based on Canadian Advertising Rates & Data (CARD), business publications represent the second largest publication in category, total number of titles, behind consumer magazines. There 779 are business publication titles in 90 different categories, which include topics such as advertising and marketing, education, in- surance and management. PMB measures the readership of two segments of the audience – business select Professional/Business Managers, and Manag- ers/Owners/Professionals/Executives (MOPEs). PMB also measures readership of those involved in business purchase decisions. When considering the business audience, many of the available mentioned above the for highly index also publications consumer busi- general both of selection a illustrates below chart The targets. issue average respective their and publications consumer and ness Targets. PMB-defined ‘Business’ against readership indices

224 68 108 78 94 240 239 82 99 79 408 105 119 259 75 138 83 140 329 139 98 131 110 128 57 53 327 (000) (000) Circulation Circulation

in PMB 2010 in PMB 2010 reported not reported not

English Publications English Publications Plaisirs de Vivre Protégez-Vous Sept Jours Branché Baby and Child Care Encyclopaedia Tots Baby Stages–Tiny Baby Stages Carguide ChickaDEE Chirp Entertainment Exclaim! The Georgia Straight Legion Magazine Maxim More Owl Parents Canada – Expecting Pop! ScoreGolf Bride Today’s Parent–Baby & Toddler Today’s Parent–Newborn Today’s Parent–Pregnancy Today’s United Church Observer The Walrus Whoa! (over 50,000 audited circulation) 50,000 audited (over French circulation) 50,000 audited (over Canadian Consumer/Business Magazines: Magazines: Consumer/Business Canadian Canadian Consumer/Business Magazines: Magazines: Consumer/Business Canadian English 50

Consumer Magazines Media Digest 10/11 is now releasedbiannually. used for cross-media evaluation exercises. PMB net. Generic (quintile) data on all media can be daily newspapers, outdoor, transit and the Inter- othermediaontelevision,data suchas radio, lifestyles. Thestudyalsoprovidesgeneralusage general and habits shopping retail brands, of usage their patterns, usage product readers’ on information with data the linkage of the and newspapers and magazines consumer nadian Ca- 125 over for data readership detailed the is jordatacomponent theofannual PMBstudy ma- The industry.mediaCanadian the in nies compa- related other advertising and advertisers agencies, publishers, including members, PMBis an industry organization with over 560 pmb.ca Fax: (416)961-5052 1-800-PMB-0899 Phone: (416)961-3205/ Toronto, ONM5S1M2 77 BloorSt.W., Suite1101 BUREAU (PMB) PRINT MEASUREMENT Magazine DataSources medical pressreadership. of study PMB-administered the or MMS, Publish- ers Medical of Association Canadian Canadian Circulations Audit Boards (CCAB), Thirty-one of these are either members of the as wellspecialty topicssuchascardiology. focused ongeneralmedicine/family practice, CARD. Medical publicationsincludethose There are 79 medical publications listed in M Medical Publications Source: CARD Spring/Summer 2010 Spring/Summer CARD Source: The Medical Post Medical The Quebec du Medecin Le L’actualitéMedicale Diagnosis of Journal Canadian CME of Journal Canadian Physician Family Canadian English Magazine edical Journals Circulation

(000s) 47.5 18.3 16.5 36.5 36.7 34.9 and number ofpatientsperday. day, policy on seeing per written prescriptions salesof number practice, reps,of type use of physicians/specialists: technology on information ket mar- additional provides also study diology.The car- and obstetrics/gynaecology psychiatry, cine, practice/family medicine, surgery, internal medi - following physician/specialist groups:general the of habits reading the measures and (July) year a once released is study The profession. medical the to directed publications for data The MMS is the principal source of readership pmb.ca E-mail: [email protected] Fax: (416)961-5052 1-800-PMB-0899 Phone: (416)961-3205/ Toronto, ONM5S1M2 77 BloorSt.W., Suite1101 STUDY (MMS) PMB MEDICALMEDIA fessionals. pro- marketing and advertising reach to able avail- publications 11 the of handful a shows tising & Marketing” section. The chart below “Adver- its is CARD in reported business publications of range the of example further A M A Publications Advertising & Marketing Source: CARD Spring/Summer 2010 Spring/Summer CARD Source: Strategy Marketing Marketing Direct Contact CARD English Magazine

& dvertising ar k eting Press Circulation

(000s) NA NA 7.2 0.9 11

zation whose primary purpose is to provide to is purpose primary whose zation organi- not-for-profit a is Canada Magazines magazinescanada.com Email: [email protected] Phone: (416)596-5382 Toronto, ONM5V 3C1 425 AdelaideSt.W., Suite700 MAGAZINES CANADA 1,400 pharmacists. of sample rolling two-year a on based 2008, ary Janu - was release last The publications. nine hospital for patterns and readership establish to pharmacists retail of sample a to sent naire question- mail a uses pharmacists among tion consump- media examining study PMB The pmb.ca E-mail: [email protected] Fax: (416)961-5052 1-800-PMB-0899 Phone: (416)961-3205/ Toronto, ONM5S1M2 77 BloorSt.W., Suite1101 PMB PHARMACISTSTUDY and information. cations havemoregeneralagriculturenews farmers, whereastheFarm newsprintpubli- addition tocroporlivestock tobeing targeted of Farm magazineshavearegionalfocusin Nous andWestern Producer.Themajority ing, Cattlemen,Grainews,LaTerre DeChez include AlbertaFarmer Express,BetterFarm- in bothFrench andEnglish.Leading titles French titles,withanadditional 6published in Canada,thereare70Englishand18 Farm publications.Ofthe94titlespublished CARD alsodevotesaseparatesectionto F arm P ublications

Consumer Magazines 51

In- ines z aga Compiles Media Digest 10/11 SUPPORT DEVELOP CONNECT DEVELOP SUPPORT .S. M tatements U eport S Annual Annual report pro-

s of ’ R eport isher edia ation l R b ul M irc Pu Trend idated ine z timedia

aga anadian C l onso corporates corporates website traffic 1 Paragraph of a statecirculation activitymagazine’s - data in broad- a present to magazines allowing ments, er view of their reach and total audience to buyers who advertise on multiple platforms within the same brand. C M C Report. Annual Mul circulation circulation from Publisher’s Statements and aud- other data, any traffic with website along itable media, into one aggregated figure providing advertisers with a capsule summary of overall brand. a publication’s viding viding circulation and ad trends for five years for all Canadian and U.S. magazine bers. mem-

dit ation Au ul irc ed C ll ontro Annual report. Annual and C aid P BUREAU AUDIT (ABC) OF CIRCULATIONS 850 Suite St. W., 151 Bloor 1S4 ON M5S Toronto, 962-5840 Phone: (416) 962-5844 (416) Fax: Email: Accessabc.com ABC is a non-profit,tripartite association of advertisers, advertising agencies and - publish ers. The purpose of ABC is to set standards by which circulation and other data of member newspaper and magazine publishers may be audited; verify facts and figures through field auditors’ examinations of all pertinent records; and report these facts through regularly published, standardized and re- figures ports. Magazine reports include: Reports A new, cost- A monthly blast of topi- A monthly newsletter Free access to magazine ETTER L IBRARY L

Summarizes industry trends and re- AST PODCAST AST L

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Out-of-Home & Transit Media Digest 10/11 A Mess a ge Fro ge m C research and a list of our member companies and their products. their and companies member of our alist and research examples, creative over 1,200 communications, OOH for effective guidelines creative medium, of our power the demonstrating studies atwebsite www.omaccanada.ca you build market share and strengthen brand loyalty,If you’revisit OMAC’s looking for additional proof that Out-of-Home media can help marketing, generate real-time results and drive to the web. mobile tap that programs interactive channel cross inspiring networks, and formats new digital fostering are technology in with consumers and deliver measurable results. Advancements a broad range of opportunities to create memorable connections offers OOH students, or shoppers college travelers, air like segments market specific or targeting fast reach mass building Whether off. over or clicked turned time-shifted, be It cannot on weekend. the throughout their day: on the way to work, at lunch, on a break and on the path to purchase. It intercepts consumers at many points advertising of OOH placement due strategic to decision buying the of minutes within purchase influence to opportunity the delivers year, per Out-of-Home days media 365 visibility, 24/7 Providing consumer. active and today’s mobile influence engage and reach, outside the home, Out-of-Home media is the most effective way time to percent of their 50 more than spending consumers With Ou nsumer C onsumer t - of-Ho me M me onne . There you’ll find over 350 case edia: ct i

n 24/7 on 24/7 Out-of-Home & Transit 53 Media Digest 10/11 apita er C Adults 25-49 131 d P 121 MONTREAL elle

121 ing lots, truck message. sides, the rickshaws deliver to and technology even sky–and the Of course, the line between traditional and non-traditional is blurring. How do you cat- egorize a digital poster? There was could be when seen measurement as how to a time Outdoor (Canadian product–COMB a define Measurement Bureau) measured traditional out-of-home and everything else was non-traditional. Of course, COMB measures - adver adver- some for moving, staticand both tising, and streets; our on and rooms change in tising traditional most the of some measure not does suppliers). some (from murals like advertising It may be time to change our look at out-of- home from traditional/non-traditional to industry measured/not industry measured. On the industry measured side, COMB audits traditional out-of-home media, as well as v Adults 18-49 ra s T Adults 18+ 123 116 VANCOUVER 116 Out-of-home is seen as both the oldest form of form oldest the both as seen is Out-of-home growing fastest the of one as well as advertising and diversifying forms. Traditional outdoor has been available long before was seen as an advertising painted industry–pictures on rocks illustrated which hunting grounds had In worked. is out-of-home Canada, generally categorized into two groups: traditional and types includes group first The non-traditional. that have been available for a longer time– posters, backlit posters, transit shelters, street permanents, level, mall superboards, posters, every- is Non-traditional murals. and bulletins thing else. out-of-home Non-traditional has been growing exponentially over the past few years, as more and more operators identify change bathrooms, advertising–elevators, place new places to park- carts, golf hubcaps, rooms, waiting rooms, GENERAL INFORMATION Kilometreown -T n 135 92% 4.7% 3 7 ,112 43,954 136 129 erage I

TORONTO 130 y Av l k

0 ee

50 100 150 200 250 Sources: COMB Market Data Report April 2010, BBM RTS RTS BBM Report Data Sources: Market April COMB 2010, 2010 Spring Kilometres driven average per week A18-24 hours/week on transit (transit users) Consumption (A18+) Consumption 1 week reach Distribution inventory of measured Total outdoor (faces) traditional Total inventory of measured Total (faces) outdoor non-traditional Out-of-Home W

& Transit Out-of-Home Source: BBM RTS Spring 2010 Average # KM In-Town- travelled past 7 days 54

Out-of-Home & Transit Media Digest 10/11 Edmonton Source: COMB Market Data Report Apr 2010, Cardonline &Coda 2010, Apr Cardonline Report Data Market COMB Source: Calgary Population By Top Markets 20 OUT-OF-HOME Greater Sudbury Hamilton Halifax Oshawa London Kitchener Regina Québec Ottawa-Gatineau Montréal Saskatoon (Que.) Saguenay Sherbrooke (Que.) Sherbrooke Toronto (Ont.) Catharines St. Vancouver Windsor Winnipeg EC DC CO CC CX CBS CA BV BK AO AM AB LEGEND ecoMedia Doubleclutch Outdoor Creative Channel Clear Cineplex Outdoor CBS Captivate VillageBayview Marketing Corporate BK Outdoor Astral Media Adapt Media Abcon AO, CC AO, Airport I, P I, I, P I, I, P I, I, P I, AO CC CC P – – – – – – – – – I I D AO, CBS, P, CBS, AO, AO, CBS, P CBS, AO, I Backlight CBS, P CBS, CBS, P CBS, CBS, P CBS, S RCC CBS P P P P – – – – – – – – – – TRIBUTION M1 ME MH MX MM I IMA HR GR GG FF FW ONE, P, ZO ONE, NE, ONE, ONE, NE, NE, OBN, OBN, NE, NE, OBN, OBN, NE, Media One Media Merchants Media House Media Maxximum Moose Mango Interspace IMA Renfrew Holt Media Grassroots Gallop Frame Fashion FarWest Electronic OBN, ZO OBN, OBN, ZO OBN, AO, CA, CA, AO, AO, CA, CA, AO, AO, CA, CA, AO, CA, NE, NE, CA, CA, NE, NE, CA, Message P, ZO OBN OBN OBN OBN OBN ZO ZO ZO P – – – – – – – NE, ZO NE, NE, ZO NE, NE, ZO NE, NE, ZO NE, ZO NE, NE, ZO NE, NE, ZO NE, ZO NE, NE, ZO NE, NE, ZO NE, NE, ZO NE, NE, ZO NE, Indoor NE NE NE NE NE ZO ZO – CC, NT, P NT, CC, CC, NT, P NT, CC, CC, NT, P NT, CC, CC, NT, P NT, CC, CC, NT, P NT, CC, P NT, CC, CC, NT, P NT, CC, CC, NT, P NT, CC, CC, NT, P NT, CC, CC, P CC, NT, P NT, NT, P NT, NT, P NT, NT, P NT, NT, P NT, NT, P NT, Mall NT CC CC – PV PRO OP ONE OBN NE NT MA MTC MC in the hearts of today’s hearts consumer.in the of abrand Reawakening pleasures the 905.338.8300 Padvertising Adv.Outdoor Pro-Lite Exposure Outdoor Network Onestop Network Broadcast Outdoor NewAd neoTraffic Metromedia Centre Convention TorontoMetro MediaCity AO, CBS, CBS, AO, P, RCC P, RCC Murals AO P – – – – – – – – – – – – – – – – Parking Lot Parking AB, IMA, IMA, AB,

AB AB AB AB AB AB AB AB AB AB AB AB AB AB PV – – – – www.pigeonbrands.com AO, CBS, P CBS, AO, AO, CBS, P CBS, AO, AO, CBS, P CBS, AO, AO, CBS, P CBS, AO, P CBS, AO, AO, CBS.P AO, AO, CBS, CBS, AO, P, RCC CBS, P, CBS, CBS, P CBS, CBS, P CBS, CBS, P CBS, CBS, P CBS, CBS, P CBS, CBS, P CBS, CBS, P CBS, Posters CBS, P CBS, CBS, P CBS, CBS, P CBS, OP, P RCC CBS ZO Y T SS S S RCC PR PX P PL AM, CBS, P CBS, AM, AM, CBS, P CBS, AM, AM, CBS, P CBS, AM, AM, CBS, P CBS, AM, AM, CBS, P CBS, AM, Street Level Level Street Zoom Media Zoom Yonge401 Titan SuperSign Media Strategic Skywalk RCC Prime Penex Pattison Lites Paris AM, CBS AM, AM, AO, AO, AM, AM, AO, AO, AM, AO, CBS AO, AO, CBS AO, CBS, P CBS, CBS, P CBS, CBS, P CBS, CBS, P CBS, AM, P AM, AM, P AM, AM, P AM, AM, P AM, CBS AM BK P AO, CBS, P CBS, AO, CC, PRCC, PRCC, CC, Superboard AO, CBS, CBS, AO, AO, CBS, CBS, AO, P, RCC P, PRO P, RCC CBS, P CBS, CBS, P CBS, CBS, P CBS, CBS, P CBS, CBS, P CBS, CC, P CC, CBS CBS AO P P P – – – – some digital and indoor posters. COMB is a large (10 x 20 feet), illuminated from the front, tripartite organization that supplies audited paper-covered boards that are available in most OUR circulation for the outdoor industry. GRPs are markets. Posters are printed on multiple sheets calculated using this circulation (measured in of paper that are glued to the unit face. vehicular traffic for outdoor, and pedestrian YAMS traffic for indoor) generated only by those peo- VERTICAL POSTERS Similar to horizontal post- ple living in the market. COMB publishes its ers, vertical posters are 12 feet wide x 16 feet LOVE Market Data Report twice a year. Gross (total) high. They are primarily available in major ur- and in-market circulation data are reported ban centres. by type, operator and market. These reports TO TRY also include detailed information on the tech- TRIVISIONS/TRIOS Horizontal or vertical posters niques used for traffic counting. that have rotating blades that allow three adver- NEW The remainder of out-of-home advertising does tising faces to be shown on the same structure. not have an industry body that acts as a circula- These blades rotate at a set speed allowing each tion auditor. They tend to have proprietary stud- side to be shown for a set period of time. THINGS ies that are undertaken on their behalf. These studies do not use a specific standard approach BACKLIT OUTDOOR Backlit units are, as their to audience measurement, and are not neces- name suggests, lit from behind. The standard sarily comparable to the circulation data avail- size is 10 x 20 feet. Backlits are printed on a able from COMB. single sheet of vinyl attached at the edges to WE’RE THE Outdoor suppliers will generally provide an affida- the unit. vit at the end of a campaign that shows the delivery YAM BRAND of the campaign compared to what was purchased. STREET LEVEL OUTDOOR These rear-illumi- In the case of measured out-of-home, COMB has nated units consist of two- or four-sided adver- standardized the reporting for the media that it au- tising faces. Street level advertising includes YAMs: young/young minded, dits and will (for a fee) provide advertisers with a transit shelters and blocks or columns with ad- active metropolitans third-party, proof-of-performance report. vertising faces. The standard size is 4 feet wide Outdoor space is sold by market, either on the x 6 feet high. They are primarily available in basis of a package that delivers weekly or daily urban centres. GRPs or by specific location(s). ELECTRONIC MESSAGE This signage comes in Legislation governing out-of-home is deter- varying video and digital formats ranging from mined on a market by market basis which has still to full motion. The units usually display resulted in inconsistent availability of specific ads on a rotational basis (typically 10 to 15 sec- products across markets. In April 2010, the onds in length). The size of the units can vary city of Toronto introduced a sign by-law to har- from small to large. Most units are available monize a number of laws from the pre-amal- only in major urban centres. gamated municipalities. The by-law includes a “tax” that must be paid by the operators for INDOOR POSTERS Indoor posters come in a the sites they lease. The scale of proposed taxes few different sizes and are made of paper. They run from $1,000 a year to $24,000, depending can also be backlit or be digital. This format on the size and type of sign, and would gener- can be targeted to specific environments (e.g. ate about $10.4-million a year for the city. resto/bar, movie theatre, fitness facility, stadi- Out-of-home reach and frequency are deter- um, etc.). mined using circulation counts and potential exposure data from a syndicated database. MALL POSTERS Mall posters are rear-illuminat- In the case of measured media, COMB has ed, available in major shopping centres across industry-approved approach and software, Canada. Audience calculations are based on COMBNavigator, which uses audited circu- pedestrian traffic passing the advertising face. lation and exposure data from BBM RTS to estimate reach and frequency for a number of PERMANENTS/BULLETINS These are large- demographic groups. format advertising displays. Each location is oversized and unique in dimension. Materials The out-of-home advertising industry is pro- vary from paint to vinyl, and the locations can moted and represented by OMAC (Out-of- be customized to suit the advertiser’s specifica- Home Marketing Association of Canada). tions. Because of their size, unique shape and/ OMAC serves as a central resource for infor- or degree of impact, these units are typically mation on out-of-home advertising including located in high-traffic areas. products, networks, creative and research. SUPERBOARDS AND SPECTACULARS These Definitions large display units may be expanded from a HORIZONTAL POSTERS Horizontal posters are rectangular format to include space extensions,

Media Digest 10/11 55 56

Out-of-Home & Transit Media Digest 10/11 large formatbacklightsandsuperboards. typically are units Outdoor displays. and wraps pillar kiosks, be also can but backlit, are units indoor Most (outdoor). grounds airport the on vertising found in airport terminals (indoor) and www.oohdigital.ca Fax: (416)646-2722 Toronto, ONM5V 1H8 300-266 KingSt.W. Digital Association Canadian Out search toplanandbuyout-of-homeadvertising. re- and information industry relevant with nies compa- management media and agencies ers, advertis- provide to is OMAC of goal main The omaccanada.ca/amcacanada.ca [email protected] E-mail: [email protected]/ Fax: (416)968-6538 Phone: (416)968-3435 Toronto, ONM5V2B8 24 DuncanSt.,2ndFloor of Canada Association Marketing Out AIRPORT MURALS (14 feetx48feet). sizes,Series 10 (10 feet x40 feet) and Series 14 standard two are There areas. traffic high in ed vertiser’sspecifications. locat- typically are They ad- an to tailored be electroniccan They etc. messaging, beams, laser lights, neon flashing painted. typically are printed on vinyl, but may be hand- part of a wall–customization is common. They or all utilize may uniqueand is location Each playsonsides ofbuildings indowntown cores. Out-of-Home DataSources -Of-Home hs ae yial lrefra dis- large-format typically are These Airport advertising encompasses all ad- -of-Home

specifications. own their have do suppliers individual however - sizes, standard no are There wraps. pillar posters, flat boom-arm, – lots parking in found advertising all includes that egory 16-wheelers on the highway. sandwichwalkingpeopletoboardswith from everything entails It location. specific a in not ELEVATOR MOBILE LOT PARKING shows newscontent. remainder the while ads, carrying screen the of portion a on based advertising sell screens no digital Typicallyunits. arethese for sizes Therestandard elevator. the of walls the on mounted are that posters paper the as well as digital screens in the upper portion of elevators the effectivenessofindustryasawhole. improve best to members association for establish practices and leadership with industry CODA’s out-of-home the missionprovide to is out-of-home advertising industry. Canadian the and advertisers agencies, from representatives by operated independently tion users. COMBisanational,non-profitorganiza- circulation for the benefit of the industry and its of verification the with charged is COMB ing. audit - and measurement industry: out-of-home the of behalf on services two fulfills that zation organi- mediameasurement a is (COMB) reau The Canadian Out-of-Home Measurement Bu- comb.org E-mail: [email protected] Fax: (416)968-9396 Phone: (416)968-3823 Toronto, ONM5V2B8 24 DuncanSt.,2ndFloor Measurement Bureau Canadian Out This includes all advertising that is is that advertising all includes This This category entails both the small This category entails n l-nopsig cat- all-encompassing An -of-Home

Out-of-Home & Transit Transit

GENERAL INFORMATION generally sold on a GRP basis or by showing Transit advertising covers all advertising found in (percentage of transit vehicles in which the ad- and on transit vehicles in Canada. The category vertising unit appears). However, specific sites, runs the gamut from taxi headrests to subway sta- stations and cars can also be purchased. tions/platforms to interior cards to wrapped commuter trains. Unlike traditional out-of-home, Exterior transit is also sold on a GRP basis us- there is no industry body that audits circulations ing estimated impressions. These are calcu- and develops reach/frequency models for transit. lated using a model that incorporates, among other variables, traffic counts and distance trav- In a broad sense there are two areas of transit ad- elled by the vehicle. vertising – interior and exterior. As their names Transit has a number of different formats avail- would suggest; interior is all advertising that is able that have, for the most part, been stan- inside a transit location – bus, subway car, sub- dardized across the country. way platform, commuter train – and exterior is anything on the outside of vehicles. Exposure EXTERIOR models for the two types are very different. Seventy Posters are 21" x 70" in aluminum frames permanently attached to the sides and Interior transit circulations are generally de- the rears of buses. These are the most widely termined by passenger counts provided by available units. the transit authority. These counts tend to be system-wide, rather than specific to a particular King Posters are 30" x 139" in aluminum route, line or station. Using these counts and a frames permanently attached to the sides of factor of likelihood of exposure, a model has buses. There are some variations of this format been developed to determine GRPs. Space is available in select markets.

Media Digest 10/11 57 58

Out-of-Home & Transit Media Digest 10/11 T included inthepurchase. are cards interior cases, some driver’sIn the side. back of the vehicle; the only andare Backs Bus busvehicle; the muralsof back and sides cover both only cover on suggests, name the as Full Wraps, commitment. larger a requiring markets smaller with market, by varies length campaign minimum The front. the of exception the with covering can be applied to all sides of the vehicle vinyl The buses. transit of part or all of coverings and Super, which are 70" x 11". 11"; x 35" are which sizes–Standard, two in come Cards cars. subway Montreal of ception ex- the with available widely are These dows. win- the above vehicles transit inside found D INTERIOR Full Transit CARDonline Source: Toronto Market TRAN Hamilton Winnipeg Edmonton Calgary Ottawa City Quebec Montreal London Vancouver Source: BBM-RTS Major Market-Spring 2010 Market-Spring Study Major BBM-RTS Source: Montreal Toronto Average minutesspentcommutingbyTransit (one-way) C oor Vancouver Vancouver ran W raps ards P

osters s /B S /V us Us it

IT ME IT P ertical

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a m ducation, C ontent A R To verything verything omputing World E reative nfor i dvertising ased C B ore ore m ttribution Is Is ttribution ustomized C or or on Interactive advertising contact: Paula Gignac President, IAB Canada iabcanada.com 416-598-3400 (ext. 26) data-driven advertising is that instead of experiencing ads as as ads The promise interest-based, of location-based,customized orexperiencing of instead that is advertising data-driven services, as them experience will consumers provides. interruptions, targeting that relevance heightened the on based let to need will marketers true, remains this sure make them To help targeted; being they’re when know consumers that learn about more the targeting proceduresmaintain being used; allowand altogether; targeting of opt-out to them as as for long the user determinespreference is it needed. F Measurement and metrics are best a marketer’s friends, errorsexcept when in how attribute we success occurs… According to Atlas, attributing marketing success to the “last Interactive overlooks between 93-95% the of ad seen” engagement Atlas’ results. drive actually that interactions conversion. to road long a it’s that shows mapping Publishers higher in the Interactive marketing funnel (who deliver ad exposures to 90 up days prior are to conversion), valuable sources prospects new of that traffic feed to lower- funnel channels– advertisers’ of 75% over yet “primary actions” considera window only of fourteen days less or as important. time it’s the to conversion open up Clearly, window sites and in. upper-funnel let C The Key Maintaining To C Targeted A With analytic dashboards now available to monitor the the monitor to available now dashboards analytic With a on programs marketing of success ongoing and of” “day minute-by-minute basis; the largest Search Engines now integrating real-time results from Social Media updates; iPad the and phones smart touch-based of launch the and changing the game again, yet there are opportunities new assets transitioning in face to Advertisers for hurdles and create to time The trends. new these of advantage take to your action plan is now! Transparency, E A technologiesNew allow advertisers to create thousands with and cost low a at ad Display single a of iterations of a fast time-to-market. Consumer insights from the custom ads abound, Smart and in the case Ads Yahoo!’s of solution, increased HP’s return ad spend on (ROAS) to 20.5 times that top-of-funnel this placing campaigns, ad Display previous of program par on with Search. Transitioning C Touch-

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In Su Plu A Mess A According to IAB Canada’s annual survey of the most recent recent most the of survey annual IABCanada’s to According data from PMB, NADbank and BBM RTS, the Internet returned to double-digit growth in 2008. Based the on 2008 studies, the Internet was already #1 in terms time of 18-34 for spent year olds, and was within point one Radio’s of second place share. (fielded Report Reid Inter@ctive Ipsos’ to according However, in Q4 2009), the Internet has since both leaped over Radio withand the TV, numberweekly of hours Online spent by all hours 16.9 the than higher be to found hours) (18.1 Canadians watchingspent TV. Em Mobile Is Mass + Multi- D With Mobile penetration at 65% in Canada, can we still call still we can Canada, in 65% at penetration Mobile With as such favourites old From emerging? platform Mobile the SMS to such ones as new Mobile Apps, Ads, Video, Social, even and Reality Augmented Services, Location-Based Search, and tactics marketing of multitude a are there – M-Commerce results that can bedelivered across Mobile devices. It’s Hero Guitar of earnings the that learn to you surprise it Would geeks for just not is Videogaming Titanic? of that IIIsurpassed anymore... In their research, Kia found that Gamers 33% were 3 every car new a purchase to non-Gamers than likely more “in” and “around” both advertised Kia when that and years; gamesMicrosoft’s on Xbox, able they were to lift purchase consideration by a full 96%. Digital signage is everywhere: the on walls our of malls, in our in even and offices hotels, schools, systems, transit our personal residences. And although that to adds a lot of up opportunities to be seen, Advertisers visualize who only TV- like push marketing programs these for screens are missing the on myriadout ways in which Online, Social Media and Mobile technologies and can content be integrated into DOOH to pull consumers into intense experiences. brand engagement Digital signage can with “react” advertiser messages based on movement eye and Cola) (Coca touch gender, location, user’s a (Amnesty International); and can place even the user within the message itself (Atlantic Lottery Corp., Sun-Rype). 60

Internet & Mobile Media Media Digest 10/11 Other Facebook Ask Ebay Yahoo Microsoft Bing Google Mobile Media Internet & are now wireless. Half ofallphoneconnectionsinCanada their mobilephones. 6 million callsto9-1-1oremergencynumbers from Each year,Canadians placemorethan Canadians send122million textmessagesperday. to awirelessphone. 75% ofCanadian householdshaveaccess phone subscribersnumbered 22.8million. At theendofDecember2009,Canadian wireless sumer productsinhistory. Wireless phonesareamongthefastestgrowing con- Mob

Source: comScore Media Metrix, Worldwide, Persons 15+ 2008 Persons Dec Worldwide, Metrix, Media comScore Source: i le m le

Online Reach % Penetration T12-17 10000 W18+ 12000 % REACH M18+ 4000 6000 8000 2000 20% 30% 60% 40% 50% 70% 80% 10% A12+ 100 20 40 60 80 0 ed Dial-up Total UniqueVisitsbygenderagedemographic .8% 0% % Compoaltion UniqueVisitors I i NTERNAT a stats 15+

Google Sites Canada 7% 8% 6% 68% 8% 10% – Connection Speed

Microsoft Sites 10% 18+

Facebook.com Broadband France 20% 19% 19% 62% 18-24 99% 23% Yahoo! Sites I ONAL eBay 30% 62% UK Home

Wikimedia 2009 world’s population and, as tracked by IAB the of rest the than online time more spendingCanadiansare average, On a larger part of their regular media mix. embraced the Internet and it has become have regions and ages Canadiansall of in Canada The Internet ing tocomScore.MoreCanadians are accord- content, video online as well Facebook)like as networks social and sumers of Conversational Media (blogs we are among the world’s heaviest con- broadband penetration also means that tion, combined with its extremely high penetra- Internet household ada’shigh Can- substantially. grow continuesto Canada, the time spent with the medium Top Properties I

Foundation Sites 40% NTERNET Germany

Ask Network 60% Vehicle 81. 1. 2. 2. 3. 4. 4. 50% Online Population Men 8 1 1 8 5 6 Amazon Sites 1 25-34 56% 56% 59% 2010

Apple US 60% Work Total Unique VisitsbyHousehold Income

63% AOL REA 66% 70% Japan Yellow Pages 57% 71%

Group 25 74% 74% Other Women C 77% H 80%

CBS Interactive Online Reach $99,999k 21% $75k– increased usage. media experience and this adds to their enjoy an “always on,” high-speed, multi- to likely more far Canadiansare basis. capita per a on counterparts national and social media content than their inter- spending more time, viewing more video works gather the inventory either through range from one to many thousands. Net- could used publishers numberof The specific audience.a against delivery ad publishers to create significant reach and differentnumberof a from inventory online aggregate Networks Advertising Advertising in Canada Online Advertisng 36% Italy $100k+ Glam Media 25% $74,999k 12%

CTVglobemedia $60k– 100,000 120,000 140,000 160,000 180,000 200,000 20,000 40,000 60,000 80,000 Networks 10% Fox Interactive Media < $25k $59,999k 19% $40k– $39,999k 13% $25k– Total Unique Visitors (000s)

Microsoft Yahoo! 4.5% Bing 3.8% eBay 2.1% 2.1% Ask Facebook 1.8% Google Sites 81.1% Other 4.6% C M Y K

Things we’re geeking out on:

Search. Maps.

300 x 250 Translation.

And banner ads. WATCH THIS SPACE.

google.com/watchthisspace

255514cut01_MAG df

2 FILE: P0414_GEEK_OUT_PAGE_CAN.INDD USER: CHRIS_CLAYTON TIME: 9-1-2010 10:27 AM CD: Joe Kayser AD: Bo Deng CLIENT: GOOGLE LIVE: 8.5” X 11.125” FONTS IMAGES COLORS CW: None JOB NUMBER: P0414 TRIM: 9” X 11.625” GENERAL GG CHROMEBROWSERVECTOR_ CYAN SM: Michael Brady FINAL.EPS, NEW_GLOGO_ MAGENTA DESCRIPTION: GEEKING OUT PAGE CANADA BLEED: 9.25” X 11.875” FLAT_CMYK_COATED.EPS, YELLOW PP: Miriam Lee BLUE_SPACE.AI BLACK AS: None INSERTION #1: CANADA GUTTER: NONE PM: Adam Russell INSERTION #2: NONE SCALE: NONE CL: None INSTRUCTIONS: NONE PACIFIC DIGITAL IMAGE • 333 Broadway, San Francisco CA 94133 • 415.274.7234 • www.pacdigital.com Filename: 255514cut01_MAG.ps_wf02 Operator:SpoolServer Time: 22:43:39 Colors: Cyan, Magenta, Yellow, Black Date: 10-09-01

NOTE TO RECIPIENT: This file is processed using a Prinergy Workflow System with an Adobe Postscript Level 3 RIP. The resultant PDF contains traps and overprints. Please ensure that any post-processing used to produce these files supports this functionality. To correctly view these files in Acrobat, please ensure that Output Preview (Separation Preview in earlier versions than 7.x) and Overprint Preview are enabled. If the files are re-processed and these aspects are ignored, the traps and/or overprints may not be interpreted correctly and incorrect reproduction may result. Please contact Pacific Digital Image with any questions or concerns. Other Facebook Ask Ebay Yahoo Microsoft Bing Google

Internet & Mobile Media Other Facebook Ask Ebay Yahoo Microsoft Bing Google Media Digest 10/11 Online Reach % Penetration T12-17 10000 W18+ 12000 % REACH M18+ 4000 6000 8000 2000 20% 30% 60% 40% 50% 70% 80% 10% A12+ 100 20 40 60 80

ferent purchasing options (Cost-Per-Thousand, Most networks offer advertisers a number of dif- skins orsponsorships. site takeovers, page like inventory integrated offer alternative sizes, as well as more premium, may some formats, ad Canada’sstandardized networks offer inventory that conforms to IAB exchange. ad an through or multiplerelationships via works publishers offer their inventory to multiple net- some or all of their website’s inventory. grant a network the exclusive rights to represent exchange. ad online direct relationships with the publisher or via an Dial-up Total UniqueVisitsbygenderagedemographic .8% 0% % CompoaltionUniqueVisitors 15+

Google Sites Canada 7% 8% 6% 68% 8% 10% Source: comScore Media Metrix, (Canada), Persons 2+, 2008 2007 -Dec (Canada), Dec Persons Metrix, Media comScore Source:

– ConnectionSpeed Online Reach % Penetration T12-17 10% 10000 W18+ 12000 % REACH M18+ 4000 6000 8000 2000 20% 30% 60% 40% 50% 70% 80% 10%

Microsoft Sites A12+ 100 18+ 20 40 60 80 0 While almost all online ad online all almost While Dial-up Total UniqueVisitsbygenderagedemographic .8% Broadband 0% Facebook.com % CompoaltionUniqueVisitors France 20% 19% Some publishers may publishers Some 19% 62% 18-24 99% 23% 15+

YGoogleahoo! Sites Sites Canada 7% 8% 6% 68% 8% 10% – ConnectionSpeed 30% MicrosofteBay Sites 10% 18+ 62% UK Home Broadband

Wikimedia 2009 Other Facebook.com France 20% Top Properties 19% 40% 19%

Foundation Sites 62% 18-24 99% 23% Yahoo! Sites Germany

Ask Network 60% Vehicle 81. relationship building opportunity to a highly - tar mailing list, email marketing can provide a great Targeting opt-in subscribers of the publisher’s E a specific category or niche audience. target NetShelter, or TravelNetwork The Ad reach, specialtycertain networks, for example re-targeting. site ing, sub-channels, interest-based targeting and raphy, by geography, IP, content, based - target offer options for targeting sponsorships/packages/takeovers). for Cost-Per-Click,Cost-Per-Acquisition, rate flat 30% 4. 1. 2. 2. 3. 4. 50% ma Online Population

eBay Men 6 8 1 1 8 5 62% 1

Amazon Sites UK il Home Ma 25-34

Wikimedia 2009 Top Properties 56% 56% 59% 40% 2010 rketing FoundationApple Sites US 60% Work Germany Total UniqueVisitsbyHouseholdIncome 63% Ask NetworkAOL 60% Vehicle 81. While many provide broad provide many While 66% 4. 1. 2. 2. 3. 4. 50% 70% Online Population Men Japan 57% 6 8 1 1 8 5 YAmazonellow Pages Sites 1 71%

Group 25 74% 74% Other Women 25-34 including by demog- 77% 56% 56% 59% 2010

Apple US 60% 80%

CBS Interactive Online Reach $99,999k Work 21% $75k– Total UniqueVisitsbyHouseholdIncome 63% 36% AOL Italy $100k+ Glam Media 25% 66% 70% Japan 57% Many Yellow Pages $74,999k 71%

Group 25 12% 74% 74% Other Women CTVglobemedia $60k– 77% 100,000 120,000 140,000 160,000 180,000 200,000 20,000 40,000 60,000 80,000 80%

CBS Interactive Online Reach $99,999k Univers appear throughout a website, via a via website, a throughout appear can that placements or units ad are These I be trackedviathirdpartyadserver. ated through the placements can, in most cases, insertion, or content integration. Traffic gener- the of advertiser sole as blast email sponsored newsletter, on ads text displayor of form the generally,take Placements, etc. interest, age, by gender, can geography,be further targeted to receive this information. geted and loyal audience who has volunteered 21% 10% Fox Interactive Media < $25k $75k– AB C 36% Italy $100k+ $59,999k 25%

Glam Media 19% $40k– an $39,999k 13% $25k–

a Total Unique Visitors (000s) a $74,999k d l Ad P l Ad 12% $60k– a CTVglobemedia

S 100,000 120,000 140,000 160,000 180,000 200,000 t 20,000 40,000 60,000 80,000 and ac 10% Fox Interactive Media < $25k k a a $59,999k rd Ad Units (C ge or CUAP) or ge 19% $40k– $39,999k 13% $25k– Total Unique Visitors (000s) Subscription base run of site of run an a di an Microsoft Yahoo! 4.5% Bing 3.8% eBay 2.1% Microsoft 2.1% Ask Yahoo! 4.5% Bing 3.8% eBay 2.1% Facebook 1.8% Google Sites 2.1% Ask 81.1% Other 4.6% Facebook 1.8% Google Sites 81.1% Other 4.6% 8% 19% A12+ 74% 66%

8% M18+ 23% 77% 63%

7% W18+ 19% 74% 71%

10% T12-17 6% 56% 56%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Home Vehicle Work Other

Total Unique Visits by gender by age demographic Google 81.1 12000 Microsoft Bing 4.5 Yahoo 3.8 10000 Ebay 2.1 Ask 8000 2.1 Facebook 1.8 Facebook.com Jan 2009 to Mar 2010 100 Other 6000 4.6 OUR

4000 YAMS

2000 90 ARE 15+ 18+ 18-24 25-34 25 ON Men Women

82 82 THE 80 80 80% 200,000 79 79 79 79 79 78 78 78 77 GO 77 70% 68% 180,000 76 76

62% 62% 160,000 60% 59% 60% 57% 140,000 70

50% % Reach of Online Audience 120,000 Persons: 2-17 WE’RE THE isitors (000s) 40% 36% 100,000 Persons: 18-24 YAM BRAND 80,000 30% Persons: 25-34

60,000 otal Unique V 60 Persons: 35-44 T Online Reach % Penetration 20% 40,000 Persons: 45-54 YAMs: young/young minded, Jan - 2009 Feb- 2009 Mar- 2009 Apr- 2009 Jun- 2009 Jul- 2009 Sep- 2009 Oct- 2009 Dec- 2009 Jan - 2010 Feb- 2010 Mar- 2010 10% May- 2009 Aug- 2009 Nov- 2009 20,000 Persons: 55-64 active metropolitans

Persons: 65+ Canada France UK Germany US Japan Italy Social Media Trends 0 100 200 300 400 500 Online Population Online Reach – Facebook Search Market in Canada Shares of Searches Average Pages per Visitor

Persons: 2-17 % Compoaltion Unique Visitors Total Unique Visits by Household Income Ask Facebook 2.1% 1.8% Other – Connection Speed eBay 4.6% Persons: 18-24 2.1%

Persons: 25-34 Dial-up 10% Yahoo! 3.8% .8% 25% < $25k Persons: 35-44 $100k+ 13% Microsoft $25k– Bing $39,999k 4.5% Persons: 45-54 21% $75k– 19% Persons: 55-64 Broadband $99,999k $40k– Google Sites 99% 12% $59,999k 81.1% $60k– Persons: 65+ $74,999k 0 200 400 600 800 1,000 1,200

Average Minutes per Visitor

Persons: 2-17 Top Properties Persons: 18-24 2009 2010 100 Persons: 25-34

Persons: 35-44 80 Persons: 45-54

60 Persons: 55-64

Persons: 65+ 40 % REAC H

0 100 200 300 400 500 20

0 Media Digest 10/11 63 AOL eBay Apple Persons: 2-17 Group ahoo! Sites ikimedia ellow Pages Glam Media Y Google Sites Y Ask Network Amazon Sites Facebook.com W

Microsoft Sites Persons: 18-24 CBS Interactive CTVglobemedia Foundation Sites

Fox Interactive Media Persons: 25-34

Persons: 35-44

Persons: 45-54

Persons: 55-64

Persons: 65+

0 200 400 600 800 1,000 1,200 64

Internet & Mobile Media Media Digest 10/11 additional adserving fee only. an with CPMs regular at positions banner unit videos can be run through any standard due to the limited availability. However, in- charge is often required for pre-roll inventory rolls, post-rolls and in-unit videos. Premium monly used video placements include: pre- be an impactful engagement tool. Most com- already in-the-video mind state, video ads can audienceis the As year. last from 53% by age Canadian online viewing time increased popularity of online video is increasing. Aver- the availability of more online video content, With the change of consumer behavior and O impact totheconsumers. greater in resulting placement, link and brandingexclusive or customized as well creativity,as for room more have to tend association with the publisher. Campaigns generally used to capitalize from the brand is sponsorship brand and Advertorial vice. ser- or product new of launch a promote awarenessto blast big for used is takeover to increase exposure frequency. Homepage marketing email or placements banner by forms of depending on its purpose, often supported variety a takes Sponsorship Sp content, interest, geography, etc. ad delivery can be further filtered by category, networks offer deeper levels of and targeting, and publishers Most manner. cost-efficient a audiencein target the of reach and ume vol- great provide often placements network performance, post-impression or post-click Forposition. premium the to due preferred sites). Certain permanent placements may be web- automotive on ads auto (i.e. context as a level of brand or content association, as well homepages or on a run-of-site basis to ensure placed on high traffic, high profile pages, like be can unitsFor ad awarenesscampaigns, B 0708.pdf canada.com/standards/cuap creative/tag naming conventions) is www.iab- standard, rich media, video standards (includes The link to the CUAP summary document for Box (300x250pixels). Big the and pixels) 600 x (160 Skyscraper sizes are the Leaderboard (728 x 90 pixels), versions of the same ad. multiplefor need the reducing suppliers, by acceptance of level greatest the offer to etc.) sizes, (dimensions,file standardized Canada. in largest number of publishers and networks pages on a certain site, and are offered by the buy, a run of network buy, or within specific u nline V nline onsorshi ying S ying ideo/ Bro ideo/ tr The specifications have been have specifications The a p tegies a d ca

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case; however,uniquecase; is search a having in quitethe is often This search. to driving all other campaigns an advertiser may have, are most television, out of home, print, radio or that say to is This funnel. purchase the of ically been referred to as being at the bottom typ- has Marketing) Engine (Search SEM the search engines. Each keyword can have is willing to pay for each click generated in determined maximum amount an advertiser The maximum CPC bid is simply the pre- which the ad appears in the search listings. in position determiningthe in role a play choose their maximum CPC bid which will tion based systems in that an advertiser will Bing and Yahoo!) have all implemented auc- The 3 major search engines (Google, MSN’s a Bidding (destination aftertheclick). the ability to drive to a specific landing page relevant site traffic. Each keyword also has for paying only are customers that ensures model (CPC) cost-per-click This website. advertisers’ the directlyto sent is user the would thenbecharged,and the advertiser links” area. Each time a user clicks the ad, “sponsored the in right the to or left top The SEM text ads will appear either to the keyword(s) is typed in. the once users displayedto be to copy ad exposure on. They must then create relevant receive to brand(s) their want they words SEM allows a business to select a list of key- “right choice.” the as themselves present to opportunity the has company a that moment this at It’s decisions. purchase probable their validity of the confirming of means a as search to look will users place, takes sion that quite often, before the actual conver- before completing a purchase. That means engines search through research their do users of 80% roughly shownthat have ies more and more for product research. Stud- new car, users are turning to search engines need a phone number, an MP3 player or a their research process online. Whether they to search by other media, they often begin driven only not are Canadianconsumers W group. marketing any of part important very a be should visibility this of potential the on ize - capital properly to able being and month every searches of billions are There cution. has become an integral part of any media exe- this reason (among many others) that search end of the consumer purchase process. It’s for the and middlebeginning, the at presence S e hy is se is hy a r c h E a ngine Ma ngine nd C nd r c h so im h so (Cli TR rketing rketing p c ort kthro a nt? u gh r gh a te) • available, search results can display which displaywhich can results search available, beginning. With the multiple tracking tools the rather but process, the of end the not is this ad, the clicked has user the Once T in thesearchlistings. premium positions obtain still can ads the metrics, performance other and relevance bid but because of a great clickthrough rate, CPC lower a have can advertiser an side, flip the On result. a as CPC higher a pay and the campaign is hindered by having to is viewed by the search engines as irrelevant users are actually clicking on their ad, the ad ing to have a high maximum CPC, but if few clickthrough rate. An advertiser may be will- the is position ad and determiningCPC The second factor that comes into play when than themaximum CPCbid. beingless up end always almost will CPC the factors, other various and competition of levels maximum,dependingthe but on The Search engines will never surpass this type. keyword the dependingon strategies a unique CPC bid allowing a different set of • • • ca W thesiteis. search engineshow important Securing links from other sites so show the by potentialcustomers. used phrases and words using services and products describes that content Creating carry outasearch. index so the site can be found when people can engines search the website a Creating SEO canbesummarizedas: to one’s website. The three components as sales) (and traffic search organic increase to is mandate SEO a of goal end The given setofrelevantkeywords. site’sa a for engines search the on ranking links (votes of confidence) to help improve and programming) (navigation, structure images), (words, content the optimizing Search Engine Optimization (SEO) is about O the best return on investment (ROI). the most revenue per sale and which offered ated the most leads, the most sales, generated gener- most, the clicked were keywords/ads • r rg hy hy sho ac re ab re ition 73% monthly inCanada engines 87% Over 91% 3.5 search engines a king ni billion of of c Op o of 3 u u all all ld ld t SEO billion timiz Internet visitors online websites c om ? ? a pa tion searches transactions are nies nies compete users from

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Internet & Mobile Media Media Digest 10/11 United Kingdom United United States United placed within a game environment itself on a on itself environment game a within placed Display advertising (static and animated) can be I sales itsfirstweekofrelease. in million $550 reached Warfare2 Modern Duty: of Call as where release, of week first its million $242 of sales office box generated Hollywood blockbusters. For example, exceed or rival now can releases game Major 2013. by million 170 and 2010, by projected gamers console and PC online million 130 significantly in the next five years, with almost grow will America North in gaming Online Gaming Gaming n- Netherlands South Korea South a percentreachthefirstpage slots, but the reality is that only fractions of Game Advertising Sweden Canada Turkey France Spain Israel Source: Wikipedia Population Estimates — as of May 2010 May of —as Estimates Population Wikipedia Source: 2010 April 15+, Persons Locations, All Metrix, Media comScore Source: 0 Average Minutes per Visitor 500 1000 Avatar 1500 games). (PC-based Google gaming);and casual puter Tangentcom- Wild (PC-based, Playstation); (Sony LoudMouthEntertainment Live); (Xbox Advertising Microsoft are players Key after thegameisreleased. inserted and bought be can day–and of time or location geographical by targeted be can like online display ads–they load randomly and game launch. Dynamic advertising is very much developers and must be planned months prior to game by game the directlyinto hard-coded is advertising Static dynamic. and static ing: There are two main forms of in-game advertis- length oftimescreenexposure. An impression is recorded after a predetermined ing the game and is measured by ‘impressions.’ tising is encountered during the course of play- computer, console or mobile game. The adver- 2000 2500 10000 15000 20000 25000 3000 5000 0 Top Ten Networks Ad in Canada

Google Ad Network

AOL advertising Unique Visitors (000) messaging into the game experience and is and experience game the into messaging brand and brand the integrate Advergames Advergames ing). TangentWild gam - casual station); (computer Play- (Sony LoudMouthEntertainment Live); (Xbox Advertising Microsoft are players Key events, such as online tournaments. shoot of platform advertising is organized gaming off- An traditionalchannels. of outside sumers con- reach to way a offers advertising platform such as computers and game consoles, so game as movies, TV shows and music via game devices more, consumers access non-gaming media such Live) and computers (Wild Tangent). More and post-game on such platforms as consoles (Xbox surround the gaming experience both can animated) and (static advertising Display Ga

me Pl me Microsoft Media Network Canada

a ValueClick Networks tform Advertising tform

Age 2+, All Locations, April 2010 April 2+,Age Locations, All Canada, Metrix Media comScore Source: Casale Media - MediaNet

Yahoo! Network

Sympatico.ca Network

BV! Media Network pre- and

Olive Media

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CMA Ad_working_v5.indd 1 09/09/10 17:52:56 Untitled-7 1 9/10/10 10:16:13 AM 68

Internet & Mobile Media Media Digest 10/11 new carriers enter the market, saturation will will saturation market, the enter carriers new continueas to set is growth subscriber While expected toreach$5.2million in2008. was it and 2007, in million $2.7 to 2006 in ing revenue is also growing–from $1.1 million Advertising Bureau of Canada, mobile advertis- 99% of Canadians. According to the Interactive than more to coverage offer carriers wireless the traditional land line, eased by the fact that replacing is phone mobile the people, many holds now have access to a mobile phone. For house- of 75% and 2009 December of as lion numberedsubscribers milMobile 22.8 lives. - Canadians’daily of part essential an become Wireless products, services and networks have Mobile Meda gamers. serious reach to opportunities increased are of downloadable content and applications, there popularity increased the with However, ers. gam- casual reach to employed often most

Source: CWTA Source: Subsrcibers 240000000 12000000 15000000 18000000 21000000 3000000 6000000 9000000 Cellular Subscriber in Growth Canada 0 1985 1987 1989 1991 BlackBerry), this is relatively low compared to the advanced, PC-like capabilities, like the iPhone or in 2008 were smartphones (a mobile phone with handset. Although 25.8% of all phones shipped upgrading to media services when they get a new are people of percentage greater a improve, devices As growth. future for cornerstone key a as innovation positioning occur, eventually and instant messaging, and corporate instant networks and messages and can now provide access to e-mail have moved beyond simple voice calls and text Devices experience. mobile theircustomize and broaden to users Canadiansallow to able avail- networks wireless digital extensive The becoming moreprevalent. rapidly is use smartphone and loweredbeing constantly are costs device and plan data like the rate of the rest of the world. Barriers to entry with current shipment numbers growing at twice smartphones in Canada is expected to increase, worldwide figures. However, the penetration of 1993 1995 1997 1999 • • M A • • the Internet. pp o 2001 Mobile phones and other wireless terminals. A wireless information and services on mobile standard for the presentation and delivery of phones andPDAs. be viewed on mobile devices such as mobile interstitials) withintheapplication. called (formerly jump-page or splash a as or application the of exit or launch the for ment, which may be placed as a “bumper” bination ofthese. mobile phone(i.e.smallerscreen). a of restrictions the within operate to fied computer-based browser provides all of the basic services of a Ad Ad Wireless b li ile W ile ca Banner: full-page tions e websites b Application 2003 static image: are web browse r but is simpli- logo 2005 specifically Protocol full or image, screen (WAP): 2007 text designed advertise- or World WAP com- 2009 to Internet & Mobile Media 69 all on www. Mobile. weather Canada’s Canada’s media Media Digest 10/11 rk: time o Apple. w t Windows e by digital Real N and ile ile rk: rk: Their mobile web and Their Their content and Their o ob ile: w ile: t monetize Android Mobile web and apps for sportsMobile web and apps a M ca . purchased Ne Mob and co re: o i Offers a comprehensive set of mobile : r t a her ther tt Sco oo lar lar Mob mp ea o y

Yah advertising display ad products–including and mobile ad tools. http://ca.mobile.yahoo. com/business/advertiser leading premium ad network with offerings ad network with offerings premium leading across mobile web, apps, SMS and development. Visit symbl.ca for more. W information available through the mobile web, text messaging or variety of apps. www.theweathernetwork.com/advertising/ advindex Advertise/ad-solutions/mobile P publishers, platform provides advertising to deliver, advertisers the tools brands and measure iPhone, including devices, mobile major BlackBerry, www.polarmobile.com/ Qua network includes in-application advertising websites and iPhone, thousands of mobile and other smartphone applications. Android Recently quattrowireless.com/ The http://www2.thescore.com/scoremobile/ fans. S http://advertising.microsoft.com/canada/en/ translating research objectives intoobjectives research translating successfully managed projects. • • TNS Media Intelligence ices iant Serv – Eval Phone: (416) 682-1047 (416) 682-1050 Fax: E-mail: [email protected] tns-mi.com Overview Company of TNS Media Evaliant Services, a division Intelligence, is a provider of online advertis- data.ing 100,000 than more tracks Evaliant brands and products on thousands of sites in North America. In Canada, over 450 English In- U.S. sites are tracked daily. and French ternet data are also available with more than 2,000 sites tracked. • • • •

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a L liers o toot SN d d Mob O Bluetooth Challenges Name Allows internet-enabled device. www.qmisales.ca/ digital/mobile-advertising.html A purchased by Google. www.admob.com A C a n Imp com/index.php M technology that is capable of transmitting of transmitting technology that is capable and data.voice transfer datacon- among devices without necting cables. Consumers content. to receive on or enabled in order from a broadcaster and a request will receive be sent the content to upon accepting will phone. mobile to their directly download handset configuration can make it difficult it can make handset configuration bulk mes- for marketing and to use MMS saging purposes. on the MSN Mobile home page, MSN on the MSN Mobile home page, MSN and more. Money, MSN Sports, MSN Autos, Traditional Media. www.impactmobile. Media. Traditional pp An advanced content classification system and reporting structure. Detailed measurement of online search behaviour. Comprehensive metrics detailing online usage for home, work and French- media speaking audiences. Complete online visitor demographics. Qualitative detail audience linked to elec- online usage. captured tronically measurement in over Global audience 30 countries. u n n ite comScore SurveyS comScore Canada market online an is SurveySite comScore re n n n n quantitativesearch firm that provides and on is focus qualitative research. SurveySite’s • • • • • S • Blue • • • •

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Short Short Messages to distribute mobile content. mobile content. to distribute that can be sent to and from mobile phones, that can be sent to and from mobile phones, and can include images, video and sound. (Canadian Association) outlets, companies and other sources of infor- outlets, companies mation, products or services. They are easy digits long – and can and fast – five or six spell a word or brand name. mobile consumer. Media Reach Overview Product Metrix research and prod- comScore Media ucts include the following: Company Overview Company - of com Metrix, a division comScore Media Score Canada, provides Internet audience measurement services that report detailsof website usage, visitor demographics and online buying power. 90 Sheppard Ave. E., Ste. 1000 90 Sheppard Ave. ON, M2N 3A1 Toronto, Phone: (416) 642-1002 (416) 642-1007 Fax: comscore.com comScore Media Metrix comScore Canada Internet D • Mul • • • • Text Message or SMS (Short Message Service) Message Text and customers to send, receive mobile allows view short text messages. Tex April of 2010, Apple announced the launch of Apple announced April of 2010, hosting, insertion and iAd, an ad networking, that places ads within development company interrupting the applica- applications without tion experience. manner of functionality, including location- including functionality, manner of and more. In news, weather based services, by customers from app stores and other mobile mobile and other app stores from by customers platforms. software distribution all offer and ad-supported be can Applications MRK_MEDIA_DIGEST_2010_070-73_Webvertising.indd 70 Untitled-1 1 70

Webvertising Media Digest 10/11 Month Month 5,191,000,000/ Views: Page h ont M 0/ 0 0 , 2 0 9 , 0 2 Visitors: Unique Traffic Webvertising 26.7 minutes 26.7 Length: Visit Average 92,000,000/Month Views: Page 3,315,000/Month Visitors: Unique Traffic AD NETWORKS AD cess Hollywood. cess Ac- and Sports NBC iVillage, ca, eBay. including destinations test Web’s the of hot- some for agent sales Canadian exclusive the also are we properties, premium nized recog- widely 3,000 than more accross coverage our to addition In network. other any than tent con- Canadian of coverage more with advertisers provide proudly we Toronto, in headquartered and Founded audience. digital Canadian the of 85% than more reaching network, advertising owned independently da’s largest Cana- is MediaNet Media’s Casale Website Profile and articles. articles. and pdfs page newspaper past as such features and databases, and tent con- Mail and Globe additional to access provides which gold.com, globeinvestor- for registering of option the have readers engaged ultra- our addition, In advertisers. sponsor with partnership in time to time from created hancements en- unique some with along tools, investing and reporting financial of awealth offers site vestor.com Globein- Our readers. engage to features the of afew name to eo, vid- streaming live and podcasts, pages, blog commenting, reader enabling -- utility and features interactive with enhanced they’re counterparts, newspaper their to correspond sites these While Auto. and Life Sports, Investing, Business, as such areas, content individual of avariety with along Globeandmail.com, website, newspaper flagship our passes encom- It content. lifestyle and auto sports, news, business and breaking delivering destination, newspaper online #1 Canada’s is network digital Globe’s The Website Profile Casale Media Inc. Media Casale Company: Parent Inc. Media Casale Name: Company www.casalemedia.com Publishing Inc. Publishing CTVglobemedia Company: Parent Mail and Globe The Name: Company www.globeandmail.com User Profile online buying power. buying online with 18+ adults to est high- skews MediaNet channels; content 80 and verticals consumer 19 core its through line on- segment mographic de- major every to reach scalable with brands provides MediaNet® User Profile • re is message Your brand’s Here’s why: suggest. initially numbers the than products our within advertising from more far efits ben- abrand you tell will they and Mail and Globe The about expert media any Ask ucts. prod- online and print our in –both effectiveness vertising ad- and audience our reach, our quantifying time of deal agreat spend we so science, a as art an much as is tising adver- that We understand • fuel to help ads Your brand’s • from borrows Your brand them through us; through them with develop you lationship re- the of aresult as brand your into buy who makers opinion- life real by inforced on your offerings, and; offerings, your on act to income the has who audience an reach you while aspirations, readers’ our were established in 1949. in established were awards the since Awards, Newspaper National 125 with newspaper, decorated most Canada’s as tablished es- have we credibility the M6B 1P5 M6B Toronto, ON 74 Ave. Wingold Address: M5V 2S9 M5V Toronto, ON West Street Front 444 Address: please call 416-785-5908. call please us, with advertise to how and volumes rates, about inquire To daily. delivered ads 1 billion over media; rich nadable video/exp- in-banner overlays; rectangles, towers, banners, Accepts Media Casale - Ad Rates Rates Ad Ad Rates Rates Ad your sales rep. rep. sales your contact or details, further for adformats globelink.ca/digital/ www. way. Visit memorable and ling compel- most the in message brand’s your present to is goal Our campaign. creative any ment imple- successfully to you with ing work- to committed is team production online Our ments. place- ad floating and expanding video-based, mated, ani- Flash dynamic to buttons and ners ban- simple from formats, advertising compliant IAB of range afull We offer [email protected] Contact: Toll-free: Fax: Tel: m o c . l i a m d n a e b o l g @ n o Tel: s n h o j a j Europe: and USA Canada, Manager, Sales Sr. National Johnson, Jo-Anne Contact: 8 0 9 5 - 5 416-785-5689 8 7 - 6 1 4 416-585-5000 Victor Amorim, Amorim, Victor 9 3 5 2 - 7 2 2 - 8 8 8 - 1 Metrix, July 2010 July Metrix, Media comScore IAB the of Member Inventory for more detail. more for ad_specifications www.casalemedia.com/ visit Please 300x250,336x280. 120x600, 728x90, units: ad following the accepts Media Casale Tech Specs Inventory • Video • Ads Tower • Sponsorships • Media Rich • Ads Banner Tech Specs globelink.ca/adformats visit please specifications, For advertising • Video Ads • Tower Links • Text • Sponsorships Media • Rich • Research Sites • Micro • Interstitials • E-Newsletter Marketing • Email • Contests • Content • Co-branding Ads • Button Ads • Banner • Audio • Animation Sponsorship Integration 9/10/10 9:12:23 PM 10/09/10 8:08AM Webvertising 71 10/09/10 8:08 AM 9/10/10 9:17:04 PM

Media Digest 10/11 Integration Sponsorship Sponsorships • Banner Ads • Button Ads • Co-branding • Content • Contests • E-Newsletter • Microsites • • Video Rich Media • Sponsorships • Text Links • Inventory Tech Specs Tech Please E-Mail for Technical Specs Availability & • Banner Ads • Button Ads • Content Integration • Contests • Email Marketing • E-Newsletter • • Micro Sites Rich Media • Sponsorships • Tower Ads • Video • Tech Specs Tech Standard IAB specifications apply. Please contact Suite 66 for your specific needs. Inventory Member of the IAB Based on comScore Media Metrix, July 2010 1-866-779-3486 Steve Macfarlane, 416-593-3778 416-599-3778 416-628-5565 416-628-5561 Tel: Fax: Contact: Amaya,Walder VP Cana- of dian Operations - walder. [email protected] Tel: Fax: Toll-free: Contact: [email protected]

For informationFor on rates and advertising capabilities, please call 416.593.3778 ext or contact 2142 walder.amaya@ gorillanation.com Ad Rates Please contact Suite 66 for site specific rates, Performance Network rates and other opportunities including email, sponsorships, and customized solutions. Ad Rates 366 Adelaide Address: Address: Street 69 Yonge Suite 800 ON Toronto, M5E 1K3 Address: Address: St. SuiteWest, 600 ON Toronto, M5V 1R9 Gorilla Nation offers a one-stop advertising solutionacross a wide selection of content verticals and key demographic segments. Not only offering display media, Gorilla Nation is the at leading edge of content integration and custom creative executions both on a site-specific basis as well as on broad reach scale. With strong partnerships with leading publishers in Film, Male Life- style, Women Lifestyle, Kids/ Tweens, Gaming, and Video, Gorilla Nation is your key partner in creating scalable,cus- tomizable programs to serve your advertising needs. User Profile National reach through key content categories including: automotive, business, education, entertainment, fashion, food, home, kids, lifestyle, news, sports and technology. Visitors to these sites include all demographic targets such as young adults, women 18-34, men 18-34 and adults 25-54. reach We business people, car shoppers, home owners, fashion followers, movie fans, sports fans, kids, students and parents. User Profile Profile User www.gorillanation.com Company Name: Gorilla Nation www.suite66.com Company Name: Suite 66 Parent Company: Rydium Canada Inc. Website Profile Website Profile Profile Website Gorilla Nation is the world’s larg- Gorillaworld’s the is Nation est online branded sales company, exclusively representing the online branded ad inventory of over 500 premium content sites. GN is focused on selling site-specific, integrated media and promotional programs accross its properties on behalf of Fortune 500 brand marketers - mar- rying message with media. Working closely with its web publisher part- ners, GN’s expertise within 30 select vertical markets provides advertising clients the ability to build high impact, rich media programs across one or more properties to provide superior audience reach, site-specific creative frequency, guranteed media placements and integration of message to contextually relevant audiences. The company is committed to delivering integrated creative media programs, from concept through execution, and exceptional customer service. Founded in 2001, Gorilla Na- tion is headquartered in Los Angeles with offices in Chicago, New York, San Francisco, Scottsdale, Toronto, London, Sydney and Melbourne. Suite 66 is Canada’s largest independent online sales agency. We provide marketers with advertising opportunities on independently owned and operated Canadian sites and US based sites. The combination of Suite 66 Sites and the Suite 66 Performance Network gives advertisers a wide range of options. Publishers benefit from our proactive sales efforts to communicate the advantages and benefits of theirsites. Traffic Traffic Unique Visitors: Unduplicated: 15,294,282/Month Page Views: 447,802,000/Month Average Visit Length: 4.78 minutes

Unique Visitors: 15 ,0 0 0 ,0 0 0/ M ont h Traffic Traffic Untitled-1 1 MRK_MEDIA_DIGEST_2010_070-73_Webvertising.indd 71 LOGO MASTERS: PRINT PMS : 313U PMS : 295U MRK_MEDIA_DIGEST_2010_070-73_Webvertising.indd 72 Untitled-1 1 72

Webvertising Media Digest 10/11 28.2 minutes/visitor 28.2 Length: Visit Average 452,000,000/Month Views: Page 9,400,000/month Visitors: Unique Traffic 3,775,000/Month Views: Page 16,756,000/Month Unique Visitors: Traffic InformatIon/EntErtaInmEnt/SEarch entertainment. and classifieds information, news, providing content, Canadian to portal leading Canada’s is Canoe Website Profile Media. Media. Olive through sales advertising online one-stop and Marketing) (eyeReturn services marketing online toronto.com), and com thestar. (including properties media online (TOPS), development web including businesses digital leading of aportfolio operates landscape, media digital Canadian the in aleader Digital, Torstar Website Profile Quebecor Media Inc. Media Quebecor Company: Parent Canoe.ca Name: Company www.canoe.ca Torstar Corporation Torstar Company: Parent Digital Torstar Name: Company www.torstardigital.com 1 COLOUR wide 1 COLOUR stacked 2 COLOUR User Profile Users monthly. Users Internet Canadian French of 70% reaches Canoe.ca ally. nation- month, each visitors unique million 9.4 tracting at- networks, viewed most Canada’s of one is Canoe.ca User Profile news, business, and finance. finance. and business, news, entertainment, technology, autos, sports, including areas, interest multiple across enthusiasts web engaged of comprised is audience Our Canadians. targeted highly of reach A national M5A 3X5 M5A Toronto, ON East Street King 333 Address: M5V 1M3 M5V Toronto, ON West St. King 590 Address: Ad Rates Rates Ad line)or 416-350-6379. line)or (Under- qmisales.ca at info@ us contact or Executive, Sales National your contact please network, ca Canoe. the on ing advertis- regarding information For more Ad Rates Rates Ad [email protected] email us, with advertise can you how about To inquire [email protected] Ip, Vivian Contact: Fax: Tel: [email protected] [email protected] Contact: Fax: Tel: 416-947-2152 416-350-6379 Member of the IAB the of Member 2010 July Report, Measures Key Metrix, Media comScore Media Metrix) (comScore audited are Figures 1-866-473-3921 416-687-5700 Member of the IAB the of Member 2010 July Category, Networks Advertising Report, Measures Key Media comScore Inventory Tech Specs accept most formats. most accept can we however unit, ad by vary Specifications • Video • Links Text • Sponsorships • Effects Special • Media Rich • Research • Pop-ups • Interstitials • Spon E-Newsletter • Contests • Integration Content • Co-branding • Ads Button • Ads Banner • Audio • Animation

sorship Inventory • Ads Tower • Sponsorships • Events Special • Media Rich • E-Newsletter • Marketing E-mail • Contests • Integration Content • Co-branding • Ads Button • Ads Banner Sponsorship 9/10/10 9:12:44 PM 10/09/10 8:08AM - Webvertising 73 10/09/10 8:08 AM 9/10/10 9:17:30 PM Media Digest 10/11

Sponsorship Sponsorship • Banner Ads • Button Ads • Co-branding • Content Integration • Contests • E-Newsletter • Gaming • Micro Sites • Rich media • Sponsorships • Video • • Banner Ads • Contests • E-Newsletter • Rich Media • Sponsorships • Inventory Please e-mail for technical specs availability & Tech Specs Tech Inventory

* May 2010 416-486-4900 416-486-4900 416-486-4035 416-933-3433 416-933-3484 Omniture Site Catalyst and Google Analytics Jan–June 2010 (Web) Server Data Jan–June 2010 (Mobile) Tel: Fax: Contact: h a i l e y. b e n i z h a k @ m e t r o n e w s . c a Contact: Contact: Christeen Comeau, [email protected]: Fax:

ROS display campaigns, section and homepage takeovers, sponsorships,custom contextual content, microsites, contests, e-newsletters (database of 10,000+), casualgames. Contact a sales rep for a customized package. Ad Rates Ad Rates careers today. today. careers / Address: Address: 625 Church St. 6th floor ON Toronto, 2G1 M4Y Address: Address: St. 2nd Floor1 Yonge ON Toronto, M5E 1E6 Exhibiting the traits of the Metro brand, our sites aim to target young minded, active, metropolitans (YAM’s). Toronto’s UltimateToronto’s urban lifestyle and entertainment guide for urban professionals 18-34. User Profile Profile User User Profile Profile User By giving you exclusive access to the best marketing candidates through through candidates marketing best the to access exclusive you giving By the target you helps Careers Marketing process, screening advanced an opportunity postingyour by money and at time Save candidate. ideal marketingmag.ca // Recruit the best candidates from your target market www.metronews.ca/www.journalmetro.com Company Name: Metronews.ca Parent Company: Torstar Corporation www.eyeweekly.com Company Name: EYE WEEKLY Parent Company: StarToronto Website Profile Profile Website Website Profile Profile Website Metronews.ca and Journalmetro. com are the news sites of Canada’s most read newspaper. They feature updated local and world news, entertainment and lifestyle content for Canada’s top 7 markets. Toronto’s sourceToronto’s of news and entertainment information and commentary. Newspapers/MagaziNes/Books Unique Visitors: Unique 585,000/Month 1,700,000/Month Page Views on Web, 3 pageviewsAvg per visit 2,700,000/Month on Mobile, pageviews 10 Avg per visit Traffic Traffic Traffic Traffic Unique Visitors: 180,000 Visits/Month 138,000 Uniques/ Month Page Views: 600,000/Month Average Visit Length: 4.20 minutes Untitled-1 1 MRK_MEDIA_DIGEST_2010_070-73_Webvertising.indd 73 74

Direct Response Marketing Media Digest 10/11 Direct Marketing and it must persuade that person to buy some- buy to person that mustpersuade it and reachtheright person, beread bythat person, must mailing successful A envelopes. coupon dressed mail, flyers, door hangers, polybags and of thecompanythatisproducing it. on the quality, length, actors and the experience anywhere from $25,000 to $750,000, depending be can and ranging wide is commercial form editinglong- DRTVor or a veloping short-form de- of cost The ad. or commercial a to number toll-free a adding as simple as not is re- It sponse. a generate will it ensure will that mercial com- response direct a producing into go that the senseswithacalltoaction. arrest that visuals and graphics interesting Use valuable. and powerful headline or statement editorialthe from openingthe Make ad. the to divertssomeone’sattentionad print stand-out A target. a DM finding of method efficient paperreachpotentialtoa audience ancanbe existing subscriber base of a magazine or news- an Utilizing (FSIs). inserts standing free and magazines trade and consumer newspapers, they respondonadditional productsorservices. with the initial intrigued offer, is one consumer can up the sell Once them response. when ate immedian generate - to tend specialoffers sitive what to do and how they will benefit. Time sen- people mustmechanism.tell One response the mechanism. component is The most important response a and proposition sales information, components–product main three of comprised Direct Mail (DM) Mail Direct Print MEDIA THE 3. CREATIVETHE 2. 1. THE OFFER response campaign. direct a planning when consideration into en - There are six key elements that need to be tak ule can be continuously optimized. sched- live the well, As ROI. weekly and daily can be tracked and measured daily, providing a Results ones. established with business repeat generate or customers new acquire to used be customer to contact a company directly. It can the encourage and response consumer a licit so- to designed is marketing response Direct objectives, thecostperresponsecanvarywidely. response. However, depending on the advertising direct for used be can marketing traditional for nlds ao diy n community and daily major includes A direct response advertisement is Almost any media platform used used platform media any Almost includes addressed and unad- and addressed includes There are special techniques special are There DRTV can be bought in a number of ways: per lead) versus creating an ‘impression.’ cost call, per cost (low TV the from ROI tive cost per minute. The purpose is to get an effec- the on muchmore and GRPs on less focusing and even postal walk. and evenpostal dienceby city, neighborhood, postal code, FSA au- target the downnarrow can that companies distribution are There Post. Canada through mail can be codes used available postal to target Unaddressed directories. phone telephone and records public organizations, local directories, membership publishers, be magazine by provided sometimes can lists Access management. data address in specialize purchased who companies from or rented be can Lists possible. as current and accurate targeted, as be must list from thecompany. Themailing thingleastatorrespond formoreinformation Television 4. RESPONSE & MEDIA TRACKING MEDIA & RESPONSE 4. Radio Custom: Basis: Per-Inquiry Buy: Blended Remnant Time: cial timeisavailable. commer- longer but length, in seconds 60 and most stations. on available is and basis 52-week a on bought typically is DRTV morning. early and night late primarily programming, paid for day the of times certain allocated have stations TV minuteslength. 60 in to 30 usually are programming, paid or infomercials as known 120 seconds in length. Long form DRTV, also and 90 60, 30, 15, be can DRTV form Short on the objectives and the budget. depends day–it of time any station, any most by the DRTV spot. This is not that common. based on the number of responses (calls) driven tory and can be purchased at a lower cost. prime time. prime time. a third party tracking tool for television that television for tool tracking party third a is (BVS) System Verification Broadcast The to generate the actions. and sales that are completed versus what it cost applications leads, calls, of number the clude in- metrics Success measurement. for markers as used are URLs unique and codes motional the ROI of a campaign. Toll-free numbers, pro- optimize and measure continuously to ability the is advertising response direct with benefit omril egh ae sal 1, 30 15, usually are lengths commercial RV omril cn ly n al- on play can commercials DRTV DRTVisdifferent than branda buy, a mixture of remnant time and and time remnant of mixture a most popular, it is unsold inven- stations are compensated compensated are stations The major major The

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ode (from store) provide mailing list ime store, process and ship (Consumer Lifestyle assist with concept strat- ostal C (average household /P rive T ales (Consumer Spending Potential – by by – Potential Spending (Consumer emographics istance or D sychographics verage S

argeting Methods services including identification and segmenta- tion. printing, distribution, database/ list rental man- regulations. Canada Post agement, printing and inventory, inventory, as well as track movement and ex- penditures. LIST LIST BROKERS/MANAGERS DIRECT MAIL COMPANIES PRODUCTION CENTRES FULFILLMENT CALL CENTRES/TELEMARKETING SERVICES CREATIVE CREATIVE AGENCIES egy, egy, copy and design of print and production. broadcast fer inbound and/or out-bound telephone and/ or Internet CSRs for customer service, sales, surveys, call-data reporting and support. income, family size, etc.) income, family Clusters) 2. D 2. 3. P 4. CSP 5. D ribution r Dist Flye dards Association Stan (FDSA) The Flyer Distribution Standards Association distributors, retailers, by shared issues addresses printers, binderies, transport companies stanestablish- to is and mandate Its agencies. media technical from process, retailflyer the for dards to andterminology, to processes specifications industry. entire the for efficiency increase FDSA the about information For please contact: FDSA c/o Retail of Canada Council 1255 Bay Street, Suite 800 ON Toronto, 2A9 M5R 922-0553 (416) Phone: 922-8011 (416) Fax: www.fdsa-canada.org T refers Targeting to “Ranking Geography” so that meet that areas the choose can process selection a off. cut pre-determined or budget the Attributes can be assigned based on: A 1. by Retailer) category) aka FAMEX (Family Expenditure) (Family category) aka FAMEX Or a combination of any two or more of the above. assist with thewith assist Stats Canada’s : With or without a : Canada Post delivery to to delivery Post Canada : A newspaper that is pub- is that newspaper A Non-standard geography geography Non-standard : : ail M elivery d The local geographic area oute : A apers w D R P Like a newspaper, community ex- re Walk Multiple FSAs

: (Dissemination (Dissemination Area) (Forward Sortation(Forward Area): The first 3dig- (Local Delivery Unit): The last 3 digits of theof digits 3 last The Unit): Delivery (Local (Census Tract): Stats Canada Geographic ones istributor ostal ommunity hoppers: ruck & C strategy, strategy, including targeting, planning, execution, data analysis and reconciliation. the course of commercial activities by private sector organizations, except in provinces that have enacted legislation deemed to be substan- law. federal the to similar tially One of the biggest examples of the increased challenge facing direct marketers is 2009. in up the set registry Call Not Na- Do tional keting Direct Mar Suppliers thatconsultants and agencies several are There offer complete project management, areas: in one or more specific others specialize while AGENCIES MANAGEMENT MEDIA houses and/or apartments and/or businesses. Fivebusinesses. and/or apartments and/or houses days a week, but with a 3-day delivery window. Area approximately 1,000-3,000 households. within an urban FSA with multiple LDUs or approximately 300 to 600 households. D LDU P *CT *DA raphy r Geog Flye or one to targeting provide can distributor Each - Gener units. geographic following the of more ally, subscriber papers provide FSA or Zones (sometimes CTs or DAs for EMC coverage). provide Most CTs, TMC DAs distrbutors and/ or Routes. *Z *FSA C S T Unaddressed TMC Distributors bag. Non-publishing distributors of flyers and community papers. One to 3 days per sometimes with a 2-day delivery window. week; cept there is little or no editorial content; one day per week. lished 1 to 3 times per week and atdistributed no cost. of approximately 100 to 500 households. households. 500 to 100 approximately of *indicates standard geographic boundaries. smallest unit of geography, approximately 400 approximately of unit geography, smallest to 700 households. (Prior to 2001–EA - Enu meration Area). its of the Postal Code (e.g. L6H) comprising ofcomprising L6H) (e.g. Code Postal the of its A1 codes Urban households. 20,000+ to 4,000 to A9, Rural codes A0. Postal Postal Code (2H5), used to locate communities 10 are within a LDUs rural Urban FSA walk. or city postal block urban or an apartments within to 200 households, rural are 50 to 4,000. Flyers ): - speci within – overage Paid publications C ts/ overage , also known as PIPEDA, PIPEDA, as known also , C arket : spapers M w e arket N Covers all personal information of M PIPEDA was extended to cover the act applied to personal infor- tended

otal - Elec and Protection Information Personal

ubscriber personal health information collected, used or organizations. these by disclosed mation about customers or employees in the federally regulated sector – such as banks and companies. telecommunications fied geography) Flyers distributed to all deliv- erable households. Delivery is houses and/or apartments. Canada Post and some distributors also provide coverage to businesses. distributed to distributed non subscribers of daily newspa- andapartments and/or houses is Delivery pers. or Saturday. one day a week, usually Friday customers that is collected, used, or disclosed in in disclosed or used, collected, is that customers TMC (T TMC EMC EMC (Ex S r Media Flye categories: two into falls principally media The MarketExtended without) (or with Subscriber Market Coverage. Coverage and Total Preprints There are more than 10 billion flyersdistrib- uted annually in Canada at a cost in of $1.5 The is billion. “media” excess approximately 30% of the cost, with the balance made up by pre and press, print transportation production to the media. The largest sample variable is print production, where the stock and number of pages can make a huge difference in CPM. the Flyers are a medium that largely relies on the interest in customer’s the product category to gain readership. Consequently, the best ficiency (ROI) ef- can be achieved by targeting households with the highest propensity to purchase the category at a given location(s). The media distributors have created a very flexibleselection process that lets advertisers choose relatively small geographic areas and the type of dwelling desired. er rs/Ins Flye Flyers Phase Three: Phase Two: tronic Documents Act Documents tronic stages. in effect into coming been has Phase One: The would would consider sensitive, to a third party (Ex- ample: or financial health information, or cer- subscriptions). magazine or rentals video tain that are published 5 to 7 days per week. Papers that are published 5 to 7 days per week. Papers through or (Subs) subscribers to distributed are Single Copy Sales (SCS). Houses and apartments are generally not separable. Flyers Associations Associations

Name Phone Toll Free Fax E-mail Website Advertising Agency Association of BC (604) 694-0844 (604) 694-0845 [email protected] www.aabc.ca Advertising Association of Winnipeg (204) 831-1077 (204) 885-6265 [email protected] www.aaw.org Advertising Standards Canada (416) 961-6311 (416) 961-7904 [email protected] www.adstandards.com Alberta Weekly Newspaper Association (780) 434-8746 866-669-2262 (780) 438-8356 [email protected] www.awna.com Association de la Presse Francophone (613) 241-1017 (613) 241-6313 [email protected] www.apf.ca Association des Médias Écrits (514) 383-8533 1-800-867-8533 (514) 383-8976 [email protected] www.amecq.ca Communautaires du Québec Association of Canadian Advertisers (416) 964-3805 (416) 964-0771 [email protected] www.acaweb.ca Association des Agences de Publicité du Québec (514) 848-1732 (514) 848-1950 www.aapq.ca Atlantic Community Newspapers Association (902) 832-4480 1-877-842-4480 (902) 832-4484 [email protected] www.acna.com Audit Bureau of Circulations (ABC) (416) 962-5840 (416) 962-5844 marian.robertson www.accessabc.com @accessabc.com British Columbia and Yukon Community (604) 669-9222 1-866-669-9222 (604) 684-4713 [email protected] www.bccommunity Newspapers Association news.com BBM Bureau of Measurement (416) 445-9800 (416) 445-8644 [email protected] www.bbm.ca Broadcast Research Council of Canada (416) 413-3864 (416) 413-3879 [email protected] www.brc.ca Broadcast Executives Society (416) 899-0370 [email protected] www.bes.ca Bureau de Commercialisation de la Radio du Québec (514) 528-0888 (450) 664-4138 www.bcrq.com Canadian Advertising Research Foundation (CARF) (416) 413-3864 (416) 413-3879 [email protected] www.carf.ca Canadian Association of Broadcast Representatives (416) 764-3159 (416) 7643188 [email protected] www.cabr.ca Canadian Association of Broadcasters (CAB) (613) 233-4035 (613) 233-6961 [email protected] www.cab-acr.ca Canadian Association of Ethnic Radio Broadcasters (416) 531-9991 (416) 531-5274 [email protected] www.chinradio.com Canadian Business Press (416) 239-1022 (416) 239-1076 [email protected] www.cbp.ca CCAB, Division of BPA Worldwide (416) 487-2418 (416) 487-6405 [email protected] www.bpaww.com Canadian Community Newspapers Association (CCNA) (416) 482-1090 1-877-305-2262 (416) 482-1908 [email protected] www.community news.ca Canadian Magazine Publishers Association (416) 504-0274 (416) 504-0437 www.magazines canada.ca Canadian Marketing Association (416) 391-2362 (416) 441-4062 [email protected] www.the-cma.org Canadian Media Directors’ Council (CMDC) (416) 921-4049 [email protected] www.cmdc.ca Canadian Newspaper Association (CNA) (416) 923-3567 (416) 923-7206 [email protected] www.cna-acj.ca Canadian Out-of-Home Measurement Bureau (416) 968-3823 (416) 968-9396 [email protected] www.comb.org ComBase 1-800-481-6580 [email protected] www.combase.ca Le Conseil des Directeurs Médias du Québec (514) 990-1899 [email protected] www.cdmq.ca Hebdos du Québec (514) 861-2088 1-866-861-2088 (514) 861-1966 [email protected] www.hebdos.com Independent Publishers Association of Ontario (416) 534-9572 [email protected] www.ipao.ca Institute of Communication Agencies (ICA) (416) 482-1396 1-800-567-7422 (416) 482-1856 [email protected] www.icacanada.ca Interactive Advertising Bureau of Canada (IAB) (416) 598-3400 NA (416) 598-3400 [email protected] www.iabcanada.com Magazines Canada (416) 504-0274 (416) 504-0437 [email protected] www.magazines canada.ca Manitoba Community Newspapers Association (204) 947-1691 1-800-782-0051 (204) 947-1919 [email protected] www.mcna.com NADbank (416) 923-3569 (416) 923-4002 [email protected] www.nadbank.com National Advertising (416) 962-0446 1-800-661-6227 (416) 962-9149 [email protected] www.nabs.org Benevolent Society of Canada (NABS) Office de la Distribution Cerifiée (514) 393-5139 (514) 393-5289 [email protected] www.odcinc.ca Ontario Association of Broadcasters (905) 554-2730 (905) 554-2731 [email protected] www.oab.ca Ontario Community Newspapers Association (905) 639-8720 (905) 639-6962 www.ocna.org Out of Home Marketing Association of Canada (416) 968-3435 (416) 968-6538 [email protected] www.omaccanada.ca Print Measurement Bureau (PMB) (416) 961-3205 1-800-762-0899 (416) 961-5052 www.pmb.ca Quebec Community Newspapers Association (514) 453-6300 (514) 453-6330 [email protected] www.qcna.org Radio Marketing Bureau (416) 922-5757 1-800-667-2346 (416) 922-6542 [email protected] www.rmb.ca Saskatchewan Weekly Newspapers Association (306) 382-9683 1-800-661-7962 (306) 382-9421 [email protected] www.swna.com Television Bureau of Canada (416) 923-8813 1-800-231-0051 (416) 413-3879 [email protected] www.tvb.ca Trans-Canada Advertising Agency Network (T-CAAN) (416) 221-6984 (416) 221-8260 marketingmonkey www.tcaan.ca @sympatico.ca Western Association of Broadcasters 1-877-814-2719 1-877-814-2749 [email protected] www.wab.ca

76 Media Digest 10/11 CMA final sept2b.pdf 9/2/10 1:51:57 PM

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Media Software & Data Services Media Digest 10/11 Media Digest purchase administration. Adtraq providesatrackingsystem formedia Fax: (514)824-0111 Phone: (514)824-0101 Montreal, QCH2Y1Y3 390 RueLemoyne TIQUES HARRIS LES SYSTEMSINFORMA- SoFTWARE SYSTEMS ADTRAQ/CO HARRIS Fax: (416)443-3088 Phone: (416)445-9640 Toronto, ONM3B1V7 25 DyasRd. SOFTWARE SYSTEMS ADTRAQ/CO HARRIS attitudes andbehavior. sis ofmarketplacedynamics andconsumer ACNielsen providesmeasurementandanaly- nielsen.ca Fax: (905)475-8357 Phone: (905)475-3344 Markham, ONL3R4B8 160 McNabbSt. COMPANY OF CANADA ACNieLSEN 247canada.com Fax: (416)966-3097 Phone: (416)966-2542 Toronto, ONM4P1J5 161 EglintonAve E.,Suite505 24/7 REALMEDIA Data Services Media Software & administration. system tracking media buyingprocessesand Donovan providesanonline information ddscanada.com Fax: (416)929-0779 Phone: (416)929-3372 Toronto, ONM4V 1L5 2 St.ClairAve W., Suite1500 SYSTEMS-DDS DONOVAN DATA solutions forDRTV. Core Directprovidessyndicated software coremedia-systems.com Fax: (973)276-0891 Phone: (973)276-0882 Fairfield, NJ07004 695 Route46W., Suite403 CORE DIRECT quency planning toolforout-of-homemedia. Comb Navigatorprovidesareachandfre- comb.org Phone: (416)968-3823 Toronto, ONM5V2B8 111 Peter Street,Suite500 COMB NAVIGATOR (COMB) intheformof profile data RTSsurvey. tracking forTVandradio aswellconsumer Analytics alsooffersinsightsoncommercial Airware, microBBM andSalesPRO.BBM Canada, withproductsincluding InfoSys+, that analysesTVandradiofromBBM data BBM Analyticsisaleading providerofsoftware Toronto, ONM3B3L7 1500 DonMillsRoad,3rdFloor BBM Analytics ment andtrackingforonlineadvertising. Doubleclick (DART) providesadmanage- doubleclick.com Phone: (212)271-2542 New York, NY 10011 111 EighthAve., 10thFloor –A DIVISIONOFGOOGLE DOUBLECLICK (DART) newspaper industries. penditure informationforthemagazineand LNA collectsandclassifiesadvertisingex- inacan.com Fax: (416)644-3530 Phone: (416)644-3527 Toronto, ONM5C 2B8 20 Toronto Street,Suite 860 (DIVISION OFNIELSENIMS) ADVERTISERS-LNA LEADING NATIONAL software system(AAMS). Fuimus offersanadvertisingmanagement fuimus.com Email: [email protected] Phone &Fax: (416)601-1744 Toronto, ONM4G2K2 119-660 EglintonAve. East,Ste349 Advertising AgencyManagementSystems FUIMUS CORPORATION Media Software & Data Services 79 Media Digest 10/11

SCALA CANADA Market (Previously Services Information Of Canada) Suite 405 49 The Donway West, ON M3C 3M9 Toronto, Phone: (416) 391-7555 (416) 391-7579 Fax: Email: [email protected] Scala.com campaign data the Scala provides media for outdoor advertising industry. 8718 Royal Bluff Drive Charlotte, NC 28269 Phone: (704) 598-7054/ (877) 598-7054 (704) 599-6250 Fax: Hotline: 800-497-8450 Evaliant is a provider of online advertising data, tracking ads on sites throughout North America. 90 Eglinton Ave E., Suite 410 E., Suite 90 Eglinton Ave ON M4P 2Y3 Toronto, Phone: (416) 487-2111 (416) 487-2119 Fax: ca.telmar.com system. planning provides a media Telmar en- search and analytics web provides 24/7 gine marketing software and solutions. TNS MEDIA INTELLIGENCE/ EVALIANT Nielsen MEDIA RESEARCH CANADA 160 McNabb St. Markham, ON L3R 4B8 Phone: (905) 475-9595 (905) 475-7296 Fax: nielsenmedia.ca is a provider of elec- Research Nielsen Media intel- and media television audience tronic ligence services in Canada. TELMAR HMS Nielsen IMS provides a media planning and planning Nielsen IMS provides a media analysis software for both industry and proprietary research. 20 Toronto Street, Suite 860 20 Toronto ON M5C 2B8 Toronto, Phone: (416) 961-2840 (416) 644-3530 Fax: Montréal Phone: (514) 240-3012 nielsen.com/nielsenimscanada NIELSEN IMS (INTERACTIVE MARKET SYSTEMS) Mijo provides a full range of broadcast, audio/ visual, print and post-production services. 635 Queen St E ON M4M 1G4 Toronto, Phone: (416) 964-7539 1-800-463-6456 (416) 778-9799 Fax: mijo.ca MIJO - Marketron offers TC software to track broad cast sales and inventory data. MARKETRON St., Suite 404 5075 Yonge ON M2N 6C6 North York, Phone: (416) 221-9944 (416) 981-8766 Fax: Email: [email protected] Marketron.com 80

Media Terminology Media Digest 10/11 Terminology Media per cent of the total populationinaspecific market/region. per centofthetotal culated bydividing thepercentofaproduct’ssalesby total a specific brand,comparedtothepopulationingeneral;cal- document detailing actualversusprojectedexpendituresdocument detailing todate. characteristics ofadefinedsubset ofthepopulation. ally expressedaspercentages. selected sub-groupsbasedondemographics,lifestyle,etc.,usu- to themessage. weeks, etc.).Theyarenotcountedeachtimetheyexposed message onlyonceoveraspecific timeperiod(one week,four several highweight flights,butisotherwisedark. planned advertisingactivity. Br Blocking C Audience C Aided Aw Achievement Accumul GENERAL Cumul Cumul Crosst C C C ll toCa Action Buy request Burst &Bl Budget C schedule inagiventime period. of a pre-determined target group. of apre-determined target objectives. a media campaign,usuallycomparedtoplanned/estimated advertising messageoncepromptedwithvisualorauralcues. ber, websiteorfax)andexpirydateforresponse. onhow (e.g.bymail,toll-freenumand providescleardetails - grams/ issueswithin agiventime. homes/individuals reachedbyaschedule ofcommercials/pro- all propertiesowned byone majormedia owner. sumption criteria. meet specified demographic, psychographicorproductcon- individuals. Theseindividuals maybelimited tothosewho chased. group, flightdates,etc.)ofabroadcastcampaigntobepur- ost PerThous ost PerRa onvergence and Development Index(BDI) a a ab (X tive Rea tive Audience (Cume a ontrol Report (BCR) areness tion a omposition hart ting (CPR) - ck Tab) Aformoutlining specific requirements (target Actualizeddeliveryofaudience, ratings,etc.of Amulti-platform campaignemployingmanyor Countingapersononcewhoisexposedto ATVflightingmethodwhereanadvertiserhas Copythatencouragesthereadertorespond ch and (CPM ) The graphic presentation onacalendarof Thegraphicpresentation Cross-referencing of data toidentifyhabits/ Cross-referencing ofdata Per centofanaudience aware ofabrandor Percentage of the target reachedby a Percentage of thetarget Thecostofdeliveringamessageto1% Analysisofaudience intermsof Costtodeliveramessage1,000 ) Total unduplicatednumber of Monthly, quarterly orannual Amarket’s propensitytouse above whichtheexposureisconsideredwastage. pressed asarangebelow whichtheexposureisinadequate and required toachieveeffectivecommunication. Generallyex- been exposed to a target audience.been exposedtoatarget common audience. GRPs =reachxfrequency. group. by agivenschedule,againstpre-determined target CPRs. weight, oranon-off, on-offpattern. ous baseofsupport,augmented byintermittent burstsofheavy fective frequency” level. sents one-fifth of the total population (quartilessents one-fifth ofthetotal by quarters, etc.). arranged byorder ofmagnitude of activity. Eachquintile repre- achieve maximum resultsateachstep. Effective Frequency Duplic Dec Quintiles P P P Optimiz Market Development Index(MDI) Impressions/Mess Hia Hea Gross Ra Frequency Distrib Frequency Flighting Efficiency Effective Rea cast media spotorschedulepurchased. culated afteraspecific spotorscheduleofadvertisinghasrun. hiatus period,commercial wearoutorcompetitive action. tion inaspecific market/region. popula- product category’s sales by the per cent of the total total use aproductcategory;calculatedbydividing thepercentofa total inactivity(asopposedtocontinuoustotal advertising). plan’s impressions areusuallyreferredtoasgrossimpressions. audiencetarget potentiallyexposedtoeachoccasion.Amedia occasions oradvertisementsscheduled,multiplied bythetotal to themessageonce,twice,etc. indicate oftheaudience thepercentage thathasbeenexposed ulsing re-Buy An ost-Buy An tus vy-up a y Thedeclineintop-of-mind awareness astheresultofa Period oftimebetweenadvertising flights. a a tion A flightingtechnique that callsfor either acontinu- tion ting P Increaseinmedia weight forashortspanoftime. Grouping of survey results into equally sized groups, Periodic wavesofadvertising,separatedbyperiods Cost-effectiveness ofamedia buybasedonCPMs/ alysis The number oftimesanadvertisingmessagehas Theextenttowhichtwomedia vehicleshavea alysis Aprocessofadding media elementsinorderto ch oints (GRP Percentage of target reached at the stated “ef- reachedatthestated Percentage oftarget Areportofestimateddeliveries ofabroad- a Ananalysisofactualmedia deliveriescal- ution ges Exposurestoanadvertisingmessage The total number Thetotal ofcommercial Average frequency, brokendown to s) Thesumofallratingsdelivered Amarket’s propensityto Media Terminology 81 Media Digest 10/11 The number of The number Antenna arrange- TV) A Geographical area, defined ) Satellite that broadcasts

S Geographical area comprised Per cent of households with one Per In radio, basic dayparts sold. In radio, ) Geographical area comprised of Geographical area, defined by ) Geographical area, defined by A) tellite (DB Programming of shows with a common with of shows Programming As regulated by the CRTC, any Canadian any Canadian As regulated by the CRTC, a Television (C A) an Area (CM tion (C Refers to the complete coverage that a Refers to the complete a ge st Sa st a a Audience that encompasses a station’s total Audience y/Drive/Evening Usually expressed as the average amount of time amming ge a adc Sponsoring announcement/identification at the Sponsoring announcement/identification Rate card that reflects audience delivery and Rate card that reflects audience stitution over Spots airing at the beginning and end of a commer- and end Spots airing at the beginning Percentage of homes or individuals in a specific area in a specific of homes or individuals Percentage sing Television (HUT) sing Da st/ A) ted Market Area (DM rogr The set of different commercials within a commercial a commercial within commercials The set of different tive Audience (Cume)/Per cent Cume tive Audience ub ge a Turnover in subscribers. Primarily refers to pay TV. Turnover a a ard An intrusive ad unit that literally crawls across the bot- that literally crawls An intrusive ad unit Regional (or station) insertion of an alternative com- over a A al Market Area (CM o wl a anket C hurn ommunity Antenn over that receive a broadcast and/or cable signal. that receive cial cluster. cial demand at different times, resulting in a variety of rates for that times, resulting in a variety of rates for that demand at different program. geographic reach. broadcast station has in a particular area. Time blocks are usually 6 a.m. to 10 a.m., 10 a.m. to 3 p.m., 3 are usually 6 a.m. to 10 a.m., 10 a.m. blocks Time respectively. p.m. to 7 p.m. and 7 p.m. to midnight, or more sets tuned in at a given time. spent per person with a given station in a weekly period. It is an to a station. has of the loyalty that an audience indication tom of the viewing screen. Statistics Canada, with a population of 10,000 to 99,999. a market and adjacent counties or census divisions, as defined as defined a market and adjacent counties or census divisions, by BBM. run one immediately following the other. following run one immediately Full C Grid Card U Homes Hours Tuned Centr C Cluster C C Cr Cumul In Cut- Design Bro Direct Extended Market Area (EMA Billb Bl P Block Bookend Breakf Cable S Agglomer Census Metropolit Census ment that receives distant signals and re-transmits via cable to distant signals and re-transmits ment that receives subscribers. directly to a subscriber’s home dish antenna. home dish to a subscriber’s directly demographic appeal, one after another. demographic appeal, television station airing U.S. programming has to remove the has to remove television station programming airing U.S. advertise- replace them with Canadian advertisements and U.S. ments. BBM, usually centred around one urban centre. BBM, usually centred around one urban of a market and adjacent counties or census divisions, as de- of a market and adjacent counties or census divisions, Research. fined by Nielsen Media beginning, end or in a break of a radio or television program. end or in a break of a radio beginning, mercial replacing a spot carried nationally (or provincially) on a spot carried nationally (or provincially) replacing mercial a network. different people who tune, for at least one-quarter hour, to a people who tune, for at least one-quarter different station Often expressed as a per time block. within a specified cent. break, usually two to three minutes in total. break, usually two to three minutes by Statistics Canada, with a population in excess of 100,000. The average number of per- The average number - Division of a year into speci ar ting Two or more commercials that are or more commercials Two ) Programs or time periods a station ) A company’s total volume ) A company’s sales Process of conducting a small-scale ) A company’s total spend ) A company’s advertising ails Percentage of target of Percentage group aware st Calend st Audience to which adjustment factors Audience Measure to which adjustment factors have a When media purchased reaches the wrong When media cheduling adc sure ge Positioning an advertiser as a co-presenter of a an advertiser as Positioning a A 13-week time period upon which residual A 13-week time period upon which residual areness oice (SOV Charge incurred when an advertiser fails to meet Charge incurred when an advertiser fails ck S A commercial time slot immediately before or after slot immediately time A commercial V A level of frequency or point in time when an adver- or point A level of frequency a Written legal proof-of-performance from a radio or Written legal proof-of-performance from a radio te A campaign’s ability to reach its target audience as ability to reach its target audience A campaign’s The person or department within an advertising agen- The person or department within an advertising over Advertisements preceding a major campaign that do Advertisements preceding vit A measurement of the cumulative unduplicated target unduplicated cumulative A measurement of the ge Minute Audience/Ra ard Bro a abilities (or Av a cency ch a ser ste C ste aided Aw ck-to-B ail affic and a t specific program, publication or event. specific tising message loses its ability to effectively communicate. the previously contracted volume of media time or space. the previously contracted volume of media expressed as a percentage of total category sales. audience potentially exposed once or more to a particular potentially exposed once or more audience program, station time frame. Reach is or publication in a given a percentageusually expressed as target of the in a population area. geographically defined been applied to one of the variables. have been applied. For example, a secondary target example, a secondary group may have been applied. For by 50% to reflect a lesser degree of importance.be discounted sons, or per cent of a demographic, listening to a stationsons, or per cent of a demographic, listening during an average minute. television station ran at the time indicated. that a commercial cy responsible for the progress of creative through all stages of production and shipment of material to the media. promotion or introduction of goods in order to gather informa- promotion or introduction of goods in order introduction. tion useful in a broader promotion or product audience. expressed as a percentage of total by the category. spending B Av Aver Affid BROADCAST Adj Weighted Mea Wear-Out Weighted Audience Wa Un Tr Tea Cell) Market (Test Test lent Cycle Ta S hort Ra Short Sponsorship Share-of- Market (SOM Share-of- Recency Rea close as possible to the time of purchase, in order to maximize time of purchase, in order to maximize close as possible to the message. recent exposure to the fied weeks commencing Mondays, and months comprised of Mondays, and months comprised fied weeks commencing stated the Monday of the week full weeks only commencing For costing/bill- containing the first day of a calendar month. ing/scheduling purposes. brand/advertising without prompting. a specific program. a specific not state message, but are intended to the full commercial its launch. build interest in a product/service prior to offers for sale. payments to an advertisement’s performers are based. Each payments to an advertisement’s time the advertising runs in a new talent cycle, an additional payment is required. 82

Media Terminology Media Digest 10/11 people reachedbyaparticularbroadcastscheduleorprogram. one programforanotheronagivenchannel. sign-off, anddaytimesign-onuntil4:30p.m. runs 6p.m.-11p.m.,fringe4:30p.m.-p.m.and11until schedule, on a rotating basis. schedule, onarotating teners must tuneinforfiveormore minutes tobecounted. but informationismeasuredin15-minute blocks.Viewers/lis- video informationindigitalform. onds inlength. Squeeze-B sis, i.e.,non-network time.Sometimesreferred toasSelective. Spot TV Split C Spill-In Simult Share ofAudience Share Sets-In-U Run ofS Rot Ro Ra Qu Person P P P One Timenly (OTO) Net (Unduplic Narrowc Make-Good L Out In/Lead- Lead- Interstitial episode andpost-releaseairsafter. or listening duringthattimeperiod. specific time,expressedasapercentofaveragepeopleviewing listening audienceata tunedtoaparticularprogramorstation back” commercial. alone.Sometimesreferredtoasa“piggy- being abletostand devoting partofitstimetoone product,parttoanother,each groups. Oftendevelopedtoappealspecial-interest orage cal targets. episode ofaprogramatthesametime. where theU.S. andCanadianaretelecastingthesame stations of Americanidentificationandcommercials withCanadian person, iscountedasawhole. ing aparticularprogram.Thehousehold,ratherthaneach at aspecific timeperiod. within adefinedgeographicareatunedtoparticularprogram able timeblocks,daysorprograms. incorrectly. tiser ascompensationforapre-emptedspotoronethatran stations, atafixedtime. stations, program’s credits. Hencethecredit’s are“squeezed.” block. time. oc rogr DaFringe/ rime/ P re/ ting adblock arter-Hour Audience a al P tion ost Relea The percentage of the total television-viewingorradio- ofthetotal Thepercentage aneous P am S ommercial The average percentage of target grouppopulation oftarget The averagepercentage Broadcastsignalfromonemarket received inanother. al Video Recorder (PVR) Purchase of broadcast time on a station-by-station ba- Purchaseofbroadcasttimeon astation-by-station rogr chedule (ROS) chedule Schedulingofapoolcommercials throughaset se (SIU) a a sting ub cks Mini informationsegment,usually30or60sec- Commercial announcementofferedtoanadver - Scheduling ofcommercial time,onallavailable am stitution a se Whenanadshares thetelevisionscreenwith a ted) Audience rogr y Non-networkprogramairingonastation. Programming designedtoreachspecific verti- Total number ofsetsviewedataspecific Intelevision,thebasicdaypartssold.Prime Apre-releasedprogramairsbeforetheU.S. Programming leading intooroutofatime Acommercial from thesameadvertiser The percentage ofallhouseholdswatch- Thepercentage Aspotthatisavailableonlyonce. am S Schedulingofacommercial invari- Substitution,bythecablecompany, of Same asAverage Minute Audience ub stitution Numberofhouseholdsor Aset-topboxthatstores Cablereplacement Monday-Friday). (usually duringfringeordaytime)onsuccessivedays uted. comparison forindividual ads. of by typeofproduct.Thenormisusedtoprovideastandard ship averagesbypublication,spacesizeandcolour, available tosubscribers. ment appearingontwofacing pagesprintedasasinglesheet. advertising. corners ofthefrontpageanewspapersection,thatissoldfor Audit Report Annu Ag Advertorial Adnorm PRINT Tiering S S Ga Free- FP4C Flexform Earned Ra Earlug Displ C C C Clutter Closing Da Circul Centre Spread Bleed Belly B B inserted intoanewspaper. print publication.Theadappearslikeaneditorial article. accept advertisingspacereservations/material. a pageofpublication. county/census divisions, cities, towns andvillages. circulation byprovince, covering a12-monthperiod,details defined target group. defined age, costperthousand,audience composition,etc.,againsta publications. geographic areareachedbyapublication/combinationof across thecountryviasatellitetransmission. mented intosmallblocksofadvertisingand/oreditorial. a publicationotherthantheclassifiedssection. wide and1/14inchdeep. remove thewrapbeforetheycanreadpaper. space committed. magazine’s cover. to conforma publication’s pagesize.Oftenanextension ofa ment, geographicareaorjobfunction. mainly free,toindividuals withinaspecific demographicseg- trip P uperst over ost Ra nk (Cr ontrolled Circul anner tefold Advertisement a te Line Afull-page,four-colouradvertisement inapublication. S als a Printingtotheedgeofapagesothereisnomargin. a t y Advertising a rogr anding Insert (FSI) Optionalpackagesofpay-cableorbasiccableservices and ge Advertisement that runs horizontally onthebottomof Advertisementthatrunshorizontally tion Space oneither sideofthemasthead,ortop Theextenttowhichapublication’s pagesarefrag- a A term used by Starch Researchtoindicate AtermusedbyStarch reader- Publicationsthataredistributed onceperyear. tion Advertisement not conforming to a standard shape. Advertisementnotconforming toastandard Aunit ofspacemeasurement,equal toonecolumn Percentage ofindividualstarget group/ inaspecific te te Adsthatwraparoundthepaper. Consumersmust Average number ofcopiesperissuesoldordistrib- amming Discountedadvertisingratebased onlineage/ Thefinaldeadlinebywhichapublicationwill Refers toatypeofadvertisingthatisplacedin Theannual ABCCirculationReport,usually Station whosesignalisavailabletocablesystems Station ank) Inthecentreofapublication,anadvertise- Rankingofpublicationsbytheir cover- a Aprogramscheduledatthesametime Advertisementthatappearsinanypartof tion Publicationsdistributed free,or Acontinuous pieceof paperfolded Alooseadvertisementthatis Media Terminology 83 Media Digest 10/11

An OOH enhancement, A vertical billboard affixed to Publications whose editorial content editorial Publications whose oster - A single advertiser blankets all the tradi A single advertiser’s message printed on the message printed on the A single advertiser’s A discount given by a publication based A discount Advertisement on miniboard posted inside a Advertisement on miniboard tion al P a Moving billboards; truck side advertising using Moving billboards; truck side advertising tion A luminous sign containing advertising graph- A luminous LED screens offering TV-quality displays that displays LED screens offering TV-quality As in the phrase “call abandonment.” This refers As in the phrase “call abandonment.” a Poster located on the exterior sides of a transit located Poster A billboard that has extensions added onto it that ge A very large billboard ranging in sizes from 10 x ys a a ys Poster of dimensions of 13 x 17 inches presented in of dimensions Poster ublic a ar Page of a publication supplied to agency/advertiser of a publication supplied to agency/advertiser Page A mechanical advertising display with three or more display advertising A mechanical Poster located on the rear exterior of a transit ve- Poster Peeling, ripping and other damage to out-of-home ripping Peeling, oster ard Elastics that wrap around the paper with an advertise- Elastics that wrap around Large format vinyl ad unit affixed to the side of a build- a of side the to affixed unit ad vinyl format Large o Advertisement painted on a wall. ard cul al P Advertisement painted on the entire exterior surface of a a o ll/Vertic Wa An individual, out-of-home advertising unit. out-of-home An individual, al

Vision gging tion Domin ap ap Advertising ckLit P ce a g-Ons all Advertising a obile Sign a anner iscount Discount olume uperb t t paper posters. extend further than the traditional size. extend further than the traditional washroom stall. front cover, IFC, OBC, and back cover of a publication. front cover, IFC, OBC, for checking purposes. vehicle. deals with interests of a specific industry. a specific deals with interests of upon the number of times one advertises in it. of times one advertises in upon the number vehicle. where light pulses (built into the advertisement) can be uti- where light pulses (built into the advertisement) The elements of an advertisement. lized to highlight specific or motion voice pulsing light can by synced to a rhythm or activation. ing. hicle. buildings. to people who, being placed on hold in an incoming call, elect placed on hold in an incoming to people who, being closely the to hang up (“abandon”) the call. Call centres monitor inefficiency. “abandonment rate” as a measure of their ideo Displ Video Wr DIRECT MARKETING ndonment Aba Fa Fl Displ King Minib M Mur Seventies Spect S S S ll Ta Tri- Ta Tearsheet Vertic V Wr OUT-OF-HOME B B per (EL) Pa Electroluminescent are positioned at outdoor locations. 24 feet to 10 x 60 feet. separate faces that can be programmed to move in several ways time intervals. at different - in resto-bars, colleges and univer a stainless steel frame. Found sities and health and fitness centres. tional media within a station.tional media ment brochure. ics printed on translucent polyvinyl material. specialized and dedicated vehicles. and dedicated specialized Advertisements placed Position of an adver- Position ress Information and instructions Position of an advertisement on the of Position ontents) Area beyond and including the City Area beyond and including A publication with editorial content A publication with editorial Position of an advertisement on the of Position Position of an advertisement on the of Position Position of an advertisement on a right- Position Advertisements are created that have Advertisements are Premium positions in a specific issue positions in a specific Premium over) tion ge) a over) over) The surcharge to ensure placement of an ck C one (RTZ) An advertisement in the centre of the page, An advertisement in the centre of the page, Process that prints by transferring ink from a A specific colour or tone not possible through colour A specific ormat of approximately 13 x 10 inches. Publication whose typesetting signal is sent Blank space on the inside page margins where Blank space on the a Pre-printed advertisement in roll-form that has osition f ublic ck C In newspaper advertising, local dealers’ names In newspaper advertising, Blurred printing caused by out-of-position print- Blurred printing caused by out-of-position P Usually a 7-inch wide x 10-inch high ad in a Usually a 7-inch wide x 10-inch high ad

Printing done from cast metal type or plates on Process colour that is printed in a newspaper dur- a g) Advertisement that is glued on the front of a news- Advertisement that is glued on the front harge Reproduction made from an original photograph by Reproduction made ge al Requirements rint al P olour ding Z ading rinting osition Pa tch

colour Tr aphic Split Run

olour a ail and P per tellite Pa utter (Truck) osition C unior of interest to a wide variety of readers. of interest to a wide transforming the different tones into a series of dots. the different transforming inside front cover of a publication. a publication is bound or folded. a publication is bound cylinder to a rubber blanket, then to the printing surface. inside back cover of a publication. regarding the physical aspects of preparing advertising material. the physical regarding loid P loid Tab al C Speci Spect Sa ROP C RHP (Right Hand Pa per or Run of P ROP–Run of Pa Ret P Offset P le of C Tab (Opposite OTC Register Off- Mechanic B OBC (Outside J Letterpress Isl nfo Pa Info IFC (Inside Front C Incumbency Horizont IBC (Inside B Hooker (Ta G Halftone Geogr for which right of first refusal is given to an advertiser who has for which right of first refusal is given to historically held that position. surrounded by editorial. a specific message for a particular region, while the rest of the message for a particular region, a specific one generic message. country receives regular four-colour process, e.g., fluorescent or metallic. two fixed dimensions: the width and depth of the newspaper two fixed page. hand page of a publication. paper. It unfolds to display the message. It unfolds to display paper. tisement on the page opposite the table of contents of a publication. tabloid or broadsheet format. anywhere within the regular printed pages of a newspaper. Zone in which the residents regularly trade with the merchants located within the City Zone. Boundaries are defined by ABC. advertisement in a specific position in the publication. advertisement in a specific outside back cover of a publication. to distant printing facilities via satellite for regional or national to distant printing facilities distribution. which the image or printing areas are raised. appended to national advertising. appended to national ing plates. ing the regular press run for that edition. 84

Media Terminology Media Digest 10/11 for productsthatsoonbecomeobsolete. can safelyprojectcustomerlifetimevalue.Theperiodisshort hood. oflikeli- most likelytoleave.Usuallyexpressedasapercentage done inamerge/purgeoperation. due toitsprecision anddemographicindicators. prefix ofCanadiancodes.Usedwidelyinlistselection postal cellular telephoneorcredit cardindustries. plier basedonspecial discount offers.Usedparticularlyinthe and hotprospects,pastcurrent. tires. customer purchases,e.g.peoplewhobuyskisalsosnow audience, especially wheretwo-stepsellingisused. transaction onceanorderhasbeenreceived. to refertheactivitiesnecessarycompleteamail-order has orderedthefirstiteminaseriesoffering.Sometimesused space, TVorradio. on buyers“phoning in”asaresultofothermedia, e.g.mail, customers. a geographicalmap. coordinates recordsoitcanbeproperlyplaced on toadatabase List Broker Infomercial In-b House List Geocoding Front End F De-dupe Da C C C C C C B Attrition M Ma Affinity An Affinity Lifetime Value Acquisition A customers, prospectsanddealers/distributors. caninclude toachievemarketinggoals.Databases tion ofdata the number ofinquiries received. by dividing costofamailingoranadvertisementby the total an orderforproduct, serviceorinformation. to asedumercials. Asks viewerstorespond,usuallybyplacing be 60 minutes with broadcaster permission. Sometimes referred orders ratherthaninquiries. able acquisition cost. reports. takes messages,provides agents, holdsoverflow calls,givesand ern callcentresforincoming calls.Itroutescalls toavailable customers whodid ordid notbuyproductsA,B,CandD. .A. F .S.A. onversion Ra omput CD Automa .P .P .P hurning a t ck End ck .O .C .I C aba ound . CostperCall. . C ost Per Inquiry orw ost Per Order se Marketing a Identifying and consolidating duplicate names; usually tion Period Themeasurementofabuyer’s performanceafterhe Atelephonesalestermrelating toaprogramreliant The practiceofcustomersswitchingtoanothersup- Directmarketer’s own listofcustomers,inquiries Refers to the initial level of response from the target Referstotheinitial levelofresponsefromthetarget ard Sort Theprocessofappending latitudeandlongitude alysis trix odel Aspecialist whomakesallnecessary arrangements

ll Distritic Ca b LongformofDRTV, usually30minutes, butcan C ost isoftenusedtocomputethemaximum allow- te A cross tab showing cross-buying patternsby Acrosstab Amodelthatpredicts whichcustomersare The percentage ofresponderswhobecome Thepercentage Thecostofsigning upanewcustomer. Aprocessoffinding relationshipsbetween a Thenumber ofyearsfromnow that you tion Area The systematiccollectionandmanipula- AswithC.P.I., exceptbasedonactual Asimplearithmeticalformula derived utor Thealphanumeric, three-digit Amachineusedinmod- age rates. bulkpost- acronym foramailinglistproperlysortedtoobtain serviceforcommercial mailings.“N.D.G.”the postal isan released byCanadaPost outlining rulesandschemaforusing uct, serviceorinformation. that includearequest fortheviewertoplaceanorderprod- they canbepushed,suchase-mailedads. be requested bytheuser’s browser (referred toaspulledads)or ent panelfortheaddress. visible withoutscrolling. reviewed inevaluatingapastbuyer’s profile. to anoffer. residence) tocreateascorethatpredicts likelihoodtorespond be multiplied(e.g.income,age,lengthof bycustomerdata haviour. Theoutputofamodelisseriesweights thatcan explainsthecustomer’s inacustomerdatabase be- of data defining acustomer’s typeofhouseholdorbusiness. cached. puter onwhichtheadsarethen displayed byabrowser and/or Penetr Out-b N.D M List Man Augmented Reality Advertising network Ad stream Ad serving Ad request Ad Impression Ad a Ab INTERNET W WOE R.F S.IC Short F Self-Mailer user’s action, asrecordedbytheadserver. visit toasite(alsoimpressionstream). a responsedevicewithinitsfolds. paper stockthatdoesnotrequire anenvelopebutdoesprovide ing inventoryformanysites. selection, recommendationandsubsequent evaluation. services may include most, or all, of the following: research, for onecompanytousethelist(s)ofanothercompany. Abroker’s specific computersoftware,thetrigger ofwhichisbuiltintoa resulting inaclick-through. users. long-distance linesofferedbythephonecompanies tobulk four-digit codeusedtoclassifybusinessesbyvocation. ing thebuyer(popularlyknown astelemarketing). ing, outputtingandanalyzinglistsresponses. that houselistmaintenancefacilities capableof adding, delet- odeling T .A. .M Recency, frequency, monet ove thefold .G Na . S ( ctivity .S LineWideAreaTelephoneervices Line Window Envelope ound t and a orm DRTV tion Ra tion a gers A statistical techniqueA statistical thatdetermines whichpieces Seriesofadsdisplayed bytheuserduring asingle ard Industrial C Deliveryofadsbyaservertoanenduser’s com- Userinteractionwithanadunit notnecessarily Telephone sales originated by the selling party call- Request foranadvertisementasadirect resultofa Acommonmailpackagebuiltfromonepieceof al Distrib Data-processing firmsandrelatedbusinesses Data-processing Adthatisservedtoauser’s browser. Adscan tio Part of anemailmessageorwebpagethatis 60-or120-secondtelevisioncommercials Customers as a percentage oftheuniverse Customersasapercentage 3Denhancement ofanadvertisementvia Onlineaggregatororbrokerof advertis- ution G ) Amailingenvelopewithatranspar- a ssific uide ary v Theinstructionmanual a tion C alue . Thethreefactors ode Athree-and Discounted Media Terminology 85 Media Digest 10/11 ) A type of search engine

- Unpaid search engine listings, as dis Ads that appear between two content pages. Ads that appear between two content pages. Pricing model based on a combination of a model based on a combination Pricing Ad that appears in a separate window beneath Ad that appears in a separate window Geo-targeting allows advertisers to specify Geo-targeting to specify advertisers allows Also called Cost-per-Click. A performance- One of three standard – hori- creative ad units The opportunity for an HTML document to ap- The opportunity Web page viewed after clicking on a link within Web Microsite that is reached via click-through from Microsite that is reached via click-through Element (single illuminated dot) on a computer Element (single illuminated A performance-based advertising pricing model A performance-based advertising pricing Online ad or ads that appear within the main Online ad or ads that A performance-based advertising pricing model A performance-based advertising pricing The process by which a user places his/her mouse The process by which a user places his/her The lowest amount of money that a pay-per-click amount of money The lowest Multi-page ads accessed via click-through from Multi-page ads accessed via click-through ge HTML programming that redirects the user to a that redirects HTML programming a ard ale o ge ad a argeting ting ads ting anic search results a ge request ad y-per-le y-per-s y-per-click y per click search (PPCSE engine ouse-over op-under ad op-under ump p an open window. Pop-under ads are concealed until the top Pop-under an open window. is closed, moved, resized or minimized. window where ads will or will not be shown based on user location. based on user not be shown where ads will or will initial ad. User stays on the publisher’s web site, but has access ad. User stays web site, but has access initial on the publisher’s than a standardto more information from the advertiser ad format allows. CPM pricing model and a performance-based pricing model. pricing model and a performance-based CPM pricing in which advertisers pay for each “sales lead” generated. a button or banner ad. zontal format: 728 x 90 pixels. (See also Big Box and Sky- scraper) in which search results are determined by advertiser bids. in which search results are determined Generally speaking, the advertiser that bids the highest amount will appear as the No. 1 search result for keyword on a specific keyword. that specific monitor. The metric used to indicate the size of Internet ads. The metric used to indicate monitor. Pa Pa Pixel picture P Microsites Minimum bid M Org Pa Pa Pa Flo Geo-t Hybrid pricing Hyperlink al ads Interstiti J La p nding Leaderb in which advertisers pay based on how many sales transactions in which advertisers pay based on how result of the ad. were generated as a direct based online advertising pricing model in which advertisers pay based online advertising pricing as ad online an on click that visitors of number the to according opposed to payment based on exposure (CPM model). Also known as transition ads, intermercial ads, splash pages and ads, intermercial as transition ads, Also known Flash pages. tinct from paid search engine placements or pay per click ads. over a media object, without clicking. The mouse may need object, without over a media some amount of time to initiate to remain still for a specified ad. actions like an expanding browser window, on top of the web page’s normal content, normal top of the web page’s on window, browser “float” over the top of the page. thereby appearing to search engine allows advertisers to bid for a certain advertisers search engine allows keyword. wherein payment exactly matches the original bid for each payment exactly matches the wherein click-through. pear on a browser window as a direct result of a user’s interac- of a user’s result as a direct window pear on a browser tion with a web site. an email or an ad. Also may be called a microsite, splash page, splash an email or an ad. Also may be called a microsite, bounce page or click page. new URL when the individual clicks on hypertext. individual new URL when the The rate (expressed as a percentage)a as (expressed rate The Advertising that is targeted to a Displaying ads to users based on their based on their Displaying ads to users Process by which an online ad is Banner ads that can expand beyond the ) Performance-based advertising model ) Performance-based Advertising woven into online editorial Advertising woven into online editorial ) Cost of advertising based on the number ) Cost of advertising based on the number Performance-based advertising model Performance-based Group of websites that agree to show ads Group of websites that agree to show Maximum amount of money that an adver- amount of Maximum ) (CTR te tion a a Keyword bidding in paid search campaigns Keyword bidding Opposite of Fixed Bidding in paid search Opposite of Fixed Bidding argeting The transmission rate of a communications line or rate of a communications The transmission al advertising al t To voluntarily prevent ads from repeatedly displaying, To Clickable graphic, potentially an advertisement, that Clickable graphic, potentially an advertisement, A horizontal, graphic advertising image displayed on a A horizontal, displayed graphic advertising image One of three standard 300 x 250 creative ad units: A very small text file (i.e., program code) that is stored nners able ba Memory used to temporarily store the most frequently frequently Memory used to temporarily store the most ost-per-click ost-per-Action ad) ost-per-le vior amic ad insertion and che A (C yn andwidth anner ookie ontextu ontent network ontent integr where payment is dependent upon an action that a user per- forms as a result of the ad. non-search web page based on the page’s content, keywords or non-search web page based on the page’s category. on their sites, collectively served by a 3rd party ad network, in sites, collectively served by a 3rd party ad network, on their generated by those ads. exchange for a share of the revenue campaigns in which an advertiser sets a maximum bid for a an advertiser sets a maximum campaigns in which each clickthrough of that keyword, but may pay less for specific keyword. of clicks received. - based on the num where the cost of advertising is determined ber of database files (leads) received. at which users click on an ad. This is calculated by dividing the by dividing at which users click on an ad. This is calculated of ad impressions. total of clicks by the total number number on a user’s browser for the purpose of uniquely identifying that identifying for the purpose of uniquely browser on a user’s browser. web page. pixels. (See also Leaderboard and Skyscraper) Fixed bidding Exp D (C CPC CPL (C CP C C C C Capping r Click-through Ca Button Button eyword bid) Bid (Keyword Big Box Beha B B traditional advertisement and then activated by proximity to a to by proximity advertisement and then activated traditional computer or cell phone bidding Auto inserted into a web page in response to a user’s request. Allows Allows request. inserted into a web page in response to a user’s ads to be rotatedfor multiple through one or more spaces or placed based on demographic data or usage history for the current user. confines of the traditional banner, to reveal more advertising confines of the traditional information triggered by a click, roll-over or auto-initiation. often referred as frequency capping. often referred as frequency requested online content/files/pages in order to speed its deliv- online content/files/pages requested ery to the user. tiser is willing to pay each time a web searcher clicks on an ad. tiser is willing to pay each time a web searcher system. contains certain such as taking functionality, one to another site or executing a program. past browsing behavior within an ad network. behavior within past browsing content or placed in a contextual envelope. Also known as Also known content or placed in a contextual envelope. advertorial.” “Web 86

Media Terminology Media Digest 10/11 of contentalreadyon-screen. RAM, andonlyworkduringthatbrowser session. filter roboticactivity, butcanincludevisits. analyzing theresultsofonlineadcampaigns.Total visitsshould that specialize serving,trackingand inmanaging,maintaining, function toanotherserver,oftenoperatedbyathirdcompany. tiser thanthepurchaseofspecific sitesub-sections. ads runacrossanentiresite,oftenatalower costtotheadver- access Internetcontentoradvertising duringameasurementperiod. more pulledtextand/orgraphicsdownloads fromasite. toacookiedbrowser oruserresultinginone attributable after being redirected therefromclickinganad. feature orprovidesadvertising. requested pageofawebsite;usuallypromotesparticularsite bid requirements. rewarding thoseofhigherquality withtopplacementandlower cal keywordperformance,todetermine thequality ofasite, the relevanceoflanding page,andotherfactorslikehistori- calculated bymeasuringanad’s click-throughrate,analyzing format: 160x600pixels.(SeealsoBigBoxandLeaderboard) to revealarichmedia advertisement. during thetransitionbetweencontentpages. based onthebehavior ofasample(panel)web users. tisement isplayedbeforethecontentvideoplays. Vir U Unique Device Unique C Third-p Textu Spl Skyscr Session cookies Session ROS (Run-of- RON (Run-of-Network Re-direct Query P Qu P advertisement isplayedafterthecontentvideoplays. P P P P Internet contentoradvertising duringameasurementperiod. of Internetactivity(generallyvisits)to unduplicated instances engine. sents atitsown discretion, according toavailableinventory. whereby anadnetworkpositionsadsacrossthesitesitrepre- format inplaceofthegraphicalad. ment, theyseeamarkerandtheadvertiser’s messageintext browser. anadvertise- Whentheyarriveatapagethatcontains tions, visitorsmaydisable “autoloadimages”intheir graphical ment toabrowser. To compensate forslow Internetconnec- “spread” likeavirusby gettingpassed on fromconsumer to ushdown re-roll ost-roll ost-click op-up tr op-up ad ser CentricMea lity S ality al Marketing a sh Pa al dimpressions An onlinerequest forinformation,usuallytoasearch aper arty AdServer Alsocalleda“visit.” Asingle,continuous setofactivity ookie Form ofonlinevideoadplacementwheretheadver- core One server assigning an ad-serving or ad-targeting Oneserverassigning anad-servingorad-targeting ge ansition Form ofonlinevideoadplacementwherethe Onlineadthatappearsinaseparatewindow ontop Actionsperformedbyauseronanadvertisersite Anadunit thatliterally“pushes”down thecontent One of three standard creativeadunits–vertical Oneofthreestandard Apreliminary pagethatprecedestheuser- Site) An unduplicated computing device that is used to Ascoreassignedbysearchenginesthatis Acountofunique identifiersthatrepresents Advertisingand/or marketingtechniques that Cookiesthatareloadedintoacomputer’s SchedulingofInternetadvertisingwhereby surement al Initiates playinaseparateadwindow ) SchedulingofInternetadvertising Independent,outsourcedcompanies Thedeliveryofatext-basedadvertise- Web audience measurement optical pulsesthatrepresentthebinarydigits 0and1. mitting informationthroughtheuseofdistinct electronic or or toadigitalmobiletelephoneterminal. that permits thetransmission ofashort textmessagefromand/ medium forvoice communication. employ IPnetworks,suchastheInternet,transmission ity utilizingbothhardwareandsoftwarethatenablesusersto pulse ordigital)electricalsignal. a transmission methodemployingacontinuous (ratherthan redemptions andoveralluptake. Digit Cell An Mobile Wiki Widget Web 2.0 Wireless W W VOIP (V SMS (Short Mess S QR/ C M IVR M tions. Limited useinCanada. that allows accesstowirelesscontent. managed byanotherserviceprovider. by theserviceprovider,orasaroaming serviceusinganetwork ways–either asanon-netserviceusingthenetworkmanaged protocol. Mobilecoveragemaybeprovidedinoneoftwo service providerprovidesconnectivityusingagivenwireless and service-specific data overwirelessnetworks. and service-specific data specification forsending andreceiving information,content between nodes, usually by relying on radio frequencies instead.munications applicationswithoutusing wires tocommunicate platforms orpersonalwebpages. pages(i.e.MyYahoo),networks, blogplatforms,start desktop tion onanysitethatacceptsexternalcontent,including social cation isportability.Widgetsareapplicationsthatcanfunc- markup language. with accesstocontributeormodify content,usingasimplified movement awayWeb fromstatic pages. Internet-based servicesontheWorld WideWeb, especially the sors, abundantmemoryandlargescreens. Advanced 3Gdevicesareequipped withmorepowerful proces- and ebookreadercapabilities,withabuilt-in,fullkeyboard. form forapplicationdevelopersandfeaturinge-mail,Internet system softwareproviding astandardizedinterfaceandplat- care, billing,marketingandbranding. wireless serviceplans.TheMVNOhandlesitsown customer service operator(s)toresellpre-packagedorrepackedmobile arrangementswithexistingmobile provider thatestablishes consumer andmarkettomarket. mart phone obile Virtu obile C AP device AP (Wireless Applic alog

(Inter Physicalareainwhichcoverageisprovided. al A collectionofwebpagesdesignedtoenableanyone oice O Describesamethodofstoring,processingandtrans- Atermthatreferstoasupposedsecondgenerationof ode The keydifference betweenawidgetandwebappli- The “traditional” methodoftelecommunications, over Adeviceorsystem thatperformsoneormoretelecom - a ctive V Anydevice(e.g.,mobilephone, PDAorsimulator) Amobilecoupon.Itallows amerchantto“track” al Network Oper ver InternetP Amobilephoneofferingcompleteoperating a ge a Thegeographicareainwhichagiven oice Recordings) ging Service) a tion P rotocol rotocol) a Awirelessmessagingservice tor (MVNO) Usedformarketingexecu- ) Aserviceorcapabil- Atransaction-oriented Amobileservice marketingAd_sept2010:Layout 18/18/1010:36AMPage MOVIE GIC THE MOVIES’ POWER OFENGAGEMENT CAN’T BEBEAT WITH YEAR-TO-DATE BOX OFFICE+5.7% VS 2009’S

WALL STREET: MONEY % TOTAL SAMPLE ALPHA ANDOMEGA GOING STRONG! MOVIEGOERS CAN’T GETENOUGHOFTHEMOVIES, WITH CANADA’S NO OTHER MEDIA ENGAGES LIKETHE CINEMAEXPERIENCE! NEVER SLEEPS SEPTEMBER CALGARY Get your message infront ofhugecrowds ofengagedmoviegoers! BIG EASY A TORONTO The Fall/Holiday release lineupwillkeep moviegoers liningup. SCREENADAWARENESS STRONGER THANEVER! , 74% , TOTAL CAMPAIGN AWARENESS 40 AVERAGE MEASURED CAMPAIGN ADAWARENESS 3.266.44 AVERAGE FULLMOTION 4 1 6.539.8800 [email protected] PARANORMAL ACTIVITY 2 & CORRECT BRANDASSOCIATION LIFE AS WE 12 JACKASS OCTOBER • CASE 39 EDMONTON 88% • KNO OTTAWA (3 D) W IT, , , • 780.975.5143 613.219.1588 MA w w DEA TOTAL CORRECT BRANDASSOCIATION w.cineplexmedia.com HARRY POTTER ANDTHE THLY HALLOWS: PART 1 MEGAMIND (3D), NOVEMBER DUE DATE • 68% S • MONTREAL TELLAR PERFORMANCE.* VANCOUVER AVERAGE PRE-SHOW (3D ) , 514.868.0555 604.904.8622 GULLIVER’S TRAVELS, HOW DOYOU KNOW , THE LITTLEFOCKERS TRON: LEGACY (3D) 82% DECEMBER

, Source: Cinema Advertising Impact Study Feb-May 2010 Strategic Marketing Counsel

* SOURCE: NIELSEN EDI (WEEKS 1- 32, 2010) 88

Address Book Media Digest 10/11 Address Book Email: [email protected] Email: www.qmisales.ca/digital Website: Ip Vivian Contact: 416-947-2152 Fax: Tel: 416-350-6379 3X5 M5A ON Toronto, E. St. King 333 of QMI Division Canoe.ca- [email protected] Email: www.accessabc.ca Website: Brehl Joan Contact: 416-962-5844 Fax: 224 ext. Tel: 416-962-5840 1S4 M5S ON Toronto, 850 Suit West, 151 Street Bloor Interactive Circulations/ABC of Audit Bureau [email protected] Email: www.advertising.aol.ca Website: Manager General Moysey, Graham Contact: 416-960-6502 Fax: 1-888-274-2790 Free: Toll Tel: 416-960-6618 2Y7 M4V ON Toronto, Floor 7th Avenue West, Clair St. 55 AOL Advertising Internet @marketingmag.rogers.com lucy.collin Email: www.marketingmag.ca Website: Collin Lucy Contact: 416-764-1722Fax: 2Y5 M4Y ON Toronto, 1 Mount Pleasant Road, 7th Floor Magazine Marketing [email protected] Email: www.payroll.ca Website: Currie Lynne Contact: 416-487-3384 Fax: Tel: 416-487-3380 1E6 M4W ON Toronto, East Street Bloor 1600-250 Association Payroll Canadian - DIALOGUE e Magaz [email protected] Email: www.casalemedia.com Website: Amorim Victor Contact: 416-785-5689 Fax: Tel: 416-785-5908 1P5 M6B ON Toronto, Ave. 74 Wingold Inc. Media Casale T el: 416-764-1582 el: i n

Email: [email protected] Email: W Farago Suzanne Contact: T M College avenue McGill 1200, MarketingQC Email: [email protected]: Bordon Alessandra Contact: 604-899-1450 Fax: Tel: 604-321-7121 5J8 V5R BC Vancouver, Kingsway 3055 Magazine MONTECRISTO [email protected] Email: magazine.html www.qmisales.ca/ Website: Hamberg Bryan Contact: 416-947-2152 Fax: Tel: 416-350-6379 3X5 M5A ON Toronto, E. St. King 333 of QMI Division Publications- TVA [email protected] Email: www.nuvomagazine.com Website: Bordon Alessandra Contact: 604-899-1450 Fax: Tel: 1-877-205-NUVO Tel: 604-899-9380 5J8 V5R BC Vancouver, Kingsway 3055 Magazine NUVO 514-843-2964 514-843-2964 el: ontreal, QC H3B 4G7 H3B QC ontreal, ebsite: www.marketingqc.ca ebsite: MC MC

Address Book 89 Media Digest 10/11 (tcunningham

Moncton 500St George Street Moncton, NB 1Y3 E1C 506-857-8012Tel: Fax: 506-857-8058 Contact: Scott Wallace, Senior Account Executive, ([email protected]) Contact: Sherry Kirwin, General Manager Atlantic ([email protected]) Montréal 359 Place Royale Montréal, QC H2Y 2V3 514-288-1020 Tel: Fax: 514-288-2202 Contact: Dominic Loporcaro, Vice President - General Manager Eastern Region ([email protected]) Contact: Denis Dion, Sales Manager, Quebec ([email protected]) Québec 5300, boul des Galeries, bureau 210 Québec, QC G2K 2A2 418-623-0440Tel: Fax: 418-623-7025 Contact: Denis Dion, Sales Manager, Quebec ([email protected]) Ottawa Unit 5, 6 Antares Drive Phase 1 Ottawa, ON K2E 8A9 613-521-1001 Tel: Fax: 613-521-0265 Contact: Louise Dixon, General Manager ([email protected]) Kingston/Cornwall/Belleville Cornwall, ON 613-544-5030Tel: Mobile: 613-561-9042 Fax: 613-544-5052 Contact: Tim Cunningham, Executive Account @pattisonoutdoor.com) Pembroke Pembroke, ON 613-638-2900Tel: Fax: 613-638-3900 Contact: McFadyen, Myles Account Executive (mmcfadyen @pattisonoutdoor.com) Barrie/Collingwood/Orillia Collingwood, ON 705-444-2407Tel: Fax: 705-444-1128 Contact: Kelly Hambly, Account Executive ([email protected]) North Bay 1399 Hammond Street, 2nd Floor ON P1BNorth 2J2 Bay, 705-476-1255Tel: Fax: 705-476-5672 Contact: Brett Tucker, Account Executive ([email protected]) ClearChannel Outdoor Dundas1001-20 Street West ON M5GToronto, 2C2 416-408-0800Tel: Fax: 416-408-1476 Contact: Freeman White Website: www.clearchanneloutdoor.ca Email: [email protected] Pattison Pattison Group Outdoor CORPORATE HEAD OFFICE 2285 Wyecroft Road Oakville, ON L6L 5L7 905-465-0114Tel: Fax: 905-465-0633 Website: www.pattisonoutdoor.com Contact: Randy Otto, President ([email protected]) Contact: Bob Leroux, VP/GM Central Region ([email protected]) Contact: Rick Borthwick, Sales Manager, National Outdoor ([email protected]) Contact: Sandy D’Amico, Sales Manager, Mall and Office Media ([email protected]) Contact: Kevin Golding, General Manager Place Based Media ([email protected]) Contact: Paul Mason, Sales Manager Retail Toronto ([email protected]) Contact: Dan Borg, Sales Manager Ontario Regional ([email protected]) SALES OFFICES St John’s St NL John’s, 709-747-2203 Tel: Fax: 902-468-0057 Contact: Craig Huxter, Senior Account Executive ([email protected]) Contact: Sherry Kirwin, General Manager Atlantic ([email protected]) Halifax 240 Jennett Suite Avenue, 100 Dartmouth, NS B3B 0G9 902-468-0056Tel: Fax: 902-468-0057 Contact: Sherry Kirwin, General Manager Atlantic ([email protected]) Media City 69 Yorkville Suite Ave., 304 ON M5RToronto, 1B8 416-966-6900Tel: Fax: 416-966-6913 Contact: Sylvio Deluca Website: www.mediacityads.com Email: [email protected]

m o

f www.metronews.ca o ebsite: www.thestar.com e ebsite: ebsite: mail: [email protected] ontact: Peter Bartrem, oronto, ON M5E 1E6 el: 416-869-4242 mail: [email protected] ax: 416-486-4035 oronto, ON M4Y 2G1 el: 416-486-4900 Adapt MediaAdapt Inc. Stephanie17 Street ON M5TToronto, 1B1 416-883-7000Tel: Free:Toll 1-866-275-3848 Fax: 1-866-275-9494 Contact: Silvia Ibarra Website: www.adaptmedia.com Email: [email protected] E Out- -h T T Contact: Norman Laing W Toronto Star Toronto StreetOne Yonge Sun Media- Division QMI of 333 King St. E. ON M5AToronto, 3X5 416-350-6379 Fax: 416-947-2152 Contact: Brad Thomson Website: www.qmisales.ca/ newspaper-sun-media.html Email: [email protected] W E T T F C Director of National Sales Metro 625 Church Street, 6th Floor 444 Front Street West ON M5VToronto, 2S9 416-585-5000Tel: Contact: Jo-Anne Johnson Website: www.globeandmail.com Email: [email protected] The Globe and Mail Globe The EYE WEEKLY St. 2nd Floor1 Yonge ON M5EToronto, 1E6 416-933-3433Tel: Contact: Christeen Comeau Website: www.eyeweekly.com Email: [email protected] N wspaper 90

Address Book Media Digest 10/11 ([email protected]) Alberta &Southern Calgary Sales, of Director McDonald, Nicoletta Contact: ([email protected]) Region Prairie VP/GM de Ruiter, Brain Contact: 403-250-8787 Fax: Tel: 403-291-4665 6Y7 T2E AB Calgary, Avenue –37th NE 2431 200, Suite Calgary ([email protected]) Executive Account Kolasko, Andy Contact: 403-388-1002 Fax: Tel: 403-308-7221 4K1 T1J AB Lethbridge, P.O. 1483 Box Lethbridge ([email protected]) Executive Account Driedger, Christine Contact: 306-249-8453 Fax: Tel: 306-242-4787 3G8 S7K SK Saskatoon, East Crescent Spadina 601 703, Suite Saskatoon ([email protected]) Executive Account Morgan, Terry Contact: 306-757-0322 Fax: Tel: 306-757-8446 8G9 S4R SK Regina, Street Broad 845 301, Suite Regina ([email protected]) Sales of Director Koop, Joanne Contact: 204-784-1520 Fax: Tel: 204-784-1500 0R1 R3H MB Winnipeg, Street Edward King 999 4, Unit Winnipeg ([email protected]) Executive Account Tom Lister, Contact: 519-973-9851 Fax: Tel: 519-973-3074 1J6 N8X ON Windsor, Avenue 1361 Ouellette 105, Suite Windsor ([email protected]) Executive Account Dobsi, David Contact: 905-734-3328 Fax: Tel: 905-734-8810 ON Welland, Falls Catharines/Niagara St. ([email protected]) Executive Account Hall, Bill Contact: 519-488-0799 Fax: Tel: 519-937-1401 3S2 N6H ON London, Road Hyde Park 759 258, Suite London Email: [email protected] Email: www.tynkoutdoor.com Website: Tynkaluk Vicki Contact: 905-649-3237 Fax: Tel: 905-649-2797 1A0 L0C ON Goodwod, 319 Webb Road WATERIncluding Any Surface- Billboards- Inflatable OutdoorTynk [email protected] Email: www.rccmedia.com Website: Corridore Robert 416-747-7130Fax: Tel: 416-650-6000 1V7 Toronto, M3N ON Ave.4101 201 W. Steeles Suite Inc. RCC Media ([email protected]) Executive Account Lee, Darlene Contact: 604-291-0478 Fax: Tel: 250-961-0531 BC George, Prince George Prince ([email protected]) Executive Account Helmer, Justin Contact: ([email protected]) Executive Account Lyle Moffat, Contact: 250-413-3214 Fax: Tel: 250-413-3212 3P6 V8V BC Victoria, 111,Suite Avenue 1027 Pandora Victoria/Nanaimo ([email protected]) Region Pacific VP/GM Hunt, Rob Contact: 604-298-2395 Fax: Tel: 604-291-1229 6A7 V5C BC Burnaby, Hwy 4180 Lougheed 200, Suite Vancouver ([email protected]) Executive Account Campbell, Heather Contact: ([email protected]) Executive Account Bevan, Cindy Contact: 250-762-3828 Fax: Tel: 250-762-3800 V1Y BC 8E6 Kelowna, Avenue Queensway 389 200, Suite Kelowna ([email protected]) Alberta &Northern Edmonton Sales, of Director Benedict, Cory Contact: ([email protected]) Region Prairie VP/GM de Ruiter, Brian Contact: 780-489-3452 Fax: Tel: 780-483-3073 1J6 T5S AB Edmonton, –17810707 Street Edmonton Email: [email protected] Email: www.igametv.ca Website: Press Bryan Contact: 416-593-6991 Fax: Tel: 416-593-2102 1L5 Toronto, M5H ON 302 Suite Street, Pearl 184 TV Game O lev T [email protected] Email: www.zoommedia.com Website: Querin Andy Contact: 416-214-1211Fax: Tel: 416-214-9200 1E8 Toronto, M5A ON 100 Suite East, Street Front 227 Zoom Media Email: [email protected] Email: www.wfn.tv Website: Press Bryan Contact: 416-593-6991 Fax: Tel: 416-593-2102 1L5 Toronto, M5H ON 302 Suite Street, Pearl 184 NetworkFishing WorldWFN: [email protected] Email: television.html www.qmisales.ca/ Website: Boudreau Deborah 416-947-2152Fax: Tel: 416-350-6379 3X5 Toronto, M5A ON E. St. King 333 TVA-Division of QMI [email protected] Email: www.tv5.ca Website: Baby Denis 514-522-6572 Fax: Tel: 514-522-5322 4P6 H2K QC Montreal, #101 E. Rene-Levesque 1755 boul, Canada Québec TV5 e i s i n All Essential Services. One Essential Source.

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