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Section A.Indd ADVERTISING PLANBOOK 2 0 0 9 MAJOR CELEBRATIONS The Ottawa Market & FESTIVALS • Canadian Tulip Festival • Canada Dance Festival • Festival Franco Ontarien The People of Ottawa • Gatineau Hot Air Balloon Festival • Ottawa Fringe Festival • Ottawa International Animation Festival • Ottawa International Childrens Festival • Ottawa International Writers Festival DIVERSITY IN OTTAWA Musical Events Economists agree that a diverse population is one of the factors that make a city truly great internationally. As a • Ottawa Bluesfest • Ottawa Int’l Chamber Music Festival cosmopolitan community and the fourth most popular destination in Canada for people settling from other countries, • Ottawa Folk Festival Ottawa is a mosaic of different cultures, ideas and communities, and this helps us continue to be innovators both • The Ottawa Jazz Festival economically and culturally. Miscellaneous Along with these many diverse cultures, Ottawa’s English and French communities are important parts of the city’s • Canada Day identity. The City of Ottawa provides services in both English and French, where they are needed, and responds • CHEO BBQ to the needs of francophone citizens with services such as simultaneous translation of council meetings, French • Doors Open Ottawa summaries on all legislative reports, and making all media and Web site information available in both languages. • Magnetic North Theatre Festival • Capital Pride Festival Ottawa continues to build on its tradition of respect and tolerance, strengthening a city where people of different • SuperEx - Central Canada Exhibition backgrounds and beliefs can live together. • Fall Rhapsody • Winterlude • Sound & Light Show - Parliament Hill FESTIVALS THROUGHOUT THE YEAR • Christmas Lights Across Canada • Greek Festival As it is situated on the border of Québec and Ontario, Ottawa has developed a blend of English and French • Lebanorama cultures; almost half of the residents are bilingual. Added to this mix is a growing ethnic diversity inspired by Sporting the city’s German, Lebanese, Italian, Polish, Dutch, Portuguese and Asian populations, among others. The result • National Capital Race Weekend is a truly cosmopolitan city that celebrates its heritage in many colourful, multicultural festivals and events • Ottawa Dragon Boat Festival throughout the year. • Ottawa International Hockey Festival • Alcatel HOPE Volleyball SummerFest • Ottawa Senators Source: City of Ottawa 6 MORE than just a newspaper 7 ADVERTISING PLANBOOK 2 0 0 9 MORE THAN JUST A NEWSPAPER REACHING YOUR AUDIENCE CANWEST GLOBAL COMMUNICATIONS: CITIZEN ONLINE COMMUNICATIONS: CIRCULATION AND READERSHIP Weekly reach of the Ottawa market Online products, also available in print When you need to be confident of the reach of your advertising message, nothing beats the Ottawa Citizen. Over 706,100 (77%) of adults read a daily newspaper each week, and the Ottawa Citizen reaches 450,000 (64%) of these newspaper readers. Ottawa Citizen 53% In spite of increasing media choices and free sources of news and entertainment available, the Ottawa Citizen OTTAWA CITIZEN READERSHIP continues to maintain strong paid circulation. The Ottawa Citizen is by far the largest newspaper in Ottawa Ottawa Citizen readers are loyal subscribers. 77% for average paid circulation. (94,100) of weekday paid circulation is home delivery Circulation Readership Global TV compared to 33% (16,100) home delivery subscribers (Toronto) 45% for the Ottawa Sun*. Monday - Friday 124,656 254,800 Each week, the Ottawa Citizen is read by half (450,000 or 49%) of adults 18+ in the Ottawa market. Saturday 129,430 281,100 TM The demographic profile of the Ottawa Citizen reader Sunday 122,015 220,800 CH-TV strongly reflects the Ottawa market demographic (Hamilton) 22% of educated, professional workers with high disposable 7 Day 124,961 450,000 income. Each week, the Ottawa Citizen reaches half (49%) of adults A greater percentage of adults in Ottawa read the Ottawa 18+ in the Ottawa market. Citizen online than any other major metro newspaper website in their respective markets. National Sources: Circulation: Audit Bureau of Circulations for 6 months ending Sept. 30, 2008. Readership: NADbank 2007 - Base 918,500 Ottawa-Gatineau Age 18+. Post 9% *(Most recent data available ABC 03/31/08) Ottawa Citizen Online 12% These products present a unique opportunity for a focused target audience or people on the go. With material and information targeted to a specific audience, advertising can be directed to the Flyer Force viewers that should be seeing it. 386,676 Households Non-Subscriber and Rural Distribution These products provide fresh content on a daily, monthly or on a game-by-game basis available in printed, online and downloaded formats. Truly, the information you want, any way you want it. 8 MORE than just a newspaper 9 ADVERTISING PLANBOOK 2 0 0 9 w STRONG COMMUNITY RELATIONS PARTNERSHIPS THAT BENEFIT ONE ANOTHER THE OTTAWA MEDIA LANDSCAPE For over 50 years, thousands For over of residents of Ottawa have twenty years Welcoming Families For Over 40 Years relaxed in their Minto-built the Ottawa living rooms, reading the The Citizen is a very good friend to the CHEO New Car Dealer’s Association has partnered news of the day in the Ottawa Citizen. Minto is Foundation and an important partner in so with the Ottawa Citizen for the Ottawa-Gatineau proud of its relationship with the Citizen over many of our critical fundraising activities. International Auto Show and other events. REACHING THE PROFESSIONALS (Average Weekday) the years, as both Minto and the Citizen share We count on the Citizen to help us to connect “Committed to Customer Satisfaction” is the a common goal of making this city the best motto of the members of the Ottawa New Car WHY OTTAWA CITIZEN? Ottawa/ Ottawa Ottawa Globe National with the communities we each serve and to possible place in which to live. work with us to meet the ever growing health Dealer’s Association, and each dealership works The Ottawa Citizen is the National Capital’s Gatineau Citizen Sun & Mail Post We say thank you to a community that care needs of our kids. Citizen readers are to provide customer service that achieves that information source. Monday-Friday Monday-Friday Monday-Friday Monday-Friday has been responsible for our success and the parents and grandparents of CHEO’s goal. To encourage industry related education look forward to continuing our beneficial of youth, the association offers bursary awards The newspaper environment is one-to-one with high Totals 918,500 28% 13% 5% 3% patients. Together we all share the belief partnership with at Algonquin College and La Cite Collegiale reader involvement. It allows for creative fl exibility that our kids deserve Males 447,300 25% 18% 6%* 3%* the Ottawa in Ottawa as well as in size and positioning and most importantly it the very best care Citizen, and Georgian College allows your message to be clipped, folded, tacked, and the Citizen to serving the in Barrie, Ontario secured with a magnet or tucked into a pocket or and its readers Females 471,200 30% 9% 5% 2%* residents of support CHEO’s and is a proud purse. Make your message memorable in print, this wonderful partner in the efforts to deliver and it can be revisited again and again. Compare region in the fundraising for Home Owners 689,100 31% 13% 6% 3%* it each and the Ottawa Citizen to other media and advertising years ahead. the Technical every day. options and it becomes evident that the Citizen University Training Centre at 376,000 34% 11% 9% 5%* delivers the market to its advertisers. Graduates + Algonquin College. Roger Greenberg Bob Fevens 74% of newspaper readers in the Ottawa Managers/ 174,400 29% 11% 9%* 3%* area choose the Ottawa Citizen. Professionals The Ottawa Senators are proud For over 20 years, The Canadian to be a partner of the Ottawa War Museum With more media choice than ever in the Ottawa Household Jubilee Fine 441,200 33% 15% 8%* 3%* Citizen, as we both share Jewellers and the Citizen market, the Ottawa Citizen remains the premier Income $75k+ common values in creating has maintained an iconic presence as Ottawa’s have enjoyed a mutually beneficial partnership choice with consumers and advertisers. Our net for the past eight years, which has resulted in Household a better community for the residents of the Premier Jeweller in the Ottawa Citizen. Jubilee has paid circulation continues to remain stable despite 293,500 31% 16%* 9%* 4%* successful cross-promotion. The Canadian War Income $100k+ National Capital Region. As a founding partner shared many a moment alongside the Citizen as they industry trends resulting in strong confidence from have both demonstrated their fl awless commitment Museum has benefited from its partnership of the Ottawa Senators Foundation and Roger’s with the Citizen with the advertising reach and our advertisers - steadily increasing our market share Source: NADbank 2007, to the Ottawa community at large. Together Jubilee House, since 1992-93 they have worked with frequency it needs. As a public institution, the over the competition. The large quality readership * Caution: small sample and the Ottawa Citizen have partnered in advertising, us to contribute over $40 million to community promotions while maintaining an integrity and vision Canadian War Museum spends public money that the Ottawa Citizen continues to hold, makes us initiatives. At the Senators, we know that that is outstanding and supportive of an engaging responsibly, which means the substantial an obvious choice as both an advertising medium THE DAILY NEWSPAPER ADVANTAGE great results come from great teamwork local audience. Jubilee proudly salutes the Ottawa advertising rate reduction offered by the Citizen and a distribution vehicle. and the Ottawa Citizen has continually public for their support throughout its rise allows it to effectively promote exhibitions and Newspapers have the advantage of being a mass reach vehicle made up of vertical publications.
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