Insights from the CTC Box Score\CTC Cognos System

$Insights from the CTC Box Score\CTC Cognos System$ 2017 2016 2017 Unit 2016 Unit Title Name Freq Category Issue Issue 2017 Draw 2016 Draw 2017 $ Sale 2016 $ Sale Sale Sale Count Count People WK Celebrity 52 52 8,061,943 8,714,254 2,560,587 2,888,949 $17,597,094 $18,754,532 Woman's World WK Women's Lifestyle 52 52 9,504,775 9,550,358 4,024,738 4,315,981 $10,063,811 $10,470,759 Hello! WK Celebrity 37 37 3,797,042 3,830,082 1,470,658 1,465,518 $8,809,241 $8,809,561 In Touch Weekly WK Celebrity 52 52 6,731,379 7,892,626 1,621,373 2,407,387 $7,991,310 $8,805,816 Star WK Tabloid 52 52 3,894,561 3,947,409 1,021,726 1,147,873 $7,141,865 $7,125,227 National Enquirer WK Tabloid 52 52 4,322,774 4,709,194 974,912 1,172,307 $5,839,723 $7,022,119 US Weekly WK Celebrity 52 52 3,868,255 4,758,567 913,654 1,089,731 $5,472,787 $6,527,489 Life & Style WK Celebrity 51 52 3,951,413 4,987,932 822,720 1,269,073 $4,081,214 $5,245,482 Globe WK Tabloid 52 52 2,633,587 2,686,200 665,443 739,966 $3,986,004 $4,432,396 OK! Weekly WK Celebrity 52 52 2,080,098 1,878,122 498,528 478,341 $3,484,711 $2,968,248 First For Women MO Women's Lifestyle 17 17 2,411,175 2,439,729 1,046,663 1,112,405 $3,376,349 $3,326,091 Closer WK Entertainment 52 52 2,617,450 2,453,827 544,579 542,541 $3,229,288 $2,707,280 House & Home MO Home Decor 12 12 1,347,265 1,377,193 472,310 499,001 $3,070,015 $3,243,507 Hello! SIP BM Celebrity 8 8 819,542 894,911 437,087 462,701 $3,055,238 $3,234,280 Canadian Living MO Women's Lifestyle 12 12 2,272,030 2,503,364 681,738 632,276 $2,821,774 $2,588,104 To view , visit www.ctcmagazines.com/boxscore . Of 1,906 titles distributed by Canadian Wholesalers in 2017, 358 are Canadian Published. This represents 18.7% of all titles distributed. In terms of market share, Canadian titles represent 16.1% of total dollar volume in 2017. The market share for Canadian magazines has been regularly increasing. As an example, that number was 13% in 2009 and less than 10% prior to the year 2000. With 36.4 million people, Canada is 10% of the North American population. Historically, Canada represents almost 13% of the total newsstand sales of English language magazines sold through mass market wholesalers. What makes this more impressive are the following facts… . French is the mother tongue of 22.3% of the Canadian population or about 7 million Canadians. The majority of the French language population live in the province of Quebec. Of this number, 4.5 million only speak French, and as such are not consumers of English language magazines. Consumers of newsstand magazines in Canada typically pay significantly higher taxes on their newsstand purchases. This ranges from a low of 5% in Alberta to a high of 15% in the Maritime provinces. The average is likely in the 13% range. Contrast this to USA state taxes ranging from 0% to 7.5%. Canadians pay more for their magazines. In 2017 the average retail price in the USA was $5.96 and in Canada it was $6.79. The French language magazine publishing industry is a huge one in Canada. If we were able to include the French language sales data in the CTC Boxscore, Canada’s market share of total magazines sold in North America would be even higher than the almost 13% we see from English language magazine sales. The impact of the French language titles in North America would be offset somewhat by sales of Spanish language magazines sold in the USA through non-traditional magazine distributors. While CTC would like to include Canada’s French language magazine sales data in the boxscore, these Publishers do not share their sales data with us. In 2017 there were 1,906 English language magazines distributed through mass market wholesalers, compared to 1,986 in 2016. The number of magazines distributed to Canadian retailers is greater than those noted above. However, as mentioned we do not have the data for either domestic French titles or imported magazines not distributed through the wholesaler network. There were 1,738 magazine titles that were distributed in both 2017 and 2016. Of these 1,738 magazines that were distributed in both 2017 and 2016, how many do you think experienced an increase in total annual retail dollar sales? 588! (or 34% of all titles) . In Canada, newsstand sales totalled 40,390,339 units in 2017 ($274,372,624 total retail dollars) for English language magazines. Based on a 12 hour shopping window per day for consumers, every second 2.6 magazines are sold in Canada. These 15 regular frequency titles were the top performers in 2017 based on total retail dollar sale increases. To qualify, the number of issues in 2017 must be similar to the number of releases in 2016. 2017 2016 Title Name Freq 2017 vs 2016 $ Rank Rank 12 16 Closer WK +$522,009 10 15 OK! Weekly WK +$516,463 25 35 National Geographic MO +$303,224 19 23 Topix Media Lab MO +$237,949 15 17 Canadian Living MO +$233,670 22 24 The Economist WK +$108,588 50 59 World of Archie Double Digest MO +$98,994 39 42 Fine Cooking Specials BM +$91,903 41 43 Time BW +$78,931 171 248 Canada's History Magazine BM +$61,411 145 205 Cottage Life BM +$61,284 11 10 First For Women MO +$50,258 328 478 SkyNews BM +$48,455 138 178 ABC Soaps In Depth BW +$45,239 51 53 Ricardo BM +$44,539 2017 2016 Title Name Freq 2017 vs 2016 $ Rank Rank 15 17 Canadian Living MO +$233,670 171 248 Canada's History Magazine BM +$61,411 145 205 Cottage Life BM +$61,284 328 478 SkyNews BM +$48,455 51 53 Ricardo BM +$44,539 79 89 The Hockey News BM +$32,591 677 884 Canadian Woodworking BM +$21,804 106 122 Zoomer Magazine MO +$19,729 277 356 Pacific Yachting MO +$19,704 421 514 Saltscapes BM +$18,205 757 946 Inside Motorcycles MO +$16,807 226 269 Canadian Running BM +$15,916 1036 1422 Azure Magazine BM +$15,421 658 784 Cottage Life West BM +$12,849 551 642 Owl MO +$11,436 # of Avg. $ Sales per Frequency # of Titles 2017 $ Sale 2017 MS $ % Issues Issue Weeklies 23 1,154 $72,345 $83,486,517 30.4% Monthlies 459 5,367 $14,965 $80,318,483 29.3% Bi-Monthlies 437 2,844 $13,801 $39,248,709 14.3% Semi-Annuals 367 889 $34,137 $30,348,058 11.1% Quarterlies 309 1,321 $17,040 $22,509,989 8.2% Bi-Weeklies 54 1,305 $8,344 $10,888,298 4.0% Annuals 257 257 $29,465 $7,572,569 2.8% Totals 1,906 13,137 $274,372,624 $274,372,624 100.0% 2017 2017 MS 2016 2016 MS $ Rank Category 2017 $ Sale 2017 Units Rank Category 2016 $ Sale 2016 Units Avg. RP $ Sale % Avg. RP Sale % 1 Celebrity $59,331,881 9,114,175 $6.51 21.6% 1 Celebrity $62,366,069 10,845,211 $5.75 21.6% 2 Women's Lifestyle $23,668,964 6,964,751 $3.40 8.6% 2 Women's Lifestyle $24,746,480 7,483,437 $3.31 8.6% 3 Tabloid $18,712,865 2,954,449 $6.33 6.8% 3 Tabloid $20,288,373 3,347,259 $6.06 7.0% 4 Food/Recipes $16,133,446 1,724,471 $9.36 5.9% 4 Food/Recipes $17,259,546 1,858,107 $9.29 6.0% 5 Home Decor $15,550,042 1,984,014 $7.84 5.7% 5 Home Decor $16,160,430 2,087,387 $7.74 5.6% 6 Crosswords/Puzzles $15,401,307 2,621,551 $5.87 5.6% 6 Crosswords/Puzzles $15,254,219 2,728,818 $5.59 5.3% 7 General Interest $9,856,348 859,383 $11.47 3.6% 7 Fashion/Beauty $11,566,396 1,820,069 $6.35 4.0% 8 Fashion/Beauty $9,506,735 1,406,003 $6.76 3.5% 8 Current Affairs $9,070,696 1,044,130 $8.69 3.1% 9 Science/Nature $8,993,106 902,050 $9.97 3.3% 9 General Interest $8,426,696 822,248 $10.25 2.9% 10 Current Affairs $8,335,173 882,160 $9.45 3.0% 10 Science/Nature $8,109,233 865,390 $9.37 2.8% . Of the 71 categories in 2017, 17 of them have increased their dollar sales. 2017 2016 2017 Unit 2016 Unit 2017 Avg. 2017 vs Rank Category Issue Issue 2017 $ Sale 2016 $ Sale 2017 vs 2016 $ Sale Sale Cover Price 2016 $ % Count Count 7 General Interest 329 276 859,383 822,248 $9,856,348 $8,426,696 $11.47 +$1,429,652 +17.0% 9 Science/Nature 337 276 902,050 865,390 $8,993,106 $8,109,233 $9.97 +$883,873 +10.9% 11 Entertainment 421 413 1,188,760 1,254,929 $8,056,095 $7,496,577 $6.78 +$559,518 +7.5% 22 Agriculture 95 87 256,594 253,946 $2,206,675 $1,779,799 $8.60 +$426,876 +24.0% 29 Travel 172 165 189,256 165,090 $1,425,248 $1,160,197 $7.53 +$265,051 +22.9% 16 Comics 164 157 661,280 689,137 $5,095,282 $4,855,475 $7.71 +$239,808 +4.9% 40 Football 37 31 74,097 65,097 $813,396 $616,019 $10.98 +$197,377 +32.0% 20 Hockey 38 35 306,905 295,098 $2,569,273 $2,398,804 $8.37 +$170,469 +7.1% 50 School Guides 6 3 36,610 24,742 $477,936 $329,595 $13.05 +$148,341 +45.0% 19 Children 192 177 411,638 408,375 $2,896,694 $2,748,477 $7.04 +$148,217 +5.4% 2017 Unit 2016 Unit 2017 vs 2016 2017 vs 2017 $ 2016 $ 2017 $ Sale 2016 $ Sale Sale Sale Units % 2016 $ % % MS % MS Mainline 8,870,460 9,748,556 $68,111,674 $72,149,869 -9.0% -5.6% 24.8% 24.9% Checkout 31,519,879 35,752,270 $206,260,950 $217,085,974 -11.8% -5.0% 75.2% 75.1% Total 40,390,339 45,500,826 $274,372,624 $289,235,843 -11.2% -5.1% 100.0% 100.0% .

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