DISPLAY UNTIL FEBRUARY 28, 2012 PUBLICATIONS MAIL AGREEMENT 40070230 postage paid in toronto Marketing Magazine, One Mount Pleasant Road, toronto, canadA M4Y 2Y5 S $19.95 eptember 26, 2011 Canadian Media Directors’ Council Canadian Directors’ Media PRE P ARED BY: DIGEST MEDIA 2011/12 PUBLISHED BY: MARKETINGMAG.CA Letter from the President CMDC Canadian Media Directors’ Council MEMBER n behalf of the Canadian Media Directors’ Council, I would like to AGENCIES welcome you all to this Media Digest, which has been produced to give a topline orientation of key facts on the Canadian media marketplace. Carat It is an invaluable resource for our wide range of users comprised of Cossette client marketers, media suppliers, media, creative and digital agencies, DraftFCB Oindustry associations, government and regulatory bodies, faculty and students and small Aegis Media Canada businesses. The digest comes in printed and electronic versions and can be accessed Geomedia through www.cmdc.ca or www.marketingmag.ca – hard copies are available through GJP our member agencies or through Marketing magazine. Initiative Canada is a distinct and mature media marketplace: we have experienced the M2 Universal fallout from fragmentation decades ahead of most of the world due to early TV cable MPG coverage and U.S. magazine “spill”; we are in an elite worldwide class of high broadband MediaCom penetration; our TV advertisers are able to enjoy the benefits of bigger audiences due Mediaedge.cia to simulcast; our newspaper circulation is relatively robust and most importantly, we Media Experts have two official languages and a markedly different, though lively, media marketplace Mindshare in Quebec. And lastly, we are a competitive media marketplace, with excellent market OMD and media research to track a marketer’s return on investment. PHD I would like to pay tribute to our member agencies who have committed time and Peggi Gross and Associates resources in creating the content for the Media Digest. Specifically, a big thank you to RoundTable Advertising Fred Forster, President & CEO of PHD Canada for chairing this CMDC portfolio, and SCGI to Margaret Rye our CMDC Media Digest Administrator, for her tireless commitment Starcom Mediavest and efficient stewardship. Saatchi & Saatchi Marketing magazine has been the CMDC’s long-term partner in publishing the Tenzing Communications Digest, and has been dedicated to continuous improvement of the production values Time + Space year over year. UM This Media Digest is intended as a reference tool to cover the basics of the Canadian Vector Media media market, and as such we encourage you to engage with your media agency or Walker Media supplier for more in-depth information or perspective. Zenith Optimedia Karen Nayler President, CMDC ERRORS AND OmISSIONS The contents of this CMDC Media Digest were written solely by member agencies of the Canadian Media Directors’ Council. While we do our best to provide the most accurate and up-to-date information, occasionally errors or omissions can occur. Readers who wish to point out any errors or omissions are urged not to contact Marketing magazine, but to email Margaret Rye, CMDC Digest Administrator at [email protected]. Thank you. Media Digest Editor LAURA MEDCALF Table of contents 6 CANADIAN MARKET DATA 41 DAILY NEWSPAPERS 64 OUT-OF-HOME & TRANSIT Population and households Formats, booking and General information by province readership 64 Weekly average travel and 7 Major markets 42 Daily newspaper circulation definitions 8 Cultural diversity 44 Market size publication detail 66 Out-of-home distribution 14 Net Advertising Volume 46 Weekday readership, data 67 Out-of-home data sources 16 Ethnic media sources 68 Transit media suppliers 47 Readership by income/ 19 TELEVISION education 71 INTERNET & MOBILE MEDIA General information 72 Online reach and online Networks, pay & specialty 48 COmmUNITY NEWSPAPERS population services General information, 74 Mobile-originated text messages 20 Television summer drop-off community newspaper facts 75 2011 mobile media landscape 22 Specialty networks 49 Readership by demographics 76 Reach by top properties 24 Digital networks 50 Readership by province 77 Facebook 27 Weekly hours and % reach 51 Ownership of newspapers 29 Viewing habits 52 Community newspaper data 83 DIRECT MARKETING 31 Television data sources sources 84 Direct-marketing suppliers 34 RADIO 54 CONSUMER MAGAZINES 85 Flyers, Targeting methods, General information General information and distribution standards Weekly reach by demo and 55 Creative considerations 86 Associations location 56 English consumer magazines 87 Media Software & Data 35 Syndicated & satellite radio 58 French consumer magazines Services 36 Listening by location 59 U.S. magazines 89 Media Terminology 60 General business publications 37 BROADCAST COmmERCIAL 61 Medical and building AccEPTANCE publications 38 Government organizations and 62 Magazine data sources pre-clearance organizations 39 Clearance organizations MEDIA, ADVERTISING and PR in Canada EDITOR-IN-CHIEF PUBLISHER Periodicals postage paid at Lewiston, NY. 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