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Home , Brantford Expositor, Financial Post, La Tribune (Sherbrooke), National Post, North Bay Nugget, Ottawa Citizen

Overview of Results: Winter 2020 Study

February 2020 STUDY SCOPE – Winter 2020 10 Provinces / 5 Regions / 41 Markets • 36,915 aged 14+ • 36,067 Canadians aged 18+

# Market Smpl # Market Smpl # Market Smpl # Provinces 1 Montreal (MM) 4765 17 Saskatoon (MM) 515 33 North Bay (LM) 229 1 2 (MM) 4655 18 St. John's (MM) 313 34 Sarnia (LM) 228 2 3 (MM) 3597 19 Brantford (LM) 283 35 Sault Ste. Marie (LM) 225 3 4 /Gatineau (MM) 1885 20 Saint John (LM) 275 36 Summerside (LM) 218 4 New Brunswick 5 Calgary (MM) 1592 21 Belleville (LM) 274 37 Timmins (LM) 214 5 Newfoundland and Labrador 6 Edmonton (MM) 1557 22 Kingston (LM) 271 38 Owen Sound (LM) 210 6 Nova Scotia 7 Winnipeg (MM) 868 23 Peterborough (LM) 271 39 Sherbrooke CMA 208 7 8 City (MM) 860 24 Sudbury (LM) 267 40 Saguenay CMA 196 8 9 Hamilton (MM) 814 25 Cape Breton (LM) 263 41 Trois-Rivières CMA 184 9 Quebec 10 Kitchener (MM) 713 26 Thunder Bay (LM) 259 10 11 London (MM) 648 27 Chatham (LM) 239 12 Halifax (MM) 638 28 Brandon (LM) 231 # Regions 13 St. Catharines / Niagara MM 572 29 Charlottetown (LM) 231 1 Atlantic 14 Victoria (MM) 567 30 Prince George (LM) 231 2 British Columbia 15 Windsor (MM) 536 31 Cornwall (LM) 230 3 Ontario 16 Regina (MM) 519 32 Granby (LM) 229 4 Prairies 5 Quebec (MM) = Major Markets (LM) = Local Markets 2 TITLES REPORTED MAGAZINES (54) (54) COMMUNITY TITLES (6) • Air enRoute • Style at Home • Cape Breton Post • The Standard • Burnaby Now • AMA Insider Magazine • The Hockey News • • The StarPhoenix • Burnaby Now/The Record • Best Health • Toronto Life • Leader-Post (Regina) • • Richmond News • CAA Ontario & Atlantic • Vancouver Magazine • • The Telegram • Tri-City News • CAA Manitoba • Westcoast Homes & Design • • The • • CAA Saskatchewan • Western Living • Niagara Falls Review • The Tribune • Prince George Citizen • CAA Magazine Summary • Zoomer Magazine • • The • Canada's History • 5 ingrédients - 15 minutes • • The • Canadian Geographic • Bel Âge magazine • Standard-Freeholder • The • CANADIAN HOUSE & HOME • CAA Québec • The Belleville Intelligencer • Times Colonist OTHER TITLES (2) • Canadian Living • Châtelaine (Fr) • The Brandon Sun • • Chatelaine • Clin d'oeil • The • • Business in Vancouver • Cineplex Magazine • Cool! • The • • Toronto Star Wheels • Cottage Life • Coup de pouce • The • La Presse (Digital) • ELLE CANADA • ELLE QUÉBEC • The Chatham Daily News • La Tribune • FASHION Magazine • L'actualité • The Chronicle Herald • La Voix de l’Est • Magazine • Les Affaires/Les Affaires Plus • The Daily Press • Le Devoir • FOOD & DRINK • Les Idées de Ma Maison • The • • Good Times • Magazine Espaces • • Le Journal de Montréal • Hello! Canada • Magazine Véro • The Guardian • Le Journal de Québec • Live Better • RICARDO Magazine • • • Maclean's • Sélection du Reader’s Digest • The Journal Pioneer • • NOW • Urbania • The Kingston Whig-Standard • • Ontario OUT OF DOORS • Vivre Mieux • • Métro (Montréal) • Our Canada • The • Outdoor Canada • The Owen Sound Sun Times • People • The Peterborough Examiner • Professionally Speaking • • Reader's Digest • The • Report on Business •

3 MAGAZINES

4 Across Canada, Magazine Brands reach 9 of 10 adults.

Generic Magazine, Past 3 Months Print/Digital (18+)

British Columbia Prairies 87% Québec 89% Ontario 87% 90% 87%

Atlantic

Source: Vividata Winter 2020 Study 5 Base: Respondents aged 18+, Generic Magazine – Past 3 Months Print/Digital Food, Travel, and Health Magazines are the most popular among Canadians. Magazine Rank by Type, Print/Digital (18+) MAGAZINE TYPE REACH MAGAZINE TYPE REACH 1 Food/Recipes 68% 11 Business/Finance 46% 2 Travel/Tourism 60% 12 Gardening 44% 3 Health/Fitness 59% 13 Fashion 43% 4 Entertainment/Celebrity 58% 14 Alternative News 40% 5 Technology/Science 57% 15 Art 40% 6 Home Improvement 56% 16 Men's 36% 7 Nature 55% 17 Automotive/Motorcycle 33% 8 Home Décor 53% 18 Parenting/Babies 27% 9 Sports/Recreation 48% 19 Children/Teen 26% 10 Women’s 46% 20 Bridal 14%

Source: Vividata Winter 2020 Study 6 Base: Respondents aged 18+, Magazine Types Read/Look through Usually or Sometimes (Print/Digital) While 61% of Magazine Readers are reading exclusively via Print, 17% read Print in combination with more than one digital device.

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

3% 2% Print Only 5% Print & Computer & Mobile 8% 5% Print & Computer Only Print & Mobile Only 17% 61% Computer & Mobile Only Computer Only

Mobile Only

Source: Vividata Winter 2020 Study 7 Base: Respondents aged 18+, Any Magazine – Print AIR/Past Month Digital Readers (Unduplicated) Platform readership of Magazine Brands varies by title.

Print as a % of total audience Digital as a % of total audience

Print

Dominates Magazine Titles Magazine More Digital Variation

Source: Vividata Winter 2020 Study 8 Base: Respondents aged 18+, Print AIR/Past Month Digital Readers Millennials & GenXers are more likely to read a Magazine’s digital content, with more reading via a smartphone or computer.

Any Magazine, Reach by Digital Device (18+)

Millennials GenXers Baby Boomers Greatest Gen (1982-2001) (1965-1981) (1945-1965) (1945-Earlier)

39% 32% 25% 24% 19% 17% 17% 16% 10% 13% 5% 9% Smartphone Tablet Computer

Source: Vividata Winter 2020 Study 9 Base: Respondents aged 18+, Any Magazine – Devices used to access digital content Boomers predominantly access Digital Magazines via search & directly, while Millennials access via search & social media.

Any Magazine, Reach of Digital Readers (18+) Millennial Readers (1982-2001) GenXers (1965-1981) Boomer Readers (1945-1965)

60% 57% 51% 46% 43% 45% 39% 40% 40% 34% 30% 29% 27% 18% 14% 15% 11% 13%

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

Source: Vividata Winter 2020 Study Base: Respondents aged 18+, Any Magazine – Digital Readers (Includes Duplication) 10 Note: “Directly to website” = Subscription Including Digital Edition + Typing Website Address + Via Bookmark/Favorite/Homepage 2 in 5 Magazine readers searched online for a product, brand, and/or service advertised, while 1 in 5 made a purchase.

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

42%

28% 23% 21% 21% 18%

Searched online Purchased a Used a coupon Visited a retail/ Attended an event Spoke about the for a product/ product, brand, restaurant location (movie/theatre/show) ad/product/brand/service brand/service and/or service online or elsewhere

Source: Vividata Winter 2020 Study Base: Respondents aged 18+, Any Magazine – Print/Digital AR; (Unduplicated) 11 Note: “Spoke about the ad/product/brand/service online or elsewhere” = Talked about, Commented on Social Media, and Recommended NEWSPAPERS

12 On a weekly basis, Brands reach 3 out of 5 adults across Canada.

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

Edmonton St. John’s 68% Québec City 72% Regina Winnipeg Ottawa/ Montreal Vancouver Calgary Gatineau 78% 76% Victoria 68% 73% 64% 63% 72% 74% Halifax 72% London Toronto 69% 74% 65% Source: Vividata Winter 2020 Study 13 Base: Respondents aged 18+, Average Weekly Print/Digital, La Presse Weekly Digital. Hamilton 54% of Newspaper Brand readers access newspaper content on a mobile device.

Any Newspaper, Composition of Weekly Print/Digital Readers (Major Markets, 18+)

Print Only 5%4% 9% Print & Computer & Mobile 36% Print & Mobile Only Mobile: 54% 15% Computer & Mobile Only Mobile Only 9% Print & Computer Only 21% Computer Only

Source: Vividata Winter 2020 Study 14 Base: Respondents aged 18+, 21 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital Platform readership of Newspaper Brands varies by title.

Print as a % of total audience Digital as a % of total audience

Print Dominates

Newspaper Titles Newspaper More Digital Variation

Source: Vividata Winter 2020 Study 15 Base: Respondents aged 18+, 21 Major Markets, Average Weekly Print/Digital Readers Newspaper Brand readers are more active on digital during the weekdays, and print dominates the weekends.

Weekday and Weekend AIR Readers (Major Markets, 18+)

Print Only Both Digital Only

Weekday 25% 30% 45%

Weekend 41% 28% 31%

Source: Vividata Winter 2020 Study Base: Respondents aged 18+, Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital (Unduplicated), 16 Not including Metro Montreal Millennials & GenXers have greater digital reading than Boomers & Greatest Gen. Cross-platform readership is consistent for all generations.

Any Newspaper, Weekly Reach of Print/Digital (Major Markets, 18+) % of Adult Population: Print Only Both Digital Only Millennials (1982-2001) 32% 63%

GenXers (1965-1981) 30% 68%

Boomers (1945-1965) 33% 74%

Greatest Gen (Earlier-1945) 6% 81%

Source: Vividata Winter 2020 Study 17 Base: Respondents aged 18+, 21 Major Markets, Any Newspaper – Average Weekly Print/Digital, & La Presse Weekly Digital (Unduplicated) Boomers are more likely to access a newspaper’s digital content directly, while Millennials predominantly navigate via social media and search.

Any Newspaper, Reach of Weekly Digital Readers (Major Markets, 18+) Millennial Readers (1982-2001) GenXers (1965-1981) Boomer Readers (1945-1965)

61% 55% 57% 49% 48% 42% 42% 36% 37% 31% 28% 24% 22% 23% 21% 8% 9% 7%

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

Source: Vividata Winter 2020 Study Base: Respondents aged 18+, 21 Major Markets - Any Newspaper – Digital Readers within Past Week (Includes duplication) 18 Note: “Directly to website” = Subscription Including Digital Access + Typing Website Address + Via Bookmark/Favorite/Homepage 1 in 3 Newspaper Brand readers searched online for a product, brand, and/or service advertised, while 1 in 6 made a purchase.

Actions Taken After Seeing a Newspaper Advertisement Any Newspaper, Weekly Print/Digital (Major Markets, 18+)

32% 23% 20% 17% 18% 17%

Searched online Purchased a Used a coupon Visited a retail/ Attended an event Spoke about the for a product/ product, brand, restaurant location (movie/theatre/show) ad/product/brand/service brand/service and/or service online or elsewhere

Source: Vividata Winter 2020 Study Action taken after seeing an Ad (Daily Newspaper or Community Newspaper) Base: Respondents aged 18+, 21 Major Markets - , Note:“Spoke about the ad/product/brand/service online or elsewhere” = Talked 19 Any Newspaper – Average Weekly Print/Digital & La Presse Weekly Digital about, Commented on Social Media, and Recommended COMMUNITY NEWSPAPERS

20 Community Newspapers achieve the highest reach in British Columbia.

Reach of Community Newspapers (18+)

Community Newspaper Total British Prairies Ontario Québec Atlantic Reach % (Adults 18+) Canada Columbia Weekly: 41% 52% 38% 44% 32% 39% Monthly: 57% 66% 58% 60% 48% 55% Longer Ago: 25% 23% 27% 25% 24% 27%

Source: Vividata Winter 2020 Study 21 Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) Within the Past Week/Month/Longer Ago Community Newspaper readership is stronger in smaller markets and readership increases with age.

Weekly Reach of Community Newspapers (18+)

Total Canada Population Under 100,000 58% 56% 53% 49% 48% 49% 41% 40% 37% 31%

Adults 18+ . Millennials Gen X Boomers Greatest Gen (1982-2001) (1965-1981) (1945-1965) (1945-Earlier) Source: Vividata Winter 2020 Study 22 Base: Total Canada 18+, Read a Community Newspaper (Print/Digital) in the Past Week 1 in 3 Canadians receive flyers/inserts from a Community Newspaper.

Method of Receiving Flyers/Inserts (18+)

50% 39% 33% 31% 25% 14% 12% 11% 8% Unaddressed Addressed Via E-Mail Community Online (via Daily At Your Local In an App With Mail - to your Mail Newspaper website) Newspaper Retail Store Magazines door

Source: Vividata Winter 2020 Study 23 Base: Total Canada 18+; How Currently Receive Flyers/Inserts Community Newspaper readers use flyers/inserts to plan their purchase on… Community Newspaper Readers – Past Week (18+) FLYER/INSERTS USED TO PLAN PURCHASE OF: Groceries (105) 79% Entertainment/Restaurants (106) 63% Health Care or Personal Care Items (106) 61% Clothing and Accessories (107) 59% Home Improvement Products and Services (112) 49% Home Furnishings (107) 49% Home Entertainment Items (108) 47% Appliances or Furniture (108) 46% Computer Hardware/Software (105) 45% Wireless Products (Cell Phones/Smartphones) (108) 42% Sports Equipment (109) 25% Investments or Banking Services (109) 22% Fitness Clubs (102) 12%

Source: Vividata Winter 2020 Study 24 Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week; Use Flyers to Plan/Purchase Frequently/Sometimes Community Newspaper readers are more interested in local news.

Sections Read in a Community Newspaper, Print/Digital Past Week (18+)

Local News 97%

Crime 83%

Entertainment 82%

Opinion 81%

Real Estate 67%

Sports 60%

Source: Vividata Winter 2020 Study Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week VIVIDATA PROVIDES A COMPLETE MEDIA PROFILE NEWSPAPER MAGAZINE RADIO

INTERNET/SOCIAL TELEVISION OUT OF HOME Determine Cross-Media reach with Vividata.

30 Internet

25 TV

20 Mobile Social Media 15 Radio 10 Newspaper

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

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

% of Canadians (18+) Exposed in the Past Week Source: Vividata Winter 2020 Study 27 Base: Respondents aged 18+, Past week reach by media, weekly time spent by media ATTITUDES TOWARD MEDIA SEGMENTS

% of Canadian Adults: TV is their most preferred and trusted source for news ALWAYS ON and information. 22%

Newspaper websites and apps provide them the most in- DIGITAL CONTENT CONSCIOUS depth perspective on the news. 21%

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

While more likely to consume traditional media, they do MEDIA INDIFFERENT not rely on any media to stay informed. 15%

Use all media to stay informed, but question accuracy of MEDIA OBSESSIVE news presented online and through social media. 13%

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

Source: Vividata Winter 2020 Study 28 Base: Respondents aged 18+, Attitude Towards Media Segments