MEDIA KIT 2016 about us Giving Canadians a deeper knowledge of their country — its people and places, its natural and cultural heritage and its environmental, social and economic challenges Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all platforms Pillars Photography • Adventure • Exploration Wildlife • Travel • Current issues Reader Profile Canadian Geographic reaches affluent, influential decision-makers, highly engaged with their communities and passionate about Canada and the world beyond Reach Canadian Geographic is the third-highest reaching publication in Canada and the second-highest reaching magazine brand digitally of adults 18+ PREVIOUS PAGE, CLOCKWISE FROM TOP: ERIK BOOMER, CANADIAN GEOGRAPHIC APRIL 2014; JESSICA FINN/CAN GEO STAFF; JASON FULFORD/CAN GEO; CHRIS MACDONALD/CAN GEO PHOTO CLUB, CANADIAN GEOGRAPHIC BEST WILDLIFE PHOTOGRAPHY 2016; JESSICA FINN/CAN GEO STAFF; NICK HAWKINS/CAN GEO; SARAH MCNAIR-LANDRY, CANADIAN GEOGRAPHIC APRIL 2014; SIMON BOLYN/CAN GEO PHOTO CLUB, CANADIAN GEOGRAPHIC BIRDS PHOTOGRAPHY 2015. THIS PAGE: NICK HAWKINS/CAN GEO about us Giving Canadians a deeper knowledge of their country — its people and places, its natural and cultural heritage and its environmental, social and economic challenges The Royal Canadian Geographical Society Ð Founded in 1929 by geologist Charles Camsell with a Ð Maintains a wide range of education, research and mandate of “making Canada better known to Canadians exploration programs: and to the world” Ì Canadian Geographic Education Ð Largest not-for-profit educational organization in the country with more than 160,000 members and a network Ì Ground-breaking Giant Floor Map program of 16,000 educators Ì The Canadian Geographic Challenge with more than Ð Multi-platform content creator with a reputation for 60,000 participants from over 600 schools in 2015 authoritative, fair and balanced journalism Ì Annual research grants for university students Ð Publisher of Canadian Geographic, Canadian Geographic Ì Annual grants for expeditions and exploration Travel and Géographica magazines, Canadian Geographic Atlas of Canada, Canadian Geographic special interest Ì Public lectures in major Canadian cities publications and the Canadian Atlas Online Ì Stakeholder forums across Canada Ð College of Fellows brings together individuals who Ì Annual fundraising Dinner of the College of Fellows support the Society’s mandate and are passionate about geography PAUL COLANGELO/CAN GEO COLANGELO/CAN PAUL content platformsabout us A powerful premium brand that reflects values widely shared by Canadians and that exists on multiple print and digital platforms Canadian Geographic Ð Award-winning journalism focused on Canada and its cultural and natural heritage since 1930. Ð Long rated Canada’s most interesting magazine Ð Canada’s third-most read magazine, with 3.173 million readers per issue (Vividata, Fall 2015). Ð Renowned for its storytelling, photography and cartography. Géographica Ð French-language companion title to Canadian Geographic magazine. Ð Distributed to higher demographics (education, income) across Quebec. Ð Tailored content and page count. Ð Recognized voice in Quebec since 1997. Canadian Geographic Travel Ð Published quarterly since 2006. Ð Focuses on Canadian tourism and places Canadians like to visit. Ð Builds on Can Geo readers’ interests in travel, exploration and discovery. Ð Recipient of numerous journalism and travel industry awards. Ð Complemented by the Can Geo Travel Club site: travelclub.canadiangeographic.ca SIMON BOLYN/CAN GEO PHOTO CLUB, CANADIAN GEOGRAPHIC BIRDS PHOTOGRAPHY 2015 PHOTOGRAPHY BIRDS GEOGRAPHIC CANADIAN CLUB, PHOTO GEO BOLYN/CAN SIMON content platformsabout us A powerful premium brand that reflects values widely shared by Canadians and that exists on multiple print and digital platforms Digital Special interest publications Ð 2nd highest digital reach in Canada. Ð Showcases the work of Canadian Geographic’s photography community. Ð New and unique content posted daily, expanding on the magazine’s reputation Ð Annual wildlife issue. for storytelling and photography. Ð Themed issues linked to Can Geo Photo Ð CanadianGeographic.ca acts as a Club contests. portal for all Canadian Geographic Ð Available on newsstands everywhere and RCGS content. in Canada and online worldwide. Ð Rapidly expanding social media presence: Facebook, Twitter, Instagram, Google+, YouTube, Pinterest. Ð Full-time social media editor. Ð E-newsletters and digital editions. CHRIS BRACKLEY/CAN GEO BRACKLEY/CAN CHRIS our audience Canadian Geographic’s monthly brand universe 3,662,000+ readers/viewers per month Canadian Geographic Rated number one for reader interest Print Website activity Facebook 19,745 250,000 unique visitors monthly Change 3,173,000 readers per issue Twitter 18,222 E-newsletters 60,000 emails sent monthly Digital media Instagram 11,196 1,341,000 Social media viewers per month 50,339 followers Google+ 1,180 Additional reach Can Geo Education Can Geo Photo Club 16,000 75,485 members members PAUL COLANGELO/CAN GEO COLANGELO/CAN PAUL our audience Source: Vividata, Fall 2015, 18+, total Canada DEMOGRAPHICS Reach Composition EMPLOYMENT Reach Composition Adults 18+ 3,321,000 100% Broad white collar 1,216,000 37% Male 1,658,000 50% (including MOPEs) Female 1,664,000 50% MOPEs 841,000 25% Couple/adults with 1,486,000 45% children at home ACTIVITIES Reach Composition Camping 786,000 26% EDUCATION Reach Composition Hiking/walking 1,809,000 59% University/other non- Bike riding 836,000 27% 2,212,000 67% university certificate+ Photography 967,000 32% Bachelor Degree+ 1,112,000 34% Skiing 341,000 11% Golf 531,000 17% Gardening 1,327,000 43% INCOME Reach Composition Entertaining at home 1,554,000 57% HHI $60,000+ 1,793,000 54% Building/woodworking 526,000 17% HHI $75,000+ 1,403,000 42% Hunting 142,000 5% HHI $100,000+ 981,000 30% Canoeing 379,000 12% HHI $150,000+ 380,000 11% Powerboating 329,000 11% HHI $200,000+ 158,000 5% RICHARD HARTMIER/CAN GEO HARTMIER/CAN RICHARD our audience Source: Vividata, Fall 2015, 18+, total Canada TRAVEL Reach Composition LIFESTYLE Reach Composition 1+ vacation trips Principal grocery 1,942,000 59% 2,643,000 80% in Canada* shopper 2+ vacation trips Drink 3+ glasses 1,543,000 47% 503,000 17% in Canada* of wine** Vacation travel outside Drink 3+ glasses 1,569,000 47% 1,239,000 41% Canada in past year of spirits/liquor*** Vacation travel out- Drink 6+ glasses 1,045,000 32% 685,000 23% side Canada of spirits/liquor*** * in past year Owns home 2,527,000 76% REGIONALITY Reach Composition Eastern Canada 1,986,000 60% ** in past week *** in past month Western Canada 1,336,000 40% Atlantic Provinces 255,000 8% URBAN Reach Composition Quebec 312,000 9% Ontario 1,419,000 43% Toronto GTA 581,000 18% Prairies 733,000 22% British Columbia 602,000 18% Vancouver GTA 253,000 8% TARGET DEMOS Reach Composition VECTOM markets: Adults 18-24 years 350,000 11% Vancouver, Edmonton, 1,476,000 44% Adults 25-34 years 551,000 17% Calgary, Toronto, Adults 35-49 years 732,000 22% Ottawa and Montreal Adults 50-64 years 876,000 26% Toronto, Vancouver, 1,022,000 31% Adults 18-34 years 901,000 27% Montreal Adults 18-49 years 1,633,000 49% Urban 1,993,000 60% Adults 25-54 years 1,615,000 49% (cities over 100,000) PAUL COLANGELO/CAN GEO COLANGELO/CAN PAUL lineup The 2016 Canadian Geographic editorial lineup JANUARY/FEBRUARY 2016 APRIL 2016 JUNE 2016 EXPEDITIONS ISSUE CLIMATE CHANGE Close: December 2, 2015 In market: January 4, 2016 Close: February 24, 2016 In market: March 16, 2016 Close: April 20, 2016 In market: May 11, 2016 Pass it on Grizzly land Waterpower Renowned Inuit historian Louie Kamookak takes Inuit British Columbia’s Khutzeymateen Provincial Park is an Canada is a world leader in hydropower generation youth to sites related to the ill-fated Sir John Franklin undisturbed estuary of rugged peaks, valley wetlands and the power source provides a majority of the expedition to pass on oral histories of his people and old growth forests. It’s renowned as one of the electricity in our country. Canadian Geographic hits our related to the tragedy — traditions which proved best spots in the world for seeing grizzlies in their waterways to explore just what waterpower means to critical in the 2014 discovery of Franklin’s HMS Erebus. natural habitat. our nation. Celebrating geography Exploring Arctic awareness A collection of mini profiles of the winners of the 2015 Much of Canada’s vast backcountry still remains The Canadian High Arctic Research Station represents Royal Canadian Geographical Society awards. virtually untouched or rarely explored. Canadian a new frontier for global polar science and Canada’s Geographic presents the stories of groundbreaking commitment to the North. The first of an exclusive Tasting the lifestyle of the coureur des bois national expeditions funded by The Royal Canadian three-part series behind-the-scenes developments of Canadian Ski Marathon, the oldest and longest Nordic Geographical Society in 2015. the emerging facility. Ski tour in North America. Making a difference End of the ice road A feature profile of the 3M Environmental Innovation This winters stands to be one of the last for the ice Award winner and his/her pioneering innovation. road from Inuvik to Tuktoyaktuk thanks to a new four- season road to be completed in the coming years. An Street view: East Arctic exclusive photo essay celebrating one last trip down First-time images of Torngats National Park, L’Anse the ice road that’s been a key connection for northern aux Meadows, Red Bay, Nain and other eastern Arctic communities. communities. Your Canada, your pictures Shakespearean tragedy Presenting the winning images of Canadian While Stratford, Ontario, is world-renowned for its Geographic’s annual photo competition. Shakespeare Festival, the city also harbours a dark, rusty secret: 19 acres of derelict steel and concrete in Stratford’s core, remnants of the railway business that originally built the city.