National Post ABC Consolidated Media Report - Mar 2012

8/2/2019 National Post ABC Consolidated Media Report - Mar 2012

1/11

TOTALNATIONAL POST

NETWORK(See Notes #1)

10,795,235

Report for March 2012

01-5564-0

See each paragraph for specific

data measurement period

DIGITAL EDITION


2/11

National Post, Toronto, ON Page #2

Report for March 2012

PRODUCT FREQUENCY/CIRCULATION

National PostPrint: Sat

AvgMon-Fri Mon Tue Wed Thu Fri

AVERAGE PAID CIRCULATION 149,566 131,519 130,311 127,941 129,491 128,190 141,437

AVERAGE NON-PAID CIRCULATION 1,690 2,129 2,315 2,070 2,100 2,103 2,153

TOTAL AVERAGE PRINT CIRCULATION 151,256 133,648 132,626 130,011 131,591 130,293 143,590

Digital Editions:



TOTAL AVERAGE DIGITAL CIRCULATION 34,224 25,906 32,659 25,653 24,810 24,875 24,867

TOTAL AVERAGE CIRCULATION 185,480 159,554 165,285 155,664 156,401 155,168 168,457

Subject to Audit for six months en ded September 30, 2011.

PRODUCT KEY NUMBERS MOST RECENT TIMING

Print:

Financial Post Magazine

TOTAL AVERAGE CIRCULATION 162,633 per issue 6 months ended December 31, 2011Subject to Audit

Digital:www.nationalpost.com

average monthly page views 18,193,073 monthly 3 months ended February 29, 2012

average monthly unique browsers 5,012,057 monthly 3 months ended February 29, 2012

www.financialpost.com



FP Network:Print:

Avg. Sat 659,451 daily 6 months ended September 30, 2011

Avg. M-F 615,661 daily 6 months ended September 30, 2011

Subject to Audit

Digital: Financialpost.com Networkaverage monthly page views 10,501,883 monthly 3 months ended February 29, 2012


Social Media:Twitter Followers (Total) 261,376 total At March 8, 2012

FaceBook Likes (Total) 17,119 total At March 8, 2012foursquare Followers 67,729 total At March 8, 2012

Tumblr Followers (total) 27,337 total At March 8, 2012

Google+ Circles Members (total) 1,899 total At March 8, 2012

Instagram Following 3,499 total At March 8, 2012

Pinterest Following 439 total At March 8, 2012

Newsletters (Average Net Delivery)NP Top Stories 4,479 per issue Month of February 2012

FP Top Stories 3,459 per issue Month of February 2012

FP Summary 1,460 per issue Month of February 2012

FP Marketing 2,782 per issue Month of February 2012

FP Small Business 776 per issue Month of February 2012

Mobile:m.nationalpost.com


average monthly unique browsers 870,065 monthly 3 months ended February 29, 2012

m.financialpost.com

average monthly page views 388,764 monthly 3 months ended February 29, 2012


Apps:National Post (downloads) 245,302 to date 12/20/2010 thru 03/08/2012

Tablets, smartphones and other mobile devices

Financial Post Magazine (downloads) 18,223 to date 01/10/2011 thru 03/08/2012

Tablets

DIGITAL EDITION


3/11


Print: National PostBuilt on the history and reputation of the Financial Post,the National Post newspaper is the brands flagship print product.

With national and Toronto editions published Monday to

Saturday.

National Post

Digital EditionA full-featured digital version of the National Post print

package with all the stories, photos and artwork intact.

The interface lets you flip through the pages just

like a newspaper, or conduct custom

searches and share articles with friends.


Print: SatAvg

Mon-Fri Mon Tue Wed Thu Fri

National Post



TOTAL AVERAGE PRINT CIRCULATION 151,256 133,648 132,626 130,011 131,591 130,293 143,590

Subject to Audit for s ix months ended September 30, 2011.


Digital Edition: SatAvg

Mon-Fri Mon Tue Wed Thu Fri

National Post



TOTAL AVERAGE DIGITAL CIRCULATION 34,224 25,906 32,659 25,653 24,810 24,875 24,867

Subject to Audit for s ix months ended September 30, 2011.


4/11


Print: Financial Post MagazineA business-focused publication targeting top managers,

executives, entrepreneurs, investors and other members of

Canadas business elite. It features popular annual themed

issues like CEO of the Year and the FP500.

Digital: nationalpost.com& financialpost.comThese digital destinations bring the Posts tradition of

reporting and design online. The websites include

breaking news, feature stories, specialty resources and

social sharing tools.

NATIONAL POST


Print:

Financial Post Magazine

Delivered with National Post 150,523 per issue 6 months ended December 31, 2011

Non-Paid Bulk 12,110 per issue 6 months ended December 31, 2011

AVERAGE TOTAL CIRCULATION 162,633 per issue 6 months ended December 31, 2011

Subject to Audit


Digital:

www.nationalpost.com



www.financialpost.com



(See Notes #2)


5/11


FP Network:By taking advantage of the Postmedia Network of major metro

daily newspaper print editions and websites, Financial Postcontent can be extended into local markets across the country

reaching more readers. Financial Post powers a significant

portion of content on the business pages of these sites, with

clearly branded sections focusing on national and international

business news, small business and personal finance.


FP Network:

Print:

Avg. Sat 659,451 daily 6 months ended September 30, 2011

Avg. M-F 615,661 daily 6 months ended September 30, 2011Subject to Audit(See Notes #3)

Digital: Financialpost.com Network



(See Notes #2)


6/11


Social Media: Twitter, Facebook,

foursquare, Tumblr, Google+,Instagram, PinterestSocial media channels are a crucial part of the relationship

between National Post and Financial Post and its audience.

These channels not only expose users to the Posts other digital

properties, but serve as content streams in and of themselves.

Newsletters: NP Top Stories,FP Top Stories, FP Summary,

FP Marketing, FP Small Business

NATIONAL POST


Social Media:

Twitter Followers (Total) 261,376 total At March 8, 2012

FaceBook Likes (Total) 17,119 total At March 8, 2012

foursquare Followers 67,729 total At March 8, 2012

Tumblr Followers 27,337 total At March 8, 2012

Google+ Circles Members (Total) 1,899 total At March 8, 2012

Instagram Following 3,499 total At March 8, 2012

Pinterest Following 439 total At March 8, 2012

(See Notes #4)


Newsletters (Average Net Delivery):

NP Top Stories 4,479 per issue Month of February 2012

FP Top Stories 3,459 per issue Month of February 2012

FP Summary 1,460 per issue Month of February 2012

FP Marketing 2,782 per issue Month of February 2012

FP Small Business 776 per issue Month of February 2012

(See Notes #5)

Registered users can subscribe to a multitude of National Post and

Financial Post e-mail newsletter products, providing a regularly

delivered overview of the top news in key categories, with live

links and integrated navigation.


7/11


Mobile: m.nationalpost.com &

m.financialpost.com

Apps: National Post &Financial Post Magazine

NATIONAL POST


Mobile:

m.nationalpost.com



m.financialpost.com

average monthly page views 388,764 monthly 3 months ended February 29, 2012


(See Notes #2)


National Post (downloads) 245,302 to date 12/20/2010 thru 03/08/2012Tablets, smartphones and other mobile devices

Financial Post Magazine (downloads) 18,223 to date 01/10/2011 thru 03/08/2012Tablets

(See Notes #6)

For readers who access National Post and Financial Post mobile

websites via enabled devices such as smartphone, these website

products are offered in a format optimized for the smaller screen.

Featuring a full site search and surfacing a multitude of content,

this has been one of the The Posts fastest growing products and is

the entry point for most users who employ the 2D-barcode

program to reach the digital presence from the newspaper product.

National Post app is the flagship app product, available as a single

download product for tablets, smartphones and other mobile

devices. Updated live throughout the day, it provides a best-of

look at National Post and Financial Post in a native-app design.

The Financial Post Magazine app, also available for download,

takes the offline magazine product and makes it tablet-friendly,

with added features such as video to enhance the experience.


8/11


General Explanatory:

National Post:

Period covered in this report: Six months ended September 30, 2011.

Non-Publishing Days:

Sat: None.

Mon: April 25, 2011; May 23, 2011; June 27, 2011; July 4, 2011; July 11, 2011; July 18, 2011; July 25, 2011; August 1, 2011; August 8, 2011; August 15, 2011; August 22,

2011; August 29, 2011; September 5, 2011.

Tue: None.

Wed: None.

Thu: None.

Fri: April 22, 2011; July 1, 2011.

Latest Released Audit Report Issued for 12 months ended September 30, 2011.

For additional circulation information, please see the September 2011 ABC Publishers Statement for The National Post (ABC member number 01-5564-0)

Returns policy: Fully Returnable.

Financial Post Magazine:

Field Served: A business magazine aimed at a general consumer audience.

Published by National Post Inc.

Issues covered in this report: Six months ended December 31, 2011.For additional circulation information, please see the December 2011 ABC Publishers Statement for Financial Post Magazine (ABC member number 04-1446-7)

Notes #1

No attempt was made to eliminate duplication across products. Total National Post Network represents the following media products reported within this Consolidated Media

Report: National Post circulation avg. Mon-Fri, Financial Post Non-Paid Bulk, nationalpost.com, and financialpost.com average monthly unique browsers, Newsletters (NP

Top Stories, FP Top Stories, FP Summary, FP Marketing, FP Small Business) average net delivery, m.nationalpost.com and m.financialpost.com average monthly unique

browsers, FP Network print avg. Mon-Fri, Financialpost.com Network average monthly unique browsers.

Notes #2

Unique Browsers & Page Views

Unique Browser: A unique and valid identifier. Sites may use (i) IP+User-Agent and/or (ii) Cookie. This metric measures each browser, it does not measure a person.

Counting of Unique Browsers may overstate or understate the number or individual devices concerned due to factors such as dynamic IP address allocation, significant

levels of uniformity in IP and browser combinations operating through a proxy, cookie blocking and deletion.

Page Views: The combination of one or more files presented to a viewer as a single document as a result of a single request received by the server.Monthly Totals (Page Views and Unique Browsers)

Domains (URL Patterns) included in the total Page Views & Unique Browsers:

www.nationalpost.com: arts.nationalpost.com, citylife.nationalpost.com, fullcomment.nationalpost.com, life.nationalpost.com, nationalpost.stats.com,

news.nationalpost.com, sports.nationalpost.com, www.nationalpost.com

www.financialpost.com: business.financialpost.com, opinion.financialpost.com, www.financialpost.com

m.nationalpost.com: www.nationalpost.com/m/*

m.financialpost.com: www.financialpost/m/*

Financial Post Network: *.calgaryherald.com/business/*,*.canada.com/business*, *.edmontonjournal.com/business/*, *.financialpost.com*, *.leaderpost.com/business/*,

*.montrealgazette.com/business/*, *.ottawacitizen.com/business/*, *.theprovince.com/business/*, *.thestarphoenix.com/business/*, *.vancouversun.com/business/*,

*.windsorstar.com/business/*

NATIONAL POST

December 2011 January 2012 February 2012

Unique Browsers Page Views Unique Browsers Page Views Unique Browsers Page Views

www.nationalpost.com 4,417,070 16,042,597 5,377,989 19,937,628 5,241,113 18,598,994

www.financialpost.com 1,049,189 4,582,035 1,176,076 5,277,538 1,073,202 4,869,767

m.nationalpost.com 715,657 1,860,405 961,433 2,442,963 933,105 2,324,760

m.financialpost.com 83,549 361,496 109,251 413,117 97,756 391,680

Financial Post Network 2,835,880 9,631,902 3,073,210 11,477,686 2,840,382 10,396,061


9/11


Notes #3 FP Network

Print

This represents the average of the following metropolitan newspapers containing the Financial Post Market pages. In addition, Financial Post editorial pages may have

appeared. Financial Post Market appeared Tue - Sat. Circulation represents the six months ending September 30, 2011 print and NIE digital distribution of Financial Post

Market page distribution.

Notes #4 (Social Media)

Avg. Sat Avg M-F

The Vancouver Sun 183,887 155,497

Calgary Herald 64,717 67,520

Edmonton Journal 101,136 99,241

Leader Post 44,459 42,406

The Star Phoenix 52,269 50,403

Ottawa Citizen 113,723 114,075

The Gazette 99,260 86,519

TOTAL 659,451 615,661

Twitter Followers as of March 8, 2012

(feed) (URL) Followers

National Post Branded FeedsNational Post twitter.com/nationalpost 43,480

National Post Books twitter.com/#!/npbooks 9,478

Financial Post twitter.com/financialpost 7,211

Posted Toronto twitter.com/#!/postedtoronto 6,839

National Post Politics twitter.com/nppolitics 6,048

Financial Post Investing twitter.com/fpinvesting 4,922

National Post Full Comment twitter.com/fullcomment 4,873

National Post TheAmpersand

twitter.com/nparts 4,640

National Post Appetizer twitter.com/theappetizer 2,883

National Post City Hall twitter.com/NPHallMonitor 2,573

Financial Post Legal Post twitter.com/legalpost 2,491

National Post Sports twitter.com/npsport 2,361

Financial Post Tech Desk twitter.com/fptechdesk 1,782

Financial Post Blogs twitter.com/fpblogs 1,775

Financial Post Comment twitter.com/fpcomment 1,747

Financial P ost Entrepreneur twitter.com/fpentrepreneur 907

National Post Holy Post twitter.com/holypost 821

NP Running twitter.com/NP_RunningBen 546

National Post Health twitter.com/nphealth 426

NP Traveller twitter.com/#!/nptraveller 197

NP Photos twitter.com/#!/NP_Photos 174

National Post Life twitter.com/#!/nplife 167

National Post Editors twitter.com/npeditors 116

National Post Homes twitter.com/#!/posthomes 94

FP Personal Finance twitter.com/#!/FPpersonal_fin 58

FP Energy twitter.com/#!/FPEnergy 57

NP Driving twitter.com/#!/npdriving 37

Top Ten National & Financial Post Staff Feeds

Jonathan Chevreau twitter.com/#!/JonChevreau 68,684

Andrew Coyne twitter.com/acoyne 26,860

Bruce Arthur twitter.com/#!/bruce_arthur 18,918

Shinan Govani twitter.com/#!/shinangovani 10,423

John Ivison twitter.com/#!/IvisonJ 5,987

Nathalie Atkinson twitter.com/#!/NathAt 5,420

Matt Hartley twitter.com/#!/thehartley 5,280

John Lott twitter.com/lottonbaseball 5,205

Steve Murray twitter.com/#!/Npsteve 4,434

Chris Selley twitter.com/#!/cselley 3,462

Facebook Likes as of March 8, 2012

(site) (URL) People like this

National Post www.facebook.com/NationalPost 11,285Financial Post www.facebook.com/Financ ialPost 4,076

Financial Post PersonalFinance

www.facebook.com/FPPersonalFinance

672

National Post Running www.facebook.com/pages/National-Post-Running/

495

Financial Post Entrepreneur www.facebook.com/FPEntrepreneur

407

Financial Post Magazine www.facebook.com/pages/Financial-Post-Magazine/

184

foursquare Followers as of March 8, 2012

(site) (URL) Followers

National Post foursquare.com/nationalpost 67,729

tumblr Followers as of March 8, 2012


National Post nationalpost.tumblr.com/ 22,984National Post Sports nationalpostsports.tumblr.com/

Sports3,951

NP Arts http://nparts.tumblr.com/ 402

Google+ Circles Members as of March 8, 2012

(site) (URL) Have In Circle

National Post plus.google.com/b/*/ #105986449921389641226/

1,246

Financial Post plus.google.com/*/ #108203735864152511987/

653

Instagram Following as of March 8, 2012


National Post web.stagram.com/search/ nationalpost/

3,499

Pinterest Following as of March 8, 2012(site) (URL) Followers

National Post pinterest.com/nationalpost/ 439


10/11


Notes #4 (Social Media) (Continued)

Facebook: People like this:

Facebook is a social networking website that is operated and privately owned by Facebook Inc. The number of likes as of March 8, 2012 are the number of individual

Facebook profiles that have signed onto Facebook pages created and maintained by The National Post and/or Financial Post. likes may allow content from these Facebook

Pages to be displayed on their personal News Feed tab. There may be duplication of users between the accounts reported.

Twitter Followers:

Twitter is a real-time short messaging service that works over multiple networks and devices. Followers are registered users of Twitter who receive one of the National Post's

or Financial Post's associated tweets on their personal twitter account pages. (A tweet consists of a text message of 140 characters or less.) The number represented in

this report is the total followers of the tweets and may contain individuals that subscribe to multiple feeds.

foursquare Followers:

foursquare is a location-based mobile and web based platform. By checking in via a smartphone app or SMS, users share their location with friends while collecting points

and virtual badges. Foursquare Pages are your custom homepage on foursquare, the epicenter o f all brand engagement. Your fans can follow the Page, allowing them to

see Tips, Stories and Breaking News Alerts from the National Post.

tumblr Followers:

tumblr is a microblogging platform that allows users to post text, images, videos, links, quotes and audio to their tumblelog, a short-form blog. Users can follow other users

and allow entries from the National Post Page Appear on their personal Tumblr pages. There may be duplication of users between the accounts reported.

Google+ Circles Members:

Google+ Have in Circle are Google+ users who have chosen to allow the National Post and Financial Post content on Google+ to be shared on their personal pages withinthe service. There may be duplication of users between the accounts reported.

Instagram Following:

Instagram is an app for iPhone, iPod touch, and iPad that allows users to share pictures within the Instagram community. The number of followers are users who have the

ability to follow a feed of photos from the National Post on their IOS Devices.

Pinterest Following:

Pinterest is a Social Network that allows users to share and organize content on their browsers. Once someone follows another Pinterest user, they can then choose to

display National Post content on their personal Pinterest page.

Notes #5 (Newsletters)

The newsletters are topic specific products that are opt-in and distributed via email to subscribers. This figure represents an average number of delivers for the month ofFebruary 2012.

Net Distribution: The Newsletters from a given mailing that reached the subscribers email delivery server with a positive status code response received in return. Calculatedby subtracting undelivered messages from sent messages.

Gross Sends: The total number of messages deployed for any mailing less test and internal email addresses.

Undelivered: Messages that did not reach a subscriber due to any of several reasons, including invalid or expired email address, temporary server problems or unsubscribeactions. (Includes both hard and soft bounces.)

Notes #6 (Apps)

The figures reported represent the total number of unique accounts that downloaded the National Post and/or the Financial Post app from each respective launch date thruMarch 8, 2012.

Issues Gross Sends Undeliverable Net Delivery

NP Top Stories 24 4,542 -63 4,479

FP Top Stories 29 3,484 -25 3,459

FP Summary 25 1,470 -10 1,460

FP Marketing 4 2,916 -134 2,782

FP Small Business 5 781 -5 776


11/11

National Post Toronto ON Page #11

To Members of the Audit Bureau of Circulations:

Data annotated as 'subject to audit' represent items reported on the most recent ABC member's Publisher's Statement and will be verifiedat the next scheduled audit period.

Other data have been examined in accordance with the Bureau's Bylaws and Rules, and included such tests and other audit proceduresas we considered necessary under the circumstances.

In our opinion, the other data items contained in this report are fairly stated in all respects material to the totals reported.

Audit Bureau of Circulations

ADVERTISING CONTACTS:

Douglas Kelly, PublisherTelephone (416) 383-2482 - FAX (416) [email protected]

Maria McDonald, Director, Integrated SalesTelephone (416) 442-5626 - FAX (416) [email protected]

National Post1450 Don Mills Road, Suite 300Toronto, ON M3B 3R5

If you have any questions regarding this report, contact:ABCs Canadian OfficeTelephone (416) 962-5840 - FAX (416) 962-5844151 Bloor St. West, Suite 850Toronto, ON M5S 1S4

NATIONAL POST, published by The National Post Inc., 300-1450 Don Mills Road, Don Mills, ON M3B 3R5 National Post, Toronto, ONPage #11 - #228874 - 18301 - 744

March 2012 01-5564-0Copyright 2012 Audit Bureau of Circulations. All rights reserved.

151 Bloor Street West, Ste. 850, Toronto, ON M5S 1S4 - (416) 962-5840 - FAX: (416) 962-5844 - www.accessabc.ca

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National Post ABC Consolidated Media Report - Mar 2012

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