Power of Print

8/10/2019 Power of Print

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HOW POWERFUL IS PRINT!

ADVERTISING SUPPLEMENT

Presenting Sponsor

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working Knowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 3

MANAGEMENT

EXECUTIVE PUBLISHER

Richard Elliott 416.764.1570

MANAGER, CUSTOM PUBLISHING

Kate Finlay 416.764.1573

PROJECT CO-ORDINATOR

Jennifer Micallef 416.764.1580

SALES

ASSOCIATE PUBLISHER-SALES

Cathy Fernandes 416.764.1571

ACCOUNT MANAGERS

Carol Eby 416.764.1569

DESIGN

CREATIVE & DESIGN DIRECTOR

Dave Curcio 416.764.1634

[email protected]

GRAPHIC DESIGNER

Jay Dart

PRODUCTION

DIRECTOR, PRODUCTION SERVICES

Lida Kudla 416.764.1589

[email protected]

E-mail addresses, unless otherwise

noted, are:

[email protected]

WWW.MARKETINGMAG.CA

TABLE OF CONTENTS INTRODUCTION: WHY PRINT? 4

WHAT THE RESEARCH SHOWS 5

The Canadian Publishing Landscape 5

Print - The Uninterupted Media 6

Efficiency of Newspaper Advertising 8

Regional Differences 10

Where do Canadians turn for advertising? 10

Where do Canadians turn for de tailed information? 13

Exposure to Advertising 14

What are acceptable types of advertising? 18

auto information 21

Purchase Behaviour and Advertisement 22

The Next Generation of Print Readers 24

Canadian Newspaper Readership 25

SUN MEDIA ADVERTISING SOLUTIONS

Canadian Toy Association 7 Microplay/Jumbo Video 11

CreditXpert Canada Inc. 23

THE CREATIVE POWER OF PRINT! 28

Presenting Sponsor

PoP_3 3/9/05 2:57 PM Page 3


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P rint is different from othermedia, as this handbookshows. It offers advertisers

the opportunity to establish andmaintain a loyal relationship withconsumers that other media cannotmatch. Consider that 85% ofCanadians read a daily newspaperregularly, with 72% of them report-ing that they regularly read commu-nity newspapers. On the magazineside, the numbers are equallyimpressive, with 85% of Canadianssaying that they regularly read mag-azines, the most popular being pub-lications that cover news, hobbiesand fashion. Significantly, researchalso shows Canadians read news-papers and magazines more regu-

larly than they watch television.Given such a strong connection

between Canadians and their pre-ferred print vehicles, it is hardly sur-prising that they offer the advertiseran unmatched opportunity to reachcore reader audiences. But loyaltyshould not bring complacency.Creative needs to capture the voiceand tone of a publication and to

speak directly to its readers, to pro-vide a chance to educate the con-sumer. Print audiences relation-ships with their preferred newspa-pers and magazines mean thatadvertisers can take a tactical standwith their creative, marrying a callto action with the speed to marketof newspapers and magazines.

Print advertising works. A recentstudy found that Canadians weremore likely to consult newspapersthan television and radio combinedif they were looking for advertisingabout such items as appliances,travel and mortgages.

Print is flexible and receptive tothe demands of advertisers. In thelast decade, print owners have

worked diligently to improve thequality of their products withgreater flexibility in all aspects of

their business, to provide moreinnovation, greater levels of cus-tomer service and outstanding fullcolour reproduction. That meansprint, whether newspaper or maga-zine, can assume any role asked ofit.

Almost half of all Canadians,49%, have bought a product thatthey read about in a newspaper,with 55% those aged between 35and 44 the most likely to havebought something they read aboutin a newspaper. However, thepower of print is not restricted tothose in a single age demographic.Canadas children and young peoplealso display the loyalty to print thattheir parents and grandparents

have. A study by the Kaiser FamilyFoundation in the U.S. found that ina typical day almost half of all eightto 18 year olds read magazines andanother third of them typically reada newspaper.

Print isnt passive, but an opt-inmedium, as this handbook shows,and there is nothing more powerfulthan personal choice.

WHY

PRINT?

49% OF CANADIANS HAVE

BOUGHT A PRODUCT THAT

THEY READ ABOUT IN A

NEWSPAPER

4 How Powerful is Print! ADVERTISING SUPPLEMENT working Knowledge



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WHAT THE RESEARCH SHOWS

The Canadian PublishingLandscapeCanadians are very media friendly.The vast majority read daily newspa-pers, community newspapers, andmagazines, as well as watching avariety of television programs, listen-ing to the radio and surfing theInternet. With the changing media

landscape over the last fifty yearsand the explosion of online newschannels and blogs it would not be asurprise if we spent most of our daywith nothing but a screen in front ofour faces. But surprisingly, the printmedia has survived television andthe Internet and is still consumed ona regular basis.

In 2002, the Department ofCanadian Heritage commissionedthe Activities and Motivations Survey(TAMS). While this surveys focuswas on Canadians classified as arts,heritage, or eco tourists, vital reader-ships statistics were also gathered.

In this survey, it was found that85% of Canadians read a daily news-paper regularly. More specifically,75% say they read a weekday edi-tion of newspapers on a regularbasis, while another 73% say theyread the weekend editions. Another

72% say they regularly read com-munity newspapers. Magazine read-ership is quite high as well, as 85%say they read any magazine on a reg-ular basis. Of these, the most popu-lar magazines cover news, hobbiesand fashion.

Regular television viewinghabits are somewhat lower, albeitstill high. Three-quarters of

MAGAZINE TYPE PERCENTAGE WHO READ REGULARLY

ANY MAGAZINE 85%News Magazines 41%Hobby Magazines 35%

Fashion/ Homemaking Magazines 35%Travel Magazines 27%Canadian/ National Geographic 27%Sports magazines 22%General Interest/ City Life Magazines 18%

*SOURCE: Activities and Motivations Survey (TAMS). Department of CanadianHeritage. 2002

PRINT MEDIA READ REGULARLY

* SOURCE: Activities and Motivations Survey (TAMS). Department of CanadianHeritage. 2002

Daily newspapers

Magazines

Weekday editionnewspapers

Weekend editionnewspapers

Communitynewspapers

85%

85%

75%

73%

72%

TELEVISION SHOW/TYPE PERCENTAGE WHO WATCH REGULARLY

Movies 75%Early Evening News 67%Nature Shows 65%Evening Sitcoms 62%Evening Drama 58%Instructional/ Hobby Shows 55%Professional Sports 52%Late Evening News 49%Morning News 34%Daytime Programs on Weekdays 26%

*SOURCE: Activities and Motivations Survey (TAMS). Department of CanadianHeritage. 2002



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Canadians say they watch movieson a regular basis, followed by two-thirds who say they regularly watchthe early evening news, natureshows and evening sitcoms. Asmost Canadians work or go toschool, it is not surprising thatmorning news and daytime, week-day programs are watched theleast regularly.

Print The UninterruptedMediaThe print media continues to be avery powerful advertising tool. Notonly do consumers still enjoy thistraditional type of media reading it

more regularly than they watch tel-evision, they are also morefocussed when reading it.

Hachette Filipacchi Media U.S.sJack Kilger agrees with this.According to the New York Times,Mr. Kilger said research showedthat when people are reading mag-azines, they are unlikely to beusing any other form of media. Butwhen they watch television, listento the radio or wait to downloadsomething from the Internet, theyare more likely to be listening,watching or reading somethingelse at the same time. They arealso likely to be fast-forwardingthrough commercials or deletingpop-up ads that they see as intru-sions. But, he said, magazine read-ers often see ads as part of themagazine. (1)

Unfortunately, many young media

buyers forget that focus is a largepart of media spend. Earl C. Cox,chief executive of Martin Agency,says some media buyers now findnewspapers to be static, inflexibleand hard to buy It doesnt help anythat media buyers are under 30 andtheir focus is elsewhere, mostly onthe Internet.

However, many fans of print

remain, such as the president of

Conde Nast Media Group RichardBeckman. In an interview with B2BMagazine, he explained the rea-sons behind a recent advertisingcampaign for the MagazinePublishers of America. The maga-zine wrote: Beckman said onemessage of the campaign is theattractiveness of magazines toadvertisers in an age when digital

PRINT CONTINUES TO LEADSince 1991, the amount of money spent on advertising in Canada hasrisen consistently and almost every year. Daily newspapers generatedthe most in 2000, with $124 million more than television. Overall, thenet advertising volume for the print media (daily newspapers, commu-nity newspapers, general magazines and trades) was $4,129 million in2000, while that of radio and television was $3,470 million.

MEDIUM 1991 1995 2000AMOUNT IN MILLIONS OF CAD DOLLARS

Television Total 1,616 1,850 2,456National 859 986 1,231Local 357 363 384Network 330 369 444Specialty 70 122 381Infomercial - 10 17

Daily Newspapers Total 2,002 1,900 2,580National 420 399 592 eLocal 1,021 969 1,139Classified 561 532 849 e

Community Newspapers Total 490 579 820 eNational 49 58 110 eLocal 441 521 710 e

Radio Total 741 748 1,014National 168 170 233Local 573 578 781

General Magazines Total 256 316 434

Trade Magazines Total 174 229 295 e

* SOURCE: Snapshot 2002 The Developing Picture of the Canadian Community Newspaper Industry. Canadian Community NewspaperAssociation. 2002. Sources compiled by TVB, with information from:Television: Statistics Canada, CRTC; Daily Newspapers: CNA for Total,estimates for breakdown; Community Newspapers: CCNA/Les Hebdos duQuebec; Radio: Statistics Canada; General Magazine: Magazines Canada;Trade Magazines: Statistics Canada/Industry estimates. e representsIndustry estimates.

WHEN PEOPLE ARE

READING MAGAZINES,THEY ARE UNLIKELY TO BEUSING ANY OTHER FORMOF MEDIA..

continued on page 8



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The ChallengeThe Canadian Toy Association (CTA), anon-profit, member-based organiza-tion founded in 1932, was seeking ameans to communicate directly withparents and children and to reinforce

its position as Canadas nationalauthority on toys. As well, the associ-ation wanted to help promote itsmembers products in the importantpre-holiday season, to increase itsprofile in the media and amongCanadians generally, and to provideCTA members and others with aneconomical means of advertising inthe mass media. Lastly, in addition toproviding added value to its existingmembers, the CTA sought toincrease association membership.

The SolutionWorking with its Sun Media advertis-ing solutions partners, the CTA draft-ed plans to produce a full-colournewspaper supplement that wouldappear in early November in SunMedia weekend papers across thecountry.

The 24-page, tabloid-size supple-

ment, entitled Hot Toys for 2004,featured short descriptions andaccompanying photographs of mem-bers products, along with consumerarticles about the power of play, theevolution of toys, and choosing toysfor safety and play value.

The supplement, designed andedited by Sun Media, was distributedin the companys newspapers in

major cities across Canada. The com-bined circulation of those papers ismore than 1.2 million.

The DetailsWithin the Hot Toys for 2004 sup-plement, the pages featuring mem-bers products were divided into cat-egories arts and crafts, dolls,action figures, etc. and each page

was set up as a Wish List, so thatchildren and parents could use thesupplement as a shopping guide.Member listings were free, providedparticipating members donated 12toys to the CTAs So Kids Can Playcharity toy drive.

The supplement was funded bydisplay advertising purchased by CTAmembers, toy retailers and other

SUN MEDIA ADVERTISING SOLUTIONSCANADIAN TOY ASSOCIATION

Seasonal supplement increases profile, membership and sales


1.2 million copies distributed across Canada



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advertisers interested in reaching afamily readership (Dodge Caravan, forinstance).

In addition to widespread distribu-tion through the Sun Media papers,the supplement was mailed to allCTA members, whether they partici-pated or not, and distributed at theToy Fair and other CTA events. Thesupplement was also designed todrive readers and potential membersto the CTA website.

The ResultsThe Hot Toys promotion was a suc-cess all around. Sun Media helped incoordinating it from concept through

execution and the CTA praised thatturnkey aspect of the project. Thewriting, editing and design of the sup-plement was of a quality that met orsurpassed the expectations of CTA

members and management.Members were also pleased with theCTAs heightened media profile.

By incorporating the Sun supple-ment in its annual Hot Toys promo-tion, participation by CTA memberrose to 68 companies and 120 prod-ucts in 2004, up from 41 membersand 80 products in the previous year.

As a result of the promotion, morethan 1,500 Hot Toys were donated tothe CTAs toy drive.

The CTA was so pleased with itsinaugural supplement, it is planningto use Sun Media supplements as amajor component in its ongoing HotToys for the Holidays campaign. And

this year, the supplement programwill include a French-language versionfor the Quebec market. Once again,all of the details will be handled fromstart to finish by Sun Media.

MORE THAN 1,500 HOTTOYS WERE DONATED TOTHE CTAS TOY DRIVE


video recorders and the do-not-calllist show that people spend mostof their time seeking refuge from amedia onslaught, but not whentheyre reading a magazine. Youcant passively read a magazine.Its an opt-in medium, he said. (2)

In other words, when con-sumers read newspapers or maga-zines, these media types will mostlikely have their undivided atten-tion and therefore will absorb moreof the messages within thosemedia.*SOURCES: (1) Print Media Work to

Convince Advertisers They Still Matter.

Katharine Q. Seelye. New York Times. May

2nd, 2005. (2) Ad Campaigns Tout Powerof Magazines. Sean Callahan. B2B. April 4,

2005.

Efficiency of NewspaperAdvertisingIn 2001, The World Association ofNewspapers (WAN) published alarge-scale study examining theeffectiveness of print advertisement

versus television or radio advertise-ments. This study, using survey dataand case studies from around theglobe, undoubtedly found that, plainand simply, newspaper advertisingworks.

A study from Japan in particularstood out from these findings. Itasked consumers to evaluate dif-ferent types of media based onaccuracy of information, credibilityof content, usefulness for dailylife, broad coverage of events insociety, being an intellectualsource, and providing memorablecontent. In all categories,Japanese consumers rated news-

papers as the number one medi-um, well above any other media.

WAN also found out that oftentimes consumers around the worldwill buy more newspapers to: Find job advertisements Find business advertisements Find automobile advertisements And even private-arty advertise-

ments.

According to WAN, the newspaperworks because the newspaper is: The ultimate portable media Convenient Accessible Disposable, or cutting out arti-

cles/ ads/ sections to keep forfuture reference

Cheap to buy and give away Content rich Review-able.

When comparing general effec-tiveness of advertisements in thedifferent media in the UnitedKingdom, WAN concluded thatbroadcast is an in your face medi-um. The Radio Advertising Bureau

of the UK, in their Wireless Wisdomstudy point to consumers being veryannoyed by some ads (they use theslang expression Gets right uptheir nose, which means veryannoying).

Again, quoting the WAN study: Viewers find advertising on televi-

sion more annoying than in anyother medium.

continued from page 6



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More than half (51 per cent) ofrespondents who watch TVclaimed that they often find theadvertising annoying.

Commercial radio and theInternet fared slightly better with23 and 18 per cent respectively.

Far fewer respondents felt thatadvertising in print media wasannoying, with only 10 per cent ofmagazine readers believing thatadvertising has a negative effecton the medium.

This is important, whilst adver-tisers struggle to develop brandvalues annoying consumers withpoor or unwelcome messages

can often damage the brand. Infact, the Radio AdvertisingBureau state this potential intheir Wireless Wisdom study.Poor broadcast advertising dam-ages the brand because it is dif-ficult to avoid, whilst poor pressadvertising is merely avoided!Some of the case studies used

in the report by WAN are alsoworth mentioning. For example,Specsavers Opticians in theUnited Kingdom wanted to meas-ure the impact press advertise-ment had compared to that ofradio. Over a three-week period,the company found that advertis-ing recall of its brand nameincreased by 31% after the firstweek solely among its print adver-tisement, and another 10% afterthe second week.

Another case study chronicles

the advertisement efforts of theDutch firm CEBUCO. Its ketchupproducts MUTTI had virtually noawareness among the Dutch public,so CEBUCO set out with an adver-tising plan. Over a three-week peri-od, the company marketed its brandby including a total of 10 insertseach in 13 different newspapers.The first insertion was a full two

WHY NEWSPAPERS WORK

*SOURCE: Why Newspaper Advertising? World Association of Newspapers (WAN).2001.

Usefulness

Accurate info

Intellectual

Broad coverage

Memorable

Credibility

NEWSPAPERS TV RADIO MAGAZINES INTERNET

50% 39% 17% 21% 23%

50%

16% 12% 4% 10%

50% 8% 7% 7% 10%

49% 31% 11% 10% 10%

49% 28% 12% 23% 10%

43% 13% 10% 3% 5%


COMPARING RADIO AND PRINT

* SOURCE: Why Newspaper Advertising? World Association of Newspapers(WAN). 20 01.

Week 1

26%

15%

34%

20%

37%

22%

+ 1 0 %

+ 3 1 %

Week 2 Week 3

NEWSPAPERS RADIO

When Specsavers Opticians in the UK com-pared the ad recall values fro print and

radio over a three week period they founddramatic increases on the print values.



10/31

pages and all inserts targeted con-sumers between the ages of 25 and55, who did the grocery shopping.

At the end of this campaign, theresults were as follows: 87% believe they have seen the

ad in a newspaper - 10% on TV(even though the ad neverappeared on TV)

35% believe the ad tells it is qual-ity ketchup.

58% would stop and look at theads, if they see them again

53% would like to try theproduct.But even more amazing was the

effect this campaign had on theretailers, who are, of course, alsonewspaper readers. According toWAN, all of the leading retailerscontacted the importer in the firstweek and the shelf space was morethan doubled. After the print adver-tising campaign, sales of MUTTIKetchup increased by 442%!

Where do Canadians turnto for advertising?Purchasing a product will oftentimes be preceded by seeking outinformation about, and the pros andcons of, this product. Most likely,competing products will also be

researched in some fashion to helpdecide just what the end purchasewill be. The research almost alwaysinvolves some kind of advertising,but where does the consumer findthese ads?

Leger Marketing asked 1,500Canadians which type of mediathey would most likely turn to ifthey were looking for advertising ona variety of products, such as appli-ances, electronics or gadgets, trav-el and mortgages.

We found that when it comesto seeking out advertising for anyproduct category, Canadians willalways turn to newspapers overtelevision and radio combined.This is especially true when theyare looking for advertisements onnew or used cars, groceries andother household products, andelectronics.

While men and women alwayschoose newspapers over television,men are even more likely to do,especially when it comes to elec-tronics, appliances and mortgages.

Women are somewhat morelikely than men to turn to televisionwhen it comes to cars, groceriesand electronics, although men turnto television more often than


REGIONAL DIFFERENCESWhile print advertising unquestionably works, the World Association ofNewspapers did find that media consumption also differs around theworld. What works in one country, does not necessarily work in anoth-er. The graph below shows this difference. The pink lines representnewspaper consumption, while green represents television consump-tion. Radio is blue, cinema is brown and light pink is outdoor media. AsWAN concluded: It seems to suggest a possible link with developedcountries and increased press consumption. It certainly raises doubtabout the use of TV as a first choice media across the globe!

*SOURCE: Why Newspaper Advertising? World Association of Newspapers (WAN).2001.

NEWSPAPERS TV RADIO CINEMA OUTDOOR

Finland

Denmark

Sweden

Malaysia

Switzerland

Poland

Portugal

Romania

Russsia

Cambodia

87% BELIEVE THEYHAVE SEEN THE AD IN ANEWSPAPER 10% ON TV(EVEN THOUGH THE ADNEVER APPEARED ON TV)

continued on page 12



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The ChallengeJumbo Video and Microplay arerelated companies (both are ownedby Jumbo Entertainment Inc.) withvery different target audiences.Jumbo Video, founded in 1987, is

Canadas largest franchise homevideo chain, with 55 locationsacross the country in English mar-kets. It specializes in family-orient-ed home entertainment needs,with an emphasis on video andDVD offerings suitable for kids,adults and both. Recent offeringsinclude Million Dollar Baby, ThePacifier and Bride & Prejudice.

Microplay is in the video gamebusiness and enjoys popularity pri-marily among young male gamers.Recent top rentals include Juiced,Medal of Honor: European Assaultand Destroy All Humans!

Jumbo Video and Microplayshare some store locations, butotherwise have very little in com-mon. The challenge the newerMicroplay faced was to increaseawareness about its products andstore locations among gamers.

Jumbo Video, on the other hand,didnt want to be forgotten in a pro-motional push for Microplay. Howcould the two companies reachtheir individual target audiences?

The SolutionThe answer for both Jumbo Videoand Microplay lay within the pagesof Sun Media newspapers. Their

Sun Media advertising consultantsshowed store executives that thecompanys newspapers had demo-graphics that were a perfect fit forboth Jumbo Video and Microplayproducts.

Sun Media had the young malereadership that Microplay waslooking for and also enjoyed a largefamily component among its audi-ence ideal for Jumbo Video. Notonly that, but Sun Media had a

SUN MEDIA ADVERTISING SOLUTIONSMICROPLAY/JUMBO VIDEO

Strategic ad placement targets select audiences


Regular Video Game feature in the Toronto Suns Showcase section



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women in terms of travel adver-tisements. However, print stillleads in all categories across bothgenders.

Although there are significantdifferences among age groups,

print is still the media type mostoften turned to in all categoriesexcept one. Younger Canadians aremuch more likely to turn to televi-sion for advertisements on anyproduct category. In fact, when 18

to 24-year olds seek out advertise-ments for travel-related productsas well as jewellery, they are morelikely to turn to television than toprint. While this is significant forthis age group, no other age groupchooses television over print moreoften for any product category.

The biggest fans of the printmedia are those between 45 and54, who are more likely than anyother age group to use newspapersover television for most products.

As with many behaviours andattitudes, Canadians in any provincedo things slightly differently thanothers across the country. This isalso true when it comes to types ofmedia used for finding advertising.

Most notably, three in five of thosein the Prairies say they read news-papers for advertisements on cars(60%) and groceries (62%). Usingthe newspaper for grocery ads isvery likely in the Maritimes (57%),while newspapers are the bestchoice for ads on mortgages inOntario (33%).

Television is least used in

WHERE DO THEY TURN FOR ADVERTISING

* SOURCE: Leger Marketing Omnican. 2005. N=1,500

Cars

Groceries

Electronics

Appliances

Travel

Mortgages

Jewellery

NEWSPAPERS TV RADIO OTHER

43%19%

2%42%42%

13%1%

44%40%

17%2%43%

35%12%

1%54%

34%19%

2%42%

28%12%

2%42%

22%14%

2%47%

strategy for going directly afterthose two audience segments.

The Details

What are young male gamersinterested in? You got it: moregames. Sun Media suggested toMicroplay that it had an ideal envi-ronment for Microplay advertisingin the Gaming feature thatappears in the Toronto SunsShowcase section on Sundays.

In Ottawa, London and Winnipeg,Microplays ads alternated betweenthe news and sports sections.

Sun Media advised JumboVideo to place its advertising in the

up-front news area and entertain-ment section of the newspapers.

The Results

After its first ad appeared in SunMedia newspapers, sales atJumbo Video increased by an

astounding 15 per cent. The com-panys creative, which emphasized

special 3rd movie free discountsand the fact that its stores carriedmultiple copies of every new,major release, also drove up storetraffic in most locations.

Microplay also saw an increasein store traffic and overall brandawareness. Where Microplay andJumbo Video shared store loca-tions, both companies benefitted.

There is no doubt that the two-pronged advertising strategy with-in Sun Media newspapers had animmediate and positive effect onsales and profiles for both stores.Executives at Jumbo Video andMicroplay are so pleased, they are

planning new, multiple-insertionsad campaigns for both companies.

WHAT ARE YOUNG MALE

GAMERS INTERESTED IN?

YOU GOT IT:

MORE GAMES.




13/31


British Columbia as a medium foradvertising on cars (14%), elec-tronics (11%), and appliances(7%), but most likely to be usedfor ads on mortgages (17%).Instead, B.C. residents are muchmore likely to turn to newspapersfor appliance ads (41%), as arethose in the Prairies (47%).

Where do Canadians turnto for detailed information?

Newspapers and magazinesrequire more thought and concen-tration than listening to radio,watching television, or surfing theInternet. This means that

Canadians are more accepting ofprint as a source for detailed infor-mation on products. Not only arethey more accepting of it, it alsomeans that they seek out printmedia when they wish to learn.

When Canadians want to find outmore detailed information aboutany given product, they are more

likely to turn to newspapers thanthe broadcast media. Radio is con-sidered to be the least likelysource, and not at all for jewelleryitems, while television is thechoice of less then 10% of the

IF YOU WERE THINKING OF BUYING A PRODUCT,WHICH TYPE OF MEDIA WOULD YOU MOST LIKELY USETO FIND ADVERTISING ON?

ATLANTIC QUEBEC ONTARIO PRAIRIES AB BCPrint TV Print TV Print TV Print TV Print TV Print TV

Cars 40% 20% 40% 19% 38% 19% 60% 20% 51% 22% 48% 14%Groceries 57% 8% 32% 16% 43% 13% 62% 15% 39% 14% 38% 12%Electronics 31% 15% 36% 18% 41% 18% 49% 21% 42% 21% 38% 11%Appliances 35% 9% 28% 16% 35% 12% 47% 15% 35% 10% 41% 7%Travel 37% 24% 29% 17% 36% 17% 37% 23% 38% 20% 33% 22%Mortgages 21% 15% 26% 12% 33% 10% 27% 16% 22% 9% 25% 17%Jewellery 25% 14% 18% 13% 23% 14% 27% 22% 26% 12% 19% 14%

Denotes significant differences within print. Denotes significant differences within television.*SOURCE: Leger Marketing Omnican. 2005. N=1,500


18-24 25-34 35-44 45-54 55-64 65+Print TV Print TV Print TV Print TV Print TV Print TV


Denotes significant differences within print. Denotes significant differences within television.* SOURCE: Leger Marketing Omnican. 2005. N=1,500

THE BIGGEST FANS OF THE

PRINT MEDIA ARE THOSE

BETWEEN 44

AND 54.

IF YOU WERE THINKING OF BUYING A PRODUCT, WHICH TYPE OF MEDIAWOULD YOU MOST LIKELY USE TO FIND ADVERTISING ON?

MEN WOMENPrint TV Print TV

Cars 45% 17% 41% 21%Groceries 42% 10% 41% 16%Electronics 43% 15% 37% 19%Appliances 38% 11% 32% 13%Travel 34% 21% 35% 17%Mortgages 31% 13% 24% 11%Jewellery 21% 14% 23% 15%

Denotes significant differences within print.Denotes significant differences within television.

*SOURCE: Leger Marketing Omnican. 2005. N=1,500



14/31

population.As with advertising, groceries,

cars and electronics top the list fornewspaper listings, although gro-ceries overtake cars to be rankedfirst.

Men and women do not differtoo much in this regard, exceptwhen it comes to items that menmay be more likely to have interestin to start, such as cars and elec-tronics. In these two categories,they are more likely than womento say they would turn to newspa-pers for detailed information.Mortgages are also an area wheremen choose newspapers more

often than women, while womenchoose newspapers for jewelleryinformation more often. Neitherwould turn to television more oftenthan newspapers for any productcategory.

The younger generation is a TVgeneration and it shows. Thosebetween 18 and 24 will turn to tel-evision more often than any otherage group for detailed informationon all product categories, albeitstill less than newspapers.Jewellery is the only exception,where both media fare similarly.

Perhaps because they are morelikely to read newspapers on a reg-ular basis, middle-aged Canadiansare most likely to turn to newspa-pers for product information.

Once again, television does notovertake newspapers for any cate-gory in any of Canadas regions. In

the Prairies, however, using televi-sion for information is somewhatmore usual than anywhere else inthe country. Especially for travel-related products, groceries/ house-hold items and jewellery, those inthe Prairies are more likely to saythey will turn to TV. Half ofMaritimers say they will use news-papers to find out more about gro-

ceries. But these are still signifi-cantly lower than those who turn

to print.

Exposure to AdvertisingCanadians feel that throughout anormal day, they are always or occa-sionally exposed to advertising fromall media. In fact, three-quarters(72%) say they are always exposedto advertising in any given day.Those between the ages of 45 and

IF YOU WERE LOOKING FOR DETAILED INFORMATION ON A PRODUCTSFEATURES OR PRICING, WHICH TYPE OF MEDIA WOULD YOU MOST LIKE-LY TURN TO FOR?

MEN WOMENPrint TV Print TV

Cars 37% 8% 34% 7%

Groceries 40% 5% 39% 6%Electronics 36% 7% 32% 6%Appliances 32% 7% 30% 5%Travel 29% 11% 28% 5%Mortgages 26% 6% 19% 4%Jewellery 17% 7% 20% 6%

Denotes significant differences within print.Denotes significant differences within television.

*SOURCE: Leger Marketing Omnican. 2005. N=1,500

THOSE BETWEEN 18AND 24 WILL TURN TOTELEVISION MOREOFTEN THAN ANYOTHER AGE GROUP FORDETAILED INFORMATIONON ALL PRODUCTCATEGORIES, ALBEIT STILLLESS THAN NEWSPAPERS.

WHERE DO THEY TURN TO FOR DETAILED INFO

* SOURCE: Leger Marketing Omnican. 2005. N=1,500

Groceries

Cars

Electronics

Appliances

Travel

Mortgages

Jewellery

NEWSPAPERS TV RADIO OTHER

39%6%

1%53%

35%8%

1% 55%34%

7%1%

56%31%

6%1%

61%29%

8%2%

56%22%

5%1%

55%19%

7%0%

57%


PoP_14_15 3/9/05 2:49 PM Page 14


15/31

54 are most likely to feel their expo-sure, as 76% say they are alwaysexposed.

Regionally, Maritimers feel theyare less exposed in general than therest of Canada (83%), whileQuebeckers and Prairie residentsare least likely to find they arealways exposed (69% and 68%,respectively).

When comparing this advertis-ing exposure to 10 years ago, it isagreed that Canadians feel more

exposed to advertising now thanthen. Almost no one finds there isless advertisement today. Thosebetween the ages of 35 and 44are most likely to find the amountof advertisement has remainedthe same (17%).

Regionally, Prairie and B.C. resi-dents feel there is even moreadvertisement now than other


18-24 25-34 35-44 45-54 55-64 65+Print TV Print TV Print TV Print TV Print TV Print TV




ATLANTIC QUEBEC ONTARIO PRAIRIES AB BCPrint TV Print TV Print TV Print TV Print TV Print TV



EXPOSURE TO ADS

* SOURCE: Leger Marketing Advertising Saturation Report. 2004.

AllCanadians

18-24 25-34 35-44 45-54 55-64 65+

90%87%

90% 90%93%

87%

88%

10% 11% 10% 9%

6%

11% 11%

EXPOSED NOT EXPOSED


PoP_14_15 3/9/05 2:49 PM Page 15


16/31

W hic h ta rgetwould you

ra the r reac h?Young active consumers or old...

Footnote: NADbank 200 4 Study: Edmonton CMA, Calgary CMA, WinnipegCMA, London CMA, Toronto Sun readership markets, Ottawa-GatineauCMA, Montreal CMA, Quebec City CMA;Sun Network = Edmonton Sun, Calgary Sun, Winnipeg Sun, London FreePress , Toronto Sun, 2 4 hours Toronto, Ottawa Sun, Journal de Montral,24 heures, Journal de QubecCompetitive Dailies = Edmonton Journal, Calgary Herald, Winnipeg FreePress , Toronto Star, Metro Toronto, Ottawa Citizen, La Press e, MtroMontreal, Le Soleil.

% C o m p o s i t i o n

68%56%

Ta rge t : A du lts 18-49

EDMONTON SUN CALGARY SUN WINNIPEG SUN LONDON FREE PRESS TORONTO SUN OTTAWA SUN

JOURNAL DE MONTRAL JOURNAL DE QUBEC 2 4 HOURS 2 4 HEURES

S un N etwork Compe titive Da ilies

For more information,please call 1-877-786-8227 or visit: www.sunmediasales.ca


17/31


Canadians (90% each).Quebeckers, however, are morelikely to say the amount hasremained the same (16%).

What are acceptable typesof advertising?We all know advertising is whatfunds newspapers, magazines,radio and television shows,Internet sites and even peoplespersonal endeavours. Rememberthe man who sold his forehead toadvertising on Ebay? But just howacceptable is all of this advertising?Are Canadians oversaturated withit and cant take anymore or do

they understand the importance ofthis revenue?

A survey with 1,500 Canadiansin 2004 found that about half ofCanadians (51%) do find it accept-able to be exposed to advertise-ments on a daily basis. This is high-est for young people (60% of thoseunder the age of 24), perhapsbecause they have always lived in aworld of ads. As Canadians getolder, however, we do see a steadydecline in this acceptance, with justover one-third (37%) of those overthe age of 65 finding it acceptable.

So if daily exposure to advertis-ing is acceptable to half of the pop-ulation, are there any types ofadvertising that are more accept-able than others? Two years in arow, Leger Marketing askedCanadians if they found the follow-ing types of ads acceptable. Both

years, print advertising in newspa-pers came out on top, with four infive Canadians finding this type ofadvertising more acceptable thanany other. Less traditional forms ofadvertising such as ads on person-al property or cell phones are notfound to be acceptable.

Sneaky and intrusive advertisingis the least acceptable. Only 20%

EXPOSURE TO ADS

* SOURCE: Leger Marketing Advertising Saturation Report. 2004.

AllCanadians

18-24 25-34 35-44 45-54 55-64 65+

86% 90% 88% 81% 87% 85% 87%

MORE SAME AMOUNT LESS

11%

6%

8%

17%

11% 13% 8%

1%0%

2%2%

1% 1% 0%

OVERALL ACCEPTANCE OF DAILY EXPOSURE TO ADS

* SOURCE: Leger Marketing Omnican. 2003 and 2004.

AllCanadians

18-24 25-34 35-44 45-54 55-64 65+

51% 60% 59% 55% 47% 46% 37%



18/31


of Canadians say that celebritiespraising prescription drugs on talkshows without mentioning they arebeing paid for their brand mentionis acceptable, while even fewer

find pop up windows on the inter-net to be acceptable (12%).

Most types of advertisementsare also found to be less accept-able in 2004 than the year prior. Butthe biggest drop in acceptabilitycomes in the form of billboardadvertising along roads and high-ways. Just over half of Canadians(56%) find this acceptable, a

seven-per cent drop since 2003.As mentioned earlier, the most

acceptable form of advertising isprint advertising in newspapers.This is especially true for those

between the ages of 35 and 44(91%). However, as seen in theoverall acceptance of daily expo-sure to advertising, the older therespondent, the less likely she orhe is to find any of these types ofadvertisements acceptable.

Only four per cent of Canadianssay that none of these advertisingmethods are acceptable, most of

MEDIA SATURATION WHAT IS ACCEPTABLE TO CANADIANS

ADVERTISING TECHNIQUE 2003 2004

Print advertising in newspapers 81% 78%Radio advertising 77% 72%Posters on buses or subways 75% 70%Television advertising 72% 68%Billboards along the roads 63% 56%Product placement in television shows 56% 53%Ads in washrooms 46% 47%Banner advertising on the Internet 34% 31%Ads place on personal property, like baby carriages 32% 29%Ads on cell phone displays 25% 20%Famous people appearing on talk shows and praising prescriptiondrugs without mentioning they are paid 20% 20%Pop up windows with advertising on the Internet 17% 12%

*SOURCE: Leger Marketing Omnican. 2003 and 2004.


ADVERTISING TECHNIQUE 18-24 25-34 35-44 45-54 55-64 65+

Print advertising in newspapers 76% 81% 91% 77% 80% 60%Radio advertising 71% 84% 81% 71% 69% 52%Posters on buses or subways 78% 77% 78% 73% 65% 47%Television advertising 70% 73% 76% 69% 66% 51%Ads in subway tunnels 73% 73% 75% 66% 51% 32%Billboards along the roads 72% 67% 62% 54% 46% 34%Product placement in television shows 58% 61% 59% 52% 49% 39%Video monitors in subway cars 62% 62% 57% 51% 39% 19%Ads in washrooms 59% 60% 53% 48% 33% 23%Banner advertising on the Internet 43% 45% 35% 29% 20% 12%Ads place on personal property, like baby carriages 35% 34% 31% 30% 26% 20%

Ads on cell phone displays 32% 23% 21% 20% 16% 10%Famous people appearing on talk shows and praisingprescription drugs without mentioning they are paid 20% 23% 22% 21% 15% 13%Pop up windows with advertising on the Internet 14% 14% 11% 15% 11% 8%


QUEBECKERS AREGENERALLY MOREADVERTISING FRIENDLY,FINDING MOST OF THESE

ADVERTISING METHODSMORE ACCEPTABLETHAN OTHER CANADIANS.



19/31


who are over the age of 65 (12%)and live in Alberta (6%) or BC (7%).

Quebeckers are generally moreadvertising friendly, finding most ofthese advertising methods moreacceptable than other Canadians.This is especially true for adsplaced on personal property like

baby carriages (40%) and evencelebrities endorsing products ontalk shows (27%). Maritimers dis-approve most of advertisements inwashroom, while those in thePrairies disapprove most of ads onpersonal property.


ADVERTISING TECHNIQUE Atlantic Quebec Ontario Prairies Alberta BC

Print advertising in newspapers 72% 79% 79% 78% 75% 81%Radio advertising 65% 75% 75% 66% 70% 68%Posters on buses or subways 68% 72% 71% 65% 64% 74%%Television advertising 65% 69% 69% 71% 66% 63%Ads in subway tunnels 54% 67% 66% 51% 57% 60%Billboards along the roads 45% 58% 59% 61% 54% 49%Product placement in television shows 51% 53% 54% 50% 57% 53%Video monitors in subway cars 40% 53% 52% 42% 39% 49%Ads in washrooms 35% 46% 48% 49% 44% 53%Banner advertising on the Internet 32% 27% 34% 31% 30% 29%Ads place on personal property, like baby carriages 26% 40% 29% 18% 23% 25%Ads on cell phone displays 26% 22% 20% 23% 19% 12%Famous people appearing on talk shows and praisingprescription drugs without mentioning they are paid 25% 27% 17% 18% 20% 12%Pop up windows with advertising on the Internet 15% 15% 12% 12% 9% 7%

GRAPH


72

79 79 7875

81

Newspaper Radio TV Billboards Personal Cellphone Famous Internet property people pop ups

ATLANTIC QUEBEC ONTARIO PRAIRIES ALBERTA BC

65

75 75

6670 68

6569 69 71

6663

45

58 5961

5449

26

40

29

1823 25

2622 20

2319

12

25 27

17 1820

1215 15

12 129 7

THOSE IN THE PRAIRIES

DISAPPROVE MOST OF

ADS ON PERSONAL

PROPERTY.



20/31

WHAT MAKES NEWSPAPERS A GOOD SOURCE

* SOURCE: Auto Information .

Commissioned by Sun Media and

conducted by Leger Marketing. 2004.

Reviews/ratings

Ads/price deals

New technology

Used car articles

Car featuresStyles/models

Whats available

Maintenance

Everything

Reliability

Other

Dont know

40%

37%

33%

16%

11%4%

2%

2%

2%

2%

10%

4%

AUTO INFORMATION

Purchasing a vehicle, may it be new or used, is a tough decision for most people. With so many different man-ufacturers to choose from, Canadians tend to choose between five or more vehicles and three-quarters saythey begin planning a new vehicle acquisition 6 months to a year in advance.

In a study conducted for Sun Media, Leger Marketing surveyed 2,400 Sun Media readers in eight marketsacross Canada to find out just what they drive, when they upgrade and where they go to find information onreplacement vehicles. The survey found that half of Sun Media readers turn to daily newspapers before evenfriends or family when they want to find information on vehicles. Two in five search the Internet and one-quar-ter read magazines. Only one-fifth say they find television to be the best source for automotive information.

In fact, more then one-third of readers said that the most important part of a section they were readingincluded advertising and/or deals. This desire for advertising is almost as prevalent as a desire to learn morethrough reviews/ratings and slightly more than articles on new technology. This is a clear indication that news-papers are valuable to drive prospective car buyers to the section whether they are looking for deals for animmediate purchase or just seeing what is new and upcoming for that future purchase.

BEST SOURCE FOR AUTO INFORMATION

* SOURCE: Auto Information .Commissioned by Sun Media andconducted by Leger Marketing. 2004.

Daily newspapers

Friends/family

Internet

Magazines

TV

Communitynewspapers

Radio

Billboards

Don t know/refuse

50%

48%

39%

25%

21%

7%

5%

4%

4%




21/31


Purchase Behaviour andAdvertisement

Advertising and general awarenessin the media are both very impor-tant factors when it comes to con-sumer purchasing behaviour. Thiscan be most accurately demon-strated through a study done byLeger Marketing with 1,500Canadians, of whom half say theyhave at one time or another pur-chased a product because theyread about it in a newspaper (49%)or saw it on television (46%).

Canadians between 35 and 44are most likely to have purchasedsomething they read about in the

newspaper (55%), whereasyounger ones tend to have boughtsomething because they saw it onTV (58% of those between 18 and24 and 57% of those between 25and 34).

Higher income Canadians (61%)and those with a university educa-tion (57%) are most influenced bywhat they read in the newspaper,

saying they have purchased prod-ucts because of it.

Regionally, there are also somedifferences in purchasing behaviour.

Maritimers are the least influencedby advertising, as over one-third(36%) say they have never pur-chased an item because they saw

HAVE YOU EVER PURCHASED A PRODUCT BECAUSE YOU... ?

*SOURCE: Leger Marketing Omnican. 2005.

40%

51%

47%45%

57%54%

Read about it Saw it in Heard on the Saw a None of in newspapers TV ad radio billboard these

36%

45% 45%

54%

47% 47%

28%

23%

29% 30%31%

26%

14%

26%

21%18%

24%

18%

36%

24%

28%29%

25% 25%

ATLANTIC QUEBEC ONTARIO PRAIRIES ALBERTA WEST

HAVE YOU EVER PURCHASED A PRODUCT BECAUSE YOU... ?

* SOURCE: Leger Marketing Omnican. 2005.

49% 46% 28% 21% 27%

Read about Saw it in Heard on the Saw a None of it in TV ad radio billboard these

newspapers

continued on page 24



22/31


The ChallengeCreditXpert Canada Inc., a companythat offers professional advice andrepresentation to help consumersachieve financial well-being, waslooking for the right print medium in

which to create top-of-mind publicawareness of its services. Its objec-tives included increasing the vol-ume of queries from potentialclients, broadening its client base,educating consumers on the creditconsolidation options available tothem, and positioning CreditXpertCanada as the go-to serviceprovider for those wishing toachieve financial freedom.

The SolutionWorking with Sun Media advertisingconsultants, CreditXpert Canadadetermined that 24 hours Torontowas an ideal environment for anongoing print campaign. The glossycommuter paper reaches youngurbanites on the go, with a reader-ship that is mobile, active and atten-tive. CreditXpert was looking toreach young adults and a remark-

able 79 per cent of 24 hours readersare adults between 18 and 49 yearsof age.

Each day, 24 hours providesinsightful coverage of society, news(local, provincial, international), busi-ness, show business, television andsports. It also invites reader interac-tion and features weekly columnscovering such topics as cars,

employment, health, fashion, travel,movies and technology.

The DetailsThe CreditXpert strategy called for adaily campaign consisting of a page3 banner ad on Mondays and Fridaysand an additional insertion in the

Business Directory Tuesdays toThursdays. The premium positionswould assure heightened aware-ness among the 24 hours audience.

In addition to the ad compo-nent, CreditXpert and Sun Mediadetermined that a weekly columnaddressing issues about credit,

SUN MEDIA ADVERTISING SOLUTIONSCREDITXPERT CANADA INC.

24 hours campaign delivers major increase in sales leads

24 Hours/24 heures: Number 1 free dailies circulated in

Vancouver, Toronto and Montreal



23/31


debt and financial planning wouldbe of benefit to readers and helpto educate them on the choicesavailable to them. The column,with a question-and-answer com-ponent to answer readers ques-tions, is written by the client.CreditXperts e-mail address andthe 24 hours website are noted atthe bottom of the column to helpdrive traffic. Questions can be e-mailed or readers have the optionof calling a dedicated telephonenumber.

The Results

The 24 hours campaign, which fell

well within CreditXperts budgetparameters, met or surpassed all of

the clients goals. CreditXpert expe-rienced a surge in calls from poten-tial clients in fact, companyexecutives say that 82 per cent oftheir sales leads are now generat-ed from 24 hours. The campaignhas increased the profile ofCreditXpert Canada among youngadults, and the column feature hashelped to educate readers abouttheir financial options. The mes-sage that is brought home to read-ers is that they can indeed achievefinancial freedom, and CreditXpertCanada can help to get them there.And the message CreditXpertcame to appreciate is that Sun

Media delivers effective, immedi-ate advertising solutions.

COMPANY EXECUTIVES

SAY 82% OF THEIR

SALES LEADS ARE

NOW GENERATED

FROM 24 HOURS.

an advertisement for it in a newspa-per, on TV, radio or on a billboard.

On the other side of the country,however, Canadians are most likelyto have purchased a productbecause they read about it in thenewspaper, with 57% of Albertansand 54% of BC residents sayingthey have done so.

The Next Generation ofPrint Readers

A new generation of Canadians isgrowing up and growing up fast.Already, this generation is exposedto more media than any other, fromvideo games, to computers, to tele-vision, Generation M is thenewest target for advertisers. But

these kids are much more scatter-brained than older people and thisposes a challenge for effective andtargeted advertising.

A study by the U.S.-based KaiserFamily Foundation (KFF), GenerationM: Media in the Lives of 8-18 YearOlds looks at exactly what types ofmedia these kids are consumingand how often. The previous graph

shows what types of media 8 to 18-year old are using in a typical day.While television and radio are themost used media, half of them doread magazines (47%) and anotherthird say they typically read a news-paper (34%).

Not surprisingly, kids spend most

of their time watching television,videos/ DVDs and listening tomusic. But they do spend a signifi-cant time reading as well. In fact,19% say they spend more than onehour on reading each day.

Looking at exactly what kids readwhen they do, KFF found that most

KFF DATA: SPENDING TIME WITH MEDIA

* SOURCE: Generation M: Media in the Lives of 8 to 18 Year Olds. Kaiser FamilyFoundation. March 2005.

Watch TV

Listen to radio

Use a computer

Go Online

Read a magazine

Read a book

Play video games

Watch videos/DVDs

Read a newspaper

Go to a movie

81%

74%

54%

47%

47%

46%

41%

39%

34%

13%




24/31


time is spent on books (23 minuteson average), but a significant time isalso spent on magazines (14 min-utes on average). Newspapers areread on average for six minutes a

day, which, although low, is still sig-nificant for this age group. Not onlythat, but one-third of kids at least flipthrough newspapers regularly (34%saying they read a newspaper for atleast 5 minutes the previous day).

More importantly, however, thisstudy looked at attention spansand what kids are doing whenreading any print media, or if they

were even multitasking at all. Itfound that generally, Generation Mdoes not multitask nearly as muchwhen they are reading.

As KFFs report states:Regardless of level of print expo-sure, fewer than one-fifth of 7th- to12th-grade kids report heavy mediamultit asking. This compares toone-quarter who are considered tobe heavy multitaskers when watch-ing television and one-third whoare heavy multitaskers when usingthe computer.

This information again goes tolevel of concentration and showsthat even the next generation, albeit

all over the media map, is alreadyfocusing when looking at print.

Canadian NewspaperReadershipAll of this that we have reported isonly important if people actually lookat newspapers and magazines. Thechildren and teens that we just dis-cussed must grow up to becomeregular print readers if the ads arereally going to be able to influencethem. What we find is that, yes,Canadians are frequent newspaperreaders. According to the 2004Nadbank study, four in fiveCanadians (79%) say they read anewspaper in the past week andhalf (53%) say they read a paperevery day. Weekend readership is at58%. When looking at the top 10markets, weekly readership is high-est in Winnipeg (85%), Quebec City

(84%), Montreal (81%) andEdmonton (81%). Daily readershipis also highest in Winnipeg (59%),Edmonton (56%) and Montreal(54%), but includes Hamilton aswell (56%). What is really beneficialto advertisers is that not only arepeople more likely to regularly reada paper in these 10 markets, theseare also the most important markets

KFF DATA SPENDING TIME WITH MEDIA


Watching TV Listening to Using a Playing video Reading Going to a(TV, Videos, music (radio, computer games (magazines, movieDVDs, etc.) CDs/MP3s (online/offline) newspapers, etc.) books)

3:51 1:44 1:02 0:49 0:43 0:25

MEDIA MULTI-TASKING BY LEVEL OF MEDIA EXPOSUREAVERAGE EXPOSURE Light Moderate Heavy

Television 11% (a) 16% (ab) 25% (b)Computer 8% (a) 14% (b) 33% (b)Video Games 12% (a) 21% (ab) 28% (b)

Print 15% 15% 18%Note: Only those items in each row that do not share a common subscript differ from one another with statistical reliability. Those items without a subscript, or those that share a common subscript, do not differ by a large enough margin to ensure statistical reliability. * SOURCE: Generation M: Media in the Lives of 8 to 18 Year Olds. Kaiser FamilyFoundation. March 2005.

REGARDLESS OF LEVELOF PRINT EXPOSURE,FEWER THAN ONE-FIFTHOF 7TH- TO 12TH-GRADE

KIDS REPORT HEAVYMEDIA MULTITASKING.



25/31


when it comes to population size,density and incomes. Three-fifths ofCanadians over the age of 50 report-ed they read a newspaper the daybefore (60% of those 50-64 and62% of those over 65), compared to44% of those between 25 and 34and 45% of those under the age of25. The higher the householdincome, the more likely Canadiansare to have read a newspaper theday before or on the weekend. Thesame is true for education, as thosewith a university degree are morelikely to have read a newspaper theday before (58%) than those withsome high school (46%). The key

sections of the newspaper includenews, be it local (74%), international(63%), or provincial/ national (61%).Arts and Entertainment news is atleast sometimes read by three-quar-ters (76%), while Health andEditorial are read by three-quartersof Canadians at least sometimes(70% and 67%), respectively.

When you combine this informa-tion with what we have discoveredin other research it also helps todemonstrate the benefit of targetedmedia. For example, the graph oncontent readership shows thatabout half of Canadians do not lookat the automotive section on a regu-lar basis. Now go back to the earliersection of this report that showsthat when someone is looking for avehicle they will use the newspaperfor deals, reviews and information.Another point we have made

throughout this report is concentra-tion is highest when looking at printmedia compared with other forms.As you will recall, we have proventhat print is the opt-in media forwhich multi-tasking is lowest, evenamong young readers. Print readersfeel less annoyed by advertisementsin their newspapers and magazinesthan by Television ads or Internet

READERSHIP IN TOP 10 MARKETS

* SOURCE: Nadbank Study 2004.

Toronto

Montreal

Vancouver

Ottawa/Gatineau

Calgary

Edmonton

Quebec City

Hamilton

Winnipeg

London

51%

54%

48%

53%

52%

56%

53%

56%

59%

52%

71%

74%

72%

73%

75%

76%

74%

75%

77%

73%

78%

81%

74%

78%

79%

81%

84%

80%

85%

79%

YESTERDAY 5 DAY CUMULATIVE 6/7 DAY CUMULATIVE

AVERAGE TIME CONSUMING PRINT MEDIAPRINT MEDIUM 8-18 8-10 11-14 15-18

Year-Olds Year-Olds Year-Olds Year-Olds

A. Average daily time with each print mediumBooks 0:23 0:27 0:21 0:24

Magazines 0:14 0:12 0:15 0:13Newspapers 0:06 0:04 (a) 0:05 (a) 0:07 (b)ALL PRINT 0:43 0:44 0:41 0:45

B. Proportion who read at least 5 minutes the previous dayBooks 46% 63% (a) 44% (b) 34% (c)Magazines 47% 35% (a) 54% (b) 47% (b)Newspapers 34% 21% (a) 35% (b) 43% (b)ALL PRINT 73% 73% 75% 71%

C. Proportion who read 30 minutes or more the previous dayBooks 30% 40% (a) 27% (b) 26% (b)Magazines 22% 16% (a) 25% (b) 21% (b)Newspapers 7% 7% 7% 8%

ALL PRINT 47% 51% 48% 43%Note: Only those items in each row that do not share a common subscript differ from one another with statistical reliability. Those items without a subscript, or those that share a common subscript, do not differ by a large enough margin to ensure statistical reliability.


Children aged 8 to 18 are all consuming print media but the mix of whatthey consume changes as they age.



26/31


Pop-Ups, making for a more prod-uct-friendly consumer. And finally,the print media is still the mostacceptable form of advertising.

All of these pieces of informationcan lead us to an understanding thatprint ads are noticed by people whoare actually in the market for a newproduct, in this case a new vehicle.Regular readership, acceptance ofprint advertising in our lives, higherawareness of print ads over time,greater likelihood that the ad breaksthrough the clutter and a desire toseek out print for information, ads,and knowledge leads us to concludethat the print medium has not been

replaced by the television or com-puter screen. As we go forward theprint medium will continue to adaptand change to reflect the interestsof all generations but it looks like ithas been doing it long enough tomaintain its leadership as a viableadvertising tool.

CONTENT READERSHIP

** Full Sample Markets Only* SOURCE: Nadbank Study 2004

Local News

World News

Prov./Natl. News

Arts & Ent. News

Editorial

Health**

Sports

Comics

Food

Finance/Business

Travel

Fashion/Lifestyle

Homes/Real Est.

Automotive

74%

63%

61%

44%

38%

37%

36%

30%

30%

28%

27%

27%

23%

21%

USUALLY SOMETIMES RARELY/NEVER

18%

22%

22%

32%

29%

33%

18%

19%

29%

25%

32%

28%

29%

24%

8%

15%

17%

24%

33%

30%

46%

51%

41%

47%

41%

45%

48%

55%



27/31

THE CREATIVE POWER OF

PRINT!



28/31


In the beginning, there was theprint ad. Today, despite the wideselection of advertising vehicles,

including the formidable presence ofonline formats, newspaper andmagazine print advertising remains apopular choice with corporate mar-keters. Offering the marketing com-munity a considerable advantage,the print medium helps advertisersforge meaningful and intimate rela-tionships with a loyal readership.

Thats why print advertising is acritical part of the greater media mixexplains Jacqueline Loch, Directorof Strategic Creative with RogersPublishing Ltd. There is a special

relationship between the reader andtheir publication. It is very personaland it is a choice. Advertisingbecomes part of that relationship.

Create a RelationshipHow a marketer chooses to formand nurture the relationship with thetarget audience is a matter ofchoice. There is a unique opportunityto leverage the reader relationshipthat each print brand has with itscore audience. Creative should cap-ture the voice and tone of the publi-cation, speaking directly to the con-sumer. Attracting audience attentionis crucial, and because you may onlyget a few seconds to make animpression, Loch offers these tipsfor getting your creative noticed: Use a product demo or incorpo-

rate the brand experience: Offer aspecific product demo that

engages their interest and invitesthem to interact with the product.

Educate the consumer about theproduct: Use this opportunity tolet readers discover and learnmore about a specific product oradvertiser.

Take a tactical stand: Generate acall-to-actionwhether yourgoal is to get your reader to visit

Custom 1/3 page advertorials were created to run adjacent to the Scotiabank print

campaign. Each advertorial was was customized to the magazine that it ran in.



29/31


a store or book an airline ticketthe speed-to-market of newspa-

per advertising and weekly-pub-lished magazines is a powerfultool.

Customize brand creative:Connect with your reader byspeaking to them in their ownlanguage. Utilize the tone and lan-guage of the specific publication.

Co-brand content: Leverage thevalue of the print vehicle to pres-

ent and deliver your messagethrough a customized and co-

branded publishing effort.Supplements, bonus issues andspecial reports align your brandwith the print vehicle.

Raise brand awareness:Supplement your core brandcampaign with extra initiativesto increase your brands aware-ness. For example, use over-wraps, post-it notes, small space

teaser ads in targeted, high-valueprint publications.

Research Delivers ResultsImplementing a successful printcampaign requires flexibility andoften working with print suppliersoutside of the stringent parametersset by a traditional rate card andmedia kit. Success is also largelydetermined by establishing theadvertising objective(s) before diving

Microsoft created this custom 6-page, 6-part series on Social Responsibility that ran in Canadian Business magazine.

Content was created through a never-been-done partnership between two Canadian MBA schools and a series of

panel discussions with Canadian business leaders.



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into creative development. Decidingwhat the primary goal is for thecampaignwhether its to raisebrand awareness or create a call-to-actionand following this goalthrough creative development andexecution helps ensure campaignsuccess.

Research is also a key factor.Leveraging consumer knowledgethat publications, especially in theeditorial department, have abouttheir readership is an invaluablesource of information for corporatemarketers. Editors invest a consider-able amount of time soliciting read-er opinions on what kinds of infor-mation they want to read about inthe publication. For example,Chatelaines editorial team discov-

ered their readership values any sig-nificant bonus information on keythemes and topics featured in themagazine. Corporate marketers canuse the knowledge gleaned fromnewspapers and magazines to cre-ate unique, targeted advertisingopportunities that connect with theircore audience.

Another important consideration

is ad placement. Like everythingelse, ad positions move in and out offashion. If the competition is runningfull-page right-hand ads, address thechallenge by switching your creativeplacement to tackle the competitionhead-on. Want to make an impactand differentiate the print campaignin the marketplace? Get innovativeand use a gatefold or dominate theissue by running strategically placed

small space ads throughout multiplesections of the paper.

Foundation for Success

Dont overlook key tried and trueprint principles, they are the founda-tion for marketplace success.Develop a frequency media planbased on the fundamental that themore times you run your ad, the

more people you will reach.Relevancy is another key factor.Work with your print media supplierto place your message within rele-vant content and print sections, withthe goal of attaining prime realestate and identifying the most like-ly timeframe your target market willread about your product in the publi-cation. Heres the reality: the moretimes the audience reads about theproduct, the more familiar they willbecome with it.

Despite the abundance of inno-vative advertising solutions in themarket place, print remains a popu-lar and successful choice for corpo-rate marketers. Loch credits thelongevity of the medium with itsinherent creative flexibility and abil-

ity to form a connection with itsaudience. Print can take on what-ever role it needs to. It can be tac-tical, providing the reader withmore information, launch a productor represent a cause. Thats whyits a critical contributor to thegreater media mix.

THE MORE TIMES THEAUDIENCE READS ABOUTTHE PRODUCT, THE MOREFAMILIAR THEY WILLBECOME WITH IT.



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Sun Media Corporation, a division of Quebecor Media Inc.,is t he large st publisher of tab loid newspapers in Canada.The urban daily papers owned by Sun Media a ttrac t a groupof young, ac tive Canadians. Every Sun Media urban daily isread by a large r proportion of adults u nder t he age of 50than its compe titor.

Sun Media is Canadas s econd large st newspaper publishingcompany, with daily newspapers in nine of the top 10 marketsin Canada. Sun Media publishes a total of 20 dailies as wellas more than 160 community weeklies and s pecialtypublica tions ac ross Canada. Every week , more than ten millionSun Media newspapers are distr ibuted from Vancouver toQuebecs Gasp Peninsula.

The Corporate Sales Office of Sun Media is committed toworking with you to deliver innovative advertis ing programsand to develop new initiatives designed to expand your business

and custome r base.

S u n M edi aP res en t ing s pon s or of t he

200 5 W orking Kno w ledge P rogra mH ow P ow e r fu l is P r in t ?

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