MagazineTrends

Top English Magazines

Source: PMB Fall 2011

Top 15 titles deliver over 890 Million Impressions annually.

Rank Title Category Readership(000)

Frequency

1 Reader’s Digest General Interest 5,610 Monthly

2 Canadian Living Women’s 3,806 Monthly

3 Chatelaine Women’s 3,291 Monthly

4 Canadian Geographic General Interest 3,235 Bi-monthly

5 Maclean’s News 2,437 Weekly

6 Canadian House and Home Home Shelter 2,350 Monthly

7 Canadian Gardening Gardening 2,148 7 X

8 Food & Drink Food & Beverage 2,108 Bi-monthly

9 Hockey News Sports 1,800 26 X

10 Fashion Women’s 1,786 10 X

11 Outdoor Canada Fishing & Hunting 1,772 6 X

12 Today’s Parent Parenting 1,694 Monthly

13 Elle Canada Women’s 1,354 Monthly

14 Style At Home Home Shelter 1,318 Monthly

15 Homemaker’s Women’s 1,336 9 X

Top French Magazines

Rank Title Category Readership(000)

Frequency

1 Qu’est-ce qui mijote Food & Beverage 1,185 Monthly

2 Touring (Bilingual) General Interest 1,079 Quarterly

3 Coup de pouce Women’s 1,073 Monthly

4 Châtelaine Women’s 986 Monthly

5 L’actualité News 907 20 X

6 7 Jours Women’s 889 Weekly

7 Sélection du Reader’s Digest General Interest 850 Monthly

8 Elle Québec Women’s 783 Monthly

9 Clin d’oeil Women’s 740 Monthly

10 Les Idées de ma maison Homes 681 10 X

11 Bel Âge Magazine Mature Market 603 11 X

12 Chez-Soi Homes 576 10 X

13 Ricardo Food & Beverage 562 8 X

14 Sentier Chasse-Peche Fishing & Hunting 531 11 X

15 Decormag Homes 465 10 X

Top 15 titles deliver 320+ Million Impressions annually

Source: PMB Spring 2011

100112

123131

142150 155

169181 186 191

201194

167172

'96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10

Ad Revenue Growth Index 1996-2010 (1996 = 100)

Source: Statistics Canada; Leading National Advertisers (LNA)

Ad Revenue Performance

Recession Recession

Number of Consumer Titles

Source: Statistics Canada; Masthead Magazine

908 941 9611,000 1,032

1,1141,160

1,2011,244

1,282 1,276

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Number of Canadian Consumer Magazine Titles

Source: CARD

Average Issue Circulation hasRationalized & Stabilized

62.865.9

69.372.5 73.1

66.2 66.5

2004 2005 2006 2007 2008 2009 2010

Many titles managed circulation downwards to create a more homogeneous circulation base during the economic downturn. As expected, fewer titles (11 vs. the 10-year average of 56) were launched in 2009 due to enormous global economic uncertainties.

1.01.1

1.0 1.0 1.0 1.0

PMB 09Spring

PMB 09 Fall PMB 10Spring

PMB 10 Fall PMB 11Spring

PMB 11 Fall

Average Readership per Title is Stable

Average # Readers per Title (Millions of Readers)

Source: PMB

Source: PMB

5.0 5.0 4.9 5.0 4.9 4.9

PMB 07 PMB 08 PMB 09Spring

PMB 10Spring

PMB 11Spring

PMB 11 Fall

Average Readers per Copy is Stable

Average # Readers per Title

Source: PMB

Source: PMB

Range: 0.9 – 32.6

Source: PMB

6.7 6.8 6.8 6.8 6.8 6.9

PMB 2005 PMB 2007 PMB 2009 Fall PMB 2010 Fall PMB 2011Spring

PMB 2011 Fall

Reader Interest Scores Remain Stable

Source: PMB

Score 1-10

40 41 41 4142 42

PMB 2005 PMB 2007 PMB 2009Fall

PMB 2010Fall

PMB 2011Spring

PMB 2011Fall

Source: PMB

Minutes per Issue

Timespent

reading

Source: PMB

Time Spent Reading Remains Stable

Source: PMB

87 89 8784

8175

12-17 18-24 25-34 35-49 50-64 65+

% Read a PMB-Measured Magazine in the Past 90 Days

Magazines are Read by All Age Groups

Source: PMB

Magazine Readers are Youngerthan the General Population

Source: PMB

43.541.6

25

30

35

40

45

50

Total Population Magazine Readers

5%

Years

U.S. Spill Continues Decline

Source: ABC

10010093

8086

62

80

60

76

59

74

53

72

52

68

51

62

5359

54

0

25

50

75

100

1983 1989 1998 2000 2002 2004 2006 2008 2009 2010

Total Spill Avg. Circ/Title

U.S. spill circulation is in long term declineas Canadian publications repatriate readership

Ind

ex

19

83 =

10

0

3 U.S. spill titles in Canada’s Top 100

Three U.S. Spill Titles inCanadian Top 100

Titles (Ranking)

National Geographic (35)

Cosmopolitan (53)

People (79)

Sources: CARD; ABC

Tax Deductability Advertisers in foreign-based magazines with less than

80% original Canadian content (as above)may only deduct 50% of advertising expenses.

Advertisers in magazines with 80%+ original Canadian content may deduct 100%.

2010

25

50

75

Ad Recall Actions Taken

5351

5351

55 5558 57

60

56

2005 2006 2007 2008 2009

Ad Effectiveness is Building(Ad Recall & Actions Taken)

Source: Affinity Vista Print Effectiveness Rating Service, 2005-2008

+13% Change

%

+10% Change

Magazines, as content providers, are brandsthat easily span platforms and devices

Source: Content Consumption in the Digital Age (Webinar Presentation Deck), Harrison Group, 2011

The Reading Experience: Paper Wins

Paper versions of magazines, newspapers and books continue to be the preferred method of reading, particularly magazines where the gap between paper and digital devices is greatest.

% who are “extremely/very satisfied” with reading activities on paper/device*

* Among consumers who have tried or currently do each activity

Paper

eReader

Tablet

Smartphone

Readers want Magazinesin Print & Digital Formats

Readers believe that digital content complements print content. However, the vast majority (87%) still want a printed magazine.

87%

13%

87% of those interested inreading magazines digitallystill prefer a printed copy

Source: CMO Council, 2010

75%

25%

75% of consumers feel that digital content complements print

Source: Harrison Group/Zinio/ MEMS Technologies, 2010

85%

15%

Source: Texterity/BPA Worldwide Certified Profile of the Digital Edition Reader, 2010. N = 9,443 digital consumer magazine readers

Digital Magazine Extras Enhancethe Reading Experience

85% of digital consumer magazine readers aresatisfied/very satisfied with their digital experience

Which of the following “digital extras”have enhanced your digital magazine

reading experience the most?

Source: Smarter Media Sales/Nxtbook Media/VIVmag, 2010. N = 5,612 subscribers to one of eight specific interactive online magazine titles

31%

36%

37%

58%

75%

Flash animation

Audio

Slide shows

Extra photos

Videos

The ongoing launch of digital brand extensions ensures:Continued relevance to readers

Build-out new and emerging audiences

Continued industry competitiveness

360˚ marketing surround

Magazines will be readywhen the reader is ready…

Magazines and the Future

2.3

3.9

4.7

5.2

5.3

6.4

7.9

14.9

Newspapers

Radio

Television

Total Advertising

Consumer Magazines

Out-of-Home

B2B Magazines

Internet

Source: PwC (PriceWaterhouseCoopers) Global Entertainment and Media Outlook – 2011-2015

2011 and Beyond

Compound Annual Average Advertising Revenue Growth Rate (%)Canada 2011-2015

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