national post aam consolidated media report – mar 2013

TOTALNATIONAL POST

NETWORK(See Notes #1)

11,964,412

Report for March 2013

151 Bloor Street West, Suite 850 � Toronto, ON M5S 1S4 � T: 416.962.5840 � F: 416.962.5844 � www.auditedmedia.ca

See each paragraph for specific data measurement period

01-5564-0

CONSOLIDATEDMEDIA REPORT

NewspaperDIGITAL EDITION

of 11 • 01-5564-0Alliance for Audited Media

Report for March 2013

PRODUCT FREQUENCY/CIRCULATION

National PostPrint: Sat

AvgMon-Fri Mon Tue Wed Thu Fri

AVERAGE PAID CIRCULATION 141,082 135,178 136,621 133,366 135,537 135,146 135,931AVERAGE NON-PAID CIRCULATION 1,294 1,549 1,750 1,521 1,504 1,534 1,528TOTAL AVERAGE PRINT CIRCULATION 142,376 136,727 138,371 134,887 137,041 136,680 137,459

Digital Editions:AVERAGE PAID CIRCULATION 2,641 8,037 10,989 7,795 7,806 7,810 7,114AVERAGE NON-PAID CIRCULATION 37,718 17,479 18,719 19,005 16,873 17,213 16,104TOTAL AVERAGE DIGITAL CIRCULATION 40,359 25,516 29,708 26,800 24,679 25,023 23,218

TOTAL AVERAGE CIRCULATION 182,735 162,243 168,079 161,687 161,720 161,703 160,677

Subject to Audit for six months ended September 30, 2012.

PRODUCT KEY NUMBERS MOST RECENT TIMING

Print: Financial Post Magazine

TOTAL AVERAGE CIRCULATION 158,194 per issue 6 months ended December 31, 2012Subject to Audit

Digital:www.nationalpost.comaverage monthly page impressions 26,523,973 monthly 3 months ended February 28, 2013average monthly unique browsers 5,691,982 monthly 3 months ended February 28, 2013www.financialpost.comaverage monthly page impressions 6,681,156 monthly 3 months ended February 28, 2013average monthly unique browsers 1,655,001 monthly 3 months ended February 28, 2013FP Network:Print:

Avg. Sat 672,815 daily 6 months ended September 30, 2012Avg. M-F 634,779 daily 6 months ended September 30, 2012Subject to Audit

Digital: Financialpost.com Networkaverage monthly page impressions 9,575,121 monthly 3 months ended February 28, 2013average monthly unique browsers 2,136,515 monthly 3 months ended February 28, 2013Social Media:Twitter Followers (Total) 423,893 total At March 15, 2013Facebook Likes 46,225 total At March 15, 2013foursquare Followers 100,065 total At March 15, 2013Tumblr Followers 160,699 total At March 15, 2013Google+ Circles Members 52,461 total At March 15, 2013Instagram Following 52,251 total At March 15, 2013Pinterest Following 1,308,655 total At March 15, 2013Newsletters (Average Net Distribution)NP GTA Top Stories 2,783 per issue Month of February 2013NP Top Stories 10,136 per issue Month of February 2013FP Top Stories 7,634 per issue Month of February 2013FP Entrepreneur 2,145 per issue Month of February 2013FP Marketing 4,804 per issue Month of February 2013FP Mining 974 per issue Month of February 2013

Mobile:m.nationalpost.comaverage monthly page impressions 4,367,860 monthly 3 months ended February 28, 2013average monthly unique browsers 1,431,062 monthly 3 months ended February 28, 2013m.financialpost.comaverage monthly page impressions 697,773 monthly 3 months ended February 28, 2013average monthly unique browsers 207,873 monthly 3 months ended February 28, 2013Apps:National Post (downloads) 373,052 to date 12/20/2010 thru 03/14/2013Tablets, smartphones and other mobile devicesFinancial Post Magazine (downloads) 25,168 to date 01/10/2011 thru 03/14/2013Tablets

DIGITAL EDITION


Print: National PostBuilt on the history and reputation of the Financial Post,the National Post newspaper is the brand�s flagship print product.With national and Toronto editions published Monday toSaturday.

National PostDigital EditionA full-featured digital version of the National Post printpackage with all the stories, photos and artwork intact.The interface lets you flip through the pages justlike a newspaper, or conduct customsearches and share articles with friends.


Print: SatAvg

Mon-Fri Mon Tue Wed Thu FriNational PostAVERAGE PAID CIRCULATION 141,082 135,178 136,621 133,366 135,537 135,146 135,931AVERAGE NON-PAID CIRCULATION 1,294 1,549 1,750 1,521 1,504 1,534 1,528TOTAL AVERAGE PRINT CIRCULATION 142,376 136,727 138,371 134,887 137,041 136,680 137,459Subject to Audit for six months ended September 30, 2012.


Digital Edition: SatAvg

Mon-Fri Mon Tue Wed Thu FriNational PostAVERAGE PAID CIRCULATION 2,641 8,037 10,989 7,795 7,806 7,810 7,114AVERAGE NON-PAID CIRCULATION 37,718 17,479 18,719 19,005 16,873 17,213 16,104TOTAL AVERAGE DIGITAL CIRCULATION 40,359 25,516 29,708 26,800 24,679 25,023 23,218

Subject to Audit for six months ended September 30, 2012.


Print: Financial Post MagazineA business-focused publication targeting top managers, executives, entrepreneurs, investors and other members ofCanada�s business elite. It features popular annual themedissues like CEO of the Year and the FP500.

Digital: nationalpost.com & financialpost.comThese digital destinations bring the Post�s tradition of reporting and design online. The websites includebreaking news, feature stories, specialty resources andsocial sharing tools.

NATIONAL POST


Print:

Financial Post Magazine

Delivered with Host Product 141,713 per issue 6 months ended December 31, 2012

Non-Paid Bulk 16,481 per issue 6 months ended December 31, 2012

AVERAGE TOTAL CIRCULATION 158,194 per issue 6 months ended December 31, 2012

Subject to Audit


Digital:

www.nationalpost.comaverage monthly page impressions 26,523,973 monthly 3 months ended February 28, 2013average monthly unique browsers 5,691,982 monthly 3 months ended February 28, 2013

www.financialpost.comaverage monthly page impressions 6,681,156 monthly 3 months ended February 28, 2013average monthly unique browsers 1,655,001 monthly 3 months ended February 28, 2013

(See Notes #2)


FP Network: By taking advantage of the Postmedia Network of major metrodaily newspaper print editions and websites, Financial Postcontent can be extended into local markets across the countryreaching more readers. Financial Post powers a significantportion of content on the business pages of these sites, withclearly branded sections focusing on national and internationalbusiness news, small business and personal finance.


FP Network:

Print: Avg. Sat 672,815 daily 6 months ended September 30, 2012Avg. M-F 634,779 daily 6 months ended September 30, 2012Subject to Audit(See Notes #3)

Digital: Financialpost.com Network

average monthly page impressions 9,575,121 monthly 3 months ended February 28, 2013

average monthly unique browsers 2,136,515 monthly 3 months ended February 28, 2013

(See Notes #2)


Social Media: Twitter, Facebook,foursquare, Tumblr, Google+, Instagram, PinterestSocial media channels are a crucial part of the relationshipbetween National Post and Financial Post and its audience.These channels not only expose users to the Post�s other digitalproperties, but serve as content streams in and of themselves.

Newsletters: NP GTA Top Stories,NP Top Stories, FP Top Stories,FP Entrepreneur, FP Marketing,FP Mining

NATIONAL POST


Social Media:

Twitter Followers (Total) 423,893 total At March 15, 2013

Facebook Likes 46,225 total At March 15, 2013

foursquare Followers 100,065 total At March 15, 2013

Tumblr Followers 160,699 total At March 15, 2013

Google+ Circles Members 52,461 total At March 15, 2013

Instagram Following 52,251 total At March 15, 2013

Pinterest Following 1,308,655 total At March 15, 2013(See Notes #4)


Newsletters (Average Net Distribution):

NP GTA Top Stories 2,783 per issue Month of December 2012

NP Top Stories 10,136 per issue Month of December 2012

FP Top Stories 7,634 per issue Month of December 2012

FP Entrepreneur 2,145 per issue Month of December 2012

FP Marketing 4,804 per issue Month of December 2012

FP Mining 974 per issue Month of December 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.


Mobile: m.nationalpost.com &m.financialpost.com

Apps: National Post &Financial Post Magazine

NATIONAL POST


Mobile:

m.nationalpost.com

average monthly page impressions 4,367,860 monthly 3 months ended February 28, 2013

average monthly unique browsers 1,431,062 monthly 3 months ended February 28, 2013m.financialpost.com

average monthly page impressions 697,773 monthly 3 months ended February 28, 2013

average monthly unique browsers 207,873 monthly 3 months ended February 28, 2013(See Notes #2)


National Post (downloads) 373,052 to date 12/20/2010 thru 03/14/2013Tablets, smartphones and other mobile devices

Financial Post Magazine (downloads) 25,168 to date 01/10/2011 thru 03/14/2013Tablets

(See Notes #6)

For readers who access National Post and Financial Post mobile websites via enabled devices such as smartphones, 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 Post�s 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.


General Explanatory:National Post:

Period covered in this report: Six months ended September 30, 2012.Non-Publishing Days:Sat: None.Mon: April 9, 2012; May 21, 2012; July 2, 2012; July 9, 2012; July 16, 2012; July 23, 2012; July 30, 2012; August 6, 2012; August 13, 2012; August 20, 2012; August 27,2012; September 3, 2012.Tue: None.Wed: None.Thu: None.Fri: April 6, 2012.Latest Released Audit Report Issued for 12 months ended September 30, 2011.For additional circulation information, please see the September 2012 AAM Publisher’s Statement for The National Post (AAM 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, 2012.For additional circulation information, please see the December 2012 AAM Publisher’s Statement for Financial Post Magazine (AAM member number 04-1446-7)

Notes #1No attempt was made to eliminate duplication across products. Total National Post Network represents the following media products reported within this Consolidated MediaReport: National Post circulation avg. Mon-Fri, Financial Post Magazine Non-Paid Bulk, nationalpost.com, and financialpost.com average monthly unique browsers,Newsletters (NP GTA Top Stories, NP Top Stories, FP Top Stories, FP Entrepreneur, FP Marketing, FP Mining) average net distribution, m.nationalpost.com andm.financialpost.com average monthly unique browsers, FP Network print and education digital avg. Mon-Fri, Financialpost.com Network average monthly unique browsers.

Notes #2Unique Browsers & Page Impressions

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

Page impressions: 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 impressions and Unique Browsers)

Domains (URL Patterns) included in the total Page Impressions & 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.legacy.com/*/nationalpost/*, www.nationalpost.com

www.financialpost.com: business.financialpost.com, innovators.financialpost.com, live.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 2012 January 2013 February 2013Unique Browsers Page impressions Unique Browsers Page impressions Unique Browsers Page impressions

www.nationalpost.com 5,024,315 23,925,536 6,065,450 28,802,676 5,986,180 26,843,706www.financialpost.com 1,411,216 5,740,009 1,801,488 7,372,719 1,752,299 6,930,740m.nationalpost.com 1,276,905 4,018,187 1,591,723 4,750,290 1,424,559 4,335,102m.financialpost.com 180,055 623,747 224,057 760,320 219,506 709,252Financial Post Network 2,018,638 9,471,389 2,152,241 9,479,618 2,238,666 9,774,357


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, 2012 (Subject to Audit) print and education digital distribution of Financial Post Market page distribution.

Notes #4 (Social Media)

Avg. Sat Avg M-F

The Vancouver Sun 175,227 151,311Calgary Herald 99,508 103,271Edmonton Journal 95,780 92,155Leader Post 41,149 39,170The Star Phoenix 47,088 45,557Ottawa Citizen 104,247 105,407The Gazette 84,710 74,147Windsor Star 25,106 23,761

TOTAL 672,815 634,779

Twitter Followers (Total) at March 15, 2013(feed) (URL) FollowersNational Post Branded FeedsNational Post twitter.com/nationalpost 78,814National Post Books twitter.com/#!/npbooks 16,634Posted Toronto twitter.com/#!/postedtoronto 10,823Financial Post twitter.com/financialpost 9,656Financial Post Investing twitter.com/fpinvesting 9,698National Post Politics twitter.com/nppolitics 7,933National Post Full Comment twitter.com/fullcomment 9,141National Post Arts & Life twitter.com/nparts 8,762National Post City Hall twitter.com/NPHallMonitor 4,392National Post Appetizer twitter.com/theappetizer 6,914Financial Post Legal Post twitter.com/legalpost 4,309National Post Sports twitter.com/npsport 3,179Financial Post Comment twitter.com/fpcomment 3,780Financial Post Blogs twitter.com/fpblogs 3,149Financial Post Tech Desk twitter.com/fptechdesk 5,256Property Post twitter.com/fppropertypost 2,317Financial Post Entrepreneur twitter.com/fpentrepreneur 2,152National Post Holy Post twitter.com/holypost 1,542National Post Homes twitter.com/#!/posthomes 1,652NP Running twitter.com/NP_RunningBen 1,027National Post Health twitter.com/nphealth 731NP Traveller twitter.com/#!/nptraveller 3,487National Post Life twitter.com/#!/nplife 445NP Photos twitter.com/#!/NP_Photos 402FPExecEditor twitter.com/fpexeceditor 426Post Arcade twitter.com/postarcade 425FP Energy twitter.com/#!/FPEnergy 404FP Personal Finance twitter.com/#!/FPpersonal_fin 301National Post Editors twitter.com/npeditors 172NP Driving twitter.com/#!/npdriving 267

Top Ten National & Financial Post Staff FeedsDavid Frum twitter.com/davidfrum 86,110Andrew Coyne twitter.com/acoyne 38,824Bruce Arthur twitter.com/bruce_arthur 37,403Shinan Govani twitter.com/shinangovani 12,978John Ivison twitter.com/IvisonJ 10,359Steve Murray twitter.com/npsteve 11,301John Lott twitter.com/lottonbaseball 8,418Nathalie Atkinson twitter.com/NathAt 7,528Chris Selley twitter.com/cselley 5,976Eric Koreen twitter.com/ekoreen 6,806

Facebook Likes at March 15, 2013(site) (URL) LikesNational Post www.facebook.com/NationalPost 34,930Financial Post www.facebook.com/FinancialPost 7,159Financial Post Personal Finance

www.facebook.com/FPPersonalFinance 1,696

National Post Runningwww.facebook.com/pages/National-Post-Running/ 925

Financial Post Entrepreneurwww.facebook.com/FPEntrepreneur 948

Financial Post Magazinewww.facebook.com/pages/Financial-Post-Magazine/ 567

foursquare Followers at March 15, 2013(site) (URL) FollowersNational Post foursquare.com/nationalpost 100,065

tumblr Followers at March 15, 2013(site) (URL) FollowersNational Post nationalpost.tumblr.com/ 67,495

National Post Sportsnationalpostsports.tumblr.com/Sports 92,394

NP Arts http://nparts.tumblr.com/ 554Post Arcade http://postcandenp.tumblr.com/ 141NP Life http://npostlife.tumblr.com 115

Google+ Circles Members at March 15, 2013(site) (URL) Have In Circle

National Posthttps://plus.google.com/+National-Post/posts 50,880

Financial Posthttps://plus.google.com/108203735864152511987/posts 1,581

Instagram Following at March 15, 2013(site) (URL) Following

National Postweb.stagram.com/search/national-post/ 52,251

Pinterest Following at March 15, 2013(site) (URL) FollowingNational Post pinterest.com/nationalpost/ 1,308,655


Notes #4 (Social Media) (Continued)

Facebook Likes:

Facebook is a social networking website that is operated by Facebook Inc. The number of "Likes" are the number of individual Facebook profiles that have signed onto Facebook pages created and/or branded to the National or Financial Post. "Likes" may allow content from these Facebook Pages to be displayed on their personal News Feed tab. The number represented in this report is the total "Likes" and may contain individuals that "like" more than one page. (e.g. may contain duplicates). A Facebook profile (account) may not equate to an individual person. A total of 6 National or Financial Post branded Facebook Accounts were included in the total shown on this report.

Twitter Followers (Total):

Twitter is a real-time short messaging service that works over multiple networks and devices. Followers are registered accounts of Twitter who may receive one of the National or Financial Post branded "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" and may contain accounts that "follow" more than one feed. (e.g. may contain duplicates) A Twitter account may not equate to an individual person. A total of 40 of The National and Financial Post's branded twitter feeds were included in the total shown in this report.

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 of all brand engagement. Your fans can “follow” the Page, allowing them to see Tips, Stories and Breaking News Alerts from the National Post. A foursquare account may not equate to an individual person.

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 to appear on their personal Tumblr pages. There may be duplication of users between the accounts reported. A tumblr account may not equate to an individual person. A total of 5 National or Financial Post branded tumblr accounts were included in the total shown on this report.

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 within the service. There may be duplication of users between the accounts reported. A Google+ account may not equate to an individual person.

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. An Instagram account may not equate to an individual person.

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. A Pinterest account may not equate to an individual person.

Notes #5 (Newsletters)

The newsletters are topic specific products that are opt-in and distributed via email to subscribers. This figure represents an average net distribution for the month of February2013.

Net Distribution: The Newsletters from a given mailing that reached the subscriber’s 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 14, 2013.

IssuesAverage

Gross SendsAverage

UndeliverableAverage

Net DistributionNP GTA Top Stories 24 2,787 -4 2,783NP Top Stories 28 10,146 -10 10,136FP Top Stories 28 7,640 -6 7,634FP Entrepreneur 4 2,149 -4 2,145FP Marketing 4 4,819 -15 4,804FP Mining 4 976 -2 974

of 11 • 01-5564-0 • 232532 - 18168 - 744 • 04/2013Alliance for Audited Media

Copyright © 2013 All rights reserved.

To Members of the Alliance for Audited Media:

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

Other data have been examined in accordance with AAM's Bylaws and Rules, and included such tests and other audit procedures as weconsidered 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.

Alliance for Audited Media

ADVERTISING CONTACTS:

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

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

National Post 1450 Don Mills Road, Suite 300 Toronto, ON M3B 3R5

national post aam consolidated media report – mar 2013

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