Pwrofprnt7 9/7/05 2:34 AM Page 1

HOW
POWERFUL
IS PRINT!

Presenting Sponsor

ADVERTISING SUPPLEMENT
Pwrofprnt7 3/9/05 2:44 PM Page 2
MARKETING MAGAZINE IS PROUD TO ANNOUNCE:
The return of our annual
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How Powerful is Print: No other medium
can claim to be as tried and tested as print.
Despite the abundance of publications that
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For information call
Cathy Fernandes 416-764-1571
cathy.fernandes@marketingmag.rogers.com
PoP_3 3/9/05 2:57 PM Page 3

MANAGEMENT
EXECUTIVE PUBLISHER TABLE OF CONTENTS
Richard Elliott 416.764.1570
MANAGER, CUSTOM PUBLISHING INTRODUCTION: WHY PRINT? 4
Kate Finlay 416.764.1573
PROJECT CO-ORDINATOR WHAT THE RESEARCH SHOWS 5
Jennifer Micallef 416.764.1580 The Canadian Publishing Landscape 5

Print - The Uninterupted Media 6

SALES
ASSOCIATE PUBLISHER-SALES Efficiency of Newspaper Advertising 8

Cathy Fernandes 416.764.1571 Regional Differences 10

ACCOUNT MANAGERS
Where do Canadians turn for advertising? 10
Carol Eby 416.764.1569
Where do Canadians turn for detailed information? 13

DESIGN Exposure to Advertising 14

CREATIVE & DESIGN DIRECTOR What are acceptable types of advertising? 18
Dave Curcio 416.764.1634
auto information 21
dave.curcio@rci.rogers.com
GRAPHIC DESIGNER Purchase Behaviour and Advertisement 22

Jay Dart The Next Generation of Print Readers 24

Canadian Newspaper Readership 25

PRODUCTION
DIRECTOR, PRODUCTION SERVICES SUN MEDIA ADVERTISING SOLUTIONS
Lida Kudla 416.764.1589
Canadian Toy Association 7
lida.kudla@rci.rogers.com
Microplay/Jumbo Video 11
E-mail addresses, unless otherwise
noted, are: CreditXpert Canada Inc. 23
firstname.lastname@marketingmag.rogers.com
THE CREATIVE POWER OF PRINT! 28
WWW.MARKETINGMAG.CA

Presenting Sponsor

workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 3

Pwrofprnt7 9/6/05 3:28 PM Page 4
WHY
PRINT?
P
rint is different from other
media, as this handbook
shows. It offers advertisers
the opportunity to establish and
maintain a loyal relationship with
consumers that other media cannot
match. Consider that 85% of
Canadians read a daily newspaper
regularly, with 72% of them report-
ing that they regularly read commu-
nity newspapers. On the magazine
side, the numbers are equally
impressive, with 85% of Canadians
saying that they regularly read mag-
azines, the most popular being pub-
lications that cover news, hobbies
and fashion. Significantly, research
also 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 advertiser
an unmatched opportunity to reach
core reader audiences. But loyalty
should not bring complacency.
Creative needs to capture the voice
and tone of a publication and to
4 How Powerful is Print!
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 that
advertisers can take a tactical stand
with their creative, marrying a call
to action with the speed to market
of newspapers and magazines.
Print advertising works. A recent
study found that Canadians were
more likely to consult newspapers
than television and radio combined
if they were looking for advertising
about such items as appliances,
travel and mortgages.
Print is flexible and receptive to
the demands of advertisers. In the
last decade, print owners have
worked diligently to improve the
quality of their products with
greater flexibility in all aspects of
49% OF CANADIANS HAVE
BOUGHT A PRODUCT THAT
THEY READ ABOUT IN A
NEWSPAPER
ADVERTISING SUPPLEMENT
their business, to provide more
innovation, greater levels of cus-
tomer service and outstanding full
colour reproduction. That means
print, whether newspaper or maga-
zine, can assume any role asked of
it.
Almost half of all Canadians,
49%, have bought a product that
they read about in a newspaper,
with 55% those aged between 35
and 44 the most likely to have
bought something they read about
in a newspaper. However, the
power of print is not restricted to
those in a single age demographic.
Canada’s children and young people
also display the loyalty to print that
their parents and grandparents
have. A study by the Kaiser Family
Foundation in the U.S. found that in
a typical day almost half of all eight
to 18 year olds read magazines and
another third of them typically read
a newspaper.
Print isn’t passive, but an opt-in
medium, as this handbook shows,
and there is nothing more powerful
than personal choice.
workingKnowledge
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WHAT THE
RESEARCH SHOWS
The Canadian Publishing
PRINT MEDIA READ REGULARLY
Landscape
Canadians are very media friendly. Daily newspapers 85%
The vast majority read daily newspa-
pers, community newspapers, and
Magazines 85%
magazines, as well as watching a
variety of television programs, listen-
Weekday edition
ing to the radio and surfing the newspapers 75%
Internet. With the changing media
landscape over the last fifty years Weekend edition 73%
newspapers
and the explosion of online news
channels and blogs it would not be a
Community 72%
surprise if we spent most of our day newspapers
with nothing but a screen in front of
* SOURCE: Activities and Motivations Survey (TAMS). Department of Canadian
our faces. But surprisingly, the print Heritage. 2002
media has survived television and
the Internet and is still consumed on
MAGAZINE TYPE PERCENTAGE WHO READ REGULARLY
a regular basis.
In 2002, the Department of ANY MAGAZINE 85%
Canadian Heritage commissioned News Magazines 41%
the Activities and Motivations Survey Hobby Magazines 35%
Fashion/ Homemaking Magazines 35%
(TAMS). While this survey’s focus
Travel Magazines 27%
was on Canadians classified as arts, Canadian/ National Geographic 27%
heritage, or eco tourists, vital reader- Sports magazines 22%
ships statistics were also gathered. General Interest/ City Life Magazines 18%
In this survey, it was found that *SOURCE: Activities and Motivations Survey (TAMS). Department of Canadian
85% of Canadians read a daily news- Heritage. 2002
paper regularly. More specifically,
75% say they read a weekday edi-
TELEVISION SHOW/TYPE PERCENTAGE WHO WATCH REGULARLY
tion of newspapers on a regular
basis, while another 73% say they
Movies 75%
read the weekend editions. Another Early Evening News 67%
72% say they regularly read com- Nature Shows 65%
munity newspapers. Magazine read- Evening Sitcoms 62%
ership is quite high as well, as 85% Evening Drama 58%
Instructional/ Hobby Shows 55%
say they read any magazine on a reg-
Professional Sports 52%
ular basis. Of these, the most popu-
Late Evening News 49%
lar magazines cover news, hobbies Morning News 34%
and fashion. Daytime Programs on Weekdays 26%
Regular television viewing *SOURCE: Activities and Motivations Survey (TAMS). Department of Canadian
habits are somewhat lower, albeit Heritage. 2002
still high. Three-quarters of

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Canadians say they watch movies

on a regular basis, followed by two-
thirds who say they regularly watch
the early evening news, nature
shows and evening sitcoms. As
most Canadians work or go to
school, it is not surprising that
morning news and daytime, week-
day programs are watched the
least regularly.
PRINT CONTINUES TO LEAD
Since 1991, the amount of money spent on advertising in Canada has
risen consistently and almost every year. Daily newspapers generated
the most in 2000, with $124 million more than television. Overall, the
net advertising volume for the print media (daily newspapers, commu-
nity newspapers, general magazines and trades) was $4,129 million in
2000, while that of radio and television was $3,470 million.
MEDIUM 1991 1995 2000
AMOUNT IN MILLIONS OF CAD DOLLARS

Print – The Uninterrupted Television Total 1,616 1,850 2,456

Media National 859 986 1,231
The print media continues to be a Local 357 363 384
very powerful advertising tool. Not Network 330 369 444
Specialty 70 122 381
only do consumers still enjoy this
Infomercial - 10 17
traditional type of media reading it
more regularly than they watch tel- Daily Newspapers Total 2,002 1,900 2,580
evision, they are also more National 420 399 592e
focussed when reading it. Local 1,021 969 1,139
Classified 561 532 849e
Hachette Filipacchi Media U.S.’s
Jack Kilger agrees with this. Community Newspapers Total 490 579 820e
According to the New York Times, National 49 58 110e
“Mr. Kilger said research showed Local 441 521 710e
that when people are reading mag- Radio Total 741 748 1,014
azines, they are unlikely to be National 168 170 233
using any other form of media. But Local 573 578 781
when they watch television, listen
General Magazines Total 256 316 434
to the radio or wait to download
something from the Internet, they Trade Magazines Total 174 229 295e
are more likely to be listening,
* SOURCE: Snapshot 2002 – The Developing Picture of the Canadian
watching or reading something Community Newspaper Industry. Canadian Community Newspaper
else at the same time. They are Association. 2002. “Sources compiled by TVB, with information from:
also likely to be fast-forwarding Television: Statistics Canada, CRTC; Daily Newspapers: CNA for Total,
through commercials or deleting estimates for breakdown; Community Newspapers: CCNA/Les Hebdos du
pop-up ads that they see as intru- Quebec; Radio: Statistics Canada; General Magazine: Magazines Canada;
Trade Magazines: Statistics Canada/Industry estimates. “e” represents
sions. But, he said, magazine read-
Industry estimates.
ers often see ads as part of the
magazine.” (1)
Unfortunately, many young media WHEN PEOPLE ARE remain, such as the president of
buyers forget that “focus” is a large READING MAGAZINES, Conde Nast Media Group Richard
part of media spend. Earl C. Cox, THEY ARE UNLIKELY TO BE Beckman. In an interview with B2B
chief executive of Martin Agency, Magazine, he explained the rea-
USING ANY OTHER FORM
says some media buyers now find sons behind a recent advertising
newspapers to be “static, inflexible
OF MEDIA.. campaign for the Magazine
and hard to buy… It doesn’t help any Publishers of America. The maga-
that media buyers are under 30 and zine wrote: “Beckman said one
their focus is elsewhere,’ mostly on message of the campaign is the
the Internet.” attractiveness of magazines to
However, many fans of print advertisers in an age when digital
continued on page 8
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SUN MEDIA ADVERTISING SOLUTIONS

CANADIAN TOY ASSOCIATION

Seasonal supplement increases

profile, membership and sales
The Challenge
The Canadian Toy Association (CTA), a
non-profit, member-based organiza-
tion founded in 1932, was seeking a
means to communicate directly with
parents and children and to reinforce
its position as Canada’s national
authority on toys. As well, the associ-
ation wanted to help promote its
members’ products in the important
pre-holiday season, to increase its
profile in the media and among
Canadians generally, and to provide
CTA members and others with an
economical means of advertising in
the mass media. Lastly, in addition to
providing added value to its existing
members, the CTA sought to
increase association membership.

The Solution
Working with its Sun Media advertis-
ing solutions partners, the CTA draft-
ed plans to produce a full-colour
newspaper supplement that would
appear in early November in Sun
Media weekend papers across the
country. 1.2 million copies distributed across Canada
The 24-page, tabloid-size supple-
ment, entitled “Hot Toys for 2004,” major cities across Canada. The com- was set up as a “Wish List,” so that
featured short descriptions and bined circulation of those papers is children and parents could use the
accompanying photographs of mem- more than 1.2 million. supplement as a shopping guide.
bers’ products, along with consumer Member listings were free, provided
articles about the power of play, the The Details participating members donated 12
evolution of toys, and choosing toys Within the “Hot Toys for 2004” sup- toys to the CTA’s “So Kids Can Play”
for safety and play value. plement, the pages featuring mem- charity toy drive.
The supplement, designed and bers’ products were divided into cat- The supplement was funded by
edited by Sun Media, was distributed egories — arts and crafts, dolls, display advertising purchased by CTA
in the company’s newspapers in action figures, etc. — and each page members, toy retailers and other

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Pwrofprnt7 3/9/05 2:44 PM Page 8
advertisers interested in reaching a
family readership (Dodge Caravan, for
instance).
In addition to widespread distribu-
tion through the Sun Media papers,
the supplement was mailed to all
CTA members, whether they partici-
pated or not, and distributed at the
Toy Fair and other CTA events. The
supplement was also designed to
drive readers and potential members
to the CTA website.
The Results
The Hot Toys promotion was a suc-
cess all around. Sun Media helped in
coordinating it from concept through
execution and the CTA praised that
turnkey aspect of the project. The
writing, editing and design of the sup-
plement was of a quality that met or
surpassed the expectations of CTA
continued from page 6
video recorders and the do-not-call
list show that people spend most
of their time seeking refuge from a
media onslaught, but not when
they’re reading a magazine. ‘You
can’t passively read a magazine.
It’s an opt-in medium,’ he said.” (2)
In other words, when con-
sumers read newspapers or maga-
zines, these media types will most
likely have their undivided atten-
tion and therefore will absorb more
of the messages within those
media.
*SOURCES: (1) Print Media Work to
Convince Advertisers They Still Matter.
Katharine Q. Seelye. New York Times. May
2nd, 2005. (2) Ad Campaigns Tout Power
of Magazines. Sean Callahan. B2B. April 4,
2005.
Efficiency of Newspaper
Advertising
In 2001, The World Association of
Newspapers (WAN) published a
large-scale study examining the
effectiveness of print advertisement
8 How Powerful is Print!
MORE THAN 1,500 HOT
TOYS WERE DONATED TO
THE CTA’S TOY DRIVE
versus television or radio advertise-
ments. This study, using survey data
and case studies from around the
globe, undoubtedly found that, plain
and simply, newspaper advertising
works.
A study from Japan in particular
stood out from these findings. It
asked consumers to evaluate dif-
ferent types of media based on
accuracy of information, credibility
of content, usefulness for daily
life, broad coverage of events in
society, being an intellectual
source, and providing memorable
content. In all categories,
Japanese consumers rated news-
papers as the number one medi-
um, well above any other media.
WAN also found out that often
times consumers around the world
will buy more newspapers to:
• Find job advertisements
• Find business advertisements
• Find automobile advertisements
• And even private-arty advertise-
ments.
ADVERTISING SUPPLEMENT
members and management.
Members were also pleased with the
CTA’s heightened media profile.
By incorporating the Sun supple-
ment in its annual Hot Toys promo-
tion, participation by CTA member
rose to 68 companies and 120 prod-
ucts in 2004, up from 41 members
and 80 products in the previous year.
As a result of the promotion, more
than 1,500 Hot Toys were donated to
the CTA’s toy drive.
The CTA was so pleased with its
inaugural supplement, it is planning
to use Sun Media supplements as a
major component in its ongoing “Hot
Toys for the Holidays” campaign. And
this year, the supplement program
will include a French-language version
for the Quebec market. Once again,
all of the details will be handled from
start to finish by Sun Media.
According to WAN, the newspaper
works because the newspaper is:
• The ultimate portable media
• Convenient
• Accessible
• Disposable, or cutting out arti-
cles/ ads/ sections to keep for
future reference
• Cheap to buy and give away
• Content rich
• Review-able.
When comparing general effec-
tiveness of advertisements in the
different media in the United
Kingdom, WAN concluded that
broadcast is an “in your face medi-
um”. “The Radio Advertising Bureau
of the UK, in their Wireless Wisdom
study point to consumers being very
annoyed by some ads (they use the
slang expression “Gets right up
their nose,” which means very
annoying).”
Again, quoting the WAN study:
• Viewers find advertising on televi-
sion more annoying than in any
other medium.
workingKnowledge
Pwrofprnt7 3/9/05 2:44 PM Page 9

• More than half (51 per cent) of WHY NEWSPAPERS WORK

respondents who watch TV
claimed that they often find the 50%
39%
advertising annoying. Usefulness 17%
21%
• Commercial radio and the 23%
Internet fared slightly better with 50%
16%
23 and 18 per cent respectively. Accurate info 12%
4%
• Far fewer respondents felt that 10%
advertising in print media was 50%
8%
annoying, with only 10 per cent of Intellectual 7%
7%
magazine readers believing that 10%
advertising has a negative effect 49%
31%
on the medium. Broad coverage 11%
10%
• This is important, whilst adver- 10%
tisers struggle to develop brand 49%
28%
values annoying consumers with Memorable 12%
23%
poor or unwelcome messages 10%
can often damage the brand. In 43%
13%
fact, the Radio Advertising Credibility 10%
3%
Bureau state this potential in 5%
their Wireless Wisdom study.
NEWSPAPERS TV RADIO MAGAZINES INTERNET
Poor broadcast advertising dam-
ages the brand because it is dif- *SOURCE: Why Newspaper Advertising? World Association of Newspapers (WAN).
ficult to avoid, whilst poor press 2001.

advertising is merely avoided!

Some of the case studies used COMPARING RADIO AND PRINT
in the report by WAN are also
worth mentioning. For example, When Specsavers Opticians in the UK com-
pared the ad recall values fro print and
Specsavers Opticians in the radio over a three week period they found
United Kingdom wanted to meas- dramatic increases on the print values. 37%
ure the impact press advertise-
34%
ment had compared to that of
0%
+1
radio. Over a three-week period,
the company found that advertis-
26%
ing recall of its brand name
increased by 31% after the first 1% 22%
+3
week solely among its print adver- 20%

tisement, and another 10% after

the second week. 15%

Another case study chronicles

the advertisement efforts of the
Dutch firm CEBUCO. Its ketchup
products MUTTI had virtually no
awareness among the Dutch public,
so CEBUCO set out with an adver-
tising plan. Over a three-week peri- Week 1 Week 2 Week 3

od, the company marketed its brand

NEWSPAPERS RADIO
by including a total of 10 inserts
each in 13 different newspapers. * SOURCE: Why Newspaper Advertising? World Association of Newspapers
(WAN). 2001.
The first insertion was a full two

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effect this campaign had on the

REGIONAL DIFFERENCES retailers, who are, of course, also
While print advertising unquestionably works, the World Association of newspaper readers. According to
Newspapers did find that media consumption also differs around the WAN, ”all of the leading retailers
world. What works in one country, does not necessarily work in anoth- contacted the importer in the first
er. The graph below shows this difference. The pink lines represent week and the shelf space was more
newspaper consumption, while green represents television consump- than doubled.” After the print adver-
tion. Radio is blue, cinema is brown and light pink is outdoor media. As tising campaign, sales of MUTTI
WAN concluded: “It seems to suggest a possible link with developed Ketchup increased by 442%!
countries and increased press consumption. It certainly raises doubt
about the use of TV as a first choice media across the globe!” Where do Canadians turn
to for advertising?
Purchasing a product will often
times be preceded by seeking out
Finland
information about, and the pros and
Denmark cons of, this product. Most likely,
Sweden competing products will also be
researched in some fashion to help
Malaysia
decide just what the end purchase
Switzerland will be. The research almost always
involves some kind of advertising,
but where does the consumer find
Poland
these ads?
Portugal Leger Marketing asked 1,500
Romania Canadians which type of media
they would most likely turn to if
Russsia
they were looking for advertising on
Cambodia a variety of products, such as appli-
ances, electronics or gadgets, trav-
NEWSPAPERS TV RADIO CINEMA OUTDOOR el and mortgages.
We found that when it comes
*SOURCE: Why Newspaper Advertising? World Association of Newspapers (WAN). to seeking out advertising for any
2001. product category, Canadians will
always turn to newspapers over
pages and all inserts targeted con- 87% BELIEVE THEY television and radio combined.
sumers between the ages of 25 and HAVE SEEN THE AD IN A This is especially true when they
55, who did the grocery shopping. are looking for advertisements on
NEWSPAPER – 10% ON TV
At the end of this campaign, the new or used cars, groceries and
results were as follows:
(EVEN THOUGH THE AD other household products, and
• 87% believe they have seen the NEVER APPEARED ON TV) electronics.
ad in a newspaper - 10% on TV While men and women always
(even though the ad never choose newspapers over television,
appeared on TV) men are even more likely to do,
• 35% believe the ad tells it is qual- especially when it comes to elec-
ity ketchup. tronics, appliances and mortgages.
• 58% would stop and look at the Women are somewhat more
ads, if they see them again likely than men to turn to television
• 53% would like to try the when it comes to cars, groceries
product. and electronics, although men turn
But even more amazing was the to television more often than
continued on page 12
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SUN MEDIA ADVERTISING SOLUTIONS

MICROPLAY/JUMBO VIDEO

Strategic ad placement targets

select audiences
The Challenge
Jumbo Video and Microplay are
related companies (both are owned
by Jumbo Entertainment Inc.) with
very different target audiences.
Jumbo Video, founded in 1987, is
Canada’s largest franchise home
video chain, with 55 locations
across the country in English mar-
kets. It specializes in family-orient-
ed home entertainment needs,
with an emphasis on video and
DVD offerings suitable for kids,
adults — and both. Recent offerings
include Million Dollar Baby, The
Pacifier and Bride & Prejudice.
Microplay is in the video game
business and enjoys popularity pri-
marily among young male gamers.
Recent top rentals include Juiced,
Medal of Honor: European Assault
and Destroy All Humans!
Jumbo Video and Microplay
share some store locations, but
otherwise have very little in com-
mon. The challenge the newer
Microplay faced was to increase
awareness about its products and
store locations among gamers.
Jumbo Video, on the other hand, Regular Video Game feature in the Toronto Sun’s Showcase section
didn’t want to be forgotten in a pro-
motional push for Microplay. How
could the two companies reach
their individual target audiences? Sun Media advertising consultants Sun Media had the young male
showed store executives that the readership that Microplay was
The Solution company’s newspapers had demo- looking for and also enjoyed a large
The answer for both Jumbo Video graphics that were a perfect fit for family component among its audi-
and Microplay lay within the pages both Jumbo Video and Microplay ence — ideal for Jumbo Video. Not
of Sun Media newspapers. Their products. only that, but Sun Media had a

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strategy for going directly after
those two audience segments.
The Details
What are young male gamers
interested in? You got it: more
games. Sun Media suggested to
Microplay that it had an ideal envi-
ronment for Microplay advertising
in the “Gaming” feature that
appears in the Toronto Sun’s
Showcase section on Sundays.
In Ottawa, London and Winnipeg,
Microplay’s ads alternated between
the news and sports sections.
Sun Media advised Jumbo
Video to place its advertising in the
up-front news area and entertain-
ment section of the newspapers.
continued from page 10
WHERE DO THEY TURN FOR ADVERTISING
Cars
2%
Groceries
1%
Electronics
2%
Appliances
1%
Travel
2%
Mortgages
2%
Jewellery
2%
NEWSPAPERS TV
* SOURCE: Leger Marketing Omnican. 2005. N=1,500
women in terms of travel adver-
tisements. However, print still
leads in all categories across both
genders.
Although there are significant
differences among age groups,
12 How Powerful is Print!
WHAT ARE YOUNG MALE special “3rd movie free” discounts
and the fact that its stores carried
GAMERS INTERESTED IN?
multiple copies of every new,
YOU GOT IT:
major release, also drove up store
MORE GAMES. traffic in most locations.
Microplay also saw an increase
in store traffic and overall brand
awareness. Where Microplay and
Jumbo Video shared store loca-
tions, both companies benefitted.
There is no doubt that the two-
pronged advertising strategy with-
in Sun Media newspapers had an
The Results immediate and positive effect on
After its first ad appeared in Sun sales and profiles for both stores.
Media newspapers, sales at Executives at Jumbo Video and
Jumbo Video increased by an Microplay are so pleased, they are
astounding 15 per cent. The com- planning new, multiple-insertions
pany’s creative, which emphasized ad campaigns for both companies.
to 24-year olds seek out advertise-
ments for travel-related products
as well as jewellery, they are more
43%
19% likely to turn to television than to
42% print. While this is significant for
42%
13% this age group, no other age group
44% chooses television over print more
40% often for any product category.
17%
The biggest fans of the print
43%
35% media are those between 45 and
12%
54, who are more likely than any
54%
34% other age group to use newspapers
19%
over television for most products.
42%
As with many behaviours and
28%
12% attitudes, Canadians in any province
42% do things slightly differently than
22%
14% others across the country. This is
47% also true when it comes to types of
media used for finding advertising.
RADIO OTHER
Most notably, three in five of those
in the Prairies say they read news-
papers for advertisements on cars
(60%) and groceries (62%). Using
print is still the media type most the newspaper for grocery ads is
often turned to in all categories very likely in the Maritimes (57%),
except one. Younger Canadians are while newspapers are the best
much more likely to turn to televi- choice for ads on mortgages in
sion for advertisements on any Ontario (33%).
product category. In fact, when 18 Television is least used in
ADVERTISING SUPPLEMENT workingKnowledge
Pwrofprnt7 3/9/05 2:44 PM Page 13

British Columbia as a medium for IF YOU WERE THINKING OF BUYING A PRODUCT, WHICH TYPE OF MEDIA
advertising on cars (14%), elec- WOULD YOU MOST LIKELY USE TO FIND ADVERTISING ON…?
tronics (11%), and appliances MEN WOMEN
(7%), but most likely to be used Print TV Print TV
for ads on mortgages (17%).
Cars 45% 17% 41% 21%
Instead, B.C. residents are much Groceries 42% 10% 41% 16%
more likely to turn to newspapers Electronics 43% 15% 37% 19%
for appliance ads (41%), as are Appliances 38% 11% 32% 13%
those in the Prairies (47%). Travel 34% 21% 35% 17%
Mortgages 31% 13% 24% 11%
Jewellery 21% 14% 23% 15%
Where do Canadians turn
to for detailed information? ❑ Denotes significant differences within print.
❑ Denotes significant differences within television.
Newspapers and magazines *SOURCE: Leger Marketing Omnican. 2005. N=1,500
require more thought and concen-
tration than listening to radio, THE BIGGEST FANS OF THE When Canadians want to find out
watching television, or surfing the more detailed information about
PRINT MEDIA ARE THOSE
Internet. This means that any given product, they are more
Canadians are more accepting of
BETWEEN 44 likely to turn to newspapers than
print as a source for detailed infor- AND 54. the broadcast media. Radio is con-
mation on products. Not only are sidered to be the least likely
they more accepting of it, it also source, and not at all for jewellery
means that they seek out print items, while television is the
media when they wish to learn. choice of less then 10% of the

IF YOU WERE THINKING OF BUYING A PRODUCT, WHICH TYPE OF MEDIA WOULD YOU MOST LIKELY USE
TO FIND ADVERTISING ON…?
18-24 25-34 35-44 45-54 55-64 65+
Print TV Print TV Print TV Print TV Print TV Print TV

Cars 48% 30% 43% 31% 42% 18% 49% 15% 40% 15% 35% 9%
Groceries 33% 21% 36% 19% 44% 12% 46% 10% 39% 14% 47% 7%
Electronics 36% 29% 34% 20% 44% 19% 49% 14% 44% 17% 29% 10%
Appliances 33% 19% 30% 17% 38% 12% 42% 9% 38% 10% 28% 8%
Travel 24% 39% 39% 23% 36% 17% 42% 15% 37% 16% 27% 13%
Mortgages 26% 18% 29% 13% 33% 13% 31% 12% 22% 13% 20% 5%
Jewellery 13% 23% 19% 17% 27% 13% 29% 16% 19% 12% 18% 8%
❑ Denotes significant differences within print. ❑ Denotes significant differences within television.
* SOURCE: Leger Marketing Omnican. 2005. N=1,500

IF YOU WERE THINKING OF BUYING A PRODUCT, WHICH TYPE OF MEDIA WOULD YOU MOST LIKELY USE
TO FIND ADVERTISING ON…?
ATLANTIC QUEBEC ONTARIO PRAIRIES AB BC
Print 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

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

population. WHERE DO THEY TURN TO FOR DETAILED INFO

As with advertising, groceries,
cars and electronics top the list for 39%
6%
newspaper listings, although gro- Groceries 1%
53%
ceries overtake cars to be ranked
35%
first. Cars 8%
1%
Men and women do not differ 55%
34%
too much in this regard, except Electronics 7%
1%
when it comes to items that men 56%
may be more likely to have interest 31%
Appliances 6%
in to start, such as cars and elec- 1%
61%
tronics. In these two categories, 29%
Travel 8%
they are more likely than women 2%
56%
to say they would turn to newspa- 22%
Mortgages 5%
pers for detailed information. 1%
55%
Mortgages are also an area where 19%
men choose newspapers more Jewellery
0%
7%

often than women, while women 57%

choose newspapers for jewellery

NEWSPAPERS TV RADIO OTHER
information more often. Neither
would turn to television more often * SOURCE: Leger Marketing Omnican. 2005. N=1,500
than newspapers for any product
category.
IF YOU WERE LOOKING FOR DETAILED INFORMATION ON A PRODUCT’S
The younger generation is a TV
FEATURES OR PRICING, WHICH TYPE OF MEDIA WOULD YOU MOST LIKE-
generation and it shows. Those
LY TURN TO FOR…?
between 18 and 24 will turn to tel- MEN WOMEN
evision more often than any other Print TV Print TV
age group for detailed information
Cars 37% 8% 34% 7%
on all product categories, albeit
Groceries 40% 5% 39% 6%
still less than newspapers. Electronics 36% 7% 32% 6%
Jewellery is the only exception, Appliances 32% 7% 30% 5%
where both media fare similarly. Travel 29% 11% 28% 5%
Perhaps because they are more Mortgages 26% 6% 19% 4%
likely to read newspapers on a reg- Jewellery 17% 7% 20% 6%
ular basis, middle-aged Canadians ❑ Denotes significant differences within print.
❑ Denotes significant differences within television.
are most likely to turn to newspa-
*SOURCE: Leger Marketing Omnican. 2005. N=1,500
pers for product information.
Once again, television does not
overtake newspapers for any cate- THOSE BETWEEN 18 ceries. But these are still signifi-
gory in any of Canada’s regions. In cantly lower than those who turn
AND 24 WILL TURN TO
the Prairies, however, using televi- to print.
TELEVISION MORE
sion for information is somewhat
more usual than anywhere else in OFTEN THAN ANY Exposure to Advertising
the country. Especially for travel- OTHER AGE GROUP FOR Canadians feel that throughout a
related products, groceries/ house- DETAILED INFORMATION normal day, they are always or occa-
hold items and jewellery, those in ON ALL PRODUCT sionally exposed to advertising from
the Prairies are more likely to say CATEGORIES, ALBEIT STILL all media. In fact, three-quarters
they will turn to TV. Half of (72%) say they are always exposed
LESS THAN NEWSPAPERS.
Maritimers say they will use news- to advertising in any given day.
papers to find out more about gro- Those between the ages of 45 and

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

IF YOU WERE THINKING OF BUYING A PRODUCT, WHICH TYPE OF MEDIA WOULD YOU MOST LIKELY USE
TO FIND ADVERTISING ON…?
18-24 25-34 35-44 45-54 55-64 65+
Print TV Print TV Print TV Print TV Print TV Print TV

Cars 33% 18% 36% 14% 40% 5% 35% 5% 39% 8% 30% 3%

Groceries 30% 12% 35% 9% 45% 3% 44% 4% 39% 5% 37% 3%
Electronics 28% 17% 27% 7% 40% 6% 39% 5% 37% 6% 28% 5%
Appliances 23% 11% 28% 5% 38% 5% 36% 6% 30% 6% 26% 4%
Travel 25% 14% 26% 14% 33% 8% 32% 6% 34% 7% 22% 3%
Mortgages 20% 8% 24% 5% 31% 4% 25% 3% 17% 6% 13% 4%
Jewellery 12% 13% 19% 7% 24% 7% 19% 6% 17% 5% 19% 3%
❑ Denotes significant differences within print. ❑ Denotes significant differences within television.
* SOURCE: Leger Marketing Omnican. 2005. N=1,500

IF YOU WERE THINKING OF BUYING A PRODUCT, WHICH TYPE OF MEDIA WOULD YOU MOST LIKELY USE
TO FIND ADVERTISING ON…?
ATLANTIC QUEBEC ONTARIO PRAIRIES AB BC
Print TV Print TV Print TV Print TV Print TV Print TV

Cars 38% 8% 33% 9% 32% 8% 46% 9% 34% 6% 42% 5%

Groceries 50% 5% 31% 7% 40% 4% 46% 12% 41% 4% 42% 4%
Electronics 39% 5% 29% 7% 34% 7% 35% 6% 33% 10% 39% 3%
Appliances 27% 6% 29% 8% 34% 6% 31% 5% 28% 6% 30% 4%
Travel 34% 7% 25% 7% 28% 7% 31% 13% 30% 9% 33% 7%
Mortgages 20% 5% 20% 6% 24% 4% 18% 4% 21% 5% 24% 5%
Jewellery 18% 5% 13% 8% 23% 6% 21% 9% 19% 6% 18% 5%
❑ Denotes significant differences within print. ❑ Denotes significant differences within television.
* SOURCE: Leger Marketing Omnican. 2005. N=1,500

54 are most likely to feel their expo-

EXPOSURE TO ADS
sure, as 76% say they are always
exposed. 93%
90% 90% 90%
Regionally, Maritimers feel they 87% 87% 88%

are less exposed in general than the

rest of Canada (83%), while
Quebeckers and Prairie residents
are least likely to find they are
always exposed (69% and 68%,
respectively).
When comparing this advertis-
ing exposure to 10 years ago, it is
agreed that Canadians feel more
exposed to advertising now than
then. Almost no one finds there is
11% 11% 11%
less advertisement today. Those 10% 10% 9%
6%
between the ages of 35 and 44
are most likely to find the amount
All 18-24 25-34 35-44 45-54 55-64 65+
of advertisement has remained Canadians
the same (17%).
EXPOSED NOT EXPOSED
Regionally, Prairie and B.C. resi-
dents feel there is even more * SOURCE: Leger Marketing Advertising Saturation Report. 2004.
advertisement now than other

workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 15

marketing_inside 8/17/05 1:59 PM Page 1

Which target
would you
rather reach?
Young active consumers or old...

Target: Adults 18-49

68%

% Composition
56%

Sun Network Competitive Dailies

Footnote: NADbank 2004 Study: Edmonton CMA, Calgary CMA, Winnipeg

CMA, London CMA, Toronto Sun readership markets, Ottawa-Gatineau
CMA, Montreal CMA, Quebec City CMA;
Sun Network = Edmonton Sun, Calgary Sun, Winnipeg Sun, London Free
Press, Toronto Sun, 24 hours Toronto, Ottawa Sun, Journal de Montréal,
24 heures, Journal de Québec
Competitive Dailies = Edmonton Journal, Calgary Herald, Winnipeg Free
Press, Toronto Star, Metro Toronto, Ottawa Citizen, La Presse, Métro
Montreal, Le Soleil.

EDMONTON SUN • CALGARY SUN • WINNIPEG SUN

• LONDON FREE PRESS • TORONTO SUN • OTTAWA SUN
• JOURNAL DE MONTRÉAL • JOURNAL DE QUÉBEC
• 24 HOURS • 24 HEURES

For more information,

please call 1-877-786-8227 or visit: www.sunmediasales.ca
Pwrofprnt7 3/9/05 2:44 PM Page 18

EXPOSURE TO ADS Canadians (90% each).

Quebeckers, however, are more
1% 2%
2% 1% 1% likely to say the amount has
0% 0%
remained the same (16%).
6%
8% 11% 8%
11% 13%
17% What are acceptable types
of advertising?
We all know advertising is what
funds newspapers, magazines,
radio and television shows,
Internet sites and even people’s
personal endeavours. Remember
86% 90% 88% 81% 87% 85% 87% the man who sold his forehead to
advertising on Ebay? But just how
acceptable is all of this advertising?
Are Canadians oversaturated with
it and can’t take anymore or do
they understand the importance of
this revenue?
All 18-24 25-34 35-44 45-54 55-64 65+
Canadians A survey with 1,500 Canadians
in 2004 found that about half of
MORE SAME AMOUNT LESS
Canadians (51%) do find it accept-
* SOURCE: Leger Marketing Advertising Saturation Report. 2004. able to be exposed to advertise-
ments on a daily basis. This is high-
est for young people (60% of those
OVERALL ACCEPTANCE OF DAILY EXPOSURE TO ADS
under the age of 24), perhaps
because they have always lived in a
world of ads. As Canadians get
older, however, we do see a steady
decline in this acceptance, with just
over one-third (37%) of those over
the 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 of
advertising that are more accept-
51% 60% 59% 55% 47% 46% 37% able than others? Two years in a
row, Leger Marketing asked
Canadians if they found the follow-
ing types of ads acceptable. Both
years, print advertising in newspa-
pers came out on top, with four in
five Canadians finding this type of
All 18-24 25-34 35-44 45-54 55-64 65+
Canadians advertising more acceptable than
any other. Less traditional forms of
* SOURCE: Leger Marketing Omnican. 2003 and 2004. advertising such as ads on person-
al property or cell phones are not
found to be acceptable.
Sneaky and intrusive advertising
is the least acceptable. Only 20%

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Pwrofprnt7 3/9/05 2:44 PM Page 19

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 prescription
drugs without mentioning they are paid 20% 20%
Pop up windows with advertising on the Internet 17% 12%
*SOURCE: Leger Marketing Omnican. 2003 and 2004.

MEDIA SATURATION – WHAT IS ACCEPTABLE TO CANADIANS

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 praising
prescription 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%
*SOURCE: Leger Marketing Omnican. 2003 and 2004.

of Canadians say that celebrities
praising prescription drugs on talk
shows without mentioning they are
being paid for their brand mention
is acceptable, while even fewer
find pop up windows on the inter-
net to be acceptable (12%).
Most types of advertisements
are also found to be less accept-
able in 2004 than the year prior. But
the biggest drop in acceptability
comes in the form of billboard
advertising along roads and high-
ways. Just over half of Canadians
(56%) find this acceptable, a
QUEBECKERS ARE seven-per cent drop since 2003.
GENERALLY MORE As mentioned earlier, the most
acceptable form of advertising is
ADVERTISING FRIENDLY,
print advertising in newspapers.
FINDING MOST OF THESE This is especially true for those
ADVERTISING METHODS between the ages of 35 and 44
MORE ACCEPTABLE (91%). However, as seen in the
THAN OTHER CANADIANS. overall acceptance of daily expo-
sure to advertising, the older the
respondent, the less likely she or
he is to find any of these types of
advertisements acceptable.
Only four per cent of Canadians
say that none of these advertising
methods are acceptable, most of

workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 19

Pwrofprnt7 3/9/05 2:44 PM Page 20

MEDIA SATURATION – WHAT IS ACCEPTABLE TO CANADIANS

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 praising
prescription 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

81
79 79 78
75 75 75
72 70
68 69 69 71
65 66 65 66
63
61
58 59
54
49
45
40

29
26 27
25 26 25
23 22 23
20 19 20
18 17 18
1515
12 12 1212
9
7

Newspaper Radio TV Billboards Personal Cellphone Famous Internet

property people pop ups

ATLANTIC QUEBEC ONTARIO PRAIRIES ALBERTA BC

*SOURCE: Leger Marketing Omnican. 2003 and 2004.

who are over the age of 65 (12%) THOSE IN THE PRAIRIES baby carriages (40%) and even
and live in Alberta (6%) or BC (7%). DISAPPROVE MOST OF celebrities endorsing products on
Quebeckers are generally more talk shows (27%). Maritimers dis-
ADS ON PERSONAL
advertising friendly, finding most of approve most of advertisements in
PROPERTY.
these advertising methods more washroom, while those in the
acceptable than other Canadians. Prairies disapprove most of ads on
This is especially true for ads personal property.
placed on personal property like

20 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge

Pwrofprnt7 3/9/05 2:44 PM Page 21

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 say
they 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 markets
across Canada to find out just what they drive, when they upgrade and where they go to find information on
replacement vehicles. The survey found that half of Sun Media readers turn to daily newspapers before even
friends 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 reading
included advertising and/or deals. This desire for advertising is almost as prevalent as a desire to learn more
through 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 an
immediate purchase or just seeing what is new and upcoming for that future purchase.

BEST SOURCE FOR AUTO INFORMATION

Daily newspapers 50% * SOURCE: Auto Information.

Commissioned by Sun Media and
Friends/family 48% conducted by Leger Marketing. 2004.

Internet 39%

Magazines 25%

TV 21%

Community
7%
newspapers

Radio 5%

Billboards 4%

Don t know/refuse 4%
’

WHAT MAKES NEWSPAPERS A GOOD SOURCE

Reviews/ratings 40% * SOURCE: Auto Information.

Commissioned by Sun Media and
Ads/price deals 37%
conducted by Leger Marketing. 2004.
New technology 33%

Used car articles 16%

Car features 11%

Styles/models 4%

What’s available 2%

Maintenance 2%

Everything 2%

Reliability 2%

Other 10%

Don’t know 4%

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Pwrofprnt7 3/9/05 2:44 PM Page 22

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

57%
54% 54%
51%
47% 47% 47%
45% 45% 45%

40%

36% 36%

31% 29%
30%
28% 29% 28%
26% 26% 25% 25%
23% 24% 24%
21%
18% 18%
14%

Read about it Saw it in Heard on the Saw a None of

in newspapers TV ad radio billboard these

ATLANTIC QUEBEC ONTARIO PRAIRIES ALBERTA WEST

*SOURCE: Leger Marketing Omnican. 2005.

Purchase Behaviour and

HAVE YOU EVER PURCHASED A PRODUCT BECAUSE YOU... ?
Advertisement
Advertising and general awareness
in the media are both very impor-
tant factors when it comes to con-
sumer purchasing behaviour. This
can be most accurately demon-
strated through a study done by
Leger Marketing with 1,500
Canadians, of whom half say they
have at one time or another pur-
chased a product because they
read about it in a newspaper (49%)
49% 46% 28% 21% 27%
or saw it on television (46%).
Canadians between 35 and 44
are most likely to have purchased
something they read about in the
newspaper (55%), whereas
younger ones tend to have bought Read about Saw it in Heard on the Saw a None of
it in TV ad radio billboard these
something because they saw it on newspapers

TV (58% of those between 18 and * SOURCE: Leger Marketing Omnican. 2005.

24 and 57% of those between 25
and 34).
Higher income Canadians (61%)
and those with a university educa-
tion (57%) are most influenced by
what they read in the newspaper,
22 How Powerful is Print!
saying they have purchased prod-
ucts because of it.
Regionally, there are also some
differences in purchasing behaviour.
ADVERTISING SUPPLEMENT
Maritimers are the least influenced
by advertising, as over one-third
(36%) say they have never pur-
chased an item because they saw
continued on page 24
workingKnowledge
Pwrofprnt7 9/6/05 3:30 PM Page 23

SUN MEDIA ADVERTISING SOLUTIONS

CREDITXPERT CANADA INC.

24 hours campaign delivers

major increase in sales leads
The Challenge
CreditXpert Canada Inc., a company
that offers professional advice and
representation to help consumers
achieve financial well-being, was
looking for the right print medium in
which to create top-of-mind public
awareness of its services. Its objec-
tives included increasing the vol-
ume of queries from potential
clients, broadening its client base,
educating consumers on the credit
consolidation options available to
them, and positioning CreditXpert
Canada as the go-to service
provider for those wishing to
achieve financial freedom.

The Solution
Working with Sun Media advertising
consultants, CreditXpert Canada
determined that 24 hours Toronto
was an ideal environment for an
ongoing print campaign. The glossy
commuter paper reaches young
urbanites on the go, with a reader-
ship that is mobile, active and atten-
tive. CreditXpert was looking to
reach young adults and a remark-
24 Hours/24 heures: Number 1 free dailies circulated in
able 79 per cent of 24 hours readers
Vancouver, Toronto and Montreal
are adults between 18 and 49 years
of age. employment, health, fashion, travel, Business Directory Tuesdays to
Each day, 24 hours provides movies and technology. Thursdays. The premium positions
insightful coverage of society, news would assure heightened aware-
(local, provincial, international), busi- The Details ness among the 24 hours audience.
ness, show business, television and The CreditXpert strategy called for a In addition to the ad compo-
sports. It also invites reader interac- daily campaign consisting of a page nent, CreditXpert and Sun Media
tion and features weekly columns 3 banner ad on Mondays and Fridays determined that a weekly column
covering such topics as cars, and an additional insertion in the addressing issues about credit,

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Pwrofprnt7 3/9/05 2:44 PM Page 24

debt and financial planning would
be of benefit to readers and help
to educate them on the choices
available to them. The column,
with a question-and-answer com-
ponent to answer readers’ ques-
tions, is written by the client.
CreditXpert’s e-mail address and
the 24 hours website are noted at
the bottom of the column to help
drive traffic. Questions can be e-
mailed or readers have the option
of calling a dedicated telephone
number.
The Results
The 24 hours campaign, which fell
well within CreditXpert’s budget
parameters, met or surpassed all of
COMPANY EXECUTIVES the client’s goals. CreditXpert expe-
SAY 82% OF THEIR rienced a surge in calls from poten-
SALES LEADS ARE tial clients — in fact, company
executives say that 82 per cent of
NOW GENERATED
their sales leads are now generat-
FROM 24 HOURS.
ed from 24 hours. The campaign
has increased the profile of
CreditXpert Canada among young
adults, and the column feature has
helped to educate readers about
their financial options. The mes-
sage that is brought home to read-
ers is that they can indeed achieve
financial freedom, and CreditXpert
Canada can help to get them there.
And the message CreditXpert
came to appreciate is that Sun
Media delivers effective, immedi-
ate advertising solutions.

continued from page 22

an advertisement for it in a newspa-

KFF DATA: SPENDING TIME WITH MEDIA
per, on TV, radio or on a billboard.
On the other side of the country,
Watch TV 81%
however, Canadians are most likely
to have purchased a product Listen to radio 74%
because they read about it in the
Use a computer 54%
newspaper, with 57% of Albertans
and 54% of BC residents saying Go Online 47%
they have done so.
Read a magazine 47%

The Next Generation of

Read a book 46%
Print Readers
A new generation of Canadians is Play video games 41%

growing up and growing up fast.

Watch videos/DVDs 39%
Already, this generation is exposed
to more media than any other, from Read a newspaper 34%
video games, to computers, to tele-
vision, “Generation M” is the Go to a movie 13%

newest target for advertisers. But

these kids are much more scatter-
brained than older people and this
poses a challenge for effective and
targeted advertising.
A study by the U.S.-based Kaiser
Family Foundation (KFF), Generation
M: Media in the Lives of 8-18 Year
Olds looks at exactly what types of
media these kids are consuming
and how often. The previous graph
* SOURCE: Generation M: Media in the Lives of 8 to 18 Year Olds. Kaiser Family
Foundation. March 2005.
shows what types of media 8 to 18-
year old are using in a typical day.
While television and radio are the
most used media, half of them do
read magazines (47%) and another
third say they typically read a news-
paper (34%).
Not surprisingly, kids spend most
of their time watching television,
videos/ DVD’s and listening to
music. But they do spend a signifi-
cant time reading as well. In fact,
19% say they spend more than one
hour on reading each day.
Looking at exactly what kids read
when they do, KFF found that most

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KFF DATA – SPENDING TIME WITH MEDIA were even multitasking at all. It
found that generally, Generation M
does not multitask nearly as much
when they are reading.
As KFF’s report states:
“Regardless of level of print expo-
sure, fewer than one-fifth of 7th- to
12th-grade kids report heavy media
multitasking.” This compares to
one-quarter who are considered to
be heavy multitaskers when watch-
ing television and one-third who
are heavy multitaskers when using
the computer.
This information again goes to
3:51 1:44 1:02 0:49 0:43 0:25
level of concentration and shows
that even the next generation, albeit
Watching TV Listening to Using a Playing video Reading Going to a
(TV, Videos, music (radio, computer games (magazines, movie
all over the media map, is already
DVD’s, etc.) CD’s/MP3’s (online/offline) newspapers, focusing when looking at print.
etc.) books)

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

Canadian Newspaper
Foundation. March 2005. Readership
All of this that we have reported is
MEDIA MULTI-TASKING BY LEVEL OF MEDIA EXPOSURE only important if people actually look
AVERAGE EXPOSURE Light Moderate Heavy at newspapers and magazines. The
children and teens that we just dis-
Television 11% (a) 16% (ab) 25% (b)
cussed must grow up to become
Computer 8% (a) 14% (b) 33% (b)
regular print readers if the ads are
Video Games 12% (a) 21% (ab) 28% (b)
Print 15% 15% 18% really going to be able to influence
them. What we find is that, yes,
“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 Canadians are frequent newspaper
that share a common subscript, do not differ by a large enough margin to ensure readers. According to the 2004
statistical reliability.”
* SOURCE: Generation M: Media in the Lives of 8 to 18 Year Olds. Kaiser Family Nadbank study, four in five
Foundation. March 2005. Canadians (79%) say they read a
newspaper in the past week and
time is spent on books (23 minutes “REGARDLESS OF LEVEL half (53%) say they read a paper
on average), but a significant time is OF PRINT EXPOSURE, every day. Weekend readership is at
also spent on magazines (14 min- 58%. When looking at the top 10
FEWER THAN ONE-FIFTH
utes on average). Newspapers are markets, weekly readership is high-
read on average for six minutes a
OF 7TH- TO 12TH-GRADE est in Winnipeg (85%), Quebec City
day, which, although low, is still sig- KIDS REPORT HEAVY (84%), Montreal (81%) and
nificant for this age group. Not only MEDIA MULTITASKING.” Edmonton (81%). Daily readership
that, but one-third of kids at least flip is also highest in Winnipeg (59%),
through newspapers regularly (34% Edmonton (56%) and Montreal
saying they read a newspaper for at (54%), but includes Hamilton as
least 5 minutes the previous day). well (56%). What is really beneficial
More importantly, however, this to advertisers is that not only are
study looked at attention spans people more likely to regularly read
and what kids are doing when a paper in these 10 markets, these
reading any print media, or if they are also the most important markets

workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 25

Pwrofprnt7 3/9/05 2:44 PM Page 26

AVERAGE TIME CONSUMING PRINT MEDIA when it comes to population size,

PRINT MEDIUM 8-18 8-10 11-14 15-18 density and incomes. Three-fifths of
Year-Olds Year-Olds Year-Olds Year-Olds Canadians over the age of 50 report-
ed they read a newspaper the day
A. Average daily time with each print medium before (60% of those 50-64 and
Books 0:23 0:27 0:21 0:24
62% of those over 65), compared to
Magazines 0:14 0:12 0:15 0:13
Newspapers 0:06 0:04 (a) 0:05 (a) 0:07 (b) 44% of those between 25 and 34
ALL PRINT 0:43 0:44 0:41 0:45 and 45% of those under the age of
25. The higher the household
B. Proportion who read at least 5 minutes the previous day
income, the more likely Canadians
Books 46% 63% (a) 44% (b) 34% (c)
are to have read a newspaper the
Magazines 47% 35% (a) 54% (b) 47% (b)
Newspapers 34% 21% (a) 35% (b) 43% (b) day before or on the weekend. The
ALL PRINT 73% 73% 75% 71% same is true for education, as those
with a university degree are more
C. Proportion who read 30 minutes or more the previous day
likely to have read a newspaper the
Books 30% 40% (a) 27% (b) 26% (b)
Magazines 22% 16% (a) 25% (b) 21% (b) day before (58%) than those with
Newspapers 7% 7% 7% 8% some high school (46%). The key
ALL PRINT 47% 51% 48% 43% sections of the newspaper include
“Note: Only those items in each row that do not share a common subscript differ news, be it local (74%), international
from one another with statistical reliability. Those items without a subscript, or those (63%), or provincial/ national (61%).
that share a common subscript, do not differ by a large enough margin to ensure
statistical reliability.” Arts and Entertainment news is at
least sometimes read by three-quar-
* SOURCE: Generation M: Media in the Lives of 8 to 18 Year Olds. Kaiser Family
Foundation. March 2005. ters (76%), while Health and
Editorial are read by three-quarters
Children aged 8 to 18 are all consuming print media but the mix of what
they consume changes as they age.
of Canadians at least sometimes
(70% and 67%), respectively.
When you combine this informa-
READERSHIP IN TOP 10 MARKETS tion with what we have discovered
in other research it also helps to
51% 71% 78%
demonstrate the benefit of targeted
Toronto
media. For example, the graph on
Montreal 54% 74% 81% content readership shows that
about half of Canadians do not look
Vancouver 48% 72% 74%
at the automotive section on a regu-
Ottawa/Gatineau 53% 73% 78% lar basis. Now go back to the earlier
section of this report that shows
Calgary 52% 75% 79%
that when someone is looking for a
Edmonton 56% 76% 81%
vehicle they will use the newspaper
for deals, reviews and information.
Quebec City 53% 74% 84% Another point we have made
throughout this report is concentra-
Hamilton 56% 75% 80%
tion is highest when looking at print
Winnipeg 59% 77% 85% media compared with other forms.
As you will recall, we have proven
London 52% 73% 79%
that print is the “opt-in media” for
YESTERDAY 5 DAY CUMULATIVE 6/7 DAY CUMULATIVE
which multi-tasking is lowest, even
among young readers. Print readers
* SOURCE: Nadbank Study 2004. feel less annoyed by advertisements
in their newspapers and magazines
than by Television ads or Internet

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Pop-Ups, making for a more prod- CONTENT READERSHIP

uct-friendly consumer. And finally,
the print media is still the most Local News 74% 18% 8%
acceptable form of advertising.
World News 63% 22% 15%
All of these pieces of information
can lead us to an understanding that 61% 22% 17%
Prov./Natl. News
print ads are noticed by people who
are actually in the market for a new Arts & Ent. News 44% 32% 24%

product, in this case a new vehicle.

Editorial 38% 29% 33%
Regular readership, acceptance of
print advertising in our lives, higher Health** 37% 33% 30%
awareness of print ads over time,
greater likelihood that the ad breaks Sports 36% 18% 46%

through the clutter and a desire to 30% 19% 51%

Comics
seek out print for information, ads,
and knowledge leads us to conclude Food 30% 29% 41%

that the print medium has not been

Finance/Business 28% 25% 47%
replaced by the television or com-
puter screen. As we go forward the Travel 27% 32% 41%
print medium will continue to adapt
Fashion/Lifestyle 27% 28% 45%
and change to reflect the interests
of all generations but it looks like it
Homes/Real Est. 23% 29% 48%
has been doing it long enough to
maintain its leadership as a viable Automotive 21% 24% 55%

advertising tool.
USUALLY SOMETIMES RARELY/NEVER

** “Full Sample Markets Only”

* SOURCE: Nadbank Study 2004

workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 27

Pwrofprnt7 3/9/05 2:44 PM Page 28

THE CREATIVE
POWER OF
PRINT!
Pwrofprnt7 3/9/05 2:44 PM Page 29

I
n the beginning, there was the
print ad. Today, despite the wide
selection of advertising vehicles,
including the formidable presence of
online formats, newspaper and
magazine print advertising remains a
popular choice with corporate mar-
keters. Offering the marketing com-
munity a considerable advantage,
the print medium helps advertisers
forge meaningful and intimate rela-
tionships with a loyal readership.
That’s why print advertising is a
critical part of the greater media mix
explains Jacqueline Loch, Director
of Strategic Creative with Rogers
Publishing Ltd. “There is a special
relationship between the reader and
their publication. It is very personal
and it is a choice. Advertising
becomes part of that relationship.”

Create a Relationship
How a marketer chooses to form
and nurture the relationship with the
target audience is a matter of
choice. There is a unique opportunity
to leverage the reader relationship
that each print brand has with its
core audience. Creative should cap-
ture the voice and tone of the publi-
cation, speaking directly to the con-
sumer. Attracting audience attention
is crucial, and because you may only
get a few seconds to make an
impression, Loch offers these tips
for getting your creative noticed:
• Use a product demo or incorpo-
rate the brand experience: Offer a
specific product demo that
engages their interest and invites
them to interact with the product.
• Educate the consumer about the
product: Use this opportunity to
let readers discover and learn
more about a specific product or
advertiser.
• Take a tactical stand: Generate a Custom 1/3 page advertorials were created to run adjacent to the Scotiabank print
call-to-action—whether your campaign. Each advertorial was was customized to the magazine that it ran in.
goal is to get your reader to visit

workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 29

Pwrofprnt7 3/9/05 2:44 PM Page 30

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.

a store or book an airline ticket—
the speed-to-market of newspa-
per advertising and weekly-pub-
lished magazines is a powerful
tool.
• Customize brand creative:
Connect with your reader by
speaking to them in their own
language. Utilize the tone and lan-
guage of the specific publication.
• Co-brand content: Leverage the
value of the print vehicle to pres-
ent and deliver your message
through a customized and co-
branded publishing effort.
Supplements, bonus issues and
special reports align your brand
with the print vehicle.
• Raise brand awareness:
Supplement your core brand
campaign with “extra” initiatives
to increase your brand’s aware-
ness. For example, use over-
wraps, post-it notes, small space
teaser ads in targeted, high-value
print publications.
Research Delivers Results
Implementing a successful print
campaign requires flexibility and
often working with print suppliers
outside of the stringent parameters
set by a traditional rate card and
media kit. Success is also largely
determined by establishing the
advertising objective(s) before diving

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Pwrofprnt7 3/9/05 2:44 PM Page 31
into creative development. Deciding
what the primary goal is for the
campaign—whether it’s to raise
brand awareness or create a call-to-
action—and following this goal
through creative development and
execution helps ensure campaign
success.
Research is also a key factor.
Leveraging consumer knowledge
that publications, especially in the
editorial department, have about
their readership is an invaluable
source of information for corporate
marketers. Editors invest a consider-
able amount of time soliciting read-
er opinions on what kinds of infor-
mation they want to read about in
the publication. For example,
Chatelaine’s editorial team discov-
ered their readership values any sig-
nificant “bonus” information on key
themes and topics featured in the
magazine. Corporate marketers can
use the knowledge gleaned from
newspapers and magazines to cre-
ate unique, targeted advertising
opportunities that connect with their
core audience.
Another important consideration
workingKnowledge
THE MORE TIMES THE
AUDIENCE READS ABOUT
THE PRODUCT, THE MORE
FAMILIAR THEY WILL
BECOME WITH IT.
is ad placement. Like everything
else, ad positions move in and out of
fashion. If the competition is running
full-page right-hand ads, address the
challenge by switching your creative
placement to tackle the competition
head-on. Want to make an impact
and differentiate the print campaign
in the marketplace? Get innovative
and use a gatefold or dominate the
issue by running strategically placed
small space ads throughout multiple
sections of the paper.
Foundation for Success
Don’t overlook key “tried and true”
print principles, they are the founda-
tion for marketplace success.
Develop a frequency media plan
based on the fundamental that the
more times you run your ad, the
ADVERTISING SUPPLEMENT
more people you will reach.
Relevancy is another key factor.
Work with your print media supplier
to place your message within rele-
vant content and print sections, with
the goal of attaining prime real
estate and identifying the most like-
ly timeframe your target market will
read about your product in the publi-
cation. Here’s the reality: the more
times the audience reads about the
product, the more familiar they will
become with it.
Despite the abundance of inno-
vative advertising solutions in the
market place, print remains a popu-
lar and successful choice for corpo-
rate marketers. Loch credits the
longevity of the medium with its
inherent creative flexibility and abil-
ity to form a connection with its
audience. “Print can take on what-
ever role it needs to. It can be tac-
tical, providing the reader with
more information, launch a product
or represent a cause. That’s why
it’s a critical contributor to the
greater media mix.”
HOW POWERFUL IS PRINT! 31
marketing_obc 8/17/05 1:57 PM Page 1

Sun Media
Presenting sponsor of the
2005 Working Knowledge Program
How Powerful is Print?

Sun Media Corporation, a division of Quebecor Media Inc.,

is the largest publisher of tabloid newspapers in Canada.
The urban daily papers owned by Sun Media attract a group
of young, active Canadians. Every Sun Media urban daily is
read by a larger proportion of adults under the age of 50
than its competitor.

Sun Media is Canada’s second largest newspaper publishing

company, with daily newspapers in nine of the top 10 markets
in Canada. Sun Media publishes a total of 20 dailies as well
as more than 160 community weeklies and specialty
publications across Canada. Every week, more than ten million
Sun Media newspapers are distributed from Vancouver to
Quebec’s Gaspé Peninsula.

The Corporate Sales Office of Sun Media is committed to

working with you to deliver innovative advertising programs
and to develop new initiatives designed to expand your business
and customer base.

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