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Page 1: MEDIA KIT 2016 - Canadian Geographic · MEDIA KIT 2016. about us Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all

MEDIA KIT 2016

Page 2: MEDIA KIT 2016 - Canadian Geographic · MEDIA KIT 2016. about us Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all

about us

Making Canada better known to Canadians and to the world

Engaging over 3.662 million Canadians monthly across all platforms

Reader ProfileCanadian Geographic reaches affluent, influential

decision-makers, highly engaged with their communities and passionate about Canada

and the world beyond

ReachCanadian Geographic is the third-highest

reaching publication in Canada and the second-highest reaching

magazine brand digitally of adults 18+

PillarsPhotography • Adventure • Exploration

Wildlife • Travel • Current issues

about usGiving Canadians a deeper knowledge

of their country — its people and places, its natural and cultural

heritage and its environmental, social and economic challenges

PREVIOUS PAGE, CLOCKWISE FROM TOP: ERIK BOOMER, CANADIAN GEOGRAPHIC APRIL 2014; JESSICA FINN/CAN GEO STAFF; JASON FULFORD/CAN GEO; CHRIS MACDONALD/CAN GEO PHOTO CLUB, CANADIAN GEOGRAPHIC BEST WILDLIFE PHOTOGRAPHY 2016; JESSICA FINN/CAN GEO STAFF; NICK HAWKINS/CAN GEO; SARAH MCNAIR-LANDRY, CANADIAN GEOGRAPHIC APRIL 2014; SIMON BOLYN/CAN GEO PHOTO CLUB, CANADIAN GEOGRAPHIC BIRDS PHOTOGRAPHY 2015. THIS PAGE: NICK HAWKINS/CAN GEO

Page 3: MEDIA KIT 2016 - Canadian Geographic · MEDIA KIT 2016. about us Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all

about usabout us

Ð Founded in 1929 by geologist Charles Camsell with a mandate of “making Canada better known to Canadians and to the world”

Ð Largest not-for-profit educational organization in the country with more than 160,000 members and a network of 16,000 educators

Ð Multi-platform content creator with a reputation for authoritative, fair and balanced journalism

Ð Publisher of Canadian Geographic, Canadian Geographic Travel and Géographica magazines, Canadian Geographic Atlas of Canada, Canadian Geographic special interest publications and the Canadian Atlas Online

Ð College of Fellows brings together individuals who support the Society’s mandate and are passionate about geography

Ð Maintains a wide range of education, research and exploration programs:

Ì Canadian Geographic Education

Ì Ground-breaking Giant Floor Map program

Ì The Canadian Geographic Challenge with more than 60,000 participants from over 600 schools in 2015

Ì Annual research grants for university students

Ì Annual grants for expeditions and exploration

Ì Public lectures in major Canadian cities

Ì Stakeholder forums across Canada

Ì Annual fundraising Dinner of the College of Fellows

The Royal Canadian Geographical Society

Giving Canadians a deeper knowledge of their country — its people and

places, its natural and cultural heritage and its environmental, social and economic challenges

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Page 4: MEDIA KIT 2016 - Canadian Geographic · MEDIA KIT 2016. about us Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all

about uscontent platformsA powerful premium brand

that reflects values widely shared by Canadians and that exists on

multiple print and digital platforms

Ð Award-winning journalism focused on Canada and its cultural and natural heritage since 1930.

Ð Long rated Canada’s most interesting magazine

Ð Canada’s third-most read magazine, with 3.173 million readers per issue (Vividata, Fall 2015).

Ð Renowned for its storytelling, photography and cartography.

Ð French-language companion title to Canadian Geographic magazine.

Ð Distributed to higher demographics (education, income) across Quebec.

Ð Tailored content and page count.

Ð Recognized voice in Quebec since 1997.

Ð Published quarterly since 2006.

Ð Focuses on Canadian tourism and places Canadians like to visit.

Ð Builds on Can Geo readers’ interests in travel, exploration and discovery.

Ð Recipient of numerous journalism and travel industry awards.

Ð Complemented by the Can Geo Travel Club site: travelclub.canadiangeographic.ca

Canadian Geographic

Canadian Geographic Travel

Géographica

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Page 5: MEDIA KIT 2016 - Canadian Geographic · MEDIA KIT 2016. about us Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all

about uscontent platforms

Special interest publications Ð Showcases the work of Canadian

Geographic’s photography community.

Ð Annual wildlife issue.

Ð Themed issues linked to Can Geo Photo Club contests.

Ð Available on newsstands everywhere in Canada and online worldwide.

Digital Ð 2nd highest digital reach in Canada.

Ð New and unique content posted daily, expanding on the magazine’s reputation for storytelling and photography.

Ð CanadianGeographic.ca acts as a portal for all Canadian Geographic and RCGS content.

Ð Rapidly expanding social media presence: Facebook, Twitter, Instagram, Google+, YouTube, Pinterest.

Ð Full-time social media editor.

Ð E-newsletters and digital editions.

A powerful premium brand that reflects values widely shared by Canadians and that exists on

multiple print and digital platforms

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Page 6: MEDIA KIT 2016 - Canadian Geographic · MEDIA KIT 2016. about us Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all

Change

our audienceCanadian Geographic’s

monthly brand universe

3,662,000+readers/viewers per month

Canadian GeographicRated number one for reader interest

Print

3,173,000readers per issue

Digital media

1,341,000viewers per month

Additional reach

Can Geo Education

16,000members

Can Geo Photo Club

75,485members

Social media50,339 followers

E-newsletters60,000 emails sent monthly

Website activity250,000 unique visitors monthly

Google+ 1,180

Instagram 11,196

Twitter 18,222

Facebook 19,745

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Page 7: MEDIA KIT 2016 - Canadian Geographic · MEDIA KIT 2016. about us Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all

our audienceSource: Vividata, Fall 2015,

18+, total Canada

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DEMOGRAPHICS Reach Composition

Adults 18+ 3,321,000 100%

Male 1,658,000 50%

Female 1,664,000 50%

Couple/adults withchildren at home

1,486,000 45%

EDUCATION Reach Composition

University/other non-university certificate+

2,212,000 67%

Bachelor Degree+ 1,112,000 34%

EMPLOYMENT Reach Composition

Broad white collar(including MOPEs)

1,216,000 37%

MOPEs 841,000 25%

INCOME Reach Composition

HHI $60,000+ 1,793,000 54%

HHI $75,000+ 1,403,000 42%

HHI $100,000+ 981,000 30%

HHI $150,000+ 380,000 11%

HHI $200,000+ 158,000 5%

ACTIVITIES Reach Composition

Camping 786,000 26%

Hiking/walking 1,809,000 59%

Bike riding 836,000 27%

Photography 967,000 32%

Skiing 341,000 11%

Golf 531,000 17%

Gardening 1,327,000 43%

Entertaining at home 1,554,000 57%

Building/woodworking 526,000 17%

Hunting 142,000 5%

Canoeing 379,000 12%

Powerboating 329,000 11%

Page 8: MEDIA KIT 2016 - Canadian Geographic · MEDIA KIT 2016. about us Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all

our audience

* in past year

** in past week *** in past month

Source: Vividata, Fall 2015, 18+, total Canada

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URBAN Reach Composition

Toronto GTA 581,000 18%

Vancouver GTA 253,000 8%

VECTOM markets: Vancouver, Edmonton, Calgary, Toronto, Ottawa and Montreal

1,476,000 44%

Toronto, Vancouver, Montreal

1,022,000 31%

Urban(cities over 100,000)

1,993,000 60%

TRAVEL Reach Composition

1+ vacation trips in Canada*

1,942,000 59%

2+ vacation trips in Canada*

1,543,000 47%

Vacation travel outside Canada in past year

1,569,000 47%

Vacation travel out-side Canada

1,045,000 32%

REGIONALITY Reach Composition

Eastern Canada 1,986,000 60%

Western Canada 1,336,000 40%

Atlantic Provinces 255,000 8%

Quebec 312,000 9%

Ontario 1,419,000 43%

Prairies 733,000 22%

British Columbia 602,000 18%

TARGET DEMOS Reach Composition

Adults 18-24 years 350,000 11%

Adults 25-34 years 551,000 17%

Adults 35-49 years 732,000 22%

Adults 50-64 years 876,000 26%

Adults 18-34 years 901,000 27%

Adults 18-49 years 1,633,000 49%

Adults 25-54 years 1,615,000 49%

LIFESTYLE Reach Composition

Principal grocery shopper

2,643,000 80%

Drink 3+ glasses of wine**

503,000 17%

Drink 3+ glasses of spirits/liquor***

1,239,000 41%

Drink 6+ glasses of spirits/liquor***

685,000 23%

Owns home 2,527,000 76%

Page 9: MEDIA KIT 2016 - Canadian Geographic · MEDIA KIT 2016. about us Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all

lineup

JANUARY/FEBRUARY 2016

Close: December 2, 2015 In market: January 4, 2016

Pass it onRenowned Inuit historian Louie Kamookak takes Inuit youth to sites related to the ill-fated Sir John Franklin expedition to pass on oral histories of his people related to the tragedy — traditions which proved critical in the 2014 discovery of Franklin’s HMS Erebus.

Celebrating geography A collection of mini profiles of the winners of the 2015 Royal Canadian Geographical Society awards.

Tasting the lifestyle of the coureur des boisCanadian Ski Marathon, the oldest and longest Nordic Ski tour in North America.

End of the ice roadThis winters stands to be one of the last for the ice road from Inuvik to Tuktoyaktuk thanks to a new four-season road to be completed in the coming years. An exclusive photo essay celebrating one last trip down the ice road that’s been a key connection for northern communities.

Your Canada, your picturesPresenting the winning images of Canadian Geographic’s annual photo competition.

APRIL 2016EXPEDITIONS ISSUE

Close: February 24, 2016 In market: March 16, 2016

Grizzly landBritish Columbia’s Khutzeymateen Provincial Park is an undisturbed estuary of rugged peaks, valley wetlands and old growth forests. It’s renowned as one of the best spots in the world for seeing grizzlies in their natural habitat.

ExploringMuch of Canada’s vast backcountry still remains virtually untouched or rarely explored. Canadian Geographic presents the stories of groundbreaking national expeditions funded by The Royal Canadian Geographical Society in 2015.

Making a differenceA feature profile of the 3M Environmental Innovation Award winner and his/her pioneering innovation.

Street view: East ArcticFirst-time images of Torngats National Park, L’Anse aux Meadows, Red Bay, Nain and other eastern Arctic communities.

Shakespearean tragedyWhile Stratford, Ontario, is world-renowned for its Shakespeare Festival, the city also harbours a dark, rusty secret: 19 acres of derelict steel and concrete in Stratford’s core, remnants of the railway business that originally built the city. Canadian Geographic investigates the urban planning issue that’s bedeviled Stratford, and similar communities across the nation, for years.

JUNE 2016CLIMATE CHANGE

Close: April 20, 2016 In market: May 11, 2016

WaterpowerCanada is a world leader in hydropower generation and the power source provides a majority of the electricity in our country. Canadian Geographic hits our waterways to explore just what waterpower means to our nation.

Arctic awarenessThe Canadian High Arctic Research Station represents a new frontier for global polar science and Canada’s commitment to the North. The first of an exclusive three-part series behind-the-scenes developments of the emerging facility.

The 2016Canadian Geographic

editorial lineup

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Page 10: MEDIA KIT 2016 - Canadian Geographic · MEDIA KIT 2016. about us Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all

lineup

JULY/AUGUST 2016EXPLORERS

Close: June 8, 2016 In market: June 29, 2016

Canada’s top explorersThe country’s top explorers. Mini profiles of Canada’s best modern-day adventurers.

Tree nationIn many respects, trees are as iconic a Canadian symbol as any. After all, our nation is home to the world’s largest extent of boreal forest. This feature explores the trees of our forests, telling the story of six of the nation’s most iconic individual trees.

Bike and the cityCanadian Geographic rides along with a Montreal-based bicycle courier company to understand life on the road, the keys of navigating Canada’s second largest city on bike and the business of delivering packages on two wheels.

A culture of trashThere’s both an increasing significance and presence of dumps in Canada. Canadian Geographic explores the ecology and economics of the nation’s waste industry.

OCTOBER 2016THE ULTIMATE CANADIAN GEOGRAPHY QUIZ

Close: August 17, 2016 In market: September 7, 2016

QuizOur fourth annual test of your geographic knowledge.

Wings of courageCanadian Geographic shares the stories of air cadets as they look back at the nation’s First World War aviation heroes while building (and flying) replica early-20th-century biplanes a century after the country’s first airmen helped put Canada on the map.

Moving out?Newfoundland is dotted with numerous small coastal communities with little to no road access. And many are faced with the sobering decision of staying put or closing.

City centreIn the second part of a Canadian Geographic exclusive series, we map the municipal boundaries of Canada’s largest cities in comparative size and identify key buildings, transportation infrastructure and more to compare and contrast their geographic footprints and more.

Mutual benefit?There are a great number of wildlife species, from crows and geese to coyotes and deer that proliferate in Canadian cities. Indeed, some animals thrive on living with humans, Canadian Geographic explores the impacts and challenges of urban wildlife across the country.

DECEMBER 2016ANNUAL WILDLIFE ISSUE

Close: October 26, 2016 In market: November 16, 2016

WolverineAn exclusive photo essay of what may consider the world’s most elusive predator, the wily wolverine.

Trafficking chaosThe illegal trade of wildlife is the world’s third largest criminal enterprise (after drugs and weapons). Canadian Geographic investigates the Canadian connections to this global problem and what can be done to save our species.

Back from the deadRenowned science journalist Alanna Mitchell tells the story of British Columbia’s glass sponge reefs — a species thought extinct until is was accidentally discovered almost 20 years ago. What scientists are learning about the creature and its significance to ocean ecosystems.

For the seabirdsExclusive photo essay on Atlantic seabirds by award-winning conservation photographer Nick Hawkins.

Best wildlife photographyWinning entries from the Canadian Geographic Photo Club’s annual wildlife photo competition.

The 2016Canadian Geographic

editorial lineup

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Page 11: MEDIA KIT 2016 - Canadian Geographic · MEDIA KIT 2016. about us Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all

lineupThe 2016

Canadian Geographic Traveleditorial lineup

WINTER TRAVEL 2016-2017ALL WINTER

Close: September 21, 2016In market: October 12, 2016

Details to follow.

FALL TRAVEL 2016 GETAWAYS Close: July 13, 2016In market: August 3, 2016

Details to follow.

SUMMER TRAVEL 2016ROADTRIPS

Close: March 23, 2016 In market: April 13, 2016

Details to follow.

SPRING TRAVEL 2016CANADA’S NATIONAL PARKS ISSUE

Close: January 27, 2016In market: February 17, 2016

Canada’s National Parks Featuring the “Four corners” of Canada’s National Parks (the eastern, western, southern and northern-most parks): Terra Nova, Gwaii Hanas, Point Pelee and Quttinirpaaq.

New ways to experienceParks Canada has been introducing fantastic initiatives in parks across the country — from ziplining to paragliding to geo-cacheing to mountain biking, etc.

Tuktut Nogait National ParkHiking in one of Canada’s lesser known national parks.

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Page 12: MEDIA KIT 2016 - Canadian Geographic · MEDIA KIT 2016. about us Making Canada better known to Canadians and to the world Engaging over 3.662 million Canadians monthly across all

about usCanadian Geographiceditorial partnerships

partnerships

Exceptional, unique marketing and sponsorship opportunities are available for partners and advertisers. Content creation to align with marketing and communication strategies.

Contact Pamela MacKinnon for more information.

Canadian Geographic Enterprises 236 Lesmill Road Toronto, Ontario M3B 2T5

Tel (416) 360-4151 ext. 378 Fax (416) 360-1526

Canadian Geographic editorial partnerships

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