Overview of Results:

Winter 2020 Study

February 2020

# Market Smpl # Market Smpl # Market Smpl # Provinces1 Montreal (MM) 4765 17 Saskatoon (MM) 515 33 North Bay (LM) 229 1 Alberta 2 Toronto (MM) 4655 18 St. John's (MM) 313 34 Sarnia (LM) 228 2 British Columbia 3 Vancouver (MM) 3597 19 Brantford (LM) 283 35 Sault Ste. Marie (LM) 225 3 Manitoba 4 Ottawa/Gatineau (MM) 1885 20 Saint John (LM) 275 36 Summerside (LM) 218 4 New Brunswick 5 Calgary (MM) 1592 21 Belleville (LM) 274 37 Timmins (LM) 214 5 Newfoundland and Labrador 6 Edmonton (MM) 1557 22 Kingston (LM) 271 38 Owen Sound (LM) 210 6 Nova Scotia 7 Winnipeg (MM) 868 23 Peterborough (LM) 271 39 Sherbrooke CMA 208 7 Ontario 8 Quebec City (MM) 860 24 Sudbury (LM) 267 40 Saguenay CMA 196 8 Prince Edward Island 9 Hamilton (MM) 814 25 Cape Breton (LM) 263 41 Trois-Rivières CMA 184 9 Quebec

10 Kitchener (MM) 713 26 Thunder Bay (LM) 259 10 Saskatchewan 11 London (MM) 648 27 Chatham (LM) 239

12 Halifax (MM) 638 28 Brandon (LM) 231 # Regions

13 St. Catharines / Niagara MM 572 29 Charlottetown (LM) 231 1 Atlantic

14 Victoria (MM) 567 30 Prince George (LM) 231 2 British Columbia 15 Windsor (MM) 536 31 Cornwall (LM) 230 3 Ontario 16 Regina (MM) 519 32 Granby (LM) 229 4 Prairies

5 Quebec

STUDY SCOPE – Winter 202010 Provinces / 5 Regions / 41 Markets

• 36,915 Canadians aged 14+

(MM) = Major Markets (LM) = Local Markets

• 36,067 Canadians aged 18+

2

MAGAZINES (54) NEWSPAPERS (54)• Air Canada enRoute • Style at Home • Cape Breton Post • The Standard• AMA Insider Magazine • The Hockey News • Edmonton Journal • The StarPhoenix• Best Health • Toronto Life • Leader-Post (Regina) • The Sudbury Star• CAA Ontario & Atlantic • Vancouver Magazine • Montreal Gazette • The Telegram• CAA Manitoba • Westcoast Homes & Design • National Post • The Toronto Sun• CAA Saskatchewan • Western Living • Niagara Falls Review • The Tribune• CAA Magazine Summary • Zoomer Magazine • North Bay Nugget • The Vancouver Sun• Canada's History • 5 ingrédients - 15 minutes • Ottawa Citizen • The Windsor Star• Canadian Geographic • Bel Âge magazine • Standard-Freeholder • The Winnipeg Sun• CANADIAN HOUSE & HOME • CAA Québec • The Belleville Intelligencer • Times Colonist• Canadian Living • Châtelaine (Fr) • The Brandon Sun • Toronto Star• Chatelaine • Clin d'oeil • The Brantford Expositor • Waterloo Region Record• Cineplex Magazine • Cool! • The Calgary Herald • Winnipeg Free Press• Cottage Life • Coup de pouce • The Calgary Sun • La Presse (Digital)• ELLE CANADA • ELLE QUÉBEC • The Chatham Daily News • La Tribune• FASHION Magazine • L'actualité • The Chronicle Herald • La Voix de l’Est• Financial Post Magazine • Les Affaires/Les Affaires Plus • The Daily Press • Le Devoir• FOOD & DRINK • Les Idées de Ma Maison • The Edmonton Sun • Le Droit• Good Times • Magazine Espaces • The Globe And Mail • Le Journal de Montréal• Hello! Canada • Magazine Véro • The Guardian • Le Journal de Québec• Live Better • RICARDO Magazine • The Hamilton Spectator • Le Nouvelliste• Maclean's • Sélection du Reader’s Digest • The Journal Pioneer • Le Quotidien• NOW • Urbania • The Kingston Whig-Standard • Le Soleil• Ontario OUT OF DOORS • Vivre Mieux • The London Free Press • Métro (Montréal)• Our Canada • The Ottawa Sun• Outdoor Canada • The Owen Sound Sun Times• People • The Peterborough Examiner• Professionally Speaking • The Province• Reader's Digest • The Sarnia Observer• Report on Business • The Sault Star

3

TITLES REPORTEDCOMMUNITY TITLES (6)

OTHER TITLES (2)

• Burnaby Now• Burnaby Now/The Record• Richmond News• Tri-City News• Vancouver Courier• Prince George Citizen

• Business in Vancouver

• Toronto Star Wheels

MAGAZINES

4

Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Generic Magazine – Past 3 Months Print/Digital

87%

British Columbia

89%

Prairies

90%

Ontario87%

Québec

87%

Atlantic

5

Generic Magazine, Past 3 Months Print/Digital (18+)

Across Canada, Magazine Brands reach 9 of 10 adults.

Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Magazine Types Read/Look through Usually or Sometimes (Print/Digital)

Food, Travel, and Health Magazines are the most popular among Canadians.

MAGAZINE TYPE REACH

11 Business/Finance 46%

12 Gardening 44%

13 Fashion 43%

14 Alternative News 40%

15 Art 40%

16 Men's 36%

17 Automotive/Motorcycle 33%

18 Parenting/Babies 27%

19 Children/Teen 26%

20 Bridal 14%

MAGAZINE TYPE REACH

1 Food/Recipes 68%

2 Travel/Tourism 60%

3 Health/Fitness 59%

4 Entertainment/Celebrity 58%

5 Technology/Science 57%

6 Home Improvement 56%

7 Nature 55%

8 Home Décor 53%

9 Sports/Recreation 48%

10 Women’s 46%

Magazine Rank by Type, Print/Digital (18+)

6

61%17%

5%

8%5%

2%3%

Print Only

Print & Computer & Mobile

Print & Computer Only

Print & Mobile Only

Computer & Mobile Only

Computer Only

Mobile Only

Any Magazine, Composition of Print/Digital AIR (18+)

Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Any Magazine – Print AIR/Past Month Digital Readers (Unduplicated)

While 61% of Magazine Readers are reading exclusively via Print, 17% read Print in combination with more than one digital device.

7

8

Print as a % of total audience Digital as a % of total audience

Print Dominates

More DigitalVariation

Mag

azin

e Ti

tles

Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Print AIR/Past Month Digital Readers

Platform readership of Magazine Brands varies by title.

39%

17%

32%25%

17%

24%

10% 13%

19%

5% 9%16%

Smartphone Tablet Computer

Millennials(1982-2001)

GenXers(1965-1981)

Baby Boomers(1945-1965)

Greatest Gen(1945-Earlier)

Any Magazine, Reach by Digital Device (18+)

Millennials & GenXers are more likely to read a Magazine’sdigital content, with more reading via a smartphone or computer.

Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Any Magazine – Devices used to access digital content

9

43%

60%57%

40%

27%

14%

39%

51%46%

34%

15% 13%

45%40%

30% 29%

11%

18%

Directly to Website Via Search Engines Via Links-SocialMedia

Via Links-OthrWebsites

Via an App Some Other Way

Millennial Readers (1982-2001) GenXers (1965-1981) Boomer Readers (1945-1965)

Any Magazine, Reach of Digital Readers (18+)

10Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Any Magazine – Digital Readers (Includes Duplication)Note: “Directly to website” = Subscription Including Digital Edition + Typing Website Address + Via Bookmark/Favorite/Homepage

Boomers predominantly access Digital Magazines via search & directly, while Millennials access via search & social media.

2 in 5 Magazine readers searched online for a product, brand, and/or service advertised, while 1 in 5 made a purchase.

Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Any Magazine – Print/Digital AR; (Unduplicated)Note: “Spoke about the ad/product/brand/service online or elsewhere” = Talked about, Commented on Social Media, and Recommended

42%

21% 23% 21%18%

28%

Searched onlinefor a product/brand/service

Purchased aproduct, brand,and/or service

Used a coupon Visited a retail/restaurant location

Attended an event(movie/theatre/show)

Spoke about thead/product/brand/service

online or elsewhere

Actions Taken After Seeing a Magazine Advertisement Any Magazine, Print/Digital AR (18+)

11

NEWSPAPERS

12

On a weekly basis, Newspaper Brands reach 3 out of 5 adults across Canada.

64%

68%

73%Vancouver

Edmonton

Regina

Toronto

Winnipeg

63%

Calgary

65%

Montreal

76%72%

Ottawa/Gatineau

Québec City

78%

Halifax

72%

74%

Victoria

72%

68%

London

69%

Hamilton

74%Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Average Weekly Print/Digital, La Presse Weekly Digital.

St. John’s

Any Newspaper, Weekly Print/Digital Reach (18+)

13

36%

21%9%

15%

9%5% 4%

Print Only

Print & Computer & Mobile

Print & Mobile Only

Computer & Mobile Only

Mobile Only

Print & Computer Only

Computer Only

Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, 21 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital

Any Newspaper, Composition of Weekly Print/Digital Readers (Major Markets, 18+)

54% of Newspaper Brand readers access newspaper content on a mobile device.

14

Mobile: 54%

15

Print as a % of total audience Digital as a % of total audience

Print Dominates

More DigitalVariation

New

spap

er T

itle

sSource: Vividata Winter 2020 StudyBase: Respondents aged 18+, 21 Major Markets, Average Weekly Print/Digital Readers

Platform readership of Newspaper Brands varies by title.

41%

25%

28%

30%

31%

45%

Weekend

Weekday

Print Only Both Digital Only

16

Weekday and Weekend AIR Readers (Major Markets, 18+)

Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital (Unduplicated), Not including Metro Montreal

Newspaper Brand readers are more active on digital during the weekdays, and print dominates the weekends.

17

Print Only Both Digital Only

Millennials & GenXers have greater digital reading than Boomers & Greatest Gen. Cross-platform readership is consistent for all generations.

63%

68%

74%

81%

Any Newspaper, Weekly Reach of Print/Digital (Major Markets, 18+)

% of Adult Population:

Millennials (1982-2001) 32%

GenXers(1965-1981) 30%

Boomers (1945-1965) 33%

Greatest Gen(Earlier-1945) 6%

Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, 21 Major Markets, Any Newspaper – Average Weekly Print/Digital, & La Presse Weekly Digital (Unduplicated)

36%

57%61%

37%

22%

8%

42%49% 48%

31%

23%

9%

55%

42%

28%24%

21%

7%

Directly to Website Via Search Engines Via Links-Social Media Via Links-OthrWebsites Via an App Some Other Way

Millennial Readers (1982-2001) GenXers (1965-1981) Boomer Readers (1945-1965)

Any Newspaper, Reach of Weekly Digital Readers (Major Markets, 18+)

18Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, 21 Major Markets - Any Newspaper – Digital Readers within Past Week (Includes duplication)Note: “Directly to website” = Subscription Including Digital Access + Typing Website Address + Via Bookmark/Favorite/Homepage

Boomers are more likely to access a newspaper’s digital content directly, while Millennials predominantly navigate via social media and search.

1 in 3 Newspaper Brand readers searched online for a product, brand, and/or service advertised, while 1 in 6 made a purchase.

32%

17% 18%20%

17%23%

Searched onlinefor a product/brand/service

Purchased aproduct, brand,and/or service

Used a coupon Visited a retail/restaurant location

Attended an event(movie/theatre/show)

Spoke about thead/product/brand/service

online or elsewhere

Actions Taken After Seeing a Newspaper Advertisement Any Newspaper, Weekly Print/Digital (Major Markets, 18+)

19Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, 21 Major Markets - , Any Newspaper – Average Weekly Print/Digital & La Presse Weekly Digital

Action taken after seeing an Ad (Daily Newspaper or Community Newspaper)Note:“Spoke about the ad/product/brand/service online or elsewhere” = Talked about, Commented on Social Media, and Recommended

COMMUNITY NEWSPAPERS

20

Community Newspapers achieve the highest reach in British Columbia.

Reach of Community Newspapers (18+)

Community NewspaperReach % (Adults 18+)

Total Canada

BritishColumbia

Prairies Ontario Québec Atlantic

Weekly: 41% 52% 38% 44% 32% 39%

Monthly: 57% 66% 58% 60% 48% 55%

Longer Ago: 25% 23% 27% 25% 24% 27%

Source: Vividata Winter 2020 StudyBase: Total Canada 18+; Read a Community Newspaper (Print/Digital) Within the Past Week/Month/Longer Ago

21

Weekly Reach of Community Newspapers (18+)

Source: Vividata Winter 2020 StudyBase: Total Canada 18+, Read a Community Newspaper (Print/Digital) in the Past Week

Community Newspaper readership is stronger in smaller markets and readership increases with age.

41%

31%

40%

49%53%

49%

37%

48%

56%58%

Adults 18+ . Millennials(1982-2001)

Gen X(1965-1981)

Boomers(1945-1965)

Greatest Gen(1945-Earlier)

Total Canada Population Under 100,000

22

50%

39%33% 31%

25%

14% 12% 11% 8%UnaddressedMail - to your

door

AddressedMail

Via E-Mail CommunityNewspaper

Online (viawebsite)

DailyNewspaper

At Your LocalRetail Store

In an App WithMagazines

Source: Vividata Winter 2020 StudyBase: Total Canada 18+; How Currently Receive Flyers/Inserts

1 in 3 Canadians receive flyers/inserts from a Community Newspaper.

Method of Receiving Flyers/Inserts (18+)

23

Community Newspaper readers use flyers/inserts to plan their purchase on…

12%

22%

25%

42%

45%

46%

47%

49%

49%

59%

61%

63%

79%

Fitness Clubs

Investments or Banking Services

Sports Equipment

Wireless Products (Cell Phones/Smartphones)

Computer Hardware/Software

Appliances or Furniture

Home Entertainment Items

Home Furnishings

Home Improvement Products and Services

Clothing and Accessories

Health Care or Personal Care Items

Entertainment/Restaurants

Groceries

24

Community Newspaper Readers – Past Week (18+)FLYER/INSERTS USED

TO PLAN PURCHASE OF:

Source: Vividata Winter 2020 StudyBase: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week; Use Flyers to Plan/Purchase Frequently/Sometimes

(105)

(106)

(106)

(107)

(112)

(107)

(108)

(108)

(105)

(108)

(109)

(109)

(102)

Source: Vividata Winter 2020 StudyBase: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week

Sections Read in a Community Newspaper, Print/Digital Past Week (18+)

Community Newspaper readers are more interested in local news.

60%

67%

81%

82%

83%

97%

Sports

Real Estate

Opinion

Entertainment

Crime

Local News

VIVIDATA PROVIDES A COMPLETE MEDIA PROFILE

TELEVISIONINTERNET/SOCIAL OUT OF HOME

MAGAZINENEWSPAPER RADIO

0

5

10

15

20

25

30

0 10 20 30 40 50 60 70 80 90 100

Tim

e Sp

ent

in P

ast

Wee

k (H

rs)

% of Canadians (18+) Exposed in the Past Week

BusTaxi

Subway Magazine

Newspaper

Driving

Internet

TV

MobileSocial Media

Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Past week reach by media, weekly time spent by media

Determine Cross-Media reach with Vividata.

27

Radio

ALWAYS ONTV is their most preferred and trusted source for news and information.

DIGITAL CONTENT CONSCIOUS Newspaper websites and apps provide them the most in-depth perspective on the news.

TRADITIONALISTSNewspapers are their most trusted and efficient way to receive news.

MEDIA INDIFFERENTWhile more likely to consume traditional media, they do not rely on any media to stay informed.

MEDIA OBSESSIVEUse all media to stay informed, but question accuracy of news presented online and through social media.

SOCIAL MEDIA FOCUSEDSocial media and other digital sources are their most efficient way to stay informed.

ATTITUDES TOWARD MEDIA SEGMENTS

Source: Vividata Winter 2020 StudyBase: Respondents aged 18+, Attitude Towards Media Segments

22%

21%

18%

15%

13%

11%

% of Canadian Adults:

28