HOW

POWERFUL
IS PRINT!
ADVERTISING SUPPLEMENT
Presenting Sponsor
Pwrofprnt7 9/7/05 2:34 AM Page 1
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workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 3
MANAGEMENT
EXECUTIVE PUBLISHER
Richard Elliott 416.764.1570
MANAGER, CUSTOM PUBLISHING
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TABLE OF CONTENTS
INTRODUCTION: WHY PRINT? 4
WHAT THE RESEARCH SHOWS 5
The Canadian Publishing Landscape 5
Print - The Uninterupted Media 6
Efficiency of Newspaper Advertising 8
Regional Differences 10
Where do Canadians turn for advertising? 10
Where do Canadians turn for detailed information? 13
Exposure to Advertising 14
What are acceptable types of advertising? 18
auto information 21
Purchase Behaviour and Advertisement 22
The Next Generation of Print Readers 24
Canadian Newspaper Readership 25
SUN MEDIA ADVERTISING SOLUTIONS
Canadian Toy Association
7
Microplay/Jumbo Video
11
CreditXpert Canada Inc.
23
THE CREATIVE POWER OF PRINT! 28
Presenting Sponsor
PoP_3 3/9/05 2:57 PM Page 3
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
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
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.
Canadas 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 isnt passive, but an opt-in
medium, as this handbook shows,
and there is nothing more powerful
than personal choice.
WHY
PRINT?
49% OF CANADIANS HAVE
BOUGHT A PRODUCT THAT
THEY READ ABOUT IN A
NEWSPAPER
4 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge
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workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 5
WHAT THE
RESEARCH SHOWS
The Canadian Publishing
Landscape
Canadians are very media friendly.
The vast majority read daily newspa-
pers, community newspapers, and
magazines, as well as watching a
variety of television programs, listen-
ing to the radio and surfing the
Internet. With the changing media
landscape over the last fifty years
and the explosion of online news
channels and blogs it would not be a
surprise if we spent most of our day
with nothing but a screen in front of
our faces. But surprisingly, the print
media has survived television and
the Internet and is still consumed on
a regular basis.
In 2002, the Department of
Canadian Heritage commissioned
the Activities and Motivations Survey
(TAMS). While this surveys focus
was on Canadians classified as arts,
heritage, or eco tourists, vital reader-
ships statistics were also gathered.
In this survey, it was found that
85% of Canadians read a daily news-
paper regularly. More specifically,
75% say they read a weekday edi-
tion of newspapers on a regular
basis, while another 73% say they
read the weekend editions. Another
72% say they regularly read com-
munity newspapers. Magazine read-
ership is quite high as well, as 85%
say they read any magazine on a reg-
ular basis. Of these, the most popu-
lar magazines cover news, hobbies
and fashion.
Regular television viewing
habits are somewhat lower, albeit
still high. Three-quarters of
MAGAZINE TYPE PERCENTAGE WHO READ REGULARLY
ANY MAGAZINE 85%
News Magazines 41%
Hobby Magazines 35%
Fashion/ Homemaking Magazines 35%
Travel Magazines 27%
Canadian/ National Geographic 27%
Sports magazines 22%
General Interest/ City Life Magazines 18%
*SOURCE: Activities and Motivations Survey (TAMS). Department of Canadian
Heritage. 2002
PRINT MEDIA READ REGULARLY
* SOURCE: Activities and Motivations Survey (TAMS). Department of Canadian
Heritage. 2002
Daily newspapers
Magazines
Weekday edition
newspapers
Weekend edition
newspapers
Community
newspapers
85%
85%
75%
73%
72%
TELEVISION SHOW/TYPE PERCENTAGE WHO WATCH REGULARLY
Movies 75%
Early Evening News 67%
Nature Shows 65%
Evening Sitcoms 62%
Evening Drama 58%
Instructional/ Hobby Shows 55%
Professional Sports 52%
Late Evening News 49%
Morning News 34%
Daytime Programs on Weekdays 26%
*SOURCE: Activities and Motivations Survey (TAMS). Department of Canadian
Heritage. 2002
Pwrofprnt7 3/9/05 2:44 PM Page 5
6 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge
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 The Uninterrupted
Media
The print media continues to be a
very powerful advertising tool. Not
only do consumers still enjoy this
traditional type of media reading it
more regularly than they watch tel-
evision, they are also more
focussed when reading it.
Hachette Filipacchi Media U.S.s
Jack Kilger agrees with this.
According to the New York Times,
Mr. Kilger said research showed
that when people are reading mag-
azines, they are unlikely to be
using any other form of media. But
when they watch television, listen
to the radio or wait to download
something from the Internet, they
are more likely to be listening,
watching or reading something
else at the same time. They are
also likely to be fast-forwarding
through commercials or deleting
pop-up ads that they see as intru-
sions. But, he said, magazine read-
ers often see ads as part of the
magazine. (1)
Unfortunately, many young media
buyers forget that focus is a large
part of media spend. Earl C. Cox,
chief executive of Martin Agency,
says some media buyers now find
newspapers to be static, inflexible
and hard to buy It doesnt help any
that media buyers are under 30 and
their focus is elsewhere, mostly on
the Internet.
However, many fans of print
remain, such as the president of
Conde Nast Media Group Richard
Beckman. In an interview with B2B
Magazine, he explained the rea-
sons behind a recent advertising
campaign for the Magazine
Publishers of America. The maga-
zine wrote: Beckman said one
message of the campaign is the
attractiveness of magazines to
advertisers in an age when digital
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
Television Total 1,616 1,850 2,456
National 859 986 1,231
Local 357 363 384
Network 330 369 444
Specialty 70 122 381
Infomercial - 10 17
Daily Newspapers Total 2,002 1,900 2,580
National 420 399 592e
Local 1,021 969 1,139
Classified 561 532 849e
Community Newspapers Total 490 579 820e
National 49 58 110e
Local 441 521 710e
Radio Total 741 748 1,014
National 168 170 233
Local 573 578 781
General Magazines Total 256 316 434
Trade Magazines Total 174 229 295e
* SOURCE: Snapshot 2002 The Developing Picture of the Canadian
Community Newspaper Industry. Canadian Community Newspaper
Association. 2002. Sources compiled by TVB, with information from:
Television: Statistics Canada, CRTC; Daily Newspapers: CNA for Total,
estimates for breakdown; Community Newspapers: CCNA/Les Hebdos du
Quebec; Radio: Statistics Canada; General Magazine: Magazines Canada;
Trade Magazines: Statistics Canada/Industry estimates. e represents
Industry estimates.
WHEN PEOPLE ARE
READING MAGAZINES,
THEY ARE UNLIKELY TO BE
USING ANY OTHER FORM
OF MEDIA..
continued on page 8
Pwrofprnt7 3/9/05 2:44 PM Page 6
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 Canadas 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.
The 24-page, tabloid-size supple-
ment, entitled Hot Toys for 2004,
featured short descriptions and
accompanying photographs of mem-
bers products, along with consumer
articles about the power of play, the
evolution of toys, and choosing toys
for safety and play value.
The supplement, designed and
edited by Sun Media, was distributed
in the companys newspapers in
major cities across Canada. The com-
bined circulation of those papers is
more than 1.2 million.
The Details
Within the Hot Toys for 2004 sup-
plement, the pages featuring mem-
bers products were divided into cat-
egories arts and crafts, dolls,
action figures, etc. and each page
was set up as a Wish List, so that
children and parents could use the
supplement as a shopping guide.
Member listings were free, provided
participating members donated 12
toys to the CTAs So Kids Can Play
charity toy drive.
The supplement was funded by
display advertising purchased by CTA
members, toy retailers and other
SUN MEDIA ADVERTISING SOLUTIONS
CANADIAN TOY ASSOCIATION
Seasonal supplement increases
profile, membership and sales
workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 7
1.2 million copies distributed across Canada
Pwrofprnt7 9/6/05 3:29 PM Page 7
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
members and management.
Members were also pleased with the
CTAs 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 CTAs 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.
MORE THAN 1,500 HOT
TOYS WERE DONATED TO
THE CTAS TOY DRIVE
8 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge
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
theyre reading a magazine. You
cant passively read a magazine.
Its 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
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.
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.
continued from page 6
Pwrofprnt7 3/9/05 2:44 PM Page 8
More than half (51 per cent) of
respondents who watch TV
claimed that they often find the
advertising annoying.
Commercial radio and the
Internet fared slightly better with
23 and 18 per cent respectively.
Far fewer respondents felt that
advertising in print media was
annoying, with only 10 per cent of
magazine readers believing that
advertising has a negative effect
on the medium.
This is important, whilst adver-
tisers struggle to develop brand
values annoying consumers with
poor or unwelcome messages
can often damage the brand. In
fact, the Radio Advertising
Bureau state this potential in
their Wireless Wisdom study.
Poor broadcast advertising dam-
ages the brand because it is dif-
ficult to avoid, whilst poor press
advertising is merely avoided!
Some of the case studies used
in the report by WAN are also
worth mentioning. For example,
Specsavers Opticians in the
United Kingdom wanted to meas-
ure the impact press advertise-
ment had compared to that of
radio. Over a three-week period,
the company found that advertis-
ing recall of its brand name
increased by 31% after the first
week solely among its print adver-
tisement, and another 10% after
the second week.
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-
od, the company marketed its brand
by including a total of 10 inserts
each in 13 different newspapers.
The first insertion was a full two
WHY NEWSPAPERS WORK
*SOURCE: Why Newspaper Advertising? World Association of Newspapers (WAN).
2001.
Usefulness
Accurate info
Intellectual
Broad coverage
Memorable
Credibility
NEWSPAPERS TV RADIO MAGAZINES INTERNET
50%
39%
17%
21%
23%
50%
16%
12%
4%
10%
50%
8%
7%
7%
10%
49%
31%
11%
10%
10%
49%
28%
12%
23%
10%
43%
13%
10%
3%
5%
workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 9
COMPARING RADIO AND PRINT
* SOURCE: Why Newspaper Advertising? World Association of Newspapers
(WAN). 2001.
Week 1
26%
15%

34%

20%

37%

22%
+
1
0
%
+
3
1
%
Week 2 Week 3
NEWSPAPERS RADIO
When Specsavers Opticians in the UK com-
pared the ad recall values fro print and
radio over a three week period they found
dramatic increases on the print values.
Pwrofprnt7 3/9/05 2:44 PM Page 9
pages and all inserts targeted con-
sumers between the ages of 25 and
55, who did the grocery shopping.
At the end of this campaign, the
results were as follows:
87% believe they have seen the
ad in a newspaper - 10% on TV
(even though the ad never
appeared on TV)
35% believe the ad tells it is qual-
ity ketchup.
58% would stop and look at the
ads, if they see them again
53% would like to tr y the
product.
But even more amazing was the
effect this campaign had on the
retailers, who are, of course, also
newspaper readers. According to
WAN, all of the leading retailers
contacted the importer in the first
week and the shelf space was more
than doubled. After the print adver-
tising campaign, sales of MUTTI
Ketchup increased by 442%!
Where do Canadians turn
to for advertising?
Purchasing a product will often
times be preceded by seeking out
information about, and the pros and
cons of, this product. Most likely,
competing products will also be
researched in some fashion to help
decide just what the end purchase
will be. The research almost always
involves some kind of advertising,
but where does the consumer find
these ads?
Leger Marketing asked 1,500
Canadians which type of media
they would most likely turn to if
they were looking for advertising on
a variety of products, such as appli-
ances, electronics or gadgets, trav-
el and mortgages.
We found that when it comes
to seeking out advertising for any
product category, Canadians will
always turn to newspapers over
television and radio combined.
This is especially true when they
are looking for advertisements on
new or used cars, groceries and
other household products, and
electronics.
While men and women always
choose newspapers over television,
men are even more likely to do,
especially when it comes to elec-
tronics, appliances and mortgages.
Women are somewhat more
likely than men to turn to television
when it comes to cars, groceries
and electronics, although men turn
to television more often than
10 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge
REGIONAL DIFFERENCES
While print advertising unquestionably works, the World Association of
Newspapers did find that media consumption also differs around the
world. What works in one country, does not necessarily work in anoth-
er. The graph below shows this difference. The pink lines represent
newspaper consumption, while green represents television consump-
tion. Radio is blue, cinema is brown and light pink is outdoor media. As
WAN concluded: It seems to suggest a possible link with developed
countries and increased press consumption. It certainly raises doubt
about the use of TV as a first choice media across the globe!
*SOURCE: Why Newspaper Advertising? World Association of Newspapers (WAN).
2001.
NEWSPAPERS TV RADIO CINEMA OUTDOOR
Finland
Denmark
Sweden
Malaysia
Switzerland
Poland
Portugal
Romania
Russsia
Cambodia
87% BELIEVE THEY
HAVE SEEN THE AD IN A
NEWSPAPER 10% ON TV
(EVEN THOUGH THE AD
NEVER APPEARED ON TV)
continued on page 12
Pwrofprnt7 3/9/05 2:44 PM Page 10
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
Canadas 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,
didnt want to be forgotten in a pro-
motional push for Microplay. How
could the two companies reach
their individual target audiences?
The Solution
The answer for both Jumbo Video
and Microplay lay within the pages
of Sun Media newspapers. Their
Sun Media advertising consultants
showed store executives that the
companys newspapers had demo-
graphics that were a perfect fit for
both Jumbo Video and Microplay
products.
Sun Media had the young male
readership that Microplay was
looking for and also enjoyed a large
family component among its audi-
ence ideal for Jumbo Video. Not
only that, but Sun Media had a
SUN MEDIA ADVERTISING SOLUTIONS
MICROPLAY/JUMBO VIDEO
Strategic ad placement targets
select audiences
workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 11
Regular Video Game feature in the Toronto Suns Showcase section
Pwrofprnt7 9/6/05 3:29 PM Page 11
12 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge
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,
print is still the media type most
often turned to in all categories
except one. Younger Canadians are
much more likely to turn to televi-
sion for advertisements on any
product category. In fact, when 18
to 24-year olds seek out advertise-
ments for travel-related products
as well as jewellery, they are more
likely to turn to television than to
print. While this is significant for
this age group, no other age group
chooses television over print more
often for any product category.
The biggest fans of the print
media are those between 45 and
54, who are more likely than any
other age group to use newspapers
over television for most products.
As with many behaviours and
attitudes, Canadians in any province
do things slightly differently than
others across the country. This is
also true when it comes to types of
media used for finding advertising.
Most notably, three in five of those
in the Prairies say they read news-
papers for advertisements on cars
(60%) and groceries (62%). Using
the newspaper for grocery ads is
very likely in the Maritimes (57%),
while newspapers are the best
choice for ads on mortgages in
Ontario (33%).
Television is least used in
WHERE DO THEY TURN FOR ADVERTISING
* SOURCE: Leger Marketing Omnican. 2005. N=1,500
Cars
Groceries
Electronics
Appliances
Travel
Mortgages
Jewellery
NEWSPAPERS TV RADIO OTHER
43%
19%
2%
42%
42%
13%
1%
44%
40%
17%
2%
43%
35%
12%
1%
54%
34%
19%
2%
42%
28%
12%
2%
42%
22%
14%
2%
47%
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 Suns
Showcase section on Sundays.
In Ottawa, London and Winnipeg,
Microplays 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.
The Results
After its first ad appeared in Sun
Media newspapers, sales at
Jumbo Video increased by an
astounding 15 per cent. The com-
panys creative, which emphasized
special 3rd movie free discounts
and the fact that its stores carried
multiple copies of every new,
major release, also drove up store
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
immediate and positive effect on
sales and profiles for both stores.
Executives at Jumbo Video and
Microplay are so pleased, they are
planning new, multiple-insertions
ad campaigns for both companies.
WHAT ARE YOUNG MALE
GAMERS INTERESTED IN?
YOU GOT IT:
MORE GAMES.
continued from page 10
Pwrofprnt7 3/9/05 2:44 PM Page 12
workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 13
British Columbia as a medium for
advertising on cars (14%), elec-
tronics (11%), and appliances
(7%), but most likely to be used
for ads on mortgages (17%).
Instead, B.C. residents are much
more likely to turn to newspapers
for appliance ads (41%), as are
those in the Prairies (47%).
Where do Canadians turn
to for detailed information?
Newspapers and magazines
require more thought and concen-
tration than listening to radio,
watching television, or surfing the
Internet. This means that
Canadians are more accepting of
print as a source for detailed infor-
mation on products. Not only are
they more accepting of it, it also
means that they seek out print
media when they wish to learn.
When Canadians want to find out
more detailed information about
any given product, they are more
likely to turn to newspapers than
the broadcast media. Radio is con-
sidered to be the least likely
source, and not at all for jewellery
items, while television is the
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?
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
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
THE BIGGEST FANS OF THE
PRINT MEDIA ARE THOSE
BETWEEN 44
AND 54.
IF YOU WERE THINKING OF BUYING A PRODUCT, WHICH TYPE OF MEDIA
WOULD YOU MOST LIKELY USE TO FIND ADVERTISING ON?
MEN WOMEN
Print TV Print TV
Cars 45% 17% 41% 21%
Groceries 42% 10% 41% 16%
Electronics 43% 15% 37% 19%
Appliances 38% 11% 32% 13%
Travel 34% 21% 35% 17%
Mortgages 31% 13% 24% 11%
Jewellery 21% 14% 23% 15%
Denotes significant differences within print.
Denotes significant differences within television.
*SOURCE: Leger Marketing Omnican. 2005. N=1,500
Pwrofprnt7 3/9/05 2:44 PM Page 13
population.
As with advertising, groceries,
cars and electronics top the list for
newspaper listings, although gro-
ceries overtake cars to be ranked
first.
Men and women do not differ
too much in this regard, except
when it comes to items that men
may be more likely to have interest
in to start, such as cars and elec-
tronics. In these two categories,
they are more likely than women
to say they would turn to newspa-
pers for detailed information.
Mortgages are also an area where
men choose newspapers more
often than women, while women
choose newspapers for jewellery
information more often. Neither
would turn to television more often
than newspapers for any product
category.
The younger generation is a TV
generation and it shows. Those
between 18 and 24 will turn to tel-
evision more often than any other
age group for detailed information
on all product categories, albeit
still less than newspapers.
Jewellery is the only exception,
where both media fare similarly.
Perhaps because they are more
likely to read newspapers on a reg-
ular basis, middle-aged Canadians
are most likely to turn to newspa-
pers for product information.
Once again, television does not
overtake newspapers for any cate-
gory in any of Canadas regions. In
the Prairies, however, using televi-
sion for information is somewhat
more usual than anywhere else in
the country. Especially for travel-
related products, groceries/ house-
hold items and jewellery, those in
the Prairies are more likely to say
they will turn to TV. Half of
Maritimers say they will use news-
papers to find out more about gro-
ceries. But these are still signifi-
cantly lower than those who turn
to print.
Exposure to Advertising
Canadians feel that throughout a
normal day, they are always or occa-
sionally exposed to advertising from
all media. In fact, three-quarters
(72%) say they are always exposed
to advertising in any given day.
Those between the ages of 45 and
IF YOU WERE LOOKING FOR DETAILED INFORMATION ON A PRODUCTS
FEATURES OR PRICING, WHICH TYPE OF MEDIA WOULD YOU MOST LIKE-
LY TURN TO FOR?
MEN WOMEN
Print TV Print TV
Cars 37% 8% 34% 7%
Groceries 40% 5% 39% 6%
Electronics 36% 7% 32% 6%
Appliances 32% 7% 30% 5%
Travel 29% 11% 28% 5%
Mortgages 26% 6% 19% 4%
Jewellery 17% 7% 20% 6%
Denotes significant differences within print.
Denotes significant differences within television.
*SOURCE: Leger Marketing Omnican. 2005. N=1,500
THOSE BETWEEN 18
AND 24 WILL TURN TO
TELEVISION MORE
OFTEN THAN ANY
OTHER AGE GROUP FOR
DETAILED INFORMATION
ON ALL PRODUCT
CATEGORIES, ALBEIT STILL
LESS THAN NEWSPAPERS.
WHERE DO THEY TURN TO FOR DETAILED INFO
* SOURCE: Leger Marketing Omnican. 2005. N=1,500
Groceries
Cars
Electronics
Appliances
Travel
Mortgages
Jewellery
NEWSPAPERS TV RADIO OTHER
39%
6%
1%
53%
35%
8%
1%
55%
34%
7%
1%
56%
31%
6%
1%
61%
29%
8%
2%
56%
22%
5%
1%
55%
19%
7%
0%
57%
14 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge
PoP_14_15 3/9/05 2:49 PM Page 14
54 are most likely to feel their expo-
sure, as 76% say they are always
exposed.
Regionally, Maritimers feel they
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
less advertisement today. Those
between the ages of 35 and 44
are most likely to find the amount
of advertisement has remained
the same (17%).
Regionally, Prairie and B.C. resi-
dents feel there is even more
advertisement now than other
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
EXPOSURE TO ADS
* SOURCE: Leger Marketing Advertising Saturation Report. 2004.
All
Canadians
18-24 25-34 35-44 45-54 55-64 65+
90%
87%
90% 90%
93%

87%

88%
10%
11%
10%
9%

6%

11%

11%
EXPOSED NOT EXPOSED
workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 15
PoP_14_15 3/9/05 2:49 PM Page 15
Which target
would you
rather reach?
Young active consumers or old...
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 Montral,
24 heures, Journal de Qubec
Competitive Dailies = Edmonton Journal, Calgary Herald, Winnipeg Free
Press, Toronto Star, Metro Toronto, Ottawa Citizen, La Presse, Mtro
Montreal, Le Soleil.
%
C
o
m
p
o
s
i
t
i
o
n
68%
56%
Target: Adults 18-49
EDMONTON SUN CALGARY SUN WINNIPEG SUN
LONDON FREE PRESS TORONTO SUN OTTAWA SUN
JOURNAL DE MONTRAL JOURNAL DE QUBEC
24 HOURS 24 HEURES
Sun Network Competitive Dailies
For more information,
please call 1-877-786-8227 or visit: www.sunmediasales.ca
marketing_inside 8/17/05 1:59 PM Page 1
18 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge
Canadians (90% each).
Quebeckers, however, are more
likely to say the amount has
remained the same (16%).
What are acceptable types
of advertising?
We all know advertising is what
funds newspapers, magazines,
radio and television shows,
Internet sites and even peoples
personal endeavours. Remember
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 cant take anymore or do
they understand the importance of
this revenue?
A survey with 1,500 Canadians
in 2004 found that about half of
Canadians (51%) do find it accept-
able to be exposed to advertise-
ments on a daily basis. This is high-
est for young people (60% of those
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-
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
advertising more acceptable than
any other. Less traditional forms of
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%
EXPOSURE TO ADS
* SOURCE: Leger Marketing Advertising Saturation Report. 2004.
All
Canadians
18-24 25-34 35-44 45-54 55-64 65+
86% 90% 88% 81% 87% 85% 87%
MORE SAME AMOUNT LESS
11%
6%

8%

17%

11%

13%

8%
1%
0%
2%
2%

1%

1%

0%
OVERALL ACCEPTANCE OF DAILY EXPOSURE TO ADS
* SOURCE: Leger Marketing Omnican. 2003 and 2004.
All
Canadians
18-24 25-34 35-44 45-54 55-64 65+
51% 60% 59% 55% 47% 46% 37%
Pwrofprnt7 3/9/05 2:44 PM Page 18
workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 19
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
seven-per cent drop since 2003.
As mentioned earlier, the most
acceptable form of advertising is
print advertising in newspapers.
This is especially true for those
between the ages of 35 and 44
(91%). However, as seen in the
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
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.
QUEBECKERS ARE
GENERALLY MORE
ADVERTISING FRIENDLY,
FINDING MOST OF THESE
ADVERTISING METHODS
MORE ACCEPTABLE
THAN OTHER CANADIANS.
Pwrofprnt7 3/9/05 2:44 PM Page 19
20 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge
who are over the age of 65 (12%)
and live in Alberta (6%) or BC (7%).
Quebeckers are generally more
advertising friendly, finding most of
these advertising methods more
acceptable than other Canadians.
This is especially true for ads
placed on personal property like
baby carriages (40%) and even
celebrities endorsing products on
talk shows (27%). Maritimers dis-
approve most of advertisements in
washroom, while those in the
Prairies disapprove most of ads on
personal property.
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
*SOURCE: Leger Marketing Omnican. 2003 and 2004.
72
7979
78
75
81
Newspaper Radio TV Billboards Personal Cellphone Famous Internet
property people pop ups
ATLANTIC QUEBEC ONTARIO PRAIRIES ALBERTA BC
65
7575
66
70
68
65
69 69
71
66
63
45
58
59
61
54
49
26
40
29
18
23
25
26
22
20
23
19
12
25
27
17
18
20
12
1515
1212
9

7
THOSE IN THE PRAIRIES
DISAPPROVE MOST OF
ADS ON PERSONAL
PROPERTY.
Pwrofprnt7 3/9/05 2:44 PM Page 20
WHAT MAKES NEWSPAPERS A GOOD SOURCE
* SOURCE: Auto Information.
Commissioned by Sun Media and
conducted by Leger Marketing. 2004.
Reviews/ratings
Ads/price deals
New technology
Used car articles
Car features
Styles/models
Whats available
Maintenance
Everything
Reliability
Other
Dont know
40%
37%
33%
16%
11%
4%
2%
2%
2%
2%
10%
4%
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
* SOURCE: Auto Information.
Commissioned by Sun Media and
conducted by Leger Marketing. 2004.
Daily newspapers
Friends/family
Internet
Magazines
TV
Community
newspapers
Radio
Billboards
Don

t know/refuse
50%
48%
39%
25%
21%
7%
5%
4%
4%
workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 21
Pwrofprnt7 3/9/05 2:44 PM Page 21
22 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge
Purchase Behaviour and
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%)
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
something because they saw it on
TV (58% of those between 18 and
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,
saying they have purchased prod-
ucts because of it.
Regionally, there are also some
differences in purchasing behaviour.
Maritimers are the least influenced
by advertising, as over one-third
(36%) say they have never pur-
chased an item because they saw
HAVE YOU EVER PURCHASED A PRODUCT BECAUSE YOU... ?
*SOURCE: Leger Marketing Omnican. 2005.
40%
51%
47%
45%
57%
54%
Read about it Saw it in Heard on the Saw a None of
in newspapers TV ad radio billboard these
36%
45% 45%
54%
47% 47%
28%
23%
29%
30%
31%
26%
14%
26%
21%
18%
24%
18%
36%
24%
28%
29%
25% 25%
ATLANTIC QUEBEC ONTARIO PRAIRIES ALBERTA WEST
HAVE YOU EVER PURCHASED A PRODUCT BECAUSE YOU... ?
* SOURCE: Leger Marketing Omnican. 2005.
49% 46% 28% 21% 27%
Read about Saw it in Heard on the Saw a None of
it in TV ad radio billboard these
newspapers
continued on page 24
Pwrofprnt7 3/9/05 2:44 PM Page 22
workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 23
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-
able 79 per cent of 24 hours readers
are adults between 18 and 49 years
of age.
Each day, 24 hours provides
insightful coverage of society, news
(local, provincial, international), busi-
ness, show business, television and
sports. It also invites reader interac-
tion and features weekly columns
covering such topics as cars,
employment, health, fashion, travel,
movies and technology.
The Details
The CreditXpert strategy called for a
daily campaign consisting of a page
3 banner ad on Mondays and Fridays
and an additional insertion in the
Business Directory Tuesdays to
Thursdays. The premium positions
would assure heightened aware-
ness among the 24 hours audience.
In addition to the ad compo-
nent, CreditXpert and Sun Media
determined that a weekly column
addressing issues about credit,
SUN MEDIA ADVERTISING SOLUTIONS
CREDITXPERT CANADA INC.
24 hours campaign delivers
major increase in sales leads
24 Hours/24 heures: Number 1 free dailies circulated in
Vancouver, Toronto and Montreal
Pwrofprnt7 9/6/05 3:30 PM Page 23
24 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge
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.
CreditXperts 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 CreditXperts budget
parameters, met or surpassed all of
the clients goals. CreditXpert expe-
rienced a surge in calls from poten-
tial clients in fact, company
executives say that 82 per cent of
their sales leads are now generat-
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.
COMPANY EXECUTIVES
SAY 82% OF THEIR
SALES LEADS ARE
NOW GENERATED
FROM 24 HOURS.
an advertisement for it in a newspa-
per, on TV, radio or on a billboard.
On the other side of the country,
however, Canadians are most likely
to have purchased a product
because they read about it in the
newspaper, with 57% of Albertans
and 54% of BC residents saying
they have done so.
The Next Generation of
Print Readers
A new generation of Canadians is
growing up and growing up fast.
Already, this generation is exposed
to more media than any other, from
video games, to computers, to tele-
vision, Generation M is the
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
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/ DVDs 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
KFF DATA: SPENDING TIME WITH MEDIA
* SOURCE: Generation M: Media in the Lives of 8 to 18 Year Olds. Kaiser Family
Foundation. March 2005.
Watch TV
Listen to radio
Use a computer
Go Online
Read a magazine
Read a book
Play video games
Watch videos/DVDs
Read a newspaper
Go to a movie
81%
74%
54%
47%
47%
46%
41%
39%
34%
13%
continued from page 22
Pwrofprnt7 3/9/05 2:44 PM Page 24
workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 25
time is spent on books (23 minutes
on average), but a significant time is
also spent on magazines (14 min-
utes on average). Newspapers are
read on average for six minutes a
day, which, although low, is still sig-
nificant for this age group. Not only
that, but one-third of kids at least flip
through newspapers regularly (34%
saying they read a newspaper for at
least 5 minutes the previous day).
More importantly, however, this
study looked at attention spans
and what kids are doing when
reading any print media, or if they
were even multitasking at all. It
found that generally, Generation M
does not multitask nearly as much
when they are reading.
As KFFs 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
level of concentration and shows
that even the next generation, albeit
all over the media map, is already
focusing when looking at print.
Canadian Newspaper
Readership
All of this that we have reported is
only important if people actually look
at newspapers and magazines. The
children and teens that we just dis-
cussed must grow up to become
regular print readers if the ads are
really going to be able to influence
them. What we find is that, yes,
Canadians are frequent newspaper
readers. According to the 2004
Nadbank study, four in five
Canadians (79%) say they read a
newspaper in the past week and
half (53%) say they read a paper
every day. Weekend readership is at
58%. When looking at the top 10
markets, weekly readership is high-
est in Winnipeg (85%), Quebec City
(84%), Montreal (81%) and
Edmonton (81%). Daily readership
is also highest in Winnipeg (59%),
Edmonton (56%) and Montreal
(54%), but includes Hamilton as
well (56%). What is really beneficial
to advertisers is that not only are
people more likely to regularly read
a paper in these 10 markets, these
are also the most important markets
KFF DATA SPENDING TIME WITH MEDIA
* SOURCE: Generation M: Media in the Lives of 8 to 18 Year Olds. Kaiser Family
Foundation. March 2005.
Watching TV Listening to Using a Playing video Reading Going to a
(TV, Videos, music (radio, computer games (magazines, movie
DVDs, etc.) CDs/MP3s (online/offline) newspapers,
etc.) books)
3:51 1:44 1:02 0:49 0:43 0:25
MEDIA MULTI-TASKING BY LEVEL OF MEDIA EXPOSURE
AVERAGE EXPOSURE Light Moderate Heavy
Television 11% (a) 16% (ab) 25% (b)
Computer 8% (a) 14% (b) 33% (b)
Video Games 12% (a) 21% (ab) 28% (b)
Print 15% 15% 18%
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
that share a common subscript, do not differ by a large enough margin to ensure
statistical reliability.
* SOURCE: Generation M: Media in the Lives of 8 to 18 Year Olds. Kaiser Family
Foundation. March 2005.
REGARDLESS OF LEVEL
OF PRINT EXPOSURE,
FEWER THAN ONE-FIFTH
OF 7TH- TO 12TH-GRADE
KIDS REPORT HEAVY
MEDIA MULTITASKING.
Pwrofprnt7 3/9/05 2:44 PM Page 25
26 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge
when it comes to population size,
density and incomes. Three-fifths of
Canadians over the age of 50 report-
ed they read a newspaper the day
before (60% of those 50-64 and
62% of those over 65), compared to
44% of those between 25 and 34
and 45% of those under the age of
25. The higher the household
income, the more likely Canadians
are to have read a newspaper the
day before or on the weekend. The
same is true for education, as those
with a university degree are more
likely to have read a newspaper the
day before (58%) than those with
some high school (46%). The key
sections of the newspaper include
news, be it local (74%), international
(63%), or provincial/ national (61%).
Arts and Entertainment news is at
least sometimes read by three-quar-
ters (76%), while Health and
Editorial are read by three-quarters
of Canadians at least sometimes
(70% and 67%), respectively.
When you combine this informa-
tion with what we have discovered
in other research it also helps to
demonstrate the benefit of targeted
media. For example, the graph on
content readership shows that
about half of Canadians do not look
at the automotive section on a regu-
lar basis. Now go back to the earlier
section of this report that shows
that when someone is looking for a
vehicle they will use the newspaper
for deals, reviews and information.
Another point we have made
throughout this report is concentra-
tion is highest when looking at print
media compared with other forms.
As you will recall, we have proven
that print is the opt-in media for
which multi-tasking is lowest, even
among young readers. Print readers
feel less annoyed by advertisements
in their newspapers and magazines
than by Television ads or Internet
READERSHIP IN TOP 10 MARKETS
* SOURCE: Nadbank Study 2004.
Toronto
Montreal
Vancouver
Ottawa/Gatineau
Calgary
Edmonton
Quebec City
Hamilton
Winnipeg
London
51%
54%
48%
53%
52%
56%
53%
56%
59%
52%
71%
74%
72%
73%
75%
76%
74%
75%
77%
73%
78%
81%
74%
78%
79%
81%
84%
80%
85%
79%
YESTERDAY 5 DAY CUMULATIVE 6/7 DAY CUMULATIVE
AVERAGE TIME CONSUMING PRINT MEDIA
PRINT MEDIUM 8-18 8-10 11-14 15-18
Year-Olds Year-Olds Year-Olds Year-Olds
A. Average daily time with each print medium
Books 0:23 0:27 0:21 0:24
Magazines 0:14 0:12 0:15 0:13
Newspapers 0:06 0:04 (a) 0:05 (a) 0:07 (b)
ALL PRINT 0:43 0:44 0:41 0:45
B. Proportion who read at least 5 minutes the previous day
Books 46% 63% (a) 44% (b) 34% (c)
Magazines 47% 35% (a) 54% (b) 47% (b)
Newspapers 34% 21% (a) 35% (b) 43% (b)
ALL PRINT 73% 73% 75% 71%
C. Proportion who read 30 minutes or more the previous day
Books 30% 40% (a) 27% (b) 26% (b)
Magazines 22% 16% (a) 25% (b) 21% (b)
Newspapers 7% 7% 7% 8%
ALL PRINT 47% 51% 48% 43%
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
that share a common subscript, do not differ by a large enough margin to ensure
statistical reliability.
* SOURCE: Generation M: Media in the Lives of 8 to 18 Year Olds. Kaiser Family
Foundation. March 2005.
Children aged 8 to 18 are all consuming print media but the mix of what
they consume changes as they age.
Pwrofprnt7 3/9/05 2:44 PM Page 26
workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 27
Pop-Ups, making for a more prod-
uct-friendly consumer. And finally,
the print media is still the most
acceptable form of advertising.
All of these pieces of information
can lead us to an understanding that
print ads are noticed by people who
are actually in the market for a new
product, in this case a new vehicle.
Regular readership, acceptance of
print advertising in our lives, higher
awareness of print ads over time,
greater likelihood that the ad breaks
through the clutter and a desire to
seek out print for information, ads,
and knowledge leads us to conclude
that the print medium has not been
replaced by the television or com-
puter screen. As we go forward the
print medium will continue to adapt
and change to reflect the interests
of all generations but it looks like it
has been doing it long enough to
maintain its leadership as a viable
advertising tool.
CONTENT READERSHIP
** Full Sample Markets Only
* SOURCE: Nadbank Study 2004
Local News
World News
Prov./Natl. News
Arts & Ent. News
Editorial
Health**
Sports
Comics
Food
Finance/Business
Travel
Fashion/Lifestyle
Homes/Real Est.
Automotive
74%
63%
61%
44%
38%
37%
36%
30%
30%
28%
27%
27%
23%
21%
USUALLY SOMETIMES RARELY/NEVER
18%
22%
22%
32%
29%
33%
18%
19%
29%
25%
32%
28%
29%
24%
8%
15%
17%
24%
33%
30%
46%
51%
41%
47%
41%
45%
48%
55%
Pwrofprnt7 3/9/05 2:44 PM Page 27
THE CREATIVE
POWER OF
PRINT!
Pwrofprnt7 3/9/05 2:44 PM Page 28
workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 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.
Thats 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
call-to-actionwhether your
goal is to get your reader to visit
Custom 1/3 page advertorials were created to run adjacent to the Scotiabank print
campaign. Each advertorial was was customized to the magazine that it ran in.
Pwrofprnt7 3/9/05 2:44 PM Page 29
30 How Powerful is Print! ADVERTISING SUPPLEMENT workingKnowledge
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 brands 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
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.
Pwrofprnt7 3/9/05 2:44 PM Page 30
workingKnowledge ADVERTISING SUPPLEMENT HOW POWERFUL IS PRINT! 31
into creative development. Deciding
what the primary goal is for the
campaignwhether its to raise
brand awareness or create a call-to-
actionand 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,
Chatelaines 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
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
Dont 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
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. Heres 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. Thats why
its a critical contributor to the
greater media mix.
THE MORE TIMES THE
AUDIENCE READS ABOUT
THE PRODUCT, THE MORE
FAMILIAR THEY WILL
BECOME WITH IT.
Pwrofprnt7 3/9/05 2:44 PM Page 31
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 Canadas 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
Quebecs Gasp 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.
Sun Media
For more information, please call 1-877-786-8227 or visit: www.sunmediasales.ca
Presenting sponsor of the
2005 Working Knowledge Program
How Powerful is Print?
marketing_obc 8/17/05 1:57 PM Page 1