Magazine
Trends
Top English Magazines
Rank
Title
Category
Readership
Frequency
(000)
1
Reader’s Digest
General Interest
5,610
Monthly
2
Canadian Living
Women’s
3,806
Monthly
3
Chatelaine
Women’s
3,291
Monthly
4
Canadian Geographic
General Interest
3,235
Bi-monthly
5
Maclean’s
News
2,437
Weekly
6
Canadian House and Home
Home Shelter
2,350
Monthly
7
Canadian Gardening
Gardening
2,148
7X
8
Food & Drink
Food & Beverage
2,108
Bi-monthly
9
Hockey News
Sports
1,800
26 X
10
Fashion
Women’s
1,786
10 X
11
Outdoor Canada
Fishing & Hunting
1,772
6X
12
Today’s Parent
Parenting
1,694
Monthly
13
Elle Canada
Women’s
1,354
Monthly
14
Style At Home
Home Shelter
1,318
Monthly
15
Homemaker’s
Women’s
1,336
9X
Top 15 titles deliver over
Source: PMB Fall 2011
890 Million Impressions annually.
Top French Magazines
Rank
Title
Category
Readership
Frequency
(000)
1
Qu’est-ce qui mijote
Food & Beverage
1,185
Monthly
2
Touring (Bilingual)
General Interest
1,079
Quarterly
3
Coup de pouce
Women’s
1,073
Monthly
4
Châtelaine
Women’s
986
Monthly
5
L’actualité
News
907
20 X
6
7 Jours
Women’s
889
Weekly
7
Sélection du Reader’s Digest
General Interest
850
Monthly
8
Elle Québec
Women’s
783
Monthly
9
Clin d’oeil
Women’s
740
Monthly
10
Les Idées de ma maison
Homes
681
10 X
11
Bel Âge Magazine
Mature Market
603
11 X
12
Chez-Soi
Homes
576
10 X
13
Ricardo
Food & Beverage
562
8X
14
Sentier Chasse-Peche
Fishing & Hunting
531
11 X
15
Decormag
Homes
465
10 X
Top 15 titles deliver
Source: PMB Spring 2011
320+ Million Impressions annually
Ad Revenue Performance
Ad Revenue Growth Index 1996-2010
(1996 = 100)
Recession
201
181
186
191
Recession
194
169
142
123
150
167
172
155
131
112
100
'96
'97
'98
Source: Statistics Canada; Leading National Advertisers (LNA)
'99
'00
'01
'02
'03
'04
'05
'06
'07
'08
'09
'10
Number of Consumer Titles
Number of Canadian Consumer Magazine Titles
1,114
941
961
908
1999
2000
2001
Source: Statistics Canada; Masthead Magazine
1,000
2002
1,160
1,201
1,244
1,282
1,276
1,032
2003
2004
2005
2006
2007
2008
2009
2010
Average Issue Circulation has
Rationalized & Stabilized
Many titles managed circulation downwards to create a more homogeneous circulation
base during the economic downturn. As expected, fewer titles (11 vs. the 10-year
average of 56) were launched in 2009 due to enormous global economic uncertainties.
62.8
2004
Source: CARD
65.9
2005
69.3
2006
72.5
2007
73.1
2008
66.2
66.5
2009
2010
Source: PMB
Average Readership per Title is Stable
Average # Readers per Title (Millions of Readers)
1.1
1.0
1.0
PMB 09
Spring
Source: PMB
PMB 09 Fall
PMB 10
Spring
1.0
PMB 10 Fall
1.0
PMB 11
Spring
1.0
PMB 11 Fall
Source: PMB
Average Readers per Copy is Stable
Average # Readers per Title
5.0
PMB 07
5.0
PMB 08
4.9
PMB 09
Spring
5.0
PMB 10
Spring
4.9
PMB 11
Spring
Range: 0.9 – 32.6
Source: PMB
4.9
PMB 11 Fall
Source: PMB
Reader Interest Scores Remain Stable
6.7
6.8
6.8
6.8
6.8
6.9
PMB 2011
Spring
PMB 2011 Fall
Score 1-10
PMB 2005
Source: PMB
PMB 2007
PMB 2009 Fall PMB 2010 Fall
Source: PMB
Time Spent Reading Remains Stable
Time
spent
reading
40
41
41
41
42
42
Minutes per Issue
PMB 2005
Source: PMB
PMB 2007
PMB 2009
Fall
PMB 2010
Fall
PMB 2011
Spring
PMB 2011
Fall
Source: PMB
Magazines are Read by All Age Groups
% Read a PMB-Measured Magazine in the Past 90 Days
87
89
87
84
81
75
12-17
Source: PMB
18-24
25-34
35-49
50-64
65+
Magazine Readers are Younger
than the General Population
50
43.5
41.6
45
5%
40
Years
35
30
25
Total Population
Source: PMB
Magazine Readers
U.S. Spill Continues Decline
U.S. spill circulation is in long term decline
as Canadian publications repatriate readership
100
100100
93
86
80
80
76
74
72
Index 1983 = 100
75
62
60
68
62
59
53
52
59
53
51
54
50
25
0
1983
1989
1998
2000
2002
Total Spill
2004
2006
2008
2009
Avg. Circ/Title
3 U.S. spill titles in Canada’s Top 100
Source: ABC
2010
Three U.S. Spill Titles in
Canadian Top 100
2010
Titles (Ranking)
National Geographic (35)
Cosmopolitan (53)
People (79)
Tax Deductability
Advertisers in foreign-based magazines with less than
80% original Canadian content (as above)
may only deduct 50% of advertising expenses.
Advertisers in magazines with 80%+ original Canadian content may deduct 100%.
Sources: CARD; ABC
Ad Effectiveness is Building
(Ad Recall & Actions Taken)
75
+13% Change
+10% Change
60
58
55
53
55
53
51
%
57
51
50
25
Ad Recall
2005
Source: Affinity Vista Print Effectiveness Rating Service, 2005-2008
2006
Actions Taken
2007
2008
2009
56
Magazines, as content providers, are brands
that easily span platforms and devices
The Reading Experience: Paper Wins
Paper versions of magazines, newspapers and books continue to be the preferred
method of reading, particularly magazines where the gap between paper and
digital devices is greatest.
% who are “extremely/very satisfied” with reading activities on paper/device*
* Among consumers who have tried
or currently do each activity
Paper
eReader
Tablet
Smartphone
Source: Content Consumption in the Digital Age (Webinar Presentation Deck), Harrison Group, 2011
Readers want Magazines
in Print & Digital Formats
Readers believe that digital content complements print content. However, the vast
majority (87%) still want a printed magazine.
87% of those interested in
reading magazines digitally
still prefer a printed copy
75% of consumers feel that digital
content complements print
13%
25%
87%
Source: CMO Council, 2010
75%
Source: Harrison Group/Zinio/ MEMS
Technologies, 2010
Digital Magazine Extras Enhance
the Reading Experience
85% of digital consumer magazine readers are
satisfied/very satisfied with their digital experience
Which of the following “digital extras”
have enhanced your digital magazine
reading experience the most?
Videos
15%
75%
Extra photos
85%
Slide shows
37%
Audio
36%
Flash animation
Source: Texterity/BPA Worldwide Certified Profile of the Digital Edition Reader,
2010. N = 9,443 digital consumer magazine readers
58%
31%
Source: Smarter Media Sales/Nxtbook Media/VIVmag,
2010. N = 5,612 subscribers to one of eight
specific interactive online magazine titles
Magazines and the Future
The ongoing launch of digital brand extensions ensures:
 Continued relevance to readers
 Build-out new and emerging audiences
 Continued industry competitiveness
zinesCanada
 360˚ marketing surround
Magazines will be ready
when the reader is ready…
2011 and Beyond
Compound Annual Average Advertising Revenue Growth Rate (%)
Canada 2011-2015
Internet
14.9
B2B Magazines
7.9
Out-of-Home
6.4
Consumer Magazines
5.3
Total Advertising
5.2
Television
4.7
Radio
Newspapers
3.9
2.3
Source: PwC (PriceWaterhouseCoopers) Global Entertainment and Media Outlook – 2011-2015
magazinescanada.ca
We’re Here to Help…