Targeting tourists of Japanese or Chinese origin? Canada Journal 2011 Media Kit for Canadian Tourism Operators
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Targeting tourists of Japanese or Chinese origin? Canada Journal 2011 Media Kit for Canadian Tourism Operators

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This is a tool for Canadian tourism destinations and operators to help reach online their prospects of Northeast Asian origin. It includes a Code of Best Practices on how to purchase text-based ...

This is a tool for Canadian tourism destinations and operators to help reach online their prospects of Northeast Asian origin. It includes a Code of Best Practices on how to purchase text-based listings and banner ads in Japanese and Chinese for generating leads and Search Engine Optimization (SEO). Developed by Michael Bonin and Associates for Canada Journal.

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Targeting tourists of Japanese or Chinese origin? Canada Journal 2011 Media Kit for Canadian Tourism Operators Targeting tourists of Japanese or Chinese origin? Canada Journal 2011 Media Kit for Canadian Tourism Operators Presentation Transcript

  • Canada Journal 2011 Media Kit for Canadian Tourism Destinations and Operators Table of content S 2-5 Summary of the Canadian Website and the          (Travel & Leisure) Must Go Directory S 6-7 Two reasons to advertise/list early for the                2011-2012 seasons S 8 Options to upgrade contract with banner ad S 10-11 Trends in markets of Northeast Asian origin S 12-19 Code of best practices developed by                    Michael Bonin and Associates for parent            company (publisher), Japan Advertising S 20-25 Performance of website and directory S 26-29 Performance of banner ads S 30 Official Web Metrics <AWStats Traffic Report         of Canada Journal website for May 2010> S 31 Canada Journal AD Rates 2011 HOW TO LIST IN ONLINE JAPANESE  AND/OR CHINESE DIRECTORY: To register after reviewing this media kit, fill out the (Travel & Leisure) Must Go Directory Registration Form. To access and submit the information on the form online Operators (other than restaurants) click here   Restaurants, click here   Or fill it out and download a pdf version of the form and submit by faxing or e-mailing it back to [email_address] . Separately, please e-mail up to 8 photos (low-rez jpg preferred) and video file (if available) to be hosted with the comprehensive listing info.
  • Summary of the Canadian Website and the      (Travel & Leisure) Must Go Directory CanadaJournal Website Editions in Japanese and Chinese focus on getting Canadian destinations, tourism and cultural products, retailers and service providers, as well as Canadian educational institutions, better known among prospects of Northeast Asian origin. A presence on the site offers some of the best chances for Canadian tourism operators to be found online in Japanese and Chinese. For the whole year 2010, over 240,000 visitors will have visited the site, representing nearly a 5% growth over 2009.  The site traffic is mainly editorially driven (with over 2,000 pages archived since 2002).
  • Summary of the Canadian Website and the      (Travel & Leisure) Must Go Directory     As an example, during the month of May 2010, the site received just about 21,000 unique visitors, a 4.5% growth in traffic over the month of May 2009.  Close to 15,000 navigated on the pages in Japanese, and more than 6,000 on the pages in Chinese. They viewed close to 86,000 pages, each unique visitor viewing on average over four pages. During that month, the site recorded over 1.1 million hits.  Close to half of the visitors accessed the (Travel & Leisure) Must Go Directory: over 10,000 monthly unique visitors navigated the directory, including 7,000 unique visits on the Japanese pages (more than any other directory in the world in Japanese with Canadian Tourism listings) and over 3,000 unique visits on the Chinese pages of the directory.  For details, see the Official Web Metrics <AWStats Traffic Report of Canada Journal website for May 2010> (Slide #30).
  • Summary of the Canadian Website and the      (Travel & Leisure) Must Go Directory In 2010, the actual aggregate of attempted inbound links obtained by those posted on the Must Go directory will have averaged close to 6,000 monthly click-through among over 330 tourism operators whose listings in Japanese and/or Chinese were currently active. This represents an estimated average of 18 monthly inbound links attempted back to the website of an establishment listed or the equivalent of 216 per year.  Tourism operators with active listings may get results that are much higher or lower than such average. Individual click through is estimated based on aggregate tracking of the clicks originating from all the active url addresses placed on all the directory listings combined.  Active listings that also have their landing page in Japanese and/or Chinese hosted on the site, are receiving on average twice as many click-through as those without a landing page. For some tourism operators, having a landing page added to their basic listing, has brought their estimated cost per click (CPC) well below one dollar per click! 
  • Summary of the Canadian Website and the      (Travel & Leisure) Must Go Directory Published by Japan Advertising online since 1998 in Japanese and since 2005 in Chinese, www.canadajournal.com continues to rank among the most easily found sites in the world with Canadian content through search engines in Japanese (depending on the time of the year).  To check out the ranking of the site in real time under different key-word search combinations (like Canada, Canada-Travel, Canada-Shopping, Canada-Restaurants, Canada-Accommodation, Canada-Education, etc.), click here . Moreover, it is forecast that by the Fall of 2012, a third of unique visits will be on the Chinese pages of the site and Chinese pages should then account for about a quarter of total pages viewed. By the end of 2010, Chinese visits to the site will already have grown by 14% over the previous year , that is six times the growth rate of Japanese traffic (+2.3%).
  • TWO REASONS TO ADVERTISE/LIST EARLY FOR THE 2011-2012 SEASONS Because of the anticipated increase in both the Web traffic coming on CanadaJournal and of visitors to Canada due to the afterglow of the 2010 Vancouver Winter Olympics and Canada's Approved Destination Status from China ratified in June 2010 that should intensify Chinese traffic growth for many years to come.
  • TWO REASONS TO ADVERTISE/LIST EARLY FOR THE 2011-2012 SEASONS Because of the anticipated increase in both the Web traffic coming on CanadaJournal and of visitors to Canada due to the afterglow of the 2010 Vancouver Winter Olympics and Canada's Approved Destination Status from China ratified in June 2010 that should intensify Chinese traffic growth for many years to come. Because the site delivers highly qualified traffic and leads year-round (not only in high season). At any time, two out of five visitors to www.canadajournal.com plan a leisure trip somewhere in Canada, one in ten a business trip while two out of five plan their studies or training in Canada. For details on web visitors intentions, see a JAPAN ADVERTISING NEWSLETTER (<Planning Online campaigns in Japanese and Chinese >) by clicking here .
  • OPTIONS TO UPGRADE CONTRACT WITH A BANNER AD Every year since 1999, the site offers a limited number of banner ad positions on the most coveted Home and Travel & Leisure Editorial Pages or on the popular Directory Pages. To increase awareness and direct response, tourism operators and destinations may want to purchase a high-impact display banner ad, starting as low as $285 for a 90-day posting on all the navigation pages in Japanese or Chinese of the popular (Travel & Leisure) Must Go Directory. If interested to take advantage of the annual Banner Bonus-Pack , see Slides #26-29 for the details (<Performance of Banner Ads>).
  • FOR TOURISM OPERATORS PLANNING ONLINE MARKETING PROGRAM FOR THE 2011-2012 SEASONS, THE REST OF THIS MEDIA KIT COVERS: Trends in markets of Northeast Asian origin (Slides 10 and 11) A suggested code of best practices for planning online campaigns in Japanese and Chinese developed by Japan Advertising , the parent company that produces CanadaJournal (Slides 12 to 19) The performance of www.canadajournal.com and of the (Travel & Leisure) Must Go Directory, including the live links to find out in  real time the site ranking on search engines, the traffic generated on its Japanese and Chinese pages (unique visits, page views and hits) and aggregate <click-through> recorded on all the active listings, for Direct Response campaigns (Slides 20 to 25) The performance of banner ads (Slides 26 to 29) Official Web Metrics (Slide 30) AD Rate Sheet for 2011 (Slide 31)
  • TRENDS IN MARKETS OF NORTHEAST ASIAN ORIGIN Originating from Northeast Asian countries, outbound long-haul travel, holidays and study programs overseas are planned up to twelve months ahead. Depending on the time of the year, more or less half of those trips are booked for semi or Fully Independent Travel (FIT), the rest for group tours. The majority finalize on their own (or with the help of agents) their travel, activity or study plans using Web  sites in their own language: 92% of Japanese and 85% of Chinese prefer them to those in English.
  • TRENDS IN MARKETS OF NORTHEAST ASIAN ORIGIN Canada started in 2010 to welcome groups of Chinese following its Approved Destination Status (ADS) from China. Consequently, for the first time, as many Chinese tourists as Japanese should be visiting Canada in 2011. Added to the aftermath generated by the media coverage of the 2010 Winter Olympics in Vancouver/Whistler, the number of Northeast Asians coming to Canada for leisure or business and for short-term and long-term studies, is expected to increase substantially over the years. Growth returned in 2010 after the lowest point in recent decades of long-haul arrivals was recorded in 2009 namely from Japan, traditionally the #1 source of Asian visitors to Canada.  While Japanese tourists and students should benefit from the yen that has reached near record high against the loonie, growth from Korea may be hindered by a relatively less attractive value of their currency (the won) against the loonie.
  • CODE OF BEST PRACTICES DEVELOPED BY MICHAEL BONIN AND ASSOCIATES FOR THE PARENT COMPANY, JAPAN ADVERTISING Banner ads and listings on Japan Advertising 's North American websites are sold on the basis of recent tracking of <page views> (pair of 'eye-balls' delivered i.e. <impressions>), not pay-per-clicks (PPC). That policy maintained since 1998 after regular consultation with its advertisers, tries to avoid the controversy usually associated with PPC particularly on websites that cater to a narrowly defined audience (visiting language-primary, on-topic and geo-specific sites like www.canadajournal.com ). On such niche (or vertical) sites, the range of cost-per-click is high enough to encourage fraud. That is particularly true for sites hosted under foreign country jurisdictions (.cn, .jp, etc.) or whose audience reached is away in Northeast Asia for the majority (which is the case here). 
  • CODE OF BEST PRACTICES DEVELOPED  BY MICHAEL BONIN AND ASSOCIATES FOR THE PARENT COMPANY, JAPAN ADVERTISING Here are some questions to ask any Canadian web analyst or webmaster for tourism operators running online text-based ads or banner ad campaigns: Can any legitimate pay-per-click (PPC) network buys or individual buys on other sites in Japanese or Chinese, deliver at the same or at a better price than CanadaJournal ? Is one able to use pay-per click strategies (in Japanese or Chinese) to deliver such a threshold of relevant leads on a constant basis (month after month) as one can achieve with a year-round presence on CanadaJournal ?   With the same budget, can one maintain a constant awareness campaign performance month-after-month particularly on .jp and .cn websites? For more information on a code of best practices (including ten hot tips) developed for Japan Advertising , publisher of CanadaJournal Website Editions in Japanese and Chinese, check an e-newsletter produced by Michael Bonin and Associates for JAPAN ADVERTISING (<Planning online campaigns in Japanese and Chinese>) by clicking here
  • CODE OF BEST PRACTICES DEVELOPED BY MICHAEL BONIN AND ASSOCIATES FOR THE PARENT COMPANY, JAPAN ADVERTISING Many that renew their contract for listing or banner ad year-after-year, and who track inbound click-through, have indicated that in order to match the traffic generated by CanadaJournal, they would have to spend well over the estimated $1.00 to $1.50 range per click-through paid to appear on www.canadajournal.com: that is versus up to two dollars or more on average per click-through on .jp and .cn websites. The main problem with the latter is that they tend not to focus strictly on Canadian travel destinations and experiences (and Canadian schools) like CanadaJournal does year-round. For instance, on most outbound wholesalers and inbound tour operators' websites or outbound school agents' websites, Canadian advertising may be located where other worldwide travel (or study) destinations (beside Canada) are being offered on the same page through links. That drawback also applies to network buys offered through search engine companies like Google Japan, Yahoo Japan and Baidu (in Chinese) with their unidentified placement across multiple sites for pay-per-click campaigns using text or banner ads.
  • CODE OF BEST PRACTICES DEVELOPED  BY MICHAEL BONIN AND ASSOCIATES FOR THE PARENT COMPANY, JAPAN ADVERTISING To increase the number of leads generated online (and eventually customers), one should try to give surfers the option to access a Canadian landing page in Japanese or Chinese although videos in English hosted on the same page are judged to be generally effective enough. Afterward, many may visit an individual tourist operators' or destination website. Nevertheless, still today, a majority of prospects (particularly English-challenged Northeast Asians) actually do not continue their navigation toward English-language websites. Instead, they follow up by contacting an agent in their own language, visit travel sites online including booking sites such as Expedia Japan and elong (the Chinese site similar to Expedia), while others (mostly the younger segment of under 35 years of age) go on surfing social networking websites that are foreign-language friendly such as Facebook and Twitter and video-friendly such as YouTube.
  • CODE OF BEST PRACTICES DEVELOPED  BY MICHAEL BONIN AND ASSOCIATES FOR THE PARENT COMPANY, JAPAN ADVERTISING By clicking the icon on the listing itself that is the <MORE INFO> link, an interested visitor on www.canadajournal.com can be led to a landing page now added to the basic alphabetical listing. The annual regular fee for such a more comprehensive listing is $199 in one language or $299 in Japanese and Chinese. This is more economical to those tourism operators (and destinations) who cannot justify the cost of adding to their business (listing) profile online, a custom-made Mini-Web (landing) Page for an extra $300/year or hosting on their own website a page in Japanese or Chinese produced and maintain in-house.  Translation software like Babel Fish accessed once a surfer ends up on a local tourism operator's site (usually more by chance) through a search in English or through social media like Facebook, Twitter etc. do not help to be ranked higher by major search engines in Japanese or Chinese.
  • CODE OF BEST PRACTICES DEVELOPED  BY MICHAEL BONIN AND ASSOCIATES FOR THE PARENT COMPANY, JAPAN ADVERTISING Tourism operators tracking inbound click-through from CanadaJournal to their own site should know that excluded are many prospects who respond differently than by clicking the url after actually seeing their listing or clicking on a banner. Click-through not traceable include those by surfers who choose to: a) View a landing page by clicking on the yellow and red icon (for Chinese) and a red Canadian maple leaf (for Japanese) located on the alphabetical listing; b) Access directly a tourism operator's (or destination) landing page through a key-word search by using the internal Yahoo engine on the site and externally, through the main engines in Japanese such as Google Japan, Yahoo Japan and in Chinese such as Baidu, Alibaba, Google China, etc. Automatic translation of a site info through search-engine service providers cannot achieve the same ranking as a page hosted on Canada Journal. Robot translations from English to Japanese or Chinese generally do not make much sense; c) Click on a listed tourist operator's email address at some point of their online query.
  • CODE OF BEST PRACTICES DEVELOPED  BY MICHAEL BONIN AND ASSOCIATES FOR THE PARENT COMPANY, JAPAN ADVERTISING Like savvy establishments in English-speaking countries have found out (namely Australia), Canadian webmasters need more than ever to rely on third-party language-primary, geo-specific portal sites that prospects of Northeast Asian origin like to visit in their own language. Those should offer already a strong online Canadian real estate entirely devoted to promoting the local Canadian establishments, the Canada brand, tourist operators located across Canada and Canadian study and travel destinations.  When searching for CANADA as a key-word with combinaisons either simple or long-tail (like HOTEL, RESTAURANT, ARTS, ENTERTAINMENT, SHOPPING, VACATION, EDUCATION, WINERY, OUTDOOR ACTIVITIES, INVESTMENT, etc.), surfers of Northeast Asian origin are directed toward North American sites, rather than Japanese or Chinese sites AS LONG AS THOSE SITES SPEAK THEIR LANGUAGE. In those cases, chances are they will be better served with the latest updates and for general accuracy by going on a directory and a portal site registered as a .ca or .com domain (both considered local domains) rather than a .jp or .cn domain.
  • CODE OF BEST PRACTICES DEVELOPED  BY MICHAEL BONIN AND ASSOCIATES FOR THE PARENT COMPANY, JAPAN ADVERTISING Linking a website can help Search Engine Optimization and integrated campaigns achieve Awareness and Conversion objectives in markets of Northeast Asian origin. In support of such e-marketing strategy with Northeast Asian wholesalers, inbound tour operators and other means (including social media), it makes sense to add Canada Journal to re-enforce some elements of those campaigns: either by placing a business directory profile online or by advertising with a banner ad in Japanese and/or Chinese. Rather than reaching directly prospects in their own language, Canadian tourism operators' webmasters and web analysts have often focused their strategies of Search Engine Optimization (SEO) toward English-speaking surfers. Up until 2008, the latter tended to be Americans who since then, venture less outside the US with the collapse of their real estate market and particularly to Canada, due to the American dollar being less attractive against the Canadian currency. Nevertheless, Canadian tourist operators continue to do English keyword search engine campaigns or to list their business in directories and portals in English like Yahoo! Local, Google Places (for their local business listings), Google Maps, YellowPages.ca, etc. That is often at the expense of under-achieving among prospects who prefer surfing in a language other than English or French. This is typically true for Northeast Asian languages with the most usage online like Chinese and Japanese. 
  • PERFORMANCE OF WEBSITE AND DIRECTORY Japan Advertising publishes in Japanese since 1998 and in Chinese since 2005, CanadaJournal , one of the leading websites promoting Canadian tourism products and destinations (and Canadian education) among surfers of Northeast Asian origin. Over the year in 2010, unique visits originate from: Japan (47%), Canada (24%), Mainland China/Hong Kong/Taiwan (18%), United States (8%) and other (or unknown) countries (3%). In the twelve-month period in 2010, www.canadajournal.com will have registered more than 240,000 unique visitors (based on a frequency cap of one per month), viewing over 970,000 pages (78% in Japanese, 22% in Chinese) and making over 12 million hits annually. The estimated number of unique visits in 2010 represents almost a 5 % increase over 2009.
  • PERFORMANCE OF WEBSITE AND DIRECTORY With its original online editorials and directories, CanadaJournal continued in 2010 for a fifth year in a row, to rank consistently among the top websites in the world with Canadian content in Japanese.  To check out the ranking of the site in real time  under different key-word searches, click here . Currently, visits to the Chinese Website Edition are growing six times faster than Japanese visitors. Therefore, the site is expanding its Editorial coverage in Chinese to coincide with an estimated 24% growth in web traffic from Chinese by Fall 2012 over Fall 2010. Published in simplified and traditional Chinese online since 2005,  Chinese page views, including of the (Travel & Leisure) Must Go Directory listings, should continue to grow exponentially that is in proportion to the now o ver 400 million surfing the Internet in Chinese worldwide.
  • PERFORMANCE OF WEBSITE AND DIRECTORY AWARENESS CAMPAIGNS: In 2010, the site's annual audience will have generated over 240,000 visitors viewing over 970,000 pages (over 2,650 uniques per day on average, frequency cap of one per 24 hours, 1/24). For official traffic stats, check a typical report by AWStats, the web service provider, on Slide #30 (<AWStats Traffic Report of Canada Journal website for May 2010>). It shows just about 21,000 monthly <unique visits>, 85,845 monthly <page views> and over 1.1 million monthly <hits>. TRAFFIC ON (TRAVEL & LEISURE) MUST GO DIRECTORY: Tracking indicates close to 110,000 annual visitors come on the directory pages. This means over 45% of the monthly visitors to the site access the listings in the Must Go Directory pages and their landing pages: over 9,500 monthly visitors navigate over four directory pages per visit on average:  including over 6,500 monthly visitors navigating the directory on the Japanese pages (more than any other directory in the world in Japanese with Canadian Travel & Leisure listings updated every year)  and about 3,000 monthly visitors navigating the directory on the simplified and traditional Chinese pages.
  • PERFORMANCE OF WEBSITE AND DIRECTORY DIRECT RESPONSE CAMPAIGNS : Click-through banner ads are tracked as aggregates. So are the directory listings for over 330 establishments (either tourism operators, destinations, retailers and service providers), activated over a recent 12-month period. Counting all those actively listed with a (business) profile during that period, shows close to 72,000 attempted <click through> inbound links from the (Travel & Leisure) Must Go Directory ( the equivalent of about 216 click-through attempts per year per establishment). Depending on the time of the year, the geographic sector and category they appear in the directory, whether the listing appears with or without a landing page, in more than one category, and in one or several language versions (Japanese, simplified Chinese, traditional Chinese), an establishment actively listed may record from five to up to 40 click-through per month. Here are the details based on aggregate tracking of attempted inbound links generated directly from the url addresses: A tourism establishment's listing with no landing page hosted on the site could get anywhere between 60 and 300 <click-through> per year. Whereas on average a tourism establishment listed with a landing page may have received anywhere between 120 and 600 <click-through> per year. Hosting a landing page with listing or banner ad usually doubles <direct-response>. Establishments are invited to track on their own any referrals and any attempted inbound links generated through their directory listings and banner ads.
  • PERFORMANCE OF WEBSITE AND DIRECTORY ESTIMATED COST-PER-CLICK (CPC): The actual aggregate of attempted inbound links obtained through the (Travel & Leisure) Must Go Directory shows that at a regular annual listing fee ranging from $199 to $299, the average Cost-Per-Click (CPC) is about $1.40 (per attempted inbound link). For some establishments, having a landing page in both Japanese and Chinese added to their listing, can bring their estimated cost-per-click (CPC) well below one dollar! Similar improved efficiency occurs when a landing page in Japanese or Chinese is added to a banner ad. Tourism operators and destinations tracking any inbound links to their respective websites ought to remember that many more prospects than they can trace themselves that way, respond directly after actually seeing their listing or banner ad hosted on Canada journal. For details, see Slide #17 in section of Code Of Best Practices...  By including all those dofollow links toward their landing page, tourism operators and destinations with activated listings are actually paying on average under $1 per <click-through>. In other words, clicks on listed website domains (and tracked through an establishment's own web metrics), do not give a complete tally of <direct-response>.
  • PERFORMANCE OF WEBSITE AND DIRECTORY DEFINITION OF DIRECT RESPONSE: Direct response benchmarks indicate that some action  is taken over the year by audiences once they notice a listing or a banner ad: Most choose to contact some particular agents and booking sites, usually in their own language (Japanese or Chinese), the majority of them located overseas; Some attempt to contact directly the establishment by linking to its site, by email or otherwise; while others go to social websites like Facebook, YouTube, Twitter, etc. after seeing the tourism operator or destination listed or advertising on CanadaJournal Website Editions in Japanese or Chinese; In order to get support in their own language, many prospects request some information either by emailing the CanadaJournal webmaster or through its Education and Travel Club and its blog, by using a form which can be filled online. To see the form in Japanese, click here .
  • PERFORMANCE OF BANNER ADS For high impact, one can purchase a standard (regular-size) banner on Canada Journal in Japanese and/or Chinese (static on the right side of the page, 148 x 75 pixels). Booking can start for 90 days, 180 days to 365 days. If booked for a year, the fee is $1,835 when hosted in one language on the most coveted Home Page and Travel & Leisure Editorial Pages or $920 when hosted on the popular Travel & Leisure Must Go Directory Pages. Annual Banner Bonus-Packs may also be available (see Slide #28 for details). When hosted in one language for 180 days, the fee is $1,020 and $510 respectively. Check some examples of banner ads in Japanese hosted for Alexander Business Investment Consultants (ABIC), Ark Underground Shiatsu/nail/facial (Vancouver), e-Holidays, Best Western St. Jacobs Country Inn (ON), Maple Fun Canada, Canada OK Gift Shop (Banff/Vancouver), Vancouver Bullion & Currency Exchange (VBCE), Pillitteri Estates Winery (ON):
  • PERFORMANCE OF BANNER ADS One can purchase a panoramic -size banner ad on Canada Journal: Either a horizontal leaderboard on top of the page (660 x 82 pixels, static or animated in gif, flash or rich media rotating every eight seconds with up to five others) or vertical custom-made size (static). If booked for 365 days, the fee for horizontal leaderboard is $2,760 when hosted in one language on the most coveted Home Page and Travel & Leisure Editorial Pages or $1,380 when hosted on the Must Go Directory Pages. When hosted for 180 days, fees are $1,530 or $765 respectively. Here are examples of banners hosted in Japanese: vertical custom-made Skylon Tower (ON), Greyhound Canada and Hilton Canada leaderboards.
  • PERFORMANCE OF BANNER ADS Annual Banner Bonus-Packs : Tourism destinations and operators (including retailers and service providers) can take advantage of the followings: Available on a first-come, first-served basis as those packages get sold out during the season, banner advertisers receive bonus positions worth, if bought separately, from $460 to $4,140 (depending on avails and the size of the annual contract), including complimentary positions for a banner of the same size on the pages in simplified and traditional Chinese. Here are examples of Chinese banners hosted:    BW St. Jacobs (ON)  Lobster On The Wharf (PEI)  BRITS Fish & Chips (PEI)  Casa Loma (ON)                                                                      Bonnevue Manor (ON) A 50% discount applies over the regular annual fee  to purchase a comprehensive directory listing with its own landing page or a custom-made Mini-Web Page, when signing a contract with an annual Banner Bonus-Pack . 
  • PERFORMANCE OF BANNER ADS Display banner ads are sold on the basis of historical Cost-per-thousand (CPM) impressions (pages viewed). Click-through a banner is estimated to vary between 0.1% and 0.2% of total impressions based on the aggregate tracking of all banners.   Over a recent 12-month flight, an annual Banner Bonus-Pack contract generated: a) Close to 700,000 annual impressions (pages viewed) with banner hosted on the most coveted Home Page and Travel & Leisure Editorial Pages with complimentary positions, at a cost of $2.66 per thousand impressions (CPM impressions) for an annual regular -size banner contract of $1,835, or $3.94 for an annual leaderboard ( panoramic- size banner) contract of $2,760: - representing about 1,900 unique daily impressions (pages viewed by over 460 unique visitors on average), based on a frequency cap of one per 24 hours (1/24); - representing an estimated  two to five <click-through> on average per day on the hosted landing page or on the inbound links to the advertiser's website. b) Over 440,000 annual impressions (pages viewed) with a banner hosted on the (Travel & Leisure) Must Go Directory Pages with complimentary positions, at a cost of $2.09 per thousand impressions (CPM) for an annual  regular -size banner contract of $920, or $3.14 for an annual leaderboard ( panoramic -size banner) contract of $1,380: - representing over 1,230 unique daily impressions (pages viewed by over 300 unique daily visitors on average), based on a frequency cap of one per 24 hours (1/24); - representing an estimated  one to two <click-through> on average per day on the hosted landing page or on the inbound links to the advertiser's website.
  • Official Web Metrics <AWStats of Traffic Report of Canada Journal website for May 2010> ( click here to review report online or download from the web a pdf version of the report below)
  • CANADA JOURNAL AD RATES 2011 including regular fees for display banner ad, the directory listing and the optional custom-made Mini-Web (landing) Page. (production/translation included in all the rates). Click here to review the rate sheet online or download from the web a pdf version of the rate sheet as it appears on the right of this slide.