Magazines provide effective advertising across key metrics: - Magazines are #1 in driving consumers to websites and motivating web searches. - Magazines increase brand favorability and purchase intent more than other media. - Magazine ads engage readers and are not seen as annoying like other media. Ads contain important details and tell the full brand story. - Magazine reading demands full attention in an active engaged way, making magazines powerful and influential in motivating consumer action.

1. MAGAZINES
5
Good Reasons
Why Magazines Win.

2. Reason
1
Magazines Win Across Key Metrics
Magazines are a “win-win” in a world where it’s getting harder to
meaningfully reach consumers without being ignored, irritated or
blown away at the press of a button. Magazines are:
#1 #1 #1 #1
in throwing in motivating in increasing in increasing
consumers to web search “brand “purchase
websites favourability” intent”
Which media provides you Top media that trigger Average % increase in Average % increase in
with ideas that influence how online search (A18+) Brand Favourability vs. Purchase Intent vs.
to get info about products & (%) unexposed control unexposed control
services on the internet? (%)
58 44 6.5 6.7
57 45 7 7
40
54 3.6
54 3.5 3.5
2.5
35 1.9
1.6
32
50 30 0 0
Magazines Television Magazines Television Magazines Internet Television Magazines Internet Television
Source: Roper Public Affairs Source: BIGresearch, Source: Dynamic Logic, Source: Dynamic Logic,
Simultaneous Media Survey (SIMM 14)

3. Reason
2
Magazines Engage in Powerful Ways
1 2 3
Consumers pay attention But, magazine ads don’t Best of all, magazine
to magazine ads at the annoy. Ads are seen as ads provide important
same level as television a useful service, read details. They tell the
ads & more than other almost as much as the full brand story in a
media. editorial. trusted environment.
I am likely to pay attention to an I find ads in/on (medium) annoying (%) Ads in/on (medium) contain
ad if it appearsin/on (medium) (%) important details (%)
57
60 52
50 60
60 51
40 34
40
40
20 20
20 11
0 0 0
Magazines TV Magazines TV Magazines TV
Source: Starch Research 2009 Source: Starch Research 2009 Source: Starch Research 2009

4. Reason
2
Magazines Engage in Powerful Ways
Cont’d
Magazines are the most personal and engaging medium, servicing the individual
needs and passions of today’s consumers. They give true pleasure to readers
with fresh content in every issue. Reading is viewed as “my time”. As a result,
readers are much more receptive to advertising in magazines.
Magazines are #1 in Engagement
Mag/TV Mag/TV
Index 114 121 140 111 135 Index
350
Engagement Scale
300
250
200
Inspirational Trustworthy Life- Social Ad
Enhancing Interaction Receptivity
Television Magazines
Source: Simmons Multi-Media Engagement Study, Full Year Study

5. Reason
3
Magazines Demand 100% Attention
Magazines are not a background medium. The reading process
demands 100% attention to the page in an active, fully
engaged way. That means every minute spent with a magazine
is prime time! With engagement like that, it’s easy to
understand why magazines are so powerful and influential in
motivating action among their readers. 56% (net) of consumers
proactively take action after reading an ad page:
Actions readers took or plan to take
as a result of exposure to specific magazine ads
Consider purchasing the advertised product or service 21%
Have a more favorable opinion about the advertiser 11%
Gather more information about advertised product or service 11%
Visit the advertiser’s website 10%
Purchase the advertised product or service 9%
Visit a store, dealer or other location 8%
Save the ad for future reference 6%
Recommended the product or service to a friend, colleague or family member 5%
Took any action (net) 56%
Source: Affinity Research VISTA Print Tracking Service 2009; Based: Actions taken based on respondents recalling specific ads

6. Reason
4
Magazines Embrace the Small Screen
Today’s consumers still prefer reading their favourite magazines on the
printed page. But that hasn’t stopped magazines from embracing digital
editions accessible via the web and mobile devices, including the iPad.
In fact, over 160 of your favourite Canadian titles are already available
on the iPad: visit www.magazinescanada.zinio.com.

7. Reason
4
Magazines Deliver 360° Marketing
Cont’d
As magazines extend into the digital
space, publishers now deliver an
increasing array of fully portable print
and digital products surrounding
consumers and business decision
makers wherever they live, work and
play. More than ever, magazines
deliver 360° marketing capability.
Today, print magazines reach mass and
targeted audiences of all demos at high
levels of penetration nationally and
regionally. As digital products launch
and grow, magazine market
penetration will grow.
Source: PMB

8. Reason
5
Magazines Make the Difference
Alone or in a media mix, research proves, time and time again, that
magazine ads create success for advertisers.
P&G Volume Sales (Index) P&G Volume Sales (Index)
Equivalent ad spend across media Equivalent ad spend across media
110 110
107
106
100 100
Index
Index
100 100
90 90
100% Television 100% Magazines 100% Television 80% TV + 20% Mags
Source: Procter & Gamble Canada Inc. Source: Procter & Gamble Canada Inc.

9. Summary
Magazines Create Success
The world’s most successful advertisers rely on magazines to target,
engage and motivate readers to take action:
• Readers fulfill their most closely held needs and passions while learning about
what’s new and what brands they should be considering
• Advertisers get noticed in editorially compatible and trusted environments
which positively halo on the ads creating unsurpassed purchase intent
• Magazines are rapidly migrating to digital platforms delivering 360º marketing
opportunity of mass and targeted audiences, both consumer and B2B
• Magazines deliver an engaged audience that sees ads as a service, not an
interruption. Magazines impact the hard to reach.
• The highly focused reading process provides brand details that result in
positive outcomes: web search/visits; brand favourability; purchase intent;
sales!
Create market success.
Make the connection with magazines.

10. MAGAZINES
CANADA
www.magazinescanada.ca
adinfo@magazinescanada.ca
416-596-5382
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