Why Newspapers? I don t have time to see any crazy salesman; I have a battle to fight.

Why Newspapers? I don t have time to see any crazy salesman; I have a battle to fight.

Why Newspapers? Readership Strong across Devices Newspapers Drive Purchase Decisions Multimedia Strength Print Digital Mobile

Newspaper Readership Across Devices

Newspaper Readership Across Devices (weekly) % 80 60 40 86% 2 3 14 67 67% 61% 50% 86% total readership! Print solid Other devices adding 44% 20 0 Physical Paper Newspaper Website Phone Tablet Totum Research; Canadians 18+, any weekday, November 2013

Newspaper Readership Across Devices - 2011 vs. 2013 % 80 60 40 85% 86% 2 2 3 Total readership stable Print holding 12 14 69 Other devices up 67 particularly phone 61 56 50 44 38 37 69 67 20 0 2011 2013 2011 2013 2011 2013 2011 2013 2011 2013 Any Paper Newspaper Website Phone Tablet Totum Research; Canadians 18+, any weekday, December 2011 and November 2013

Newspaper Readership by Time of Day Print - Morning and Evening Tablet - Evening Web & Phone = Morning + Mid-AM + Evening Early morning At breakfast Between breakfast and lunch During lunch Between lunch and dinner After dinner Physical newspaper Newspaper website On a tablet On a phone Totum Research; Canadians 18+, any weekday, November 2013

Newspapers Embraced 6 Times a Day The average Canadian reads newspaper media 5.6 times/day Print readers* = read a newspaper 2.7 times/day Website readers* = read a newspaper site 3.3 times/day Tablet readers* = read a newspaper via tablet 3.7 times/day Phone readers* = read a newspaper via phone 4.3 times/day * These readers may have read in other ways as well Totum Research; Canadians 18+, any weekday, November 2012

Newspapers Drive Purchase Decisions

Research Source When Canadians are considering a purchase of a product or service, their go-to research source newspapers (print & digital)

Media used to Make Purchase Decisions Any Newspaper TV Billboard Radio Magazine 25 25 28 19 20 12 11 12 13 14 For purchase decisions, newspapers 3 6 are 12the #1 source! 13 13 39 24 9 3 4 10 50 Website - not newspaper Totum Research; Canadians 18+, August 2013 (Any Involvement: Use media to help make a purchase decision) 19 16 Any involvement Absorbing Planning Obtaining

Newspapers Influence is Strong at All Stages Media used to Make Purchase Decisions: Across Purchase Funnel Any Newspaper 25 25 28 24 TV Billboard Radio 19 20 12 11 12 3 6 12 13 14 9 3 4 10 Magazine 13 13 39 50 Website - not newspaper 19 16 Any involvement Absorbing Planning Obtaining Totum Research; Canadians 18+, August 2013 (Any involvement - Use media to help make a purchase decision; Absorbing - Occasionally see or hear information about suppliers/brands in media; Planning - Use media to research suppliers/brands; Obtaining - Ready to purchase and use media to decide where to go & which brand to buy)

Any Newspaper TV Billboard Radio Magazine Media used to Make Purchase Decisions Traditional Media 30 29 23 24 46 48 14 14 20 18 4 5 17 17 10 9 16 16 20 20 Any involvement Absorbing Planning Obtaining Newspaper influences purchase decisions more than other traditional media. Newspapers grow in importance closer to obtaining. Totum Research; Canadians 18+, August 2013 (Any involvement - Use media to help make a purchase decision; Absorbing - Occasionally see or hear information about suppliers/brands in media; Planning - Use media to research suppliers/brands; Obtaining - Ready to purchase and use media to decide where to go & which brand to buy)

Multimedia Strength Print

Why Print Newspapers? Beat out all other media: Newspapers ads are trusted Newspapers are the most acceptable for ads Totum Research, November 2012

Packaged Goods Giant Shifts into Newspapers Brand: Procter & Gamble s Prilosec Situation: Test in US newspapers: 4 times, 11 papers Results: Next: 20% sales lift Using newspapers in Canada for P&G brands! Bizjournals.com, Procter & Gamble Shifts Ad Spend, March 2012; Newspaper National Network, 2012

In towns and cities where there is a strong sense of community, there is no more important institution than the local paper. Warren Buffett, Chairman, Berkshire Hathaway (#4 Forbes List of Billionaires at $54B) Washington Post, Why Warren Buffett is Buying Newspapers, May 15, 2012; Forbes, March 2013

Engage Locally Reasons for Reading Local Newspapers Local news Local events Classified ads Advertising in paper Editorial Flyers & inserts Real estate & rentals Employment & careers 28 35 55 62 62 60 91% 88 Ads are an important reason for reading local newspapers Totum Research for CCNA, October 2013

85% of Canadians use Flyers Dominated by Print Use Flyers Print Flyers ONLY 23% eflyers ONLY 6% Both Print & eflyers 56% Total: Flyers (any) 85% 90% of eflyers users also use the print version The extra lift offered by eflyers is only 7.5% Print is the driver Source: Kubas Primedia MMRR 2011

Multimedia Strength Print Digital

Rogers, "Innovation Report Trend Watch, August 2012

Admap, October 2012

Canadians trust ads on newspaper websites 44% more than ads on other online sites Totum Research; Canadians 18+, November 2012

Totum Research, Nov. 2012

Multimedia Strength Print Digital Mobile

Mobile Users = Avid News Consumers Pew Research, October 2012

Time spent on news apps is 31% higher than all apps - 4.2 minutes vs. 3.2 minutes! Pandodaily.com Study: Mobile news snacking is up sharply, but tablets are the killer news devices, August 8, 2013

Augmented Reality allows newspapers and mobile devices to be used in conjunction to add to the experience! Download the app (i.e. Layar, Blippar), hold the phone over the ad and further information is provided in this case a tour the suburb.

Newspapers Why not Readership Strong across Devices Newspapers Drive Purchase Decisions Multimedia Strength Print Digital Mobile