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The leaders have spoken Business Pulse 2007 A Survey of Senior Executives in Canada’s Largest Public and Private Companies Business Pulse 2007 Senior Executives – Total Canada Average Issue Coverage Per cent Coverage Average Issue n=292 Business Pulse 2007

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Business Pulse 2007 A Survey of Senior Executives in Canada’s Largest Public and Private Companies

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The leaders have spoken

Business Pulse 2007

A Survey of Senior Executives

in Canada’s

Largest Public and Private Companies


Business Pulse 2007

Senior Executives – Total Canada

Average Issue Coverage

Per cent Coverage

Average Issue

n=292


Business Pulse 2007

Chairman/President/CEO/COO/CFO/CIO

Average Issue Coverage

Percent Coverage

Average issue

n=111


Business Pulse 2007

Frequent Readers

83% of Senior Executives read an issue of The Globe and Mail throughout the week (1+ issues/wk)with better than 6 in 10 reading

4+ issues a week

Per cent Coverage

Average Issue

n=292


Business Pulse 2007

News Website Usage

Visited in Past Month

Per cent Coverage

n=292


Business Pulse 2007

Business News Website Usage

Visited in Past Month

Per cent Coverage

n=292


Business Pulse 2007

The weekday Globe and Mail combined with globeandmail.com reach 81% of Canada’s most Senior Executives.

81%

Net Globe Wkdy & globeandmail.com

68%

Weekday Globe and Mail

64%

globeandmail.com

Percent coverage of Senior Executives in Canada’s largest public & private corporations


Business Pulse 2007

Together the Weekday Globe and Mail, globeandmail.com and Report On Business magazine reach almost 9 out of 10 (86%) of the most Senior executives in the largest Public and Private Companies in Canada

86%

Net Globe Wkdy & globeandmail.com & Report on Business mag.

68%

Weekday Globe and Mail

64%

globeandmail.com

62%

Report on Business magazine

Percent coverage of Senior Executives in Canada’s largest public & private corporations


Business Pulse 2007 Appendix

  • Conducted by Leger Marketing with co-sponsorship by Schulich Executive Education Centre-York University (a blind survey - Globe sponsorship unknown to respondents, i.e. no Globe and Mail identification)

  • Universe Sampled - Canada’s largest Public and Private companies as collected in the Report On Business Powerbook 1,000 ranking database (Publics ranked by assets, Privates by revenue)

  • 4,608 were invited to participate via a mailed questionnaire, and the remainder by telephone inviting them to complete the questionnaire on line. Shulich was identified as the survey sponsor in both the mailed and telephoned invitations. Respondents had the opportunity to complete the survey either online, or by returning the self completion questionnaire via mail. To thank respondents for their participation in the study, they were offered a financial incentive of $20 which would be paid upon completion of the questionnaire. Postal questionnaires were mailed on April 11th 2007 and telephone invitations were made between May 5th and May 10th 2007. In total 292respondents completed the questionnaire. Of these143completed the survey by mail and 149 completed online.

  • The questionnaire was developed by Leger Marketing in conjunction with the Globe and Mail and the Schulich Executive Education Centre. Two versions of the questionnaire were produced, where the order of the publications, websites and attitudinal measured were provided in alphabetical and reverse alphabetical order. Respondents were sampled and allocated a questionnaire version randomly.

  • The responses of the 292 respondents were projected to the universe of 7,030senior executives, and data weighted to reflect the universe in terms of geography, business size and respondent job function.


Business Pulse 2007 Appendix cont’d

  • Readership was measured both in terms of average issue readership and readership frequency, using standard metrics.

  • Average issue readership was measured by asking respondents to state yes or no to the statement “ I have personally read or looked into [issue] of this publication within [period].

  • Readership frequency was measured for weekday newspapers by the number of issues out of five normally looked into. Other publications readership frequency was measured by the number of issues of four the respondent had read or looked into.

  • For weekday newspapers, the question determined the number out of the last five weekday issues usually read or looked into. For all other publications, the question determined the number of issues usually read or looked into using the following scale: All or almost all; Most issues (3 out of 4), Some issues (about half), A few issues (about 1 in 4), Occasionally look into an issue, Never look into an issue.

Average Issue Readership

Readership Frequency


Business Pulse 2007 Appendix cont’d

Sample Questionnaires

Double-click on images to open PDF documents

Version A

Version B


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