ComBase Pilot Study Launch

1. ComBase Pilot Study Launch Toronto, ON May 23, 2002

2. What our customers said…. • We need objective readership research • It has to be title-specific • It has to be available through our planning software • Study specs have to match those of other media databases • It has to be a national study • Study has to be independent of the industry • Current proprietary studies are not used

3. What is ComBase? • Community Newspaper Database • Separate organization • Governed by 15-member Tri-Partite committee • It’s the study and the organization • Service bureau for the advertising industry • Source for stats about community newspapers

4. Tri-Partite Committee • Publishers Jim Cumming, Fort Frances Times, Board Liaison Derrick Chamberlain, VanNet Vancouver, Co-Chair Karsten Johansen, Sudbury Northern Life Kathie Braid, Metroland, Toronto Clint Szakacs, Bowes Publishing, London Vacancy, CanWest Global • Agencies David Stanger, DSA & Associates, Vancouver/Calgary, Co-Chair Debbie King, Optimedia, Toronto Mark Wyeth, M2 Universal, Toronto Kathy Shapka, Palmer Jarvis, DDB vacancy • Advertisers Joseph Wuest, The Brick, Edmonton Guus Sevink, Sears/eatons, Toronto Peter De Vos, Telus Alberta/BC Tony Spiteri, Lilydale Foods, Edmonton Alma Kerr, Zellers, Toronto

5. ComBase Pilot Methodology • Conducted by Thompson Lightstone • Random-digit dialled sample • Telephone interview • Wave 1 interviewing from Sept – Dec 2001 • Wave 2 interviewing Jan-April 2002 • Demographics and media habits only • 18+ age group, English only • “Read yesterday/last issue” methodology, comparable to other print studies • Title- and market-specific • Geography comparable to other media databases

6. Combase Specifications • Minimum 50% response rate in each market • No respondent substitution • Interviews balanced by day of week • Geography defined by Statscan • Dailies measured using same methodology as NADbank • Sufficient sample for individual title analyses with basic demo breaks

7. ComBase Pilot Markets • Toronto – CMA plus 25 sub-markets Final Sample Size = 2779 • Red Deer – CA, plus extended market area Final Sample Size = 516 • Killarney – Town Final Sample Size = 114 • Campbellton – City Final Sample Size = 116 • Yorkton – CA Final Sample Size = 229

8. Why a Pilot Study? • To test-drive the study in 4-5 markets. • Establish comfort level for CCNA membership across country. • To report data in agency-friendly format. • To get data into hands of selected planners and clients. • For use as a marketing tool and an instrument of change. • To obtain feedback from ad planning industry for national study.

9. ComBase Data • Compatible with official on-line media planning software • Has Reach/Frequency and Cross-tab capabilities • Linkable to GIS systems • Comparable to other databases on demos, geography, media • Compatible with future developments in media research, e.g. Fusion

10. Pilot Demographics • gender • age • family status • education • employment status • personal income • mother tongue • home language • residence • dwelling type • household size • # people in household • household income

11. ComBase Print Media Measured • All community newspapers • Daily newspapers including nationals • Alternative entertainment newspapers • Farm publications • “Street” papers • Shoppers • Editions measured separately • Newspaper preference • Amount of newspaper read • Rating of each paper read • Over 80 publications in Toronto; 43 in Red Deer

12. ComBase Print Media Definitions • Average Issue Audience – based on “Read Last Issue” model followed by PMB • Five measurement periods: • If published daily = “Read Yesterday’s Issue” • If more than 1/week = “Read in Past 2-3 days” • If weekly = “Read in Past week” • If bi-weekly = “Read in past two weeks” • If monthly = “Read in past month”

13. ComBase Print Media Definitions Cumes – • Two measurement periods: • If published daily • # of Past five issues read, plus weekend • Remainder • # of Past four issues read

14. Pilot Media Questions • Average Issue, Cumes • Media Reliance • Proportion of newspaper read • Preferred community newspaper where more than one is read • Radio stations listened to yesterday, most often (customized by market) • Radio and Television hours (quintiles)

15. ComBase Market Definitions Province – British Columbia • Economic Regions (8) Nechako Thompson Okanagan North Coast Lower Mainland Cariboo Northeast Vancouver Island & Coast Kootenay Markets (Lower Mainland - 20) Lillooet Squamish Whistler Sechelt/Gibsons Aldergrove Burnaby Coquitlam Delta Langley Maple Ridge-Pitt Meadows North Shore New Westminster Richmond Surrey/North Delta City of Vancouver White Rock/South Surrey Abbotsford Chilliwack Hope Mission • Enumeration Areas 6-Digit Postal Code

16. Study Design Issues…. • Geography/ Market Definition • How to accommodate many titles • What sample size is appropriate • Which readership measurement to use

17. Geography/ Market Definition • Many media studies are based on large geographic areas defined by Statistics Canada (e.g. national, region, province) • Others may be defined by city

18. Geography/ Market Definition • Media studies may also be defined by special interest groups • Medical profession • Engineers/ Lawyers

19. Geography/ Market Definition • The important element to ensure is that all media are measured and compared equally • Consider a community newspaper distributed in the area in Vancouver shown

20. Geography/ Market Definition • Would be inappropriate to consider the readership of the community newspaper distributed in that area with the readership of a newspaper distributed throughout the city • More appropriate to compare the readership of the two newspapers within the distribution area of the community newspaper • This was one of the major challenges in designing this study

21. Geography/ Market Definition Steps to defining a market: • Newspaper provides a list of all postal codes in which the newspaper is distributed • EA designation is attached to each postal code • For all EA’s identified, all postal codes in those EA’s are listed • New set of postal codes is compared with the original set provided by the newspaper • Any “missing” postal codes are added to the set • This becomes the “market” for the newspaper being measured

22. Number of Titles • Most print media studies (in Canada) measure a limited number of titles • Those that measure a large number of titles are usually done in a personal interview mode (where the interview can last much longer) • For this study, challenge was to present the respondent with only those titles that would reasonably be available

23. Number of Titles • Was possible because of CATI (Computer Assisted Telephone Interviewing) • Each title measured in the study has a “valid” set of postal codes attached • If a respondent resides in a postal code included in that set then the newspaper is included • Some newspaper with national, or at least full market coverage, were asked of everyone • One of the first questions asked of the respondent was their postal code

24. Sample Size • In the pilot study, minimum sample sizes were for each CMA/ CA that met, or exceeded those set in NADbank • Number of interviews then distributed proportionately to the number of reported households in each postal code • Number of interviews in each postal code summed for each newspaper • Target of a minimum of 75 interviews set for each newspaper measured • If less than 75 interviews assigned then sample was augmented for that set of postal codes

25. Readership Measurement • Number of readership measurement techniques in use throughout the world • Recent reading (read in last issue period) • Through the book (issue specific) • Frequency of reading (number of issues read – converted to readership by assigning probabilities) • Newspaper readership measured by recent reading (“read yesterday” for dailies) Challenge … • Community newspapers have a wide variety of publishing schedules

26. Readership Measurement • Handled through a question in which the period covered varies depending on the publishing schedule; examples, If published “weekly”, then measure whether read in the past week, longer ago, or never If published “every two weeks” then asked whether read in past two weeks or longer ago If published “twice a week” then asked whether read in past two or three days or longer ago • Weekend editions handled the same as daily newspaper (i.e. read in the past week)

27. Aurora Bradford W.Gwill/E. Gwill Brampton Caledon East York Etobicoke Georgina (Keswick) Halton Hills King Township Markham Milton Mississauga Newmarket New Tecumseth North York Oakville Orangeville/Mono Pickering + Ajax Richmond Hill Scarborough “Old” City of Toronto Uxbridge Vaughan Whitchurch – Stouffville “Old” City of York Toronto CMA Toronto Market Breakdown

28. ComBase M-F ReadershipW1W2 Read any daily 68% 63% Globe and Mail 19% 13% National Post 11% 8% Toronto Star 42% 33% Toronto Sun 26% 16% Metro Today 12% 7% Read any comm NP 74% 70% NADbank M-F Readership Read any daily 56% Globe and Mail 12% National Post 8% Toronto Star 29% Toronto Sun 18% Metro Today 12% Pilot Readership – Toronto CMA*

29. Pilot Results – Weekday Readership Mississauga 18+

30. Pilot Results – Weekday Readership Etobicoke 18+

31. Pilot Results – Weekday Readership Scarborough 18+

32. Pilot Results – Weekday Readership Ajax/Pickering 18+

33. Toronto CMA • 37% did not read a weekday daily • 34% did not read a weekend daily • 55% of non-daily readers read a community newspaper • Non-readership of dailies climbs dramatically east of Scarborough, west of Mississauga and north of Richmond Hill • 26% did not listen to the radio yesterday

34. Toronto Caveats • Daily NP readership higher last fall due to Sept. 11; Wave 2 Pilot data is far closer to NADbank • Concentration of high-rise apartment buildings will cause lower Community NP readership numbers • Some newspapers select sub-areas within a suburb (e.g. Scarborough Bluffs Monitor 7% readership)

35. Red Deer EMA – Weekday Readership Adults 18+

36. Red Deer EMA – Weekend Readership Adults 18+

37. Red Deer CA –Weekday Readership Adults 18+

38. Red Deer CA – Weekend Readership Adults 18+

39. Red Deer Rural –Weekday Readership Adults 18+

40. Yorkton CA – Weekday Readership Adults 18+

41. Yorkton CA – Weekend Readership Adults 18+

42. Yorkton CA – Daily newspapers Adults 18+

43. Killarney EMA – Weekday Readership

44. Killarney EMA – Weekend Readership

45. Killarney Town – Weekday Readership

46. Killarney Town – Weekend Readership

47. Campbellton CA – Weekday Readership

48. Campbellton CA – Dailies Weekday

49. Campbellton CA – Dailies Weekend

50. Campbellton EMA – Weekday Readership