Newspaper Report

Newspaper Report
Prepared by Toronto Star Marketing Research
July 2014
Content
•  Align Your Brand with a Trusted News Source
•  Advertise with a Print Leader in Canada, Ontario, and Toronto
•  Reach Key Targets in Toronto
•  Reach Audiences on Multiple Platforms
•  Find New Ways to Connect with Consumers
•  Take Advantage of Innovative Solutions
2
Align Your Brand with
A Trusted News Source
3
The Toronto Star is a Trusted News Source
The Toronto Star brand is strong and unique.
Even those who don t read the Star in print credit it as trustworthy,
comprehensive and a local authority.
Participants
were asked how
they would
personally
describe The
Toronto Star.
Each word is
proportional to
the number of
times that
particular word
was mentioned.
Source: Consumer Insight Study conducted by Vision Critical for the Toronto Star, July 2011
4
Star Engages Readers with News that Makes an Impact
5
Unsolicited Offers of Support
are a Testament of Star Reader Engagement
In 2012, Star readers support Roya Shams
education when she arrives in Canada
after escaping the Taliban
In 2013, Star readers offer support
to senior; no one should have to choose
between eating or walking said many
In 2013, Star readers offer support
to orphaned siblings
In 2010, Star readers offer support to
educate Haitians after the earthquake
6
Canada
7
Publisher Footprint
Weekly Cume – Print/Digital
In an average week, the Torstar print/digital audience is larger than
that of QMI English dailies
8,000,000
7,395,000
Canada*, Adults 18+
7,000,000
6,252,000
6,000,000
5,412,000
4,975,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
QMI
AF7
TORSTAR
AF7
Source: NADbank 2013 Full Report
Base: *Canada (All Markets including Toronto, Halifax, and Sherbrooke Extensions) Adults 18+ (21,118,000)
Does not include hubs – canoe.com and canada.com
AF7 = All Formats, 7 Days
QMI ENG
AF7
POSTMEDIA
AF7
8
Publisher Footprint
Read Yesterday – Print/Digital
On an average weekday, the Torstar print/digital audience is larger
than that of Postmedia dailies
4,000,000
3,579,000
Canada*, Adults 18+
3,055,000
3,000,000
2,712,000
2,525,000
2,000,000
1,000,000
0
QMI
AF1
TORSTAR
AF1
Source: NADbank 2013 Full Report
Base: *Canada (All Markets including Toronto, Halifax, and Sherbrooke Extensions) Adults 18+ (20,790,400)
Does not include hubs – canoe.com and canada.com
AF1 = All Formats, 1 Day
POSTMEDIA
AF1
QMI ENG
AF1
9
Publisher Footprint
Read Yesterday – Print Only
On an average weekday, the Torstar print audience is larger
than that of QMI English dailies
4,000,000
Canada*, Adults 18+
3,071,000
3,000,000
2,459,000
2,112,000
1,895,000
2,000,000
1,000,000
0
QMI
Weekday
TORSTAR
Weekday
Source: NADbank 2013Full Report
Base: *Canada (All Markets including Toronto, Halifax, and Sherbrooke Extensions) Adults 18+ (20,790.400)
Weekday Print Only
QMI ENG
Weekday
POSTMEDIA
Weekday
10
Each week, 6.6M Canadians engage with Star/Metro
dailies across multiple platforms
Weekly Print/Digital Readership
Canada, Adults 18+
6,596,000
6,561,000
6,500,000
4,961,000
5,200,000
4,960,000
4,281,000
3,900,000
3,571,000
3,258,000
2,424,000
2,600,000
1,897,000
1,300,000
0
32%
32%
24%
24%
21%
17%
16%
12%
9%
STAR/METRO
AF7
SUN MEDIA ALL
AF7
POSTMEDIA
AF7
SUN MEDIA PAID
AF7
METRO
AF7
GLOBE
AF7
STAR
AF7
24HRS
AF7
POST
AF7
Source: NADbank 2013 Full, All Markets, Adults 18+ (20,790,000); Readership= Read any format in past 7 days
(Metro includes: Vancouver, Edmonton, Calgary , Winnipeg, Toronto, Ottawa, Montreal, London, Halifax)
Sun Media All = Sun Media Paid + 24 Hrs (Sun Media Paid = Sun Papers, Le Journals and London Free Press)
11
On an average day, 3M Canadians engage
with Star/Metro dailies across multiple platforms
Weekday Print/Digital Readership
Canada, Adults 18+
4,000,000
3,037,000
3,000,000
3,008,000
2,706,000
2,308,000
2,000,000
1,662,000
1,540,000
1,507,000
870,000
1,000,000
0
740,000
15%
14%
13%
11%
8%
7%
7%
4%
4%
SUN MEDIA ALL
AF1
STAR/METRO
AF1
POSTMEDIA
AF1
SUN MEDIA PAID
AF1
METRO
AF1
STAR
AF1
GLOBE
AF1
24HRS
AF1
POST
AF1
Source: NADbank 2013 Full, All Markets, Adults 18+ (20,790,400); Readership= Read any format yesterday
(Metro includes: Vancouver, Edmonton, Calgary , Winnipeg, Toronto, Ottawa, Montreal, London, Halifax)
Sun Media All = Sun Media Paid + 24 Hrs (Sun Media Paid = Sun Papers, Le Journals and London Free Press)
12
On an average day, 2.4M Canadians read
Star/Metro dailies in print
Weekday Print Readership
Canada, Adults 18+
3,000,000
2,592,000
2,500,000
2,444,000
1,895,000
2,000,000
1,872,000
1,574,000
1,500,000
992,000
1,000,000
857,000
812,000
500,000
0
333,000
12%
12%
9%
9%
8%
5%
4%
4%
2%
SUN MEDIA ALL
Weekday
STAR/METRO
Weekday
POSTMEDIA
Weekday
SUN MEDIA PAID
Weekday
METRO
Weekday
STAR
Weekday
24HRS
Weekday
GLOBE
Weekday
POST
Weekday
Source: NADbank 2013 Full, All Markets, Adults 18+ (20,790,400) ; Readership = Read print yesterday
(Metro includes: Vancouver, Edmonton, Calgary , Winnipeg, Toronto, Ottawa, Montreal, London, Halifax)
Sun Media All = Sun Media Paid + 24 Hrs (Sun Media Paid = Sun Papers, Le Journals and London Free Press)
13
3,571,000
3 ,50 0 ,0 0 0
Top 20 Dailies
Weekly Print/Digital Readership
Canada, Adults 18+
+3.6%
4 ,0 0 0 ,0 0 0
+2.9%
The Toronto Star is a leading news source for Canadians
3,258,000
9%
9%
7%
6%
5%
5%
4%
4%
4%
4%
3%
3%
3%
2%
STAR(TO) Print/Digital7
POST(CA) Print/Digital7
SUN(TO) Print/Digital7
METRO(TO) Print/Digital7
LE JOURNAL(MO)
Print/Digital7
LA PRESSE(MO)
Print/Digital7
24HRS(TO) Print/Digital7
METRO(MO)
Print/Digital7
PROVINCE(VA)
Print/Digital7
SUN(VA) Print/Digital7
24HRS(MO) Print/Digital7
24HRS(VA) Print/Digital7
METRO(VA) Print/Digital7
HERALD(CG)
Print/Digital7
JOURNAL(ED)
Print/Digital7
Source: NADbank 2013 Full Report
Base: All Markets & Toronto Extension, Adults 18+ (20,790,400)
Read Yesterday: in print, online, PDF format ,or App
+5.8%
16%
438,000
405,000
401,000
2%
2%
2%
2%
SUN(CG) Print/Digital7
17%
GLOBE(CA) Print/Digital7
0
-1.2%
499,000
ANY FREE PRESS (WG)
501,000
-10.1%
522,000
50 0 ,0 0 0
CITIZEN(OT)
Print/Digital7
-2.5%
653,000
GAZETTE(MO)
Print/Digital7
676,000
-2.9%
762,000
-5.4%
861,000
+7.4%
880,000
+5%
926,000
+1.5%
987,000
1,0 0 0 ,0 0 0
-3.1%
1,119,000
-4.7%
1,255,000
+0.3%
1,365,000
+2.5%
1,50 0 ,0 0 0
+3.6%
1,804,000
-1.1%
1,897,000
0%
2 ,0 0 0 ,0 0 0
+6.1%
2 ,50 0 ,0 0 0
+3.7%
3 ,0 0 0 ,0 0 0
14
3%
2%
2%
2%
2%
2%
1%
1%
1%
1%
SUN(VA) Print/Digital1
PROVINCE(VA)
Print/Digital1
METRO(MO)
Print/Digital1
24HRS(TO) Print/Digital1
24HRS(MO) Print/Digital1
JOURNAL(ED)
Print/Digital1
GAZETTE(MO)
Print/Digital1
HERALD(CG)
Print/Digital1
ANY FREE PRESS (WG)
635,000
563,000
406,000
Source: NADbank 2013 Full Report
Base: All Markets & Toronto Extension, Adults 18+ (20,790,400)
Read Yesterday: in print, online, PDF format ,or App
358,000
324,000
-10%
-12.4%
295,000
290,000
-13.9%
-4.6%
297,000
+3.2%
+13.5%
322,000
-1.7%
+6.6%
404,000
-3.5%
50 0 ,0 0 0
-11.2%
-7.1%
+6.5%
686,000
2 50 ,0 0 0
256,000
255,000
232,000
209,000
199,000
1%
1%
1%
1%
15
-3.7%
+5.3%
3%
METRO(TO) Print/Digital1
+7.7%
+1.3%
740,000
CHRONHERALD(HA)
Print/Digital1
3%
LE JOURNAL(MO)
Print/Digital1
776,000
-5.9%
4%
LA PRESSE(MO)
Print/Digital1
750 ,0 0 0
SPECTATOR(HM)
Print/Digital1
4%
POST(CA) Print/Digital1
+7.6%
1,0 0 0 ,0 0 0
24HRS(VA) Print/Digital1
7%
SUN(TO) Print/Digital1
-6.2%
1,540,000
CITIZEN(OT)
Print/Digital1
7%
GLOBE(CA) Print/Digital1
0
+1.2%
1,750 ,0 0 0
STAR(TO) Print/Digital1
The Star is the most-read local daily in Canada
Top 20 Dailies
Weekday Print/Digital Readership
Canada, Adults 18+
1,50 0 ,0 0 0
1,507,000
1,2 50 ,0 0 0
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
POST(CA) Saturday
LE JOURNAL(MO)
Sunday
SUN(VA) Saturday
PROVINCE(VA) Sunday
GAZETTE(MO) Saturday
ANY FREE PRESS(WG)
Saturday
JOURNAL(ED) Saturday
SPECTATOR(HM)
Saturday
CITIZEN(OT) Saturday
500,000
517,000
Source: NADbank 2013 Full
Base: All Markets & Toronto Extension, Adults 18+ (20,790,400)
391,000
381,000
371,000
248,000
216,000
211,000
-12.7%
-19.9%
-5.0%
252,000
-10.0%
-7.5%
320,000
+8.6%
-10.1%
-13.7%
+6.1%
+4.6%
-1.0%
504,000
209,000
199,000
16
164,000
1%
1%
1%
1%
-13.9%
171,000
LE SOLEIL(QC)
Saturday
2%
LA PRESSE(MO)
Saturday
-6.1%
+1.2%
571,000
+5.8%
3%
SUN(TO) Saturday
574,000
CHRONHERALD(HA)
Saturday
3%
SUN(TO) Sunday
+13.4%
807,000
-1.7%
4%
LE JOURNAL(MO)
Saturday
+0.7%
-6.8%
1,005,000
LE JOURNAL(QC)
Saturday
5%
STAR(TO) Sunday
1,000,000
HERALD(CG) Saturday
6%
GLOBE(CA) Saturday
0
-4.6%
1,500,000
STAR(TO) Saturday
The Star remains the top Canadian print daily,
on weekends
Top 20 Dailies
Weekend Print Readership
Canada, Adults 18+
1,311,000
142,000
Source: NADbank 2013 Full
Base: All Markets & Toronto Extension, Adults 18+ (20,790,400)
2%
2%
2%
1%
1%
1%
1%
1%
24HRS(TO) Weekday
24HRS(MO) Weekday
SUN(VA) Weekday
GAZETTE(MO) Weekday
24HRS(VA) Weekday
JOURNAL(ED) Weekday
HERALD(CG) Weekday
348,000
318,000
315,000
-12.4%
2 2 0 ,0 0 0
-5.1%
306,000
+9.1%
-20.1%
+9.0%
-10.7%
-2.5%
-12.6%
333,000
228,000
224,000
212,000
198,000
192,000
188,000
185,000
1%
1%
1%
1%
17
-16.2%
200,000
-15.1%
2%
POST(CA) Weekday
353,000
METRO(VA) Weekday
2%
METRO(MO) Weekday
-10.2%
421,000
-7.8%
2%
PROVINCE(VA) Weekday
4 4 0 ,0 0 0
-4.3%
525,000
SPECTATOR(HM)
Weekday
3%
LA PRESSE(MO)
Weekday
-8.2%
559,000
CITIZEN(OT) Weekday
3%
METRO(TO) Weekday
+7.5%
595,000
-2.5%
3%
LE JOURNAL(MO)
Weekday
+3.7%
6 6 0 ,0 0 0
ANY FREE PRESS(WG)
Weekday
4%
SUN(TO) Weekday
8 8 0 ,0 0 0
-5.9%
992,000
-13.8%
5%
GLOBE(CA) Weekday
0
-6.4%
1,10 0 ,0 0 0
STAR(TO) Weekday
The Star remains the top Canadian print daily,
on weekdays
Top 20 Dailies
Weekday Print Readership
Canada, Adults 18+
812,000
The Star delivers the largest one day total audience and
continues to dominate in print; the Globe has the largest digital
audiences; the Post web audience is larger than it s print
Weekday Readership by Platform
Canada, Adults 18+
Print 992,000
Web Apps PDF Any Format 589,000 151,000 79,000 1,540,000
812,000
720,000
234,000
95,000
1,507,000
333,000
382,000
107,000
63,000
740,000
Source: NADbank 2013 Full
Base: All Markets & Toronto Extension, Adults 18+ (20,790,400)
18
Star Audience by Platform:
Print; Desktop; Tablet; Mobile; App
Star Audience by Platform
Canada 18+
Source: NADbank 2013 Full
Base:
All Markets & Toronto Extension, Adults 18+
19
Ontario
20
Each week, almost four million Ontario adults engage
with SMG Dailies across multiple platforms
Weekly Print/Digital Readership
Ontario, Adults 18+
4,000,000
3,922,000
3,500,000
3,098,000
2,856,000
3,000,000
2,500,000
2,304,000
2,087,000
2,000,000
1,696,000
1,651,000
1,500,000
1,110,000
1,000,000
987,000
500,000
0
41%
32%
STAR/METRO
AF7
STAR
AF7
30%
24%
SUN MEDIA ALL SUN MEDIA PAID
AF7
AF7
22%
18%
17%
12%
10%
GLOBE
AF7
METRO
AF7
POSTMEDIA
AF7
POST
AF7
24HRS
AF7
Source: NADbank 2013 Full, Ontario & Toronto Extension, Adults 18+ (9,535,000);
Read any format in past 7 days; Metro = Toronto, London, Ottawa
Sun Media All = Sun Media Paid + 24 Hrs (Sun Media Paid = Toronto Sun, Ottawa Sun and London Free Press)
21
On an average day, 2M Ontario adults engage with
SMG Dailies across multiple platforms
Weekday Print/Digital Readership
Ontario, Adults 18+
2,100,000
1,983,000
1,800,000
1,478,000
1,500,000
1,315,000
1,200,000
1,048,000
939,000
900,000
800,000
690,000
600,000
458,000
318,000
300,000
0
21%
16%
STAR/METRO
AF1
STAR
AF1
15%
11%
SUN MEDIA ALL SUN MEDIA PAID
AF1
AF1
10%
8%
7%
5%
3%
GLOBE
AF1
POSTMEDIA
AF1
METRO
AF1
POST
AF1
24HRS
AF1
Source: NADbank 2013 Full, Ontario & Toronto Extension, Adults 18+ (9,535,000);
Read any format yesterday; Metro = Toronto, London, Ottawa
Sun Media All = Sun Media Paid + 24 Hrs (Sun Media Paid = Toronto Sun, Ottawa Sun and London Free Press)
22
On an average day, 1.5M Ontario adults read
SMG dailies in print
Weekday Print Readership
Ontario, Adults 18+
1,600,000
1,514,000
1,400,000
1,200,000
1,074,000
992,000
1,000,000
809,000
800,000
644,000
525,000
600,000
522,000
400,000
318,000
221,000
200,000
0
16%
11%
10%
8%
7%
6%
5%
3%
2%
STAR/METRO
Weekday
SUN MEDIA ALL
Weekday
STAR
Weekday
SUN MEDIA PAID
Weekday
METRO
Weekday
POSTMEDIA
Weekday
GLOBE
Weekday
24HRS
Weekday
POST
Weekday
Source: NADbank 2013 Full, Ontario & Toronto Extension, Adults 18+ (9,535,000);
Read print yesterday ; Metro = Toronto, London, Ottawa
Sun Media All = Sun Media Paid + 24 Hrs (Sun Media Paid = Toronto Sun, Ottawa Sun and London Free Press)
23
The Star remains the top print newspaper in Ontario
Average Print Issue Audience
Ontario, Adults 18+
1,350,000
1,311,000
1,200,000
1,050,000
992,000
900,000
807,000
750,000
624,000
600,000
595,000
571,000
525,000
522,000
517,000
450,000
318,000
300,000
240,000
221,000
150,000
0
14%
10%
8%
7%
6%
6%
6%
5%
5%
3%
3%
2%
STAR
Saturday
STAR
Weekday
STAR
Sunday
GLOBE
Saturday
SUN
Weekday
SUN
Sunday
METRO
Weekday
GLOBE
Weekday
SUN
Saturday
24HRS
Weekday
POST
Saturday
POST
Weekday
Source: NADbank 2013 Full, Ontario & Toronto Extension, Adults 18+ (9,534,600)
Read print - Toronto-based titles
24
The Star is the go to source in Ontario,
in print, web, app, or PDF edition
Weekday Readership by Platform
Ontario, Adults 18+
Print 992,000
Web Apps PDF Any Format 528,000 151,000 79,000 1,478,000
595,000
220,000
57,000
44,000
776,000
525,000
35,000
25,000
9,000
563,000
318,000
N/A
9,000
324,000
522,000
449,000
139,000
56,000
939,000
221,000
236,000
52,000
38,000
458,000
N/A
Source: NADbank 2013 Full, Ontario & Toronto Extension, Adults 18+ (9,534,600)
25
In Ontario, The Star reaches more in print
than the Globe and Post combined
Saturday 1,311,000
>
762,000
+ Weekday 992,000
Source: NADbank 2013 Full, Ontario & Toronto Extension, Adults 18+ (9,534,600);
Read print
669,000
>
+ 26
Toronto
27
Each week, 2.8 M Torontonians engage with
SMG Dailies across multiple platforms
Weekly Print/Digital Readership
Toronto, Adults 18+
3000000
2,834,000
2500000
2,312,000
2000000
1500000
1,323,000
1,281,000
1,252,000
947,000
1000000
701,000
500000
0
59%
48%
28%
27%
26%
20%
15%
STAR/METRO P+D
STAR P+D
METRO TO P+D
GLOBE P+D
SUN TO P+D
24HRS TO P+D
POST P+D
Source: NADbank 2013 Full Study, Toronto CMA, Adults 18+ (4,806,000);
Read any format in past 7 days
28
3.5 million Toronto adults consult a newspaper brand in
an average week; 82% choose SMG (Star/Metro)
Consult a Newspaper Brand, Past Week
3.5 million
Read Other Print/ Online/ App/ PDF 18%
Source:
Consult Star or Metro, Past Week
2.8 million
Read Star or Metro Print/ Online/ App/ PDF
82%
NADbank 2013 Full Study;
Toronto CMA , Adults 18+, Read any newspaper in print /online /app/PDF in past 7 days (4,806,000)
29
3.5 million Toronto adults consult a newspaper brand in
an average week; 2 out of 3 choose the Star
Consult a Newspaper Brand, Past Week
3.5 million
Read Other Print/Online/
App/PDF 33%
Source:
Consult Star Brand, Past Week
2.3 million
Read Star Print/Online
/App/PDF
67%
NADbank 2013 Full Study;
Toronto CMA , Adults 18+, Read any newspaper in print /online /app/PDF in past 7 days (4,806,000)
30
On an average day, 1.6M Torontonians engage with
SMG dailies across multiple platforms
Weekday Print/Digital Readership
Toronto, Adults 18+
1,600,000
1,560,000
1,189,000
1,200,000
800,000
588,000
555,000
546,000
400,000
0
307,000
301,000
32%
25%
12%
12%
11%
6%
6%
STAR/METRO P+D
STAR P+D
GLOBE P+D
SUN TO P+D
METRO TO P+D
24HRS TO P+D
POST P+D
Source: NADbank 2013 Full Study, Toronto CMA, Adults 18+ (4,806,000);
Read any format yesterday
31
The Star remains the top print newspaper in Toronto
Average Print Issue Audience
Toronto, Adults 18+
1,200,000
-4.4%
1,042,000
1,000,000
-7.0%
821,000
800,000
-5.5%
638,000
-9.3%
600,000
+3.4%
-2.1%
+7.1%
+4.7%
509,000
424,000
-2.0%
419,000
408,000
400,000
382,000
-14.9%
344,000
302,000
200,000
0
-7.1%
-9.5%
158,000
153,000
22%
17%
13%
11%
9%
9%
8%
8%
7%
6%
3%
3%
STAR
Saturday
STAR
Weekday
STAR
Sunday
METRO
Weekday
SUN
Weekday
SUN
Sunday
GLOBE
Saturday
SUN
Saturday
GLOBE
Weekday
24HRS
Weekday
POST
Saturday
POST
Weekday
Source: NADbank 2013 Full Study, Toronto CMA, Adults 18+ (4,806,000);
Read print
32
The Star is the go to source in Toronto,
in print, web, app, or PDF edition
Weekday Readership by Platform
Toronto CMA, Adults 18+
Source: NADbank 2013 Full Study
Base: Toronto CMA, Adults 18+ (4,806,000)
Read Yesterday
Print Web Apps PDF Any Format 821,000
412,000
120,000
67,000
1,189,000
509,000
35,000
24,000
9,000
546,000
424,000
160,000
49,000
35,000
555,000
302,000
N/A
N/A
8,000
307,000
344,000
284,000
81,000
34,000
588,000
153,000
148,000
33,000
27,000
301,000
33
Toronto Star Weekday Profile by Platform
Weekday Readership by Platform
Toronto CMA, Adults 18+
Print Web Apps PDF Any Format Read
Yesterday
821,000
412,000
120,000
67,000
1,189,000
Men
53%
60%
63%
59%
54%
Women
47%
40%
37%
41%
46%
Ave Age
54
42
41
44
50
Age 18-49
38%
73%
78%
73%
51%
Age 50+
62%
27%
22%
27%
49%
Age 25-54
40%
67%
72%
75%
51%
HHI $100K+
39%
47%
63%
51%
41%
Source: NADbank 2013 Full Study, Toronto CMA, Adults 18+ (4,806,000)
34
Star Reach of Key Demos
in Toronto
35
On an average day, 1 in 3 Toronto Adults 25-54 engage
with SMG Dailies across multiple platforms
Weekday Print/Digital Readership
Toronto, Adults 25-54
900,000
858,000
608,000
600,000
357,000
323,000
319,000
300,000
204,000
157,000
0
31%
22%
13%
12%
11%
7%
6%
STAR/METRO P+D
STAR P+D
METRO TO P+D
SUN TO P+D
GLOBE P+D
24HRS TO P+D
POST P+D
Source: NADbank 2013 Full Study, Toronto CMA, Adults 25-54 (2,774,000);
Read any format yesterday
36
Each week, 1.6M Toronto Adults 25-54 engage with SMG
Dailies across multiple platforms
Weekly Print/Digital Readership
Toronto, Adults 25-54
1,600,000
1,600,000
1,247,000
1,200,000
812,000
800,000
752,000
726,000
588,000
399,000
400,000
0
58%
45%
29%
27%
26%
21%
14%
STAR/METRO P+D
STAR P+D
METRO TO P+D
SUN TO P+D
GLOBE P+D
24HRS TO P+D
POST P+D
Source: NADbank 2013 Full Study, Toronto CMA, Adults 25-54 (2,774,000);
Read any format in past 7 days
37
SMG print dailies continue to offer the best reach
of Toronto Adults 25-54
Print Readership
Toronto CMA, Adults 25-54
450,000
415,000
400,000
350,000
331,000
326,000
300,000
243,000
250,000
229,000
199,000
200,000
191,000
189,000
177,000
149,000
150,000
100,000
62,000
58,000
50,000
0
15%
12%
12%
9%
8%
7%
7%
7%
6%
5%
2%
2%
STAR
Saturday
STAR
Weekday
METRO
Weekday
STAR
Sunday
SUN
Weekday
24HRS
Weekday
SUN
Sunday
SUN
Saturday
GLOBE
Saturday
GLOBE
Weekday
POST
Saturday
POST
Weekday
Source: NADbank 2013 Full Study, Toronto CMA, Adults 25-54 (2,774,000);
Read print
38
You can reach more Women (Principal Shoppers)
with The Star than any other paper
Toronto CMA, Women 18+
Read Print
560,000
537,000
420,000
386,000
309,000
280,000
248,000
201,000
162,000
159,000
158,000
143,000
140,000
133,000
65,000
0
53,000
22%
16%
12%
10%
8%
7%
6%
6%
6%
5%
3%
2%
STAR
Saturday
STAR
Weekday
STAR
Sunday
METRO
Weekday
GLOBE
Saturday
24HRS
Weekday
SUN
Sunday
GLOBE
Weekday
SUN
Weekday
SUN
Saturday
POST
Saturday
POST
Weekday
Source: NADbank 2013 Full Study
Base: Toronto CMA, Women 18+ (2,474,000)
Read Print
39
You can reach more Women (Principal Shoppers)
in a week with SMG dailies
Toronto CMA, Women 18+
Read Any Format, Past 7 Days
1,600,000
1,412,000
1,400,000
1,138,000
1,200,000
Total Reach
1,000,000
800,000
668,000
564,000
600,000
476,000
449,000
400,000
298,000
200,000
0
57%
46%
27%
23%
19%
18%
12%
STAR/METRO
Print/Digital7
STAR
Print/Digital7
METRO
Print/Digital7
GLOBE
Print/Digital7
24HRS
Print/Digital7
SUN
Print/Digital7
POST
Print/Digital7
Source: NADbank 2013 Full Study
Base: Toronto CMA, Women 18+ (2,474,000)
Read any format in past 7 days
40
You can reach more Men with The Star
than any other paper
Toronto CMA, Men 18+
Read Print
560,000
506,000
435,000
420,000
329,000
281,000
280,000
261,000
260,000
249,000
207,000
186,000
141,000
140,000
0
100,000
93,000
22%
19%
14%
12%
11%
11%
11%
9%
8%
6%
4%
4%
STAR
Saturday
STAR
Weekday
STAR
Sunday
SUN
Weekday
METRO
Weekday
SUN
Sunday
SUN
Saturday
GLOBE
Saturday
GLOBE
Weekday
24HRS
Weekday
POST
Weekday
POST
Saturday
Source: NADbank 2013 Full Study
Base: Toronto CMA, Men 18+ (2,332,000)
Read Print
41
You can reach more Men
in a week with SMG dailies
Toronto CMA, Men 18+
Read Any Format, Past 7 Days
1,600,000
1,421,000
1,400,000
1,174,000
1,200,000
Total Reach
1,000,000
803,000
800,000
717,000
655,000
600,000
471,000
400,000
404,000
200,000
0
61%
50%
34%
31%
28%
20%
17%
STAR/METRO
Print/Digital7
STAR
Print/Digital7
SUN
Print/Digital7
GLOBE
Print/Digital7
METRO
Print/Digital7
24HRS
Print/Digital7
POST
Print/Digital7
Source: NADbank 2013 Full Study
Base: Toronto CMA, Men 18+ (2,332,000)
Read any format in past 7 days
42
You can reach more Affluent Adults
with The Star than any other paper
Toronto CMA, Adults 18+
Household Income $125,000+
Read Print
300,000
281,000
220,000
197,000
200,000
153,000
152,000
112,000
96,000
100,000
94,000
83,000
54,000
0
50,000
42,000
26%
21%
19%
14%
14%
11%
9%
9%
8%
5%
5%
4%
STAR
Saturday
STAR
Weekday
STAR
Sunday
GLOBE
Saturday
GLOBE
Weekday
SUN
Sunday
SUN
Saturday
SUN
Weekday
METRO
Weekday
POST
Weekday
POST
Saturday
24HRS
Weekday
Source: NADbank 2013 Full Study
Base: Toronto CMA, Adults 18+, HHI $125,000+ (1,063,000)
Readership = Print
43
You can reach more Affluent Adults
in a week with SMG dailies
Toronto CMA, Adults 18+
Household Income $125,000+
Read Any Format, Past 7 Days
700,000
658,000
601,000
600,000
500,000
Total Reach
442,000
400,000
285,000
300,000
230,000
200,000
198,000
139,000
100,000
0
62%
57%
42%
27%
22%
19%
13%
STAR/METRO
Print/Digital7
STAR
Print/Digital7
GLOBE
Print/Digital7
SUN
Print/Digital7
POST
Print/Digital7
METRO
Print/Digital7
24HRS
Print/Digital7
Source: NADbank 2013 Full Study
Base: Toronto CMA, Adults 18+, HHI $125,000+ (1,063,000)
Read any format in past 7 days
44
You can reach more Managers/Professionals
with The Star than any other paper
Toronto CMA, Adults 18+
Managers/Professionals
Read Print
250,000
230,000
200,000
181,000
166,000
150,000
106,000
100,000
100,000
97,000
83,000
76,000
72,000
50,000
0
41,000
38,000
33,000
25%
20%
18%
12%
11%
11%
9%
8%
8%
4%
4%
4%
STAR
Saturday
STAR
Weekday
STAR
Sunday
GLOBE
Saturday
GLOBE
Weekday
METRO
Weekday
SUN
Weekday
SUN
Sunday
SUN
Saturday
24HRS
Weekday
POST
Weekday
POST
Saturday
Source: NADbank 2013 Full Study
Base: Toronto CMA, Adults 18+, Managers/Professionals (912,000)
Readership = Print
45
You can reach more Managers/Professionals
in a week with SMG dailies
Toronto CMA, Adults 18+
Managers/Professionals
Read Any Format, Past 7 Days
600,000
574,000
501,000
400,000
Total Reach
330,000
242,000
229,000
200,000
0
168,000
150,000
63%
55%
36%
27%
25%
18%
16%
STAR/METRO
Print/Digital7
STAR
Print/Digital7
GLOBE
Print/Digital7
SUN
Print/Digital7
METRO
Print/Digital7
POST
Print/Digital7
24HRS
Print/Digital7
Source: NADbank 2013 Full Study
Base: Toronto CMA, Adults 18+, Managers/Professionals (912,000)
Readership = Print/PDF/App/Web
46
You can reach more Affluent Boomers
with The Star than any other paper
Toronto CMA, Adults 45-64 with HHI $100,000+
Read Print
220,000
215,000
175,000
176,000
138,000
132,000
99,000
96,000
85,000
88,000
77,000
69,000
63,000
44,000
0
39,000
36,000
32,000
32%
26%
20%
15%
14%
13%
11%
10%
9%
6%
5%
5%
STAR
Saturday
STAR
Weekday
STAR
Sunday
GLOBE
Saturday
GLOBE
Weekday
SUN
Sunday
SUN
Weekday
SUN
Saturday
METRO
Weekday
POST
Weekday
POST
Saturday
24HRS
Weekday
Source: NADbank 2013 Full Study
Base: Toronto CMA, Adults 45-64 with HHI $100,000+ (678,000)
Readership = Print
47
You can reach more Affluent Boomers
in a week with Star content
Toronto CMA, Adults 45-64 with HHI $100,000+
Read Any Format, Past 7 Days
450,000
429,000
386,000
Total Reach
360,000
270,000
237,000
197,000
180,000
142,000
130,000
98,000
90,000
0
63%
57%
35%
29%
21%
19%
14%
STAR/METRO
Print/Digital7
STAR
Print/Digital7
GLOBE
Print/Digital7
SUN
Print/Digital7
METRO
Print/Digital7
POST
Print/Digital7
24HRS
Print/Digital7
Source: NADbank 2013 Full Study
Base: Toronto CMA, Adults 45-64 with HHI $100,000+ (678,000)
Readership = Print/PDF/App/Web
48
You can reach more Affluent Key Purchasers
with The Star than any other paper
Toronto CMA, Adults 25-54 with HHI $100,000+
Read Print
200,000
189,000
150,000
134,000
112,000
104,000
100,000
91,000
90,000
87,000
84,000
77,000
44,000
50,000
27,000
0
23,000
18%
13%
11%
10%
9%
9%
8%
8%
7%
4%
3%
2%
STAR
Saturday
STAR
Weekday
STAR
Sunday
GLOBE
Saturday
GLOBE
Weekday
METRO
Weekday
SUN
Weekday
SUN
Sunday
SUN
Saturday
24HRS
Weekday
POST
Weekday
POST
Saturday
Source: NADbank 2013 Full Study
Base: Toronto CMA, Adults 25-54 with HHI $100,000+ (1,044,000)
Readership = Print
49
You can reach more Affluent Key Purchasers
in a week with Star content
Toronto CMA, Adults 25-54 with HHI $100,000+
Read Any Format, Past 7 Days
700,000
615,000
600,000
547,000
Total Reach
500,000
380,000
400,000
285,000
300,000
219,000
200,000
190,000
159,000
100,000
0
59%
52%
36%
27%
21%
18%
15%
STAR/METRO
Print/Digital7
STAR
Print/Digital7
GLOBE
Print/Digital7
SUN
Print/Digital7
METRO
Print/Digital7
POST
Print/Digital7
24HRS
Print/Digital7
Source: NADbank 2013 Full Study
Base: Toronto CMA, Adults 25-54 with HHI $100,000+ (1,044,000)
Readership = Print/PDF/App/Web
50
Star Print Strength in Toronto
51
The Star remains the top newspaper in the city
and the suburbs
Average Print Issue Audience, Adults 18+
Toronto CMA Submarkets: Toronto City Core (416); Balance of CMA (905)
403,000
335,000
361,000
255,000
250,000
0
186,000
184,000
178,000
214,000
215,000
87,000
78,000
22%
17%
14%
15%
8%
8%
11%
8%
9%
9%
4%
3%
21%
17%
12%
6%
10%
9%
6%
8%
5%
4%
3%
3%
87,000
71,000
74,000
147,000
250,000
153,000
239,000
235,000
129,000
204,000
303,000
418,000
500,000
532,000
750,000
STAR
Saturday
STAR
Weekday
Source: NADbank 2013 Full
Base: Toronto, Adults 18+ (4,805,800)
STAR
Sunday
METRO
SUN
Weekday Weekday
SUN
Sunday
GLOBE
Saturday
SUN
Saturday
GLOBE
24HRS
POST
Weekday Weekday Saturday
52
POST
Weekday
Balance of Toronto CMA
510,000
500,000
Toronto City Core
750,000
A Star/Metro combination delivers the largest audience
Print Readership
Toronto CMA, Adults 18+
Star Exclusive
Duplication
Metro Exclusive
23% of
Metro s
total readers
read The
Star (25%
LY)
16% of
24 Hrs total
readers read
The Sun
(15% LY)
38% of Metro s total readers read 24 Hrs (41% LY)
65% of the 24 Hrs total readers read Metro (65% LY)
Source: NADbank 2013 Full, NADbank 2012 Full
Base: Toronto CMA, Adults 18+
53
The Star delivers a larger print audience in Toronto
more than the Globe + Post + Sun combined
Saturday 1,042,000
>
814,000
+ + Weekday 821,000
Source: NADbank 2013 Full
Base: Toronto CMA, Adults 18+ (4,805,800)
Readership = Print
802,000
>
+ + 54
Hundreds of thousands of Torontonians continue to
rely on The Star as their exclusive print newspaper
Exclusive Star Readers -­‐ Read Only One Weekend Paper Do not read Saturday Globe, Saturday Post , or Sunday Sun 698,000
Globe Total Readers: 408,000
Exclusive Star Readers -­‐ Read Only One Weekday Paper Do not read Globe, Post , Sun, 24 Hours, or Metro 457,000
Metro Total Readers: 509,000
Source: NADbank 2013 Full
Base: Toronto CMA,18+
Readership = Print
55
3 in 5 Torontonians read a print newspaper each week;
61% of print readers turn to the Star
3,012,000
Toronto Adults 18+
Read any print newspaper in a week
1,835,000
Toronto Adults 18+
Read the Star in print in a week
Source: NADbank 2013 Full
Base: Toronto CMA, Adults 18+ (4,805,800 )
56
1.7M Torontonians still read a print newspaper daily;
1 in 2 print readers turn to the Star
1,740,00
Read any
Newspaper
Yesterday
(M-F)
Source: NADbank 2013 Full
Base: Toronto CMA, Adults 18+ (4,805,800)
Readership = Read Print Yeaterday
821,000
Read the
Star
Yesterday
(M-F)
57
New Ways to Connect
with Consumers
58
Torstar - Star Media Group Brands
Platform
Products
Printed
Publications Paid
Printed
Publications Free
Opt-in Products
- Paid
Digital
Consumer
Products
- Free
Email &
Database
Marketing
59
The Toronto Star is Evolving to Engage Audiences
Torstar demonstrated that even a media giant with roots going back
a century can find new ways to connect with audiences and advertisers *
 
Partnered with New York Times to offer paid opt-in International New
York Time Supplement and Book Review with Sunday Star
 
Launched The Grid, a new weekly city magazine geared to curious
young urbanite; voted best designed weekly for 2 consecutive years
 
Bought The Kit a digital beauty and wellness magazine and expanded
with a print edition in Canada s 6 largest cities
 
Based on customer feedback, launched a new World Weekly section in
the printed Saturday Star - available exclusively to Saturday Star
subscribers
 
Expanded Torstar stake in Metro and began publishing in London and
Winnipeg
 
Partnered with The Times of London on Royal Wedding Special
Section
 
Enhanced online offerings: mobile optimized web; mobile and tablet
apps
 
Launched Star Business Club
 
Launched Star Dispatches - exclusive eReads from Toronto Star
journalists
 
Launched Wheels and The Address (Luxury Living) magazines
* Source: Rebecca Harris , Marketing Magazine, November 2011 , on
Torstar making shortlist for 2011 Media Player of the Year
60
Innovative
Solutions
61
New Ways to Connect with Consumers
Translucent Wraps Ads with Augmented Reality Die Cut Wraps 62
62
New Ways to Connect with Consumers
Special Reports Toronto Star App (HTML5 – MulM Tablet) eNewsleOers InteracMve Tablet Ads 63
Developing Innovative Custom Solutions
Rogers Christmas Wraps - Wrapping Paper around Sections and Wrapped Newspaper Boxes
Saturday, December 17, 2011
Outside Back
Outside Front
2012 INMA
First Place
Award
(Global news
media
marketing
award)
Inside
A -Main News Section Wrap
Sports Section Wrap
2012  MIA
Bronze in
Newspaper
Category
(Media
Innovation
Award)
Outside Back
Outside Front
Inside
64
Developing Innovative Custom Solutions
Retirement
Themed
Newspaper
Monday,
February 20,
2012
(Canadian
Family
Day
Holiday)
Ads in Each SecMon Gatefold In-­‐paper promo Online Takeover: SuperbuOon, eaderboard, Big Box 2013
Great Ideas
Newspapers
Canada
award for
Marketing &
Promotion
2013 INMA
Nomination
(Global news
media
marketing
award)
65
Developing Innovative Custom Solutions
TD First Class Visa Infinite Card – Embossed Wrap around Travel Section
Thursday, August 2, 2012
2013
Great Ideas
Newspapers
Canada
inaugural
award for
Print
Innovation
Front
Back
66
Developing Innovative Custom Solutions
Nissan Altima Take-over & Wrap
Wednesday, July 4, 2012
2012  MIA
Gold in Cars
Category
(Media
Innovation
Award)
Readers of Canada's
largest circulation
newspaper were
greeted with a
first-to-market diecut wrap of the new,
improved Nissan
Altima which
unfolded to reveal an
abundance of unmissable, premium
advertisements for
the Altima throughout
the paper. 2012  MIA
Silver in
Newspaper
Category
(Media
Innovation
Award)
67
Developing Innovative Custom Solutions
2012  MIA
Gold in Cars
Category
(Media
Innovation
Award)
2012  MIA
Silver in
Newspaper
Category
(Media
Innovation
Award)
68
Use The Star to Your Strategic Advantage
•  Guided by the Atkinson principles, The Star is a trusted news source
with engaged and loyal readers; our stories make an impact
•  In print, there is no better way to reach audiences in Toronto,
Ontario, or across Canada, than with the Star
•  In Toronto, the go to sources remain The Star and thestar.com
•  New metrics for emerging platforms – PDF and Apps – indicate the
Star is leading on these fronts as well
•  There is no better way to reach of key targets in Toronto, including
affluent adults, key purchasers, and managers, than with The Star
•  The Star aims to deliver the best custom solutions; we are
continuously evolving to provide new opportunities to engage with
consumers across multiple channels and platforms
69