total - National Post Media Kit

Report for March 2013
CONSOLIDATED
MEDIA REPORT
Newspaper
DIGITAL EDITION
See each paragraph for specific
data measurement period
TOTAL
NATIONAL POST
NETWORK
11,964,412
(See Notes #1)
01-5564-0
151 Bloor Street West, Suite 850 • Toronto, ON M5S 1S4 • T: 416.962.5840 • F: 416.962.5844 • www.auditedmedia.ca
Report for March 2013
DIGITAL EDITION
PRODUCT
FREQUENCY/CIRCULATION
National Post
Print:
AVERAGE PAID CIRCULATION
AVERAGE NON-PAID CIRCULATION
TOTAL AVERAGE PRINT CIRCULATION
Digital Editions:
AVERAGE PAID CIRCULATION
AVERAGE NON-PAID CIRCULATION
TOTAL AVERAGE DIGITAL CIRCULATION
TOTAL AVERAGE CIRCULATION
Sat
141,082
1,294
142,376
Avg
Mon-Fri
135,178
1,549
136,727
Mon
136,621
1,750
138,371
Tue
133,366
1,521
134,887
Wed
135,537
1,504
137,041
Thu
135,146
1,534
136,680
Fri
135,931
1,528
137,459
2,641
37,718
40,359
8,037
17,479
25,516
10,989
18,719
29,708
7,795
19,005
26,800
7,806
16,873
24,679
7,810
17,213
25,023
7,114
16,104
23,218
182,735
162,243
168,079
161,687
161,720
161,703
160,677
Subject to Audit for six months ended September 30, 2012.
PRODUCT
KEY NUMBERS
Print:
Financial Post Magazine
TOTAL AVERAGE CIRCULATION
Subject to Audit
Digital:
www.nationalpost.com
average monthly page impressions
average monthly unique browsers
www.financialpost.com
average monthly page impressions
average monthly unique browsers
FP Network:
Print:
Avg. Sat
Avg. M-F
Subject to Audit
Digital: Financialpost.com Network
average monthly page impressions
average monthly unique browsers
Social Media:
Twitter Followers (Total)
Facebook Likes
foursquare Followers
Tumblr Followers
Google+ Circles Members
Instagram Following
Pinterest Following
Newsletters (Average Net Distribution)
NP GTA Top Stories
NP Top Stories
FP Top Stories
FP Entrepreneur
FP Marketing
FP Mining
Mobile:
m.nationalpost.com
average monthly page impressions
average monthly unique browsers
m.financialpost.com
average monthly page impressions
average monthly unique browsers
Apps:
National Post (downloads)
Tablets, smartphones and other mobile devices
Financial Post Magazine (downloads)
Tablets
Page 2 of 11 • 01-5564-0
Alliance for Audited Media
MOST RECENT TIMING
158,194 per issue
6 months ended December 31, 2012
26,523,973 monthly
5,691,982 monthly
3 months ended February 28, 2013
3 months ended February 28, 2013
6,681,156 monthly
1,655,001 monthly
3 months ended February 28, 2013
3 months ended February 28, 2013
672,815 daily
634,779 daily
9,575,121 monthly
2,136,515 monthly
423,893 total
46,225 total
100,065 total
160,699 total
52,461 total
52,251 total
1,308,655 total
2,783 per issue
10,136 per issue
7,634 per issue
2,145 per issue
4,804 per issue
974 per issue
6 months ended September 30, 2012
6 months ended September 30, 2012
3 months ended February 28, 2013
3 months ended February 28, 2013
At March 15, 2013
At March 15, 2013
At March 15, 2013
At March 15, 2013
At March 15, 2013
At March 15, 2013
At March 15, 2013
Month of February 2013
Month of February 2013
Month of February 2013
Month of February 2013
Month of February 2013
Month of February 2013
4,367,860 monthly
1,431,062 monthly
3 months ended February 28, 2013
3 months ended February 28, 2013
697,773 monthly
207,873 monthly
3 months ended February 28, 2013
3 months ended February 28, 2013
373,052 to date
12/20/2010 thru 03/14/2013
25,168 to date
01/10/2011 thru 03/14/2013
Print: National Post
Built on the history and reputation of the Financial Post,
the National Post newspaper is the brand’s flagship print product.
With national and Toronto editions published Monday to
Saturday.
PRODUCT
Print:
National Post
AVERAGE PAID CIRCULATION
AVERAGE NON-PAID CIRCULATION
TOTAL AVERAGE PRINT CIRCULATION
FREQUENCY/CIRCULATION
Sat
Avg
Mon-Fri
Mon
Tue
Wed
Thu
Fri
141,082
1,294
142,376
135,178
1,549
136,727
136,621
1,750
138,371
133,366
1,521
134,887
135,537
1,504
137,041
135,146
1,534
136,680
135,931
1,528
137,459
Subject to Audit for six months ended September 30, 2012.
National Post
Digital Edition
A full-featured digital version of the National Post print
package with all the stories, photos and artwork intact.
The interface lets you flip through the pages just
like a newspaper, or conduct custom
searches and share articles with friends.
PRODUCT
Digital Edition:
National Post
AVERAGE PAID CIRCULATION
AVERAGE NON-PAID CIRCULATION
TOTAL AVERAGE DIGITAL CIRCULATION
FREQUENCY/CIRCULATION
Sat
Avg
Mon-Fri
Mon
Tue
Wed
Thu
Fri
2,641
37,718
40,359
8,037
17,479
25,516
10,989
18,719
29,708
7,795
19,005
26,800
7,806
16,873
24,679
7,810
17,213
25,023
7,114
16,104
23,218
Subject to Audit for six months ended September 30, 2012.
Page 3 of 11 • 01-5564-0
Alliance for Audited Media
NATIONAL POST
Print: Financial Post Magazine
A business-focused publication targeting top managers,
executives, entrepreneurs, investors and other members of
Canada’s business elite. It features popular annual themed
issues like CEO of the Year and the FP500.
PRODUCT
KEY NUMBERS
MOST RECENT TIMING
141,713 per issue
6 months ended December 31, 2012
Print:
Financial Post Magazine
Delivered with Host Product
Non-Paid Bulk
AVERAGE TOTAL CIRCULATION
16,481 per issue
6 months ended December 31, 2012
158,194 per issue
6 months ended December 31, 2012
Subject to Audit
Digital: nationalpost.com
& financialpost.com
These digital destinations bring the Post’s tradition of
reporting and design online. The websites include
breaking news, feature stories, specialty resources and
social sharing tools.
PRODUCT
Digital:
www.nationalpost.com
average monthly page impressions
average monthly unique browsers
www.financialpost.com
average monthly page impressions
average monthly unique browsers
KEY NUMBERS
MOST RECENT TIMING
26,523,973 monthly
5,691,982 monthly
3 months ended February 28, 2013
3 months ended February 28, 2013
6,681,156 monthly
1,655,001 monthly
3 months ended February 28, 2013
3 months ended February 28, 2013
(See Notes #2)
Page 4 of 11 • 01-5564-0
Alliance for Audited Media
FP Network:
By taking advantage of the Postmedia Network of major metro
daily newspaper print editions and websites, Financial Post
content can be extended into local markets across the country
reaching more readers. Financial Post powers a significant
portion of content on the business pages of these sites, with
clearly branded sections focusing on national and international
business news, small business and personal finance.
PRODUCT
KEY NUMBERS
MOST RECENT TIMING
FP Network:
Print:
Avg. Sat
Avg. M-F
672,815 daily
634,779 daily
6 months ended September 30, 2012
6 months ended September 30, 2012
average monthly page impressions
9,575,121 monthly
3 months ended February 28, 2013
average monthly unique browsers
2,136,515 monthly
3 months ended February 28, 2013
Subject to Audit
(See Notes #3)
Digital: Financialpost.com Network
(See Notes #2)
Page 5 of 11 • 01-5564-0
Alliance for Audited Media
NATIONAL POST
Social Media: Twitter, Facebook,
foursquare, Tumblr, Google+,
Instagram, Pinterest
Social media channels are a crucial part of the relationship
between National Post and Financial Post and its audience.
These channels not only expose users to the Post’s other digital
properties, but serve as content streams in and of themselves.
PRODUCT
KEY NUMBERS
MOST RECENT TIMING
Social Media:
Twitter Followers (Total)
Facebook Likes
423,893 total
At March 15, 2013
46,225 total
At March 15, 2013
foursquare Followers
100,065 total
At March 15, 2013
Tumblr Followers
160,699 total
At March 15, 2013
52,461 total
At March 15, 2013
Google+ Circles Members
Instagram Following
Pinterest Following
52,251 total
At March 15, 2013
1,308,655 total
At March 15, 2013
(See Notes #4)
Newsletters: NP GTA Top Stories,
NP Top Stories, FP Top Stories,
FP Entrepreneur, FP Marketing,
FP Mining
Registered users can subscribe to a multitude of National Post and
Financial Post e-mail newsletter products, providing a regularly
delivered overview of the top news in key categories, with live
links and integrated navigation.
PRODUCT
KEY NUMBERS
MOST RECENT TIMING
2,783 per issue
Month of December 2012
NP Top Stories
10,136 per issue
Month of December 2012
FP Top Stories
7,634 per issue
Month of December 2012
FP Entrepreneur
2,145 per issue
Month of December 2012
FP Marketing
4,804 per issue
Month of December 2012
974 per issue
Month of December 2012
Newsletters (Average Net Distribution):
NP GTA Top Stories
FP Mining
(See Notes #5)
Page 6 of 11 • 01-5564-0
Alliance for Audited Media
NATIONAL POST
Mobile: m.nationalpost.com &
m.financialpost.com
For readers who access National Post and Financial Post mobile
websites via enabled devices such as smartphones, these website
products are offered in a format optimized for the smaller screen.
Featuring a full site search and surfacing a multitude of content,
this has been one of the The Post’s fastest growing products and is
the entry point for most users who employ the 2D-barcode
program to reach the digital presence from the newspaper product.
PRODUCT
KEY NUMBERS
MOST RECENT TIMING
average monthly page impressions
average monthly unique browsers
m.financialpost.com
4,367,860 monthly
1,431,062 monthly
3 months ended February 28, 2013
3 months ended February 28, 2013
average monthly page impressions
average monthly unique browsers
697,773 monthly
207,873 monthly
3 months ended February 28, 2013
3 months ended February 28, 2013
Mobile:
m.nationalpost.com
(See Notes #2)
Apps: National Post &
Financial Post Magazine
National Post app is the flagship app product, available as a single
download product for tablets, smartphones and other mobile
devices. Updated live throughout the day, it provides a best-of
look at National Post and Financial Post in a native-app design.
The Financial Post Magazine app, also available for download,
takes the offline magazine product and makes it tablet-friendly,
with added features such as video to enhance the experience.
PRODUCT
KEY NUMBERS
MOST RECENT TIMING
National Post (downloads)
373,052 to date
12/20/2010 thru 03/14/2013
25,168 to date
01/10/2011 thru 03/14/2013
Tablets, smartphones and other mobile devices
Financial Post Magazine (downloads)
Tablets
(See Notes #6)
Page 7 of 11 • 01-5564-0
Alliance for Audited Media
NATIONAL POST
General Explanatory:
National Post:
Period covered in this report: Six months ended September 30, 2012.
Non-Publishing Days:
Sat: None.
Mon: April 9, 2012; May 21, 2012; July 2, 2012; July 9, 2012; July 16, 2012; July 23, 2012; July 30, 2012; August 6, 2012; August 13, 2012; August 20, 2012; August 27,
2012; September 3, 2012.
Tue: None.
Wed: None.
Thu: None.
Fri: April 6, 2012.
Latest Released Audit Report Issued for 12 months ended September 30, 2011.
For additional circulation information, please see the September 2012 AAM Publisher’s Statement for The National Post (AAM member number 01-5564-0)
Returns policy: Fully Returnable.
Financial Post Magazine:
Field Served: A business magazine aimed at a general consumer audience.
Published by National Post Inc.
Issues covered in this report: Six months ended December 31, 2012.
For additional circulation information, please see the December 2012 AAM Publisher’s Statement for Financial Post Magazine (AAM member number 04-1446-7)
Notes #1
No attempt was made to eliminate duplication across products. Total National Post Network represents the following media products reported within this Consolidated Media
Report: National Post circulation avg. Mon-Fri, Financial Post Magazine Non-Paid Bulk, nationalpost.com, and financialpost.com average monthly unique browsers,
Newsletters (NP GTA Top Stories, NP Top Stories, FP Top Stories, FP Entrepreneur, FP Marketing, FP Mining) average net distribution, m.nationalpost.com and
m.financialpost.com average monthly unique browsers, FP Network print and education digital avg. Mon-Fri, Financialpost.com Network average monthly unique browsers.
Notes #2
Unique Browsers & Page Impressions
Unique Browser: A unique and valid identifier. Sites may use (i) IP+User-Agent and/or (ii) Cookie. This metric measures each browser, it does not measure a person.
Counting of unique browsers may overstate or understate the number or individual devices concerned due to factors such as dynamic IP address allocation, significant levels
of uniformity in IP and browser combinations operating through a proxy, cookie blocking and deletion.
Page impressions: The combination of one or more files presented to a viewer as a single document as a result of a single request received by the server.
Monthly Totals (Page impressions and Unique Browsers)
www.nationalpost.com
www.financialpost.com
m.nationalpost.com
m.financialpost.com
Financial Post Network
December 2012
January 2013
February 2013
Unique Browsers Page impressions Unique Browsers Page impressions Unique Browsers Page impressions
5,024,315
23,925,536
6,065,450
28,802,676
5,986,180
26,843,706
1,411,216
5,740,009
1,801,488
7,372,719
1,752,299
6,930,740
1,276,905
4,018,187
1,591,723
4,750,290
1,424,559
4,335,102
180,055
623,747
224,057
760,320
219,506
709,252
2,018,638
9,471,389
2,152,241
9,479,618
2,238,666
9,774,357
Domains (URL Patterns) included in the total Page Impressions & Unique Browsers:
www.nationalpost.com: arts.nationalpost.com, citylife.nationalpost.com, fullcomment.nationalpost.com, life.nationalpost.com, nationalpost.stats.com,
news.nationalpost.com, sports.nationalpost.com, www.legacy.com/*/nationalpost/*, www.nationalpost.com
www.financialpost.com: business.financialpost.com, innovators.financialpost.com, live.financialpost.com, opinion.financialpost.com, www.financialpost.com
m.nationalpost.com: www.nationalpost.com/m/*
m.financialpost.com: www.financialpost/m/*
Financial Post Network: *.calgaryherald.com/business/*,*.canada.com/business*, *.edmontonjournal.com/business/*, *.financialpost.com*, *.leaderpost.com/business/*,
*.montrealgazette.com/business/*, *.ottawacitizen.com/business/*, *.theprovince.com/business/*, *.thestarphoenix.com/business/*, *.vancouversun.com/business/*,
*.windsorstar.com/business/*
Page 8 of 11 • 01-5564-0
Alliance for Audited Media
Notes #3 FP Network
Print
This represents the average of the following metropolitan newspapers containing the Financial Post Market pages. In addition, Financial Post editorial pages may have
appeared. Financial Post Market appeared Tue - Sat. Circulation represents the six months ending September 30, 2012 (Subject to Audit) print and education digital
distribution of Financial Post Market page distribution.
The Vancouver Sun
Calgary Herald
Edmonton Journal
Leader Post
The Star Phoenix
Ottawa Citizen
The Gazette
Windsor Star
TOTAL
Notes #4
Avg. Sat
175,227
99,508
95,780
41,149
47,088
104,247
84,710
25,106
672,815
Avg M-F
151,311
103,271
92,155
39,170
45,557
105,407
74,147
23,761
634,779
(Social Media)
Twitter Followers (Total) at March 15, 2013
(feed)
(URL)
National Post Branded Feeds
National Post
twitter.com/nationalpost
National Post Books
twitter.com/#!/npbooks
Posted Toronto
twitter.com/#!/postedtoronto
Financial Post
twitter.com/financialpost
Financial Post Investing
twitter.com/fpinvesting
National Post Politics
twitter.com/nppolitics
National Post Full Comment twitter.com/fullcomment
National Post Arts & Life
twitter.com/nparts
National Post City Hall
twitter.com/NPHallMonitor
National Post Appetizer
twitter.com/theappetizer
Financial Post Legal Post twitter.com/legalpost
National Post Sports
twitter.com/npsport
Financial Post Comment
twitter.com/fpcomment
Financial Post Blogs
twitter.com/fpblogs
Financial Post Tech Desk twitter.com/fptechdesk
Property Post
twitter.com/fppropertypost
Financial Post Entrepreneur twitter.com/fpentrepreneur
National Post Holy Post
twitter.com/holypost
National Post Homes
twitter.com/#!/posthomes
NP Running
twitter.com/NP_RunningBen
National Post Health
twitter.com/nphealth
NP Traveller
twitter.com/#!/nptraveller
National Post Life
twitter.com/#!/nplife
NP Photos
twitter.com/#!/NP_Photos
FPExecEditor
twitter.com/fpexeceditor
Post Arcade
twitter.com/postarcade
FP Energy
twitter.com/#!/FPEnergy
FP Personal Finance
twitter.com/#!/FPpersonal_fin
National Post Editors
twitter.com/npeditors
NP Driving
twitter.com/#!/npdriving
Top Ten National & Financial Post Staff Feeds
David Frum
twitter.com/davidfrum
Andrew Coyne
twitter.com/acoyne
Bruce Arthur
twitter.com/bruce_arthur
Shinan Govani
twitter.com/shinangovani
John Ivison
twitter.com/IvisonJ
Steve Murray
twitter.com/npsteve
John Lott
twitter.com/lottonbaseball
Nathalie Atkinson
twitter.com/NathAt
Chris Selley
twitter.com/cselley
Eric Koreen
twitter.com/ekoreen
Followers
78,814
16,634
10,823
9,656
9,698
7,933
9,141
8,762
4,392
6,914
4,309
3,179
3,780
3,149
5,256
2,317
2,152
1,542
1,652
1,027
731
3,487
445
402
426
425
404
301
172
267
86,110
38,824
37,403
12,978
10,359
11,301
8,418
7,528
5,976
6,806
Facebook Likes at March 15, 2013
(URL)
(site)
National Post
www.facebook.com/NationalPost
Financial Post
www.facebook.com/FinancialPost
Financial Post Personal
www.facebook.com/
Finance
FPPersonalFinance
www.facebook.com/pages/
National Post Running
National-Post-Running/
www.facebook.com/
Financial Post Entrepreneur FPEntrepreneur
www.facebook.com/pages/
Financial Post Magazine
Financial-Post-Magazine/
foursquare Followers at March 15, 2013
(site)
(URL)
National Post
foursquare.com/nationalpost
tumblr Followers at March 15, 2013
(site)
(URL)
National Post
nationalpost.tumblr.com/
nationalpostsports.tumblr.com/
National Post Sports
Sports
NP Arts
http://nparts.tumblr.com/
Post Arcade
http://postcandenp.tumblr.com/
NP Life
http://npostlife.tumblr.com
Google+ Circles Members at March 15, 2013
(URL)
(site)
https://plus.google.com/+NationalNational Post
Post/posts
https://plus.google.com/
Financial Post
108203735864152511987/posts
Instagram Following at March 15, 2013
(site)
(URL)
web.stagram.com/search/nationalNational Post
post/
Pinterest Following at March 15, 2013
(URL)
(site)
National Post
pinterest.com/nationalpost/
Page 9 of 11 • 01-5564-0
Alliance for Audited Media
Likes
34,930
7,159
1,696
925
948
567
Followers
100,065
Followers
67,495
92,394
554
141
115
Have In Circle
50,880
1,581
Following
52,251
Following
1,308,655
Notes #4 (Social Media) (Continued)
Facebook Likes:
Facebook is a social networking website that is operated by Facebook Inc. The number of "Likes" are the number of individual Facebook profiles that have signed onto
Facebook pages created and/or branded to the National or Financial Post. "Likes" may allow content from these Facebook Pages to be displayed on their personal News
Feed tab. The number represented in this report is the total "Likes" and may contain individuals that "like" more than one page. (e.g. may contain duplicates). A Facebook
profile (account) may not equate to an individual person. A total of 6 National or Financial Post branded Facebook Accounts were included in the total shown on this report.
Twitter Followers (Total):
Twitter is a real-time short messaging service that works over multiple networks and devices. Followers are registered accounts of Twitter who may receive one of the
National or Financial Post branded "tweets" on their personal twitter account pages. (A “tweet” consists of a text message of 140 characters or less). The number represented
in this report is the total "followers" and may contain accounts that "follow" more than one feed. (e.g. may contain duplicates) A Twitter account may not equate to an individual
person. A total of 40 of The National and Financial Post's branded twitter feeds were included in the total shown in this report.
foursquare Followers:
foursquare is a location-based mobile and web based platform. By “checking in” via a smartphone app or SMS, users share their location with friends while collecting points
and virtual badges. Foursquare Pages are your custom homepage on foursquare, the epicenter of all brand engagement. Your fans can “follow” the Page, allowing them to
see Tips, Stories and Breaking News Alerts from the National Post. A foursquare account may not equate to an individual person.
tumblr Followers:
tumblr is a microblogging platform that allows users to post text, images, videos, links, quotes and audio to their tumblelog, a short-form blog. Users can follow other users
and allow entries from the National Post Page to appear on their personal Tumblr pages. There may be duplication of users between the accounts reported. A tumblr account
may not equate to an individual person. A total of 5 National or Financial Post branded tumblr accounts were included in the total shown on this report.
Google+ Circles Members:
Google+ Have in Circle are Google+ users who have chosen to allow the National Post and Financial Post content on Google+ to be shared on their personal pages within
the service. There may be duplication of users between the accounts reported. A Google+ account may not equate to an individual person.
Instagram Following:
Instagram is an app for iPhone, iPod touch, and iPad that allows users to share pictures within the Instagram community. The number of followers are users who have the
ability to follow a feed of photos from the National Post on their IOS Devices. An Instagram account may not equate to an individual person.
Pinterest Following:
Pinterest is a Social Network that allows users to share and organize content on their browsers. Once someone follows another Pinterest user, they can then choose to
display National Post content on their personal Pinterest page. A Pinterest account may not equate to an individual person.
Notes #5 (Newsletters)
The newsletters are topic specific products that are opt-in and distributed via email to subscribers. This figure represents an average net distribution for the month of February
2013.
NP GTA Top Stories
NP Top Stories
FP Top Stories
FP Entrepreneur
FP Marketing
FP Mining
Issues
24
28
28
4
4
4
Average
Gross Sends
2,787
10,146
7,640
2,149
4,819
976
Average
Undeliverable
-4
-10
-6
-4
-15
-2
Average
Net Distribution
2,783
10,136
7,634
2,145
4,804
974
Net Distribution: The Newsletters from a given mailing that reached the subscriber’s email delivery server with a positive status code response received in return. Calculated
by subtracting undelivered messages from sent messages.
Gross Sends: The total number of messages deployed for any mailing less test and internal email addresses.
Undelivered: Messages that did not reach a subscriber due to any of several reasons, including invalid or expired email address, temporary server problems or unsubscribe
actions. (Includes both hard and soft bounces.)
Notes #6 (Apps)
The figures reported represent the total number of unique accounts that downloaded the National Post and/or the Financial Post app from each respective launch date thru
March 14, 2013.
Page 10 of 11 • 01-5564-0
Alliance for Audited Media
To Members of the Alliance for Audited Media:
Data annotated as 'subject to audit' represent items reported on the most recent AAM member's Publisher's Statement and will be verified
at the next scheduled audit period.
Other data have been examined in accordance with AAM's Bylaws and Rules, and included such tests and other audit procedures as we
considered necessary under the circumstances.
In our opinion, the other data items contained in this report are fairly stated in all respects material to the totals reported.
Alliance for Audited Media
ADVERTISING CONTACTS:
Douglas Kelly, Publisher
Telephone (416) 383-2482 - FAX (416) 442-3382
[email protected]
Maria McDonald, Director, Integrated Sales
Telephone (416) 442-5626 - FAX (416) 847-4799
[email protected]
National Post
1450 Don Mills Road, Suite 300
Toronto, ON M3B 3R5
Page 11 of 11 • 01-5564-0 • 232532 - 18168 - 744 • 04/2013
Alliance for Audited Media
Copyright © 2013
All rights reserved.