The PMRS Ottawa Chapter would like to acknowledge the support of the following organizations.

1. The PMRS Ottawa Chapter would like to acknowledge the support of the following organizations. Without their kind donations we could not continue to offer quality programs such as the one you are about to see. OttawaPMRS pres.

2. PMB A not for profit association Publishers Advertisers Agencies Associates Over 475 Members

3. Publisher Members (English) 50 Plus British Columbia Magazine Canadian Business Canadian Family Canadian Gardening Canadian Geographic Canadian Hockey Magazine Canadian Home & Country Canadian Home Workshop Canadian House & Home Canadian Living Chatelaine Cottage Life enRoute Magazine eye Weekly Famous Magazine Fashion Fashion 18 Flare Food & Drink Gardening Life GardenWise Globe Television Glow Going Places Golf Canada Good Times Hamilton Magazine Harrowsmith Country Life Homemaker's Magazine Hour Inside Entertainment Journey LeisureWays Maclean's Mirror National Post Business NOW Ontario Golf Ontario Out of Doors Ottawa City Magazine Outdoor Canada People Professionally Speaking Profit Reader's Digest Rev R.O.B. Magazine Saturday Night Spectator TV Sports Illustrated Starweek Style at Home Teen Tribute The Toronto Sun Time Today's Parent Toronto Life Tribute TV Guide TV Times TV Week Vancouver Magazine Western Living Westworld Where Canada OttawaPMRS pres.

4. Publisher Members (French) 7 Jours Affaires Plus Capital Santé Châtelaine Clin d'oeil COOL Cote Jardins Coupe de Pouce Décoration Chez Soi Décormag Dernière Heure Echos-Vedettes Eclat Elle Québec En Primeur Femme d’Aujourd’hui Femme Plus Filles d'aujourd'hui Fleurs Plantes et Jardins ICI Montréal L’Actualité La revue des fonds mutuels Le Bel Âge Le Devoir Le Journal de Montreal Le Lundi Le Magazine Enfants Québec Les Affaires Madame Magazine Hockey Canadien Magazine les Ailes Magazine PME Primeurs Québec Science Recevoir Rénovation Bricolage Revue Commerce Sélection du Reader's Digest Sentier Chasse-Pêche Star Inc. Styles de Vie Touring TV 7 Jours/TV Hebdo Voila! VOIR OttawaPMRS pres.

5. Agency Members Ad Express Canada Allard Johnson Communications Amalgame Cargo Inc. AOR Media Management Armada, Agence de Publicite Axmith McIntyre Wicht BBDO Bos Media Solutions Brainstorm Group Bristol Group Campbell Michener & Lee Carat Canada Copeland Communications Corporate Communications Cossette Communications Cramer Krasselt DCC Communications DDB Canada Doner Canada Due North Communications Gaggi Media GJP Advertising Genesis Media Global Television Agency . Groupe BCP Ltee Hewson Bridge & Smith Initiative Media JAN Kelley Marketing Jeffrey Simbrow Associates John Street LXB M2 Universal Marketing Communication Inc. Magi Communications M/A/R/C Inc. MAXX Media McKim Communications Media Buying Services Media Dimensions Media Experts MediaVest Canada Mediavision W.W.P. Mindshare Canada OMD Canada ONE Company Optimedia Canada Optimum Media Padulo Advertising Palm Publicite Parallel PHD Canada Phoenix Group Publicite Martin Inc. Saatchi & Saatchi SGCI Marketing Comm. Sharpe Blackmore Starcom Worldwide Target Marketing Comm. Taylor George Design TBWA/Chiat Day Tequila Communications The Media Edge (Y&R) The Richards Group Thom Group TMM Taylor Made Media TN Media Touche! Troutbeck Chernoff Walker Media Inc. Wasserman & Partners Wills & Company Wolf Advertising Zoum Communications OttawaPMRS pres.

6. Advertiser Members (200+ members) A&W Aeroplan AGF Funds Inc. AIM Funds Air Canada American Express Apple Canada Art Gallery of Ontario Aventis Pharma Bank of Montreal Bayer Consumer Care Bell Canada Benjamin Moore Campbells Canadian Tire Cara Operations Church & Dwight Coca Cola Limited Compaq Canada Corby Distillers Daimler Chrysler Diageo E&J Gallo Wines Energizer Canada Fidelity Investments Ford Motor Company Frito-Lay Futureshop General Mills General Motors Georgia Pacific Glaxo Smithkline Hershey Canada Ikea Canada Imperial Oil Imperial Tobacco Investors Group Kellogg Canada Kodak Canada Kraft Canada Labatts L’oreal Manulife Financial McDonald’s Restaurants Molson Breweries Nestle Canada Novartis Ontario Power Generation Petro Canada Pfizer Warner Lambert Procter & Gamble Quaker Tropicana Gatorade Reckitt Benckiser Revlon Rogers AT&T Royal Bank Scotiabank Scott Paper TD Canada Trust Unilever Visa Canada Wrigley Canada OttawaPMRS pres.

7. PMB answers thousands of questions. • Examples of products and services : • What is the ownership of hand held organizers? • Which province’s retail scene has the highest share for “Big Box Stores”? • To what extent is travel to the far east driven by ethnic origin? • What do the owners of SUV’s think about environmental issues? • How many professionals fly West Jet? • What is the level of ownership of investment real estate by province? OttawaPMRS pres.

8. Handheld Organizers / PDAIn PMB 2004, 9% of respondents reported ownership in past 12 months, and 1% reported purchase . OttawaPMRS pres.

9. Uptake by younger people is well ahead of older people. OttawaPMRS pres.

10. The question as it appeared the first time in PMB survey . OttawaPMRS pres.

11. The question is now updated to reflect the how the market is developing. OttawaPMRS pres.

12. Questionnaire update – driven by membership • Members have the opportunity for input in the spring of each year. • Reviewed by Research Committee for entry into fall fieldwork. • Results available approximately 18 months later • Next opportunity for updates: Spring 2005 Results: PMB 2007 OttawaPMRS pres.

13. Usage of retail stores is measured in 32 different product areas Home Improvements Gardening/Lawn Care Furniture Bedding & Bath Goods Household Appliances Small Electric Appliances Audio, Video Equipment Personal Computers Software Video Tapes Tapes/Compact Discs Cameras Film/Photofinishing Automotive Supplies Tools OTC Medicine Prescriptions Prescription Eyewear Cosmetics Grocery Stores Convenience Stores Pet Food Women’s Clothing Men’s Clothing Shoes Children’s Clothing/Shoes Sporting Goods/Clothing Toys & Games Arts & Crafts Books OttawaPMRS pres.

14. Example ---- OttawaPMRS pres.

15. “Big Box” has higher usage level in Prairies and Atlantic provinces OttawaPMRS pres.

16. PMB answers thousands of questions. • Examples of products and services : • What is the ownership of hand held organizers? • Which province’s retail scene has the highest share for “Big Box Stores”? • To what extent is travel to the far east driven by ethnic origin? • What do the owners of SUV’s think about environmental issues? • How many professionals fly West Jet? • What is the level of ownership of investment real estate by province? OttawaPMRS pres.

17. Far Eastern travel by ethnic background OttawaPMRS pres.

18. “To which of these groups do you belong?” • Aboriginal • Black • White • Filipino • South Asian • East/South Asian • West Asian • Arab • Latin/Central American • Chinese • Japanese • Korean • Other OttawaPMRS pres.

19. The PMB Study • Annual study • Nationally representative sample • Stratified random sample • 2-year sample size: 25,230 47,000 Enumeration Areas 2000 E.A.’s selected 10 H.H. per E. A. 1 respondent per H.H.

20. Response rates controlled by city,income, occupation Goal 65% 60% 60% 60% 60% PMB 2003 66.1% 60.1% 60.4% 59.6% 60.1% PMB 2004 66% 60% 60% 60% 60% National Major cities High income areas Toronto: high income Toronto: managerial OttawaPMRS pres.

21. Verification procedures:to achieve 99% accuracy • Fieldwork verification checks • - 3 out of every 7 interviews • (TNS Canadian Facts and PMB) • - 99.5% validation required • Data entry • - 99.5% validation required OttawaPMRS pres.

22. Key demographic data are matched to Statistics Canada Age Matching done within • Region • Province • Toronto, Montreal, Vancouver • Other cities grouped by size Gender Household Size Personal & Household Income Language OttawaPMRS pres.

23. Toronto White Asian Black Aboriginal Latin American OttawaPMRS pres.

24. Montreal White Asian Black Aboriginal Latin American OttawaPMRS pres.

25. Vancouver White Asian Black Aboriginal Latin American OttawaPMRS pres.

26. PMB answers thousands of questions. • Examples of products and services : • What is the ownership of hand held organizers? • Which province’s retail scene has the highest share for “Big Box Stores”? • To what extent is travel to the far east driven by ethnic origin? • What do the owners of SUV’s think about environmental issues? • How many professionals fly West Jet? • What is the level of ownership of investment real estate by province? OttawaPMRS pres.

27. OttawaPMRS pres.

28. Environmental attitudes do not show much variation by type of vehicle in household. OttawaPMRS pres.

29. Environmental attitudes do not show much variation by type of SUV. OttawaPMRS pres.

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33. Web access to PMB information • Top-line product data • Questionnaires • Resource Centre - Definitions • PMB Study Guide • Technical Volume OttawaPMRS pres.

34. PMB answers thousands of questions. • Examples of products and services : • What is the ownership of hand held organizers? • Which province’s retail scene has the highest share for “Big Box Stores”? • To what extent is travel to the far east driven by ethnic origin? • What do the owners of SUV’s think about environmental issues? • How many professionals fly West Jet? – 110,000 • What is the level of ownership of investment real estate by province? OttawaPMRS pres.

35. Close to one-third of respondents flying West Jet are MOPE’s (Managers/professionals/owners) OttawaPMRS pres.

36. Ownership of investment real estate OttawaPMRS pres.

37. BC respondents claim highest level of ownership of investment real estate OttawaPMRS pres.

38. By contrast, cottages have a higher incidence in the east OttawaPMRS pres.

39. PMB answers thousands of questions. • Examples of contemporary issues • Canadians views’ on Canada – US relations : are there geographical or educational differences? • Are parents more concerned about nutrition issues than non-parents? • How many Albertans favour strengthening Canada’s social welfare net? • Do young people read magazines as much as other Canadians? • What do gay women think about legalizing marijuana? • How many Canadians are active in social or community projects, are there differences by occupation? OttawaPMRS pres.

40. Proportion of respondents agreeing with statement “Canada is becoming too closely linked to USA” OttawaPMRS pres.

41. Are parents more concerned about nutrition issues than non-parents? • No, both claim to be informed on nutrition at the same level. • However, there is a substantial difference by education. OttawaPMRS pres.

42. OttawaPMRS pres.

43. 19% of Albertans strongly agree with statement : I support the maintenance and strengthening of Canada’s social welfare net. OttawaPMRS pres.

44. Albertans have on average the same view on this measure as other English Canadians, it is Quebec that is most different. OttawaPMRS pres.

45. Young people 18-24 have highest level of magazine reading across all age groups. OttawaPMRS pres.

46. Readership technique “Recent Reading” • New methodology adopted in 2001 • Compatible with international magazine reading measures • Supported by all sectors of PMB membership, advertisers, agencies and publishers. OttawaPMRS pres.

47. Stage 1 of two stage process - Screening • Complete interview is a 45 minute in home interview • Initial screening stage - Respondents shown a logo card of each publication • Asked if they have read any issue of the publication in the past 12 months OttawaPMRS pres.

48. Stage 2 – Detailed Readership Respondents passing screening stage … “ when they last read or looked into any issue of the publication” Shown a time scale card ….. OttawaPMRS pres.

49. Card AWeekly/Bi-WeeklyWHEN LAST READ OR LOOKED INTO Yesterday Past 2 to 3 Days Past Week (7 Days) Past 2 Weeks (14 Days) Past 3 Weeks (21 Days) Past Month (30 Days) Longer Ago 1 2 3 4 5 6 7 Weekly Bi-Weekly OttawaPMRS pres.

50. Card B10/11/12 times a yearWHEN LAST READ OR LOOKED INTO Past Week (7 Days) Past 2 Weeks (14 Days) Past Month (30 Days) Past 5 Weeks Past 6 Weeks Past 2 Months (60 Days) Longer Ago 1 2 3 4 5 6 7 11/12 times 10 times OttawaPMRS pres.