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PMB Structure

PMB Structure. Publishers. Agencies. Advertisers. Associates. Total Members: 450. Publisher Members (English). Going Places Golf Canada Good Times Harrowsmith Country Life HealthWatch Homemaker's Magazine I.E.: Money Images Investment.com Journey LeisureWays Maclean's MoneySense

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PMB Structure

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  1. PMB Structure Publishers Agencies Advertisers Associates Total Members: 450

  2. Publisher Members (English) Going Places Golf Canada Good Times Harrowsmith Country Life HealthWatch Homemaker's Magazine I.E.: Money Images Investment.com Journey LeisureWays Maclean's MoneySense Montreal Mirror Mutual Fund Review National Post Business NOW Ontario Golf News Ontario Out of Doors Outdoor Canada Performance Magazine Canadian Business Canadian Family Canadian Gardening Canadian Geographic Canadian Hockey Magazine Canadian Home Workshop Canadian House & Home Canadian Living Chatelaine Elm Street enRoute Magazine eye Weekly Famous Magazine Fashion Feature Fifty Plus/CARP News Flare Food & Drink Gardening Life Gardens West Globe Television Plant & Garden PrimeTime Professionally Speaking Profit Reader's Digest R.O.B. Magazine Saturday Night Spectator TV Starweek Style at Home The Toronto Sun Time Today's Parent Toronto Life Tribute TV Guide TV Times TV Week Vancouver Magazine Western Living Westworld

  3. Publisher Members (French) Le Lundi Le Magazine Enfants Québec Les Affaires Madame Magazine Hockey Canadien Magazine les Ailes Magazine PME Montréal Mirror Primeurs Québec Science Rénovation Bricolage Revue Commerce Sélection du Reader's Digest Sentier Chasse-Pêche Star Inc. Télé Plus Touring TV 7 Jours/TV Hebdo VOIR 7 Jours Affaires Plus Captial Santé Châtelaine Clin d'oeil COOL Coupe de Pouce Décoration Chez Soi Décormag Dernière Heure Echos-Vedettes Elle Québec 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

  4. Agency Members Ad Express Canada Inc. Allard Johnson Amalgame-Cargo Inc. Ammirati Puris Ltd. Armada, Agence de Publicité Axmith McIntyre Wicht Bates Canada BBDO Canada Bristol Group Bryant Fulton & Shee Carat Canada Copeland Communications Corporate Communications Cossette Communications Doner Canada Inc. Gaggi Media Communications Gee, Jeffery & Partners Genesis Media Inc. Glennie Stamnes Strategy Global Television Agency Griffin Bacal Volny Groupaction JWT Groupe BCP Inc. Harland DesRocher Inc. Hewson Bridge & Smith HYPN Initiative Media Inc. Lacroix-Bleau Comm. Marketing Lanyon Philips M2 Universal Communications Marketel/McCann Erickson Marketing Communication Inc. MAXX Media Inc. McKim Communications Inc. Media Buying Services Ltd. Media Experts MediaVest Canada Inc. Mediavision W.W.P. Mindshare Canada NextMedia Company OMD Canada Optimedia Canada Optimum Media Inc. Padulo Advertising Palm Publicité Marketing Palmer Jarvis DDB/Downtown Palmer Jarvis DDB/OMD PNMD Communications Publicité Martin Inc. Retail Communications Saatchi & Saatchi Advertising SGCI Marketing Starcom Worldwide Target Marketing & Comm. Taylor George Design TBWA Chiat/Day Tequila Communication The Communique Group The Media Edge (Y & R) Thom Group TMM Taylor Made media TN Media Touché! Média-Marketing Inc. Troutbeck Chernoff Walker Media Inc. Wasserman & Partners Wolf Adertising Zoum Communication

  5. Advertiser Members A&W Food Services Abbott Laboratories Air Canada Altamira Financial Services American Express Apple Canada Art Gallery of Ontario AT&T Canada Bacardi Martini Canada Bank of Montreal Bayer Consumer Care Bell Canada Benjamin Moore Bristol-Myers Canada Burger King Campbell Soup Company Carter Horner Canadian Tire Cara Operations Carter Horner Christie Brown & Co. CI Mutual Funds Clearnet PCS Inc. Coca Cola Limited Compaq Canada Corby Distillers Daimler Chrysler Canada Danone International Dylex Effem Inc. Energizer Canada Ethical Funds Fidelity Investments Ford Motor Company General Mills General Motors Hershey Canada Hostess Frito-Lay HSBC Bank Canada IBM Canada IGA Ikea Canada Imperial Oil Imperial Tobacco Investors Group Kellogg Canada Kodak Canada Kraft Canada Labatts Manulife Financial McDonald’s Restaurants Molson Breweries Nestle Canada Nike Petro Canada Procter & Gamble Quaker Oats Reckitt Benckiser Royal Bank Scotiabank Scott Paper Smithkline Beecham Toronto Dominion Bank UDV Unilever Visa Canada Warner Lambert Wrigley Canada

  6. PMB Board of Directors

  7. The PMB Study • Annual study • Sample size: 24,000 • Personal in-home interview • Leave-behind self-completion questionnaire • Year-round data collection

  8. The PMB Study Data collected: • Magazine readership • Other Media data • Demographics • Lifestyle Data • Product Usage • Brand Usage • Retail Store Data • Psychographic Data

  9. The PMB Study Data distribution • Volumes published once per year • Computer access via software suppliers

  10. PMB Medical Media Study • Started January 2001 • Major objective: • measure the readership of selected medical publications • Results: annually in July (3,000 interviews)

  11. PMB Medical Media Study Technical Overview • Year-round mail questionnaires: • 125 per month; 1,500 per year • 2-year rolling sample of 3,000

  12. Sampling Universe Definition • All physicians 65 years of age or under • National • Sample to be drawn from the IMS FINDr database

  13. Universe MMS 2001 Physician Universe Distribution GP/ Internal OB/ RegionTotal FM Surgery Medicine Psychiatry GYN Pediatrics Cardiology British Columbia 5,673 3,951 374 389 518 160 210 71 CMA 3,803 2,486 247 304 419 112 171 64 Non-CMA 1,870 1,465 127 85 99 48 39 7 Prairies 6,273 4,178 429 554 491 196 340 85 CMA 4,821 2,981 352 499 429 165 310 85 Non-CMA 1,452 1,197 77 55 62 31 30 0 Ontario 14,264 8,791 979 1,344 1,643 513 706 288 CMA 11,366 6,686 779 1,146 1,430 432 633 260 Non-CMA 2,898 2,105 200 198 213 81 73 28 Maritimes 2,988 1,982 237 246 230 104 142 47 CMA 1,307 761 100 131 136 46 94 39 Non-CMA 1,681 1,221 137 115 94 58 48 8 Quebec - Total 11,070 7,195 830 915 977 343 500 310 CMA 8,490 5,264 628 777 860 267 403 291 Non-CMA 2,580 1,931 202 138 117 76 97 19 CMA 29,787 18,178 2,106 2,857 3,274 1,022 1,611 739 Non-CMA 10,481 7,919 743 591 585 294 287 62

  14. Sampling (cont’d) Sample • To obtain 3,000 responses 6,667 sample

  15. Sampling (cont’d) MMS 2001 Physician Universe Distribution GP/ Internal OB/ RegionTotal FM Surgery Medicine Psychiatry GYN Pediatrics Cardiology British Columbia 908 555 66 57 68 62 56 44 CMA 624 350 44 45 56 44 45 40 Non-CMA 284 205 22 12 12 18 11 4 Prairies 1,024 587 76 81 64 74 89 53 CMA 807 419 62 73 56 63 81 53 Non-CMA 217 168 14 8 8 11 8 0 Ontario 2,376 1,235 172 195 213 195 186 180 CMA 1,922 940 136 166 185 165 167 163 Non-CMA 454 295 36 29 28 30 19 17 Maritimes 491 278 42 36 30 39 37 29 CMA 228 107 18 19 18 17 25 24 Non-CMA 263 171 24 17 12 22 12 5 Quebec - Total 1,871 1,011 145 132 126 131 132 194 CMA 1,463 740 110 112 111 102 106 182 Non-CMA 408 271 35 20 15 29 26 12 Totals 6,670 3,666 501 501 501 501 500 500 CMA 5,044 2,556 370 415 426 391 424 462 Non-CMA 1,626 1,110 131 86 75 110 76 38

  16. Methodology Questionnaire Design • Each publication in the study identified by • Representative cover (selected by the publisher) • Publication title • Publishing frequency • Readership questions for each publication: • Out of four issues, number usually read or looked into • How much of last issue read or looked into • Time spent reading last issue

  17. Methodology Questionnaire Design (cont’d) • 36 publications • Publications grouped by • general (10) • specialty (19) • region (5) • reference (2) • The three major groups of publications rotated each group equally in 1st, 2nd, 3rd place • Publications in each of the three versions presented in alpha and reverse-alpha order • Reference publications either at the front or back of the questionnaire

  18. Methodology Questionnaire Design (cont’d) • Three types of questionnaire • French Canada (30 English and 6 French publications) • English Quebec (30 English and 6 French publications) • Other English (30 English publications)

  19. Methodology Data Collection • Package includes: • Introductory letter • Personalized 4-colour questionnaire • Separate form for prescribing data • Incentive (personalized cheque) • Return envelope • Hand cut & folded envelope • Commemorative stamps

  20. Methodology Data Collection (cont’d) • Incentives • $25 to Surgery, Psychiatry, Obstetrics/Gynecology/Pediatrics • $50 to GP/ FM’s • $75 to Internal Medicine/ Cardiology Response Rate • Target response rates • 50% overall • Minimum 45% each specialty

  21. Respondent classification information • Type of practice • Medical specialty • Years in current field of practice • Number of patients per day • Policy on prescribing drugs • Policy on seeing pharmaceutical representatives • Details of prescriptions written

  22. Data Reporting • Printed readership volumes containing readership data • MMS Database available through PMB’s licensed software • suppliers (IMS; Telmar) • PMB provides education, training and on-going service

  23. Administration • Study monitored by 10 person MMS Operating Committee • reporting directly to PMB Board AgenciesPublishers Chair: Hugh Dow (M2 Universal) Peter Cocker (Stitches) Gloria di Ioia (MBS) Jim Hall (Rogers) Stephanie Gazo (HMR) Madeleine Partous (Parkhurst) Phyllis Grossman (Mindshare) Peter Taylor (CFP) Robert Troutbeck (Troutbeck, Chernoff) Carlo Viola (STA)

  24. Operational Overview • All MMS accessing companies become PMB members • PMB provides full administration of the study • (contracts with agencies and publishers; invoicing; • technical support to members)

  25. Advertiser Participation: Return-to-Sample • First MMS RTS study: Fall 2001 • Re-contact MMS respondents to ask proprietary questions • Data confidential to sponsor • Data can be linked to MMS database • Timing: Data 10-12 weeks after start of fieldwork

  26. It’s Your Study

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