1 / 38

SUN Media presentation for:

SUN Media presentation for:. Presented to: Katherine Power , Manager, Public Relations Automotive Industries Association of Canada. November 29, 2005. Objectives.

keitha
Download Presentation

SUN Media presentation for:

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. SUN Media presentation for: Presented to: Katherine Power, Manager, Public Relations Automotive Industries Association of Canada November 29, 2005

  2. Objectives • Quebecor Media Review– breadth and depth of coverage in English and French Canada • Sun Media Newspapers • Reaching Automobile owners • Canoe.ca • Sun Media promotion of Be Car Care Aware through Custom Published sections

  3. Our Assets in English Canada... Medias Television Newspapers Retail Distribution Production Internet and e-commerce DISTRIBUTION LOCAL DAILY WEB SITES

  4. Our Assets in French Canada... Cable / Telephony Internet and e-commerce Medias Retail Television Newspapers Magazines Distribution Production Publishing

  5. Sun Media Newspapers Canada’s second largest newspaper company, with Daily newspapers in nine of the top ten markets in Canada. • 8 urban dailies • 3 commuter dailies • 9 community dailies • Over 170 weekly community publications across Canada

  6. Edmonton SUN Circulation: Daily 69,187 Sat 69,187 Sun 96,574 Le Journal de Montréal Circulation: Daily 267,191 Sat 320,658 Sun 265,984 Sun Media Daily Markets Urban Dailies Community Dailies Fort McMurray Today Circulation Mon-Thurs 4,072 Friday 5,942 ABC 12 months ending Sept. 30, 2003 Le Journal de Québec Circulation: Daily 98,165 Sat 122,863 Sun 99,735 Ottawa Sun Circulation: Daily 50,909 Sat 45,470 Sun 53,397 24 Heures M-F: 133,062 Winnipeg SUN Circulation: Daily 42,254 Sat 41,065 Sun 52,197 24 Hours (TOR) M-F: 238,612 Grande Prairie Daily Herald Tribune Circulation Mon-Thurs 7,058 Friday 12,204 ABC 24 months ending Sept. 30, 2004 24 Hours M-F: 145,000 Brockville Recorder & Times Circulation Mon-Thurs & Sat 12,421 ABC 52 weeks ending June 29, 2003 Portage La Prairie Daily Graphic Circulation Mon-Sat 3,391 ABC 24 months ending June 30, 2003 Kenora Daily Miner & News Circulation Mon-Fri 3,486 ABC 24 months ending Sept. 30,2003 Calgary SUN Circulation: Daily 65,144 Sat 65,144 Sun 95,504 Stratford Beacon Herald Circulation Mon-Sat 10,626 ABC 24 months ending Dec. 31,04 Woodstock Sentinel Review Circulation Mon-Fri 7,500 Toronto Sun Circulation: Daily 199,766 Sat 161,252 Sun 333,148 London Free Press Circulation: Daily 91,465 Sat 109,977 Sun 66,435 Source: ABC Audit Report, for 12 months ending: March 31/05 (Winnipeg) Sept. 30/04 (Edmonton, Calgary, Toronto); March 31/04 (Montreal, Ottawa, Quebec);Sept. 25/04 (London) 24HRS VAN – Distribution Figure, 24HRS Tor/ 24 Heures – CCAB March, 2005 Simcoe Reformer Circulation Mon-Fri 8,278 St Thomas Times Journal Circulation Mon-Sat 7,922 ABC 24 months ending Dec.31,2003

  7. SUN Network Readership Across Canada, the SUN Network newspapers reach 2.9 million readers every weekday. Source: 2004 NADbank Study; Edmonton CMA, Calgary CMA, Winnipeg CMA, London CMA, Toronto SUN Readership Markets, Ottawa-Gatineau CMA, Montreal CMA, Quebec City CMA; 24 hours Vancouver not measured in NADbank 2004 Study

  8. 65% exclusive Exclusive Readers The Sun Network reaches 1.8 million exclusive readers every weekday – adults that can’t be reached by the competitive papers. Source: NADbank’04 8 SUN Mkts: Edmonton CMA, Calgary CMA, Winnipeg CMA, London CMA, Toronto SUN Extended Markets, Ottawa/-Gatineau CMA, Quebec City CMA, Montreal CMA; Total weekday reach; Exclusive of: the Edmonton Journal, Calgary Herald, Winnipeg Free Press, Toronto Star, Globe & Mail, National Post, Ottawa Citizen, La Presse, Le Soleil, Metro Toronto, Métro Montreal

  9. Sun Advantage vs National Newspapers Total Reach “Nationals” net 8% combined reach on weekdays! Achieve 22% reach on weekdays! Source: NADbank’04 8 SUN Mkts: Edmonton CMA, Calgary CMA, Winnipeg CMA, London CMA, Toronto SUN Readership Markets, Ottawa/-Gatineau CMA, Montreal CMA, Quebec City CMA; 8 Urban Dailies + 24 Hours/Heures. Total weekday reach

  10. Automotive Ownership & Car Care

  11. Reach Vehicle Owners Every week, SUN Media reaches 1.3 million Households. These 1.3 million Households own 2.0 million vehicles. Source: NADbank 2004 Study; Base: Edmonton CMA, Calgary CMA, Winnipeg CMA, London CMA, Toronto SUN Markets (Toronto EMA, Hamilton, Kitchener, Guelph, London, St. Catharines/ Niagara, Windsor), Ottawa/Hull CMA, Montreal CMA, Quebec City CMA;

  12. SUN Readers Fill Their Driveways SUN Network readers are more likely than average to own multiple vehicles. Index (Adults 18+ =100) # of vehicles in the household Source: NADbank 2004 Study; Base: Edmonton CMA, Calgary CMA, Winnipeg CMA, London CMA, Toronto SUN Markets (Toronto EMA, Hamilton, Kitchener, Guelph, London, St. Catharines/ Niagara, Windsor), Ottawa/Hull CMA, Montreal CMA, Quebec City CMA;

  13. Billions Spent on Automobiles SUN Network readers have spent $48.0 billion on their most recently acquired vehicles! $21.1 billion of this spending is exclusive of ALL other paid dailies. Source: NADbank 2004 Study; Base: Edmonton CMA, Calgary CMA, Winnipeg CMA, London CMA, Toronto SUN Markets (Toronto EMA, Hamilton, Kitchener, Guelph, London, St. Catharines/ Niagara, Windsor), Ottawa/Hull CMA, Montreal CMA, Quebec City CMA; Exclusive of Edmonton Journal, Calgary Herald, Winnipeg Free Press, Toronto Star, Ottawa Citizen, La Presse, Le Soleil, The Globe and Mail and The National Post, Metro Toronto and Montreal. 7 Day Cume.

  14. Tires and Vehicle Maintenance SUN network readers take care of their vehicles Target: Number of readers who have serviced their automobiles in the past year. Source: NADbank 2004 Report; London CMA, Toronto SUN Extended Markets, Ottawa/Hull CMA, Montreal CMA, Quebec CMA; Weekday readers Local competitive dailies include: Edmonton Journal, Calgary Herald, Winnipeg Free Press Toronto Star, Ottawa Citizen, La Presse, Le Soleil, Metro Toronto and Montreal

  15. Primary Media Source for Automotive Information Amongst vehicle owners, the primary media source most cited for automotive information is DAILY NEWSPAPERS. Primary media source amongst vehicle owners Source: 200r\4 NADbank Study; 8 Markets: Edmonton CMA, Calgary CMA, Winnipeg CMA, London CMA, Toronto SUN EMA, Ottawa/Hull CMA, Montreal CMA, Quebec City CMA. Weekday Readers

  16. Male Readership 18-49 More of the SUN’s readers are in the age of acquisition compared to readers of the local competitive newspapers. In many markets, the SUN papers reach more Men ages 18 to 49 than the competitive daily. % Men 18-49 100,000 82,100 85,600 49,700 423,400 57,000 242,300 62,700 90,800 60,600 356,900 86,500 134,700 32,300 The London Free Press reaches 28% of all men 18-49 every weekday. Source: 2004 NADbank Study; Edmonton CMA, Calgary CMA, Winnipeg CMA, London CMA, Toronto SUN EMA, Ottawa/Hull CMA, Montreal CMA, Quebec City CMA; Weekday readers; Competition: Edmonton Journal, Calgary Herald, Winnipeg Free Press, Toronto Star, Ottawa Citizen, La Presse, Le Soleil. *Small sample, use with caution

  17. Automotive Accessories Men 18-49 are more likely to add accessories to their vehicles. Men 18-49 are 25% more likely than average to have had an upgrade added to their most recently acquired vehicle and 41% more likely than average to have added to their second most recently acquired vehicle. Index (Market average = 100) Source: PMB 2005 Two-Year Study; Total Canada 12+

  18. WhyAdvertisewith Canoe Michelle Bailey Michelle.Bailey@canoe.com 416.350.6177 Tuesday Nov. 29/05

  19. Online • The Canoe Network reaches 5.8 million unique visitors every month and 22% of the audience online in Ontario. Source: Comscore MMX, March 2005

  20. What is the Canoe Network? • The Canoe Network is a Web Portal connecting users to a variety of sites, themed pages and services • Canoe has positioned itself as a leading Canadian distributor of Internet-based information • With 5.2 million Unique Visitors per month. the Canoe Network is Canada’s most popular online content destination and one of the 10 most trafficked internetproperties

  21. Autonet.ca • Autonet.ca is Canada's most trusted online automotive marketplace, providing automotive information services to vendors and consumers for over 10 years. • Autonet.ca was originally launched to help dealers reach out to a new audience in a new medium and has now grown into a one stop source of information on all new and used vehicles available in Canada. • Autonet’s partnership with Canoe gives Autonet the ability to send automotive information to more people, more quickly, more often. Each month Autonet reaches over 625,000 Unique visitors across Canada when they are at that most critical stage, ready to buy a new or used vehicle. • In 2004, Autonet.ca generated and delivered over 50,900 leads to dealerships and private parties across Canada. In 2005, Autonet.ca has already generated 43,129 leads…9268 to private parties and 33,861 to dealerships. • In addition to Dealer New Vehicle Inventory, Autonet.ca has over 41,200 used vehicle listings from dealers and manufacturers and over 900 used vehicle listing from private parties online. There are currently 315 Automotive Dealerships Partnered with Autonet.ca Canada Wide.

  22. Demographics

  23. What makes us different? • We deliver strong Canadian Content • We are a large portal and are a destination site • Reaching a loyal Canadian audience • We hit the majority of demographics, due to our variety of content • We are very prominent in both the English and French Markets • Canoe has partnered with over 40 niche companies expanding our reach. Examples are: -Special Olympics, Wedding Bells, NFL, Great Canadian Rivers

  24. Advertising Opportunities

  25. Standard Advertising Placements On Canoe.ca Sponsorship Position Banner (468x60) or Superbanner (728x90) position Button (120x60) position Big Box (up to 300x300) position Skyscraper (120x600) Position

  26. Convergent PackagesWorking with the Sun

  27. Sample: Reward Yourself • Canoe transforms Sun Media’s printed special sections into interactive • online special sections. • The online special section can include: • features outside of, what is offered in the printed version • extended photo galleries • interactive memory games • send to a friend, viral components • etc.

  28. How is the Online Special Section Promoted? In Paper Promotion • The URL will be printed within the special section Online Promotion (over 16 million impressions) • The online section typically runs for five-weeks ( 1 week pre-promotion, 4 weeks regular promotion) • Canoe will pre-promote the online special section, driving traffic to a micro site instructing viewers to “Pick up Your Sun at news stands on (date)” • Once the site is live we will drive traffic to the special section with: various online ad units within targeted channels of the Canoe Network (400,000 imp) • Sun Media masthead position on the Canoe homepage (12,000,000 monthly imp) • Banner insertions within Canoe Newsletters (subscribers: Canoe 80,000, Slam! 20,000, Autonet 80,000, Jam! 2,000, Lifewise 10,000)

  29. Online Performance “Special Sections” Benchmarks: • Past advertisers within our special sections online (“the micro site”) have enjoyed higher than industry average click through rates varying from 0.65% to close to 2% – the industry averages on similar ads as a whole are only 0.10%! • The micro-site offers a great environment to push relevant messaging and drive awareness/response

  30. Let Sun Media assist in Promoting Be Car Care Aware Sun Media recognizes the need for organizations to promote their public awareness campaigns. Let Sun Media promote the Be Car Care Aware by partnering with us in publishing a spring and fall special section dedicated to the program!

  31. Completely Turn-Key! • Under the direction of the Be Car Care Aware organizers, Sun Media offers the opportunity to publish your very own special section in French and English. • Utilize our expertise in designing, writing, editing, advertising sales, printing and distribution into our 17 Daily newspapers, 3 Commuter Papers and on-line CANOE.ca. Unique, Impactful, Timely, Powerful!!

  32. Reach over 2.9 million Canadians! The proposed tab size sections would publish in: The Edmonton Sun, The Calgary Sun, The Winnipeg Sun, The Toronto Sun, The Ottawa Sun, Le Journal de Montreal, Le Journal de Quebec, The London Free Press, Fort McMurray Today, Grande Prairie Daily Herald Tribune, Portage Daily Graphic, Brockville Recorder & Times, Kenora Daily Miner & News, Simcoe Reformer, Stratford Beacon Herald, St. Thomas Times Journal and Woodstock Sentinel-Review, Plus Magazine size 5 day commuter papers: 24Hours Toronto/Vancouver/Montreal plus on-line with CANOE.ca.

  33. Suggested Dates National Car Care Month - May Car Safety Month - October

  34. Benefits • Massive reach through distribution in Sun Media’s 17 Daily newspapers; 3 Commuter papers and on-line CANOE.CA • Editorial distinct to the Be Car Care Aware program • Available in both French and English • Overruns available for extra distribution • Sections printed regionally allowing for local content and ad material flexibility • Variety of Formats and paper stock available • Pre-promotion of sections in each market • Longevity-readers keep for reference

  35. Partnership Summary This unique opportunity provides Be Car Care Aware with a forum to educate and influence Canadians on their initiatives. The majority of the section development is turn-key, and we look to our partners for editorial direction, information, logos, photos, contacts for interviews, members/sponsors’ or related industry client contact information for the purpose of soliciting advertising support for the section and a collaborative letter of support. In return we take care of all the publishing details including: creative design, writing, editing, advertising sales, printing and inserting into our newspapers. In order to build a solid foundation for the sections Sun Media does recommend, if at all possible, Be Car Care Aware support the section through paid advertising. The sections can range in size depending on advertising support. They generally publish at a 50/50 advertising to editorial ratio and can only run if there is sufficient advertising revenue from sponsors and related advertisers to support them.

  36. Meeting Your Objectives Publishing the spring and fall special sections with Sun Media will help the Be Car Care Aware campaign meet their objectives by providing the opportunity: • To educate consumers on the benefits of regular vehicle maintenance • To promote the industry positively • For the automotive industry to participate through advertising • To create a single, unified industry message.

  37. Sun Media Your Media Vehicle! For more information please contact: Peggy Perin, Team Leader, Advertising Supplements & Projects 416-350-6379 Peggy.perin@tor.sunpub.com

More Related