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The Current State of Print and Digital Magazines in Canada: Trends and Insights

This analysis reviews the landscape of Canadian magazines, highlighting their annual impressions—over 890 million impressions for top English titles and 320 million for top French titles. It notes trends in ad revenue performance from 1996-2010 and consumer magazine titles' growth, revealing that a significant 59% of magazines were launched post-1989 when the internet became commercial. Despite economic uncertainties, average readership remains stable, with a strong preference for print magazines even as digital formats grow.

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The Current State of Print and Digital Magazines in Canada: Trends and Insights

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  1. MagazineTrends

  2. Top English Magazines Top 15 titles deliver over 890 Million Impressions annually. Source: PMB Fall 2011

  3. Top French Magazines Top 15 titles deliver 320+ Million Impressions annually Source: PMB Spring 2011

  4. Ad Revenue Performance Ad Revenue Growth Index 1996-2010 (1996 = 100) Recession Recession Source: Statistics Canada; Leading National Advertisers (LNA)

  5. Number of Consumer Titles Number of Canadian Consumer Magazine Titles Source: Statistics Canada; Masthead Magazine

  6. 250New Launchesin past 5 years

  7. 560Launchesin past 10 years

  8. 59%of all Canadian magazines available today were launched after the internet became commercially available in 1989

  9. Average Issue Circulation has Rationalized & Stabilized Many titles managed circulation downwards to create a more homogeneous circulation base during the economic downturn. As expected, fewer titles (11 vs. the 10-year average of 56) were launched in 2009 due to enormous global economic uncertainties. Source: CARD

  10. Source: PMB Average Readership per Title is Stable Average # Readers per Title (Millions of Readers) Source: PMB

  11. Source: PMB Average Readers per Copy is Stable Average # Readers per Title Range: 0.9 – 32.6 Source: PMB

  12. Source: PMB Reader Interest Scores Remain Stable Score 1-10 Source: PMB

  13. Source: PMB Time Spent Reading Remains Stable Timespentreading Minutes per Issue Source: PMB

  14. Source: PMB Magazines are Read by All Age Groups % Read a PMB-Measured Magazine in the Past 90 Days Source: PMB

  15. Magazine Readers are Youngerthan the General Population 5% Years Source: PMB

  16. U.S. Spill Continues Decline U.S. spill circulation is in long term declineas Canadian publications repatriate readership Index 1983 = 100 3 U.S. spill titles in Canada’s Top 100 Source: ABC

  17. Three U.S. Spill Titles inCanadian Top 100 Titles(Ranking) National Geographic (35) Cosmopolitan (53) People (79) 2010 Tax Deductability Advertisers in foreign-based magazines with less than80% original Canadian content (as above)may only deduct 50% of advertising expenses. Advertisers in magazines with 80%+ original Canadian content may deduct 100%. Sources: CARD; ABC

  18. Ad Effectiveness is Building(Ad Recall & Actions Taken) +13% Change +10% Change % Source: Affinity Vista Print Effectiveness Rating Service, 2005-2008

  19. Magazines, as content providers, are brandsthat easily span platforms and devices

  20. The Reading Experience: Paper Wins Paper versions of magazines, newspapers and books continue to be the preferred method of reading, particularly magazines where the gap between paper and digital devices is greatest. % who are “extremely/very satisfied” with reading activities on paper/device* * Among consumers who have tried or currently do each activity PapereReaderTabletSmartphone Source: Content Consumption in the Digital Age (Webinar Presentation Deck), Harrison Group, 2011

  21. Readers want Magazinesin Print & Digital Formats Readers believe that digital content complements print content. However, the vast majority (87%) still want a printed magazine. 75% of consumers feel that digital content complements print 87% of those interested inreading magazines digitallystill prefer a printed copy Source: Harrison Group/Zinio/ MEMS Technologies, 2010 Source: CMO Council, 2010

  22. Digital Magazine Extras Enhancethe Reading Experience 85% of digital consumer magazine readers aresatisfied/very satisfied with their digital experience Which of the following “digital extras”have enhanced your digital magazinereading experience the most? Source: Texterity/BPA Worldwide Certified Profile of the Digital Edition Reader, 2010. N = 9,443 digital consumer magazine readers Source: Smarter Media Sales/Nxtbook Media/VIVmag, 2010. N = 5,612 subscribers to one of eight specific interactive online magazine titles

  23. Magazines and the Future • The ongoing launch of digital brand extensions ensures: • Continued relevance to readers • Build-out new and emerging audiences • Continued industry competitiveness • 360˚ marketing surround • Magazines will be readywhen the reader is ready… zinesCanada

  24. 2011 and Beyond Compound Annual Average Advertising Revenue Growth Rate (%) Canada 2011-2015 Source: PwC (PriceWaterhouseCoopers) Global Entertainment and Media Outlook – 2011-2015

  25. magazinescanada.ca

  26. We’re Here to Help…

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