With advances in — and the availability of — electronic technology, Canadians today choose how and when they will consume media. News is available in a variety of formats and throughout the day consumers move back and forth between mediums according to their needs and accessibility.

Canadians looking for news before they dash off to work will switch on the television, flip through the newspaper or listen to the radio. The same holds true once they get home for the evening, however, there is more time to spend on the medium of their choice and they may use a variety at the same time. During the day when consumers want information, they turn first to the

internet. “With the internet, media consumers enjoy a range of mediums via ‘one-stop shop-ping’ on their computer. From news or informa-tion articles to radio stations to their favorite television shows – all can be accessed on-de-mand. The fact that Canadians are now spend-ing more time online than watching television is indicative of the current evolution in media.” says Ruth Douglas, president, News Canada. Searching online for information offers imme-diacy, interactivity, and ease. Each year Cana-dians increase their time on media websites, portals and search engines. News has morphed from a specific product to a brand with many different formats.

News Canada PR Advantage With News Canada your message achieves earned editorial online, on-air and in print.

We continue to strengthen our relationship with the traditional media and have also spent time ensuring that whatever medium Canadi-ans choose, your message will be heard.

What media are Canadians using?The news — once accessed by watching the six o’clock news or by reading the morning and evening editions of a newspaper — is now available 24 hours a day in which ever format the consumer prefers.

Canadians migrate to online media

News Canada’s annual media surveyNews Canada’s annual survey of Canadian print and web media exam-ines usage of syndicated content and preferences for content composi-tion and distribution. We are pleased to share with you the valuable information that these editors have shared with us including:

How their publications have changedPrint versus online contentWhat topics are of greatest interestWhich factors determine usage of syndicated contentWhat article length(s) is (are) preferred

The survey was sent in November 2009 to over 3,600 print and online editors, advertising managers, content managers, general managers and publishers. Of the eight percent who responded, 12% were respon-sible for a website, 23% for a print publication and 65% were respon-sible for content on both.

The changes and advances in the technology that drive the way in which consumers access information have also dictated great changes in the way information is delivered. Content once available only in print is now — more and more— being published online. Almost half (46%)

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of respondents publish 75%-100% of their content in both their online and print properties. Online videos have gained popularity, 48% cur-rently use online videos for their website(s). Of those who do not, 62% are planning on using videos in the future.

Some highlights include:

45% of respondents indicated that their publication had reduced pages in the past year53% of respondents answered that there is more content pub-lished on their website than printed in their publication48% of respondents post videos on their website84% of respondents who use syndicated content use News Cana-da content41% prefer articles of varying size to choose from76% of respondents rated the topic of the article somewhat to very important when choosing material.

To review the full survey please go to www.pr.newscanada.com/pdf/en/mediasurvey.pdf.

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Newspapers73% of Canadian adults read daily newspapers each week (NADbank 2009 readership) 74% read their community newspaper (ComBase 2008-2009 study)

OnlineCanadians view the most content in the world averaging 4,000 pages per visitor (comScore 2009)Canadians spend more time online, almost 100 more minutes than any other country in the world (comScore 2009)Canada is ranked # 1 in searches. (comScore 2009)Canadians watch more videos than any country in the world. (comScore 2009)Broadband usage now tops 90% (comScore 2009)Canadians spend more than 18 hours a week online (Ipsos Reid Study Mar ’10)

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Radio Reaches 90% of Canadians every week

(Radio Marketing Bureau 2010 Research)Daytime listening levels are now on par with evening drive time, and listening during the workday has increased 40% compared to previous years

(Radio Marketing Bureau 2010 Research)

TelevisionCanadians watch 16.9 hours of television a week, a rise from 15.8 hours in 2009 (Ipsos Reid Study Mar ’10)Canadians are also watching more TV online as we have experienced with reading the paper online

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Spring 2010 Newsletter

September Content

(Back to School, Bridal, Fall Fashion & Personal Care, Food & Nutrition, Health & Safety, Home & Renovation)

online video — program confirmation re-quired: mid-August for a mid-September launchon-air — program confirmation required for radio or television: August/early September for September pick-upin print — submission deadline: July 2, 2010 for the September 2010 issue

Content Ideas: After School Activities, Back to School Tips, Fall Fash-ion Trends, Fall Home Improvement, Fall Travel, Financial Information, Hunting & Fishing, Wedding Planning Tips, Wedding Gift Ideas

Calendar Events: AIDS Walk Week, Arthritis Month, Big Brothers & Big Sisters Month, Breakfast for Learning, Labour Day, National Firefighters Week, Prostate Cancer Awareness Week, SuperWalk for Parkinson’s, The Alzheimer Coffee Break, The Terry Fox Run

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August Content — BACK TO SCHOOL ISSUE

(Back to School, Fall Fashion & Personal Care, Food & Nutrition, Health & Safety, Technology, Travel & Destinations)

online video — program confirmation re-quired: mid-July for a mid-August launchon-air — program confirmation required for radio or television: July/early August for Au-gust pick-upin print — submission deadline: June 1, 2010 for the August 2010 issue

Content Ideas: After School Activities, Baby Tips, Back to School Shop-ping/Preparation, Children & Teen Issues, Computers, Computer Secu-rity Tips, Home Interiors, Home Office Equipment/Tips, Student Safety, Summer Fun

Calendar Events: Civic Holiday

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July Content

(Consumer Information, Food & Nutrition, Summer Entertaining, Travel & Destinations)

online video — program confirmation re-quired: mid-June for a mid-July launchon-air — program confirmation required for radio or television: June/early July for July pick-upin print — submission deadline: May 1, 2010 for the July 2010 issue

Content Ideas: BBQ Tips, Diet & Weight Loss, Financial Information, Healthy Eating/Nutrition, Outdoor Activities/Exercise, Summer Fun, Summer Safety, Summer Skin Care, Traveling Tips, Ways to Stay Cool

Calendar Events: Canada Day, National Fishing Week, Tour du Canada

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June Content

(Environment, Families & Children, Food & Nutri-tion, Health & Safety)

online video — program confirmation re-quired: mid-May for a mid-June launchon-air — program confirmation required for radio or television: May/early June for June pick-upin print — submission deadline: April 1, 2010 for the June 2010 issue

Content Ideas: Allergy Relief Tips, BBQ Tips, Camping & Cottage Life, Children & Family Issues, Moving Tips, Road Trip Tips, Summer Fun, Summer Recipes & Entertaining, Summer Safety Tips, Summer Skin Care, Baby care

Calendar Events: Canadian Environment Week, Canadian Skills Compe-tition, Father’s Day, National Public Service Week, National Water Safety Week, Seniors Month, Staffing for Canada Week, Stroke Awareness Month, Canadian Multiculturalism Day, Wedding Gift Ideas

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Upcoming Deadlines

PLEASE NOTE: With our online video and on-air radio and television services, there is flexibility with the deadlines. Generally, News Canada needs two to three weeks from program confirmation to launch of service. With our in print service, it is essential to adhere to the deadlines as closely as possible as deadlines in the publishing industry are hard deadlines.

Contact your account manager today to book your program.

Or, contact Michael Procunier, Sales AssistantE. mprocunier@newscanada.comT. 416 599 9900 X201

Spring 2010 Newsletter

Visit www.pr.newscanada.com to download the full Editorial Calendar.