1. 1 OttawaPMRS pres. 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.

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

3. 3 OttawaPMRS pres. 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 Publisher Members (English)

4. 4 OttawaPMRS pres. 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 dAujourdhui Femme Plus Filles d'aujourd'hui Fleurs Plantes et Jardins ICI Montréal LActualité 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 Publisher Members (French)

5. 5 OttawaPMRS pres. 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

6. 6 OttawaPMRS pres. 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 Loreal Manulife Financial McDonalds 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 Advertiser Members (200+ members)

7. 7 OttawaPMRS pres. Examples of products and services : What is the ownership of hand held organizers? Which provinces 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 SUVs think about environmental issues? How many professionals fly West Jet? What is the level of ownership of investment real estate by province? PMB answers thousands of questions.

8. 8 OttawaPMRS pres. Handheld Organizers / PDA In PMB 2004, 9% of respondents reported ownership in past 12 months, and 1% reported purchase. PMB 2004 databaseAll respondents aged 12+ Base ……25,230 % claiming to have handheld organizer 9% % claiming to have bought handheld organizer 1%

9. 9 OttawaPMRS pres. Uptake by younger people is well ahead of older people. % claiming to have handheld organizer % of respondents aged 25-4911% % aged 65+3%

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

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

12. 12 OttawaPMRS pres. 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

13. 13 OttawaPMRS pres. Usage of retail stores is measured in 32 different product areas OTC Medicine Prescriptions Prescription Eyewear Cosmetics Grocery Stores Convenience Stores Pet Food Womens Clothing Mens Clothing Shoes Childrens Clothing/Shoes Sporting Goods/Clothing Toys & Games Arts & Crafts Books 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

14. 14 OttawaPMRS pres. Example ----

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

16. 16 OttawaPMRS pres. Examples of products and services : What is the ownership of hand held organizers? Which provinces 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 SUVs think about environmental issues? How many professionals fly West Jet? What is the level of ownership of investment real estate by province? PMB answers thousands of questions.

17. 17 OttawaPMRS pres. Far Eastern travel by ethnic background Traveled to far east in past 3 years (leisure travel) Base748 % claiming ethnic background – Asian 55%

18. 18 OttawaPMRS pres. 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

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

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

21. 21 OttawaPMRS pres. 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

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

23. 23 OttawaPMRS pres. Toronto White AsianBlack Aboriginal Latin American

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

25. 25 OttawaPMRS pres. Vancouver White AsianBlack Aboriginal Latin American

26. 26 OttawaPMRS pres. Examples of products and services : What is the ownership of hand held organizers? Which provinces 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 SUVs think about environmental issues? How many professionals fly West Jet? What is the level of ownership of investment real estate by province? PMB answers thousands of questions.

27. 27 OttawaPMRS pres.

28. 28 OttawaPMRS pres. Environmental attitudes do not show much variation by type of vehicle in household. SUVCompactLuxury Base – Respondents in household with this type of vehicle.... 251572822273 % agreeing with statement Willing to pay more for environmentally friendly products 49%52%53%

29. 29 OttawaPMRS pres. Environmental attitudes do not show much variation by type of SUV. Entry level SUV Mid size SUV Full size SUV Luxury SUV Base – Respondents in household with this type of vehicle.... 935128829778 % agreeing with statement Willing to pay more for environmentally friendly products 52%47%49% * Base too small for reporting

30. 30 OttawaPMRS pres.

31. 31 OttawaPMRS pres.

32. 32 OttawaPMRS pres.

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

34. 34 OttawaPMRS pres. Examples of products and services : What is the ownership of hand held organizers? Which provinces 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 SUVs think about environmental issues? How many professionals fly West Jet? – 110,000 What is the level of ownership of investment real estate by province? PMB answers thousands of questions.

35. 35 OttawaPMRS pres. Close to one-third of respondents flying West Jet are MOPEs (Managers/professionals/owners) Occupation of of respondents claiming to fly each airline Other major Canadian Airline West Jet Base (PMB 2004 1 year)2405623 Professionals12%8% Senior Managers/ owners6%8% Other managers16%15% Total MOPEs34%31%

36. 36 OttawaPMRS pres. Ownership of investment real estate

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

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

39. 39 OttawaPMRS pres. 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 Canadas 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? PMB answers thousands of questions.

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

41. 41 OttawaPMRS pres. 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.

42. 42 OttawaPMRS pres.

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

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

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

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

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

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

49. 49 OttawaPMRS pres. Card A Weekly/Bi-Weekly WHEN 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 Weekly Bi-Weekly 12345671234567

50. 50 OttawaPMRS pres. Card B 10/11/12 times a year WHEN 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 11/12 times 10 times 12345671234567

51. 51 OttawaPMRS pres. Card C 7/8/9 times a year WHEN LAST READ OR LOOKED INTO Past Week (7 Days) Past Month (30 Days) Past 6 Weeks Past 7 Weeks Past 2 Months (60 Days) Past 3 Months (90 Days) Longer Ago 8/9 times 7 times 12345671234567

52. 52 OttawaPMRS pres. Card D 4/5/6 times a year WHEN LAST READ OR LOOKED INTO Past Week (7 Days) Past Month (30 Days) Past 2 Months (60 Days) Past 3 Months (90 Days) Past 4 Months (120 Days) Past 6 Months Longer Ago 5/6 times 4 times 12345671234567

53. Additional Readership Information : Frequency of reading Reading occasions Time spent reading Source of copy Where read Interest score

54. 54 OttawaPMRS pres. Examples of contemporary issues. Canadians views on Canada – US relations : are there geographical or educational differences? Quebec and BC are more concerned than others Are parents more concerned about nutrition issues than non-parents? No, it is education How many Albertans favour strengthening Canadas social welfare net? 25%, but Quebec much higher Do young people read magazines as much as other Canadians? Yes, more than any other age group What do gay women think about legalizing marijuana? How many Canadians are active in social or community projects, are there differences by occupation?

55. 55 OttawaPMRS pres. Sexual Orientation Data Question tested in Summer 2002 Included in product questionnaire in 2003 fieldwork First reporting: PMB 2004

56. 56 OttawaPMRS pres. Question Details (1) Partnership You personally Traditional married Same sex married Common Law – Opposite sex – Same sex No Partner

57. 57 OttawaPMRS pres. Question Details (2) If No Partner Preferred Partnership Traditional married Same sex married Common Law – Opposite sex – Same sex

58. 58 OttawaPMRS pres. Sexual orientation: analysis PARTNERSHIP SameOpposite Traditional Married X Same sex Married X Common Law – Opposite sex X – Same sex X No Partner PREFERENCE (if no partnership) Traditional Married X Same sex Married X Common Law – Opposite sex X – Same sex X

59. 59 OttawaPMRS pres. Sexual orientation: Summary Partnership / Preference (000)% Same sex 274 1.1 Opposite sex15,50963.3 No answer 8,70935.6 TOTAL12587100%

60. 60 OttawaPMRS pres.

61. 61 OttawaPMRS pres. 9% of Canadians claim involvement in social or community project (within past 2 years)

62. 62 OttawaPMRS pres. There are major differences in participation according to occupation

63. 63 OttawaPMRS pres. Other examples of contemporary issues. What are the income differences for Canadians who work for large corporations vs. small business? +22% average income What do Canadians report as the incidence of asthma and other conditions? How many Canadians use herbal supplements and vitamins? How many Canadians have written their will? How do we determine the best location for opening a new service or store? What are the savings and assets of boomers as they approach retirement age?

64. 64 OttawaPMRS pres. CONDITIONS: Arthritis Asthma Depression Diabetes Erectile Difficulties High Blood Pressure High Cholesterol Incontinence Overactive Bladder Ulcer MEDICAL CONDITIONS / PRESCRIPTION REMEDIES (available for first time in PMB 2005) KINDS: Anti-Arthritics Anti-Asthmatics Anti-Cholesterol Anti-Depressants Anti-Hypertensives Prescription Painkillers BRANDS: Accupril Celebrex Prozac Viagra Vioxx Other

65. 65 OttawaPMRS pres. Expanded health care information Medical conditions and prescriptions Use of vitamins, minerals, supplements Types of health professional visited (past 6 months) Home health care products (hearing aids etc)

66. 66 OttawaPMRS pres.

67. 67 OttawaPMRS pres. Other examples of contemporary issues. What are the income differences for Canadians who work for large corporations vs. small business? +22% average income What do Canadians report as the incidence of asthma and other conditions? Available in 2005 in expanded health care section How many Canadians use herbal supplements and vitamins?41% How many Canadians have written their will?61% of age 65+ How do we determine the best location for opening a new service or store? What are the savings and assets of boomers as they approach retirement age?

68. 68 OttawaPMRS pres. PMB Partnerships/linkages Geodemographic Linkage Map Info Generation 5 Optima A.C. Nielsen Environics-Analytics

69. 69 OttawaPMRS pres. Other examples of contemporary issues. What are the income differences for Canadians who work for large corporations vs. small business? +22% average income What do Canadians report as the incidence of asthma and other conditions? Available in 2005 in expanded health care section How many Canadians use herbal supplements and vitamins?41% How many Canadians have written their will?61% of age 65+ How do we determine the best location for opening a new service or store? Geodemographic linkages What are the savings and assets of boomers as they approach retirement age?

70. 70 OttawaPMRS pres. Multiple measures for assets $ amount of securities and savings Home ownership and value Other real estate – cottage, farm, retirement property, undeveloped land.

71. 71 OttawaPMRS pres. Each measure shows increasing wealth of 50 – 64 age group

72. 72 OttawaPMRS pres. Each measure shows increasing wealth of 50 – 64 age group

73. Print Media Planning/Buying ProductUsage TVPrograms Demographics Lifestyles Psychographics Retail Store Data Other Media Linkages The Value of PMB Data Brands

74. 74 OttawaPMRS pres. Its Your Study