Magazine readers collectively own more securities and savings (ex. home) Source: PMB, Fall 2011 : A12+, Heaviest quintiles (1 & 2) $206.2 $126.4 $146.6 $91.7 $184.6 Total securities & savings (ex. home) in millions. Total securities/savings (ex. home) Magazines = 100 index MAGAZINESCANADA.CA FINANCIAL Magazine & web users have higher average household incomes Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Magazine readers are more likely to own a variety of financial products/services Financial Products/Services Owned (Index)MagazinesTelevisionRadioNewspapersWeb A mortgage Mutual funds RRSPs Stocks/bonds Home equity line of credit Have life insurance $100, Own 3+ credit cards Pay partial credit card balances each month Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) 100 Index 101 Index 76 Index 93 Index 97 Index Magazine readers use a wide variety of financial product/service providers Use a (…….) for investments (Index)MagazinesTelevisionRadioNewspapersWeb Bank Life Insurance Company Discount Broker Full-Service Broker Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Magazine and online users are better equipped financially to own and use a wide variety of financial products and services. Together, magazine readers have more savings and investments than other media consumers. An investment in magazine advertising puts advertisers in front of prime customers with the wherewithal to purchase financial services.

MAGAZINESCANADA.CA FINANCIAL 53% of Magazines readers take action after seeing a financial ad Actions Taken* : Financial Products/Services (%) Have a more favourable opinion about the brand21% Recommended the product/service13% Visited their website15% Looked for more information about product/service17% Clipped/saved the ad6% Consider purchasing the product/service16% Purchased the product service8% Visited/joined the company’s social network3% Spoke with/Plan to speak with financial advisor7% Took any action55% Source: StarchMetrix Canada – Financial Category, April 2012 to March 2013 * Actions based on respondents who noted ads Key Events (Index)MagazinesTelevisionRadioNewspapersWeb Buy first home Sell or change principal residence Buy or lease a car Get married Graduated from university/college Child born Child graduating from university/college Magazine readers are more likely to have key events in the past/next 12 months Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Magazine media make the connection with financial service users. 28% net Impact Actions (% positively impacted by the ad or recommended the product) 28% net Reference Actions (% actively seeking more info about the advertised product) 21% net Purchase Actions (% purchased or considering purchase of the advertised product) Magazines engage by generating attention, respect and trust Which of the following mediums do you associate with…(medium) - Percentage Source: Media Connections Study, BrandSpark International/Magazines Canada, July 2013