1. 2016: Newspapers 24/7 www.newspaperscanada.ca

2. Newspaper Readership is Strong Newspaper access is multi platform - more than a quarter of adults (27%) read on ALL FOUR platforms. More adults are embracing technology to read newspaper content, and they are doing this while still reading in print. Every platform (print, desktop/laptop, phone and tablet) is accessed by every demographic to read newspaper content.

3. Highlights - Print Print readership maintains the number one position as most read platform. Morning and evening are key readership times. Boomers choose print as their top platform for accessing newspaper content. Six of ten adults (59%) read their printed newspaper.

4. Highlights - Desktop/Laptop Desktop/Laptop readership is strong across all demographics. Boomers and Business Decision Makers* use this platform more than the average Canadian. There are three times when desktop/laptop readership peaks, across all demographics: first thing; mid- morning; and in the evening (the highest). Just over half of adults read newspaper content on their desktop/laptop 53% *Canadian professionals, senior management/executives and business owners/self employed

5. Highlights - Phone Phone has the same peaks as desktop/laptop. Phone is the top device that 18-34’s use to read newspaper content. For Business Decision Makers*, phone is their most used access platform, and it is used consistently throughout their day, along with all other platforms. 55% Six of ten adults read newspaper content via their phone. *Canadian professionals, senior management/executives and business owners/self employed

6. Highlights - Tablet Evening continues to be the key usage period. Usage has grown since 2011 and it is appears to have stabilized at 45%. Business Decision Makers* report the strongest tablet usage of all demographics. 45% Almost five of ten adults read newspaper content via their tablet. *Canadian professionals, senior management/executives and business owners/self employed

7. Newspaper Media Reach Nine of Ten Canadians Nine of ten (87%) adults read a newspaper each week in print, on their desktop/laptop, on their phone or on their tablet. More than a quarter (27%) of adults are reading newspaper content on ALL four platforms. 53% 59% 45% 55% Totum Research; Canadians 18+, weekly readership, January 2016.

8. Newspaper Media Reach 9 of 10 Adults Desktop/Laptop readership adds 12% more reach to print readership. Add the phone platform to reach an additional 13% of adults and tablet to reach another 3%. Totum Research; Canadians 18+, weekly readership, January 2016

9. Readership Habits By Time of Day Print – peaks at breakfast and in the evening Desktop/Laptop – early morning and after breakfast Phone – most popular platform at all times Tablet – peaks after dinner

10. Newspaper Media Reach all Target Groups Young Adults read most on a phone. Boomers prefer to read in print. Business Decision Makers* are strong readers of newspaper content on all platforms. % Totum Research; Canadians 18+, weekly readership, January 2016 * Canadian professionals, senior management/executives and business owners/self employed 87% Any Platform 87% Any Platform 88% Any Platform 91% Any Platform

11. Totum Research; Canadians 18+, weekly readership, January 2016 Readership Habits By Time of Day Young Adults - Age 18-34 Phone – most popular platform at all times Desktop/Laptop – peaks after dinner Tablet – peaks after dinner Print – consistent through the day

12. Totum Research; Canadians 18+, weekly readership, January 2016 Readership Habits By Time of Day Boomers - Age 45-64 Desktop/Laptop – peaks after dinner Phone – similar to desktop/laptop except during lunch Tablet – strong in early morning and after dinner Print – strong at breakfast and strongest platform after dinner

13. Totum Research; Canadians 18+, weekly readership, January 2016 *Canadian professionals, senior management/executives and business owners/self employed Readership Habits By Time of Day Business Decision Makers* Phone – primary platform through the day for “on the go” lifestyle Desktop/Laptop – morning and evening peaks Tablet – follows usage pattern of desktop/laptop Print – reading peaks at breakfast and climbs through rest of day

14. 87% of Adults Read Newspapers Weekly Totum Research; Canadians 18+, weekly readership, January 2016

15. Newspapers Reach Multiple Targets Newspapers reach all target groups Young adults prefer to access newspaper content on their phones but still use other platforms. Boomers (age 45-64) are the strongest print readers but make use of all platforms throughout the day. Newspapers reach more than 86% of any target group Business Decisions Makers* are dedicated newspaper readers with 91% accessing news on a combination of platforms. Newspaper access is multi-platform More than a quarter (27%) of adults 18+ access content on ALL four platforms. Totum Research; Canadians 18+, weekly readership, January 2016 *Canadian professionals, senior management/executives and business owners/self employed

16. Study Design Objective: Understand newspaper readership by platform and time of day Study:Online survey of 2,408 Canadian adults by Totum Research/yconic on behalf of Newspapers Canada Timing:Fieldwork – January 2016 Sample:Nationally balanced sample (West, Ontario, Quebec, Atlantic) Language:English and French Targets:Age and gender targets applied to ensure valid representation

17. Online Panel (yconic) 2,408 Canadians surveyed Study Timing January 2016 National Scope 78% English / 22% French Margin of Error ±4.4% at the 95% confidence level Study Management Totum Research Nationally Representative Sample Men 50%, Women 50% 18-34: 29%, 35-54: 37%, 55-64: 16%, 65+ 18% West 31%, Ontario 39%, Quebec 23%, Atlantic 7%