2. 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 mortgage10979104100105 Mutual funds1108910111695 RRSPs1078710211297 Stocks/bonds112849611798 Home equity line of credit11680103112101 Have life insurance $100,000+11676107 114 Own 3+ credit cards1119710211093 Pay partial credit card balances each month1108610694117 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 Bank11088102114103 Life Insurance Company1258511611191 Discount Broker1157893116112 Full-Service Broker1209310113490 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.

3. 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 home1147511384108 Sell or change principal residence11390 10297 Buy or lease a car1108210399117 Get married107889793113 Graduated from university/college1205693105160 Child born10598 9992 Child graduating from university/college12510110710493 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