The Hamilton Spectator Media Kit

The Hamilton Spectator Media Kit

The Hamilton CMA is diverse, strong and growing! Hamilton CMA Market 2012 Average Household Income: $90,500 (5% higher than Canada s average) Annual Retail Sales: $8.7 billion Over 761,346 people make the Hamilton CMA the nation s 9 th largest CMA (Census Metropolitan Area). This marketplace is comprised of over 589,300 adults 18+ and 299,428 households. Better yet, it s not done growing. Over the next 5 years, the Hamilton CMA population is expected to increase by over 49,800 people. The Hamilton CMA is a rich market. Total income estimate is $27.1 billion dollars. The average household income is 5% higher than Canada s average. Our residents disposable income is 5% higher than the national average ($68,662) and our retail sales account for $8.7 billion dollars, ranking 9th in Canada. Sources: FP Markets 2012, NADbank 2011 Hamilton CMA Adults 18+

Ranking of Daily Newspapers in Canada Print Readership Percentage of CMA Reach in Home Market Windsor Star Hal. Chronicle-Herald Sask. Star-Phoenix Vict. Times Colonist London Free Press Regina Leader Post Kingston Whig THE SPECTATOR Winnipeg Free Press THE RECORD Edmonton Journal THE MERCURY Calgary Herald Ottawa Citizen Van. Sun Toronto Star St. Cat. Standard Van. Province Winnipeg Sun Edmonton Sun Calgary Sun Van. 24 Hrs. Ottawa Sun Van. Metro Metro Toronto Toronto Sun 41 40 40 39 39 38 37 37 34 28 28 27 24 23 22 22 21 20 17 16 14 13 12 12 10 50 WEEKDAY % reach of home market Metro Markets in Canada The Hamilton CMA is a Strong Readership Market! Weekday The Hamilton Spectator 8 th W-R Record 10 th Guelph Mercury 12 th Saturday The Hamilton Spectator 4 th W-R Record 10 th Guelph Mercury 11 th Windsor Star Winnipeg Free Press Vict. Times Colonist THE SPECTATOR Sask. Star-Phoenix Regina Leader Post Hal. Chronicle-Herald Kingston Whig London Free Press THE RECORD THE MERCURY Edmonton Journal Toronto Star Calgary Herald Ottawa Citizen Van. Sun St. Cat. Standard Winnipeg Sun Edmonton Sun Calgary Sun Montreal Gazette Toronto Sun 15 13 12 10 9 40 40 40 39 39 39 36 34 31 27 26 25 24 23 23 47 53 SATURDAY % reach of home market Montreal Gazette Globe & Mail 24 Hours The Post 9 9 8 5 Weekday NOTE: Readership based on readers in home market (Metro markets) Source: NADbank 2011 (print only) Base: CMA Adults 18+ Globe & Mail Ottawa Sun The Post 4 9 9 Saturday

44 Frid St., Hamilton, ON. L8N 3G3 The Hamilton Spectator is a major part in building the community! The Hamilton Spectator was first published July 15, 1846, and since that date has been the voice of Hamilton and the surrounding area. The Hamilton Spectator is owned by Torstar Corporation, which also publishes the Toronto Star, the Waterloo Region Record, Guelph Mercury, Metroland Community Newspapers and several other media properties. The Spectator is published six days a week in the morning and delivers more than 623,000 copies every week! The Spectator has a weekly readership of 364,000* adults 18+. It services Hamilton, Burlington and surrounding communities Stoney Creek, Ancaster, Dundas, Flamborough and Glanbrook, as well as the Niagara communities of Grimsby and Beamsville along with Brant County and Haldimand-Norfolk towns such as Caledonia, Hagersville and Dunnville. The Spectator also serves Halton Region, as far east as Oakville. Thespec.com averages 5 million page views every month with over 840,000 unique visitors**. Our viewers look to thespec.com as a source of powerful, trusted content that is relevant, accurate and immediate. The Spectator is involved in numerous community partnerships with more than 120 organizations throughout Hamilton, Burlington and our entire readership area. Through donations of in-paper space, cash and communications counsel, The Hamilton Spectator is a major partner in building the community. A key charitable priority for the newspaper is SpecKids Unlimited, which has a very simple mandate: to improve the lives of children and youth in the community! Source: *NADbank 2011; **Omniture Average (Jan.-Oct. 2012)

The Hamilton Spectator provides exceptional reach of the market! Hamilton CMA Adults 18+ (589,300) On an average weekday, in the Hamilton CMA, 230,400 adults 18+ are reading/viewing The Hamilton Spectator. 350,000 300,000 343,200 (58%) 364,000 (62%) On Saturday, the number increases to 248,200. Every week, The Hamilton Spectator print and online products reach 364,000 adults 18+ - 62% of the Hamilton market! 250,000 200,000 150,000 220,000 (37%) 230,400 (39%) 237,500 (40%) 248,200 (42%) 100,000 50,000 0 Read Yesterday (Print) Read Yesterday (Print/Online) Read Last Saturday (Print) Read Last Saturday (Print/Online) Mon-Sat Cume* (Print) Total Weekly Readership (Print/Online) Source: NADbank 2011 Base: Hamilton CMA Adults 18+ (589,300) *read one or more print issues in past week **read one or more print/online editions in past week

Source: NADbank 2011 Base: Adults 18+ in the Hamilton CMA (589,300) * Read/viewed one or more issues in past week.

Reach Hamilton s diverse consumer and business audience with our Award-Winning Special Sections and Products! A medium should be able to reach both wide and targeted audiences, and should impact on consumer buying decisions. It should also meet consumer expectations for quality and usefulness, thereby increasing its advertising effectiveness. The Hamilton Spectator has a wide reach, and impact on consumers. The Spectator delivers strength to marketing strategies, by reaching shoppers effectively by providing unique targeting opportunities through our special sections, feature pages, and other unique products. The newspaper is the most frequently used advertising medium.

Reach over 194,530 households with the COMMUNITY Free Press and an issue of The Hamilton Spectator! Free Press Community/Spectator - Net Reach (6-Day Average) Total Households 96,500 98,032 Free Press Community Spectator (Avg.) Weekday Distribution Total Free Press and Current Spectator Distribution 194,532 0 50,000 100,000 150,000 200,000 The Spectator connects your business with prospects like no other Hamilton area medium can! COMMUNITY is a tabloid paper delivered to non-subscribing households every Wednesday. Highly Engaging Front Cover - Community News and Event Focused - Photos, Photos, Photos Source: Spectator Current Average Distribution April 2012 Community Free Press - Internal Distribution Report (Households in the Hamilton Prime Market Area)

The Hamilton Spectator Weekday Sections A Section Compelling local news, Canada and World news, Business News and Points of View which display editorials and showcase our very best commentary and analysis. Lottery Results on Page A2. Go Section Everyday Go features Arts & Entertainment, Style, food, health, home & garden, TV, movies, horoscopes and comics. Classified Buy and sell your treasures, check the employment ads and mark those special occasions. Sports The best of local and amateur, along with complete coverage of the pros. Wheels Thursday Automotive news and vehicle information, along with the most extensive package of local automotive advertising. Includes Cars & Trucks a guide to resale vehicles.

The Hamilton Spectator Saturday Weekend Edition A Section - News Our award-winning writers, editors and photographers give you the best package anywhere of local events, business coverage and news from across Canada or around the world. Lottery Results on Page A2. Go Weekend With its emphasis on home décor, health & fitness, DIY projects, faith & values, food and drink, GoWeekend is all about life and lifestyle. The travel pages and book page also reside here. A&E Arts & Entertainment coverage, local movie listings, book reviews, Graham Rockingham s coverage of the Hamilton music scene and more. Classified Find out who s having a birthday, investigate a new career, hire electrician or find a great deal on an appliance. Browse through for all your needs. Sports Section Weekend Sports goes beyond game results to explain the background and context, from local amateurs to the pros. Readers will like our easy-to-use listings of local sports events and weekend TV picks. New Homes Find your dream home with the premier resource for New Home buying information in the area. Spec Homes Search hundreds of resale homes every week in this definitive publication. Whether selling or buying, Spec Homes is the area's best resource!

thespec.com Digital Readership thespec.com audience consists of educated and affluent professionals whose loyalty to the site has contributed to our growth. They come to find the day's top headlines, sports, entertainment and business, as well as other local information. thespec. spec.comcom has an average monthly audience of 5 million page views with over 840,000 unique visitors! The mobile app has a monthly audience of over 1.7 million page views with over 10,345 unique visitors! thespec.com reader profile- Hamilton CMA*: 77% are between the age of 18-49 50% have an average household income of $75,000 plus (Average HHI $81,495) 49% are managers/professionals and/or white collar workers 54% are college and/or university graduates plus 64% are married and 76% are homeowners Sources: *NADbank 2011; Base: Hamilton CMA Adults 18+; Omniture (Average Jan.-Oct. 2012); Spreed (November 2012)

The Hamilton Spectator is the best media choice for reaching your customers!

The Hamilton Spectator outperforms the Toronto Dailies! 220,000 (37%) 237,500 (40%) Hamilton CMA, Adults 18+ (589,300) The Hamilton Spectator reaches more adults than the Toronto papers combined! 126,200 more adults daily; and 134,300 more adults on Saturday!* 35,600 (6%) 30,800 (5%) 40,400 (7%) 36,700 (6%) 54,900 (9%) 37,100 (6%) 28,800 (5%) 31,100 (5%) 17,900 (3%) 16,400 (3%) Wkdy Sat Wkdy Sat Sun Wkdy Sat Sun Wkdy Sat Wkdy Sat Sun Star Globe Post Source: NADbank 2011 Base: Hamilton CMA Adults 18+ (589,300) *Net Reach for all Toronto Dailies combined. Readership of Print Product

The Hamilton Spectator Exclusive Readership Hamilton CMA, Adults 18+ On an average weekday and/or average Saturday, newspaper readers in the Hamilton CMA are only reading one paper - The Hamilton Spectator! 174,900 EXCLUSIVE DAILY READERS 183,800 EXCLUSIVE SATURDAY READERS The Spectator 174,900 (82%) Star 5% Sun 5% Globe 4% Post 5% The Spectator 183,800 (83%) Star 9% Sun 3% Globe 4% Post 1% Source: NADbank 2011 Readership of print product Base: Hamilton CMA Adults 18+ (589,300) Read Only One Weekday Paper (213,100) Read Only One Saturday Paper (221,800)

The Hamilton Spectator reaches more adults than all 7 local radio stations combined! Hamilton CMA Adults 18+ 250,000 200,000 230,400 (39%) 181,700 (31%) The Hamilton Spectator reaches 48,700 more adults in the Hamilton CMA than all 7 local radio stations combined! 150,000 100,000 50,000 62,000 (11%) 40,300 (7%) 37,500 (6%) 36,700 (6%) 13,300 (2%) 11,900 (2%) 7,300 (1%) 0 Read/Viewed Yesterday 7 Local Radio Stations Combined Source: NADbank 2011 Base: Hamilton CMA, Adults 18+ (589,300) Radio Stations Listened to Yesterday *small sample sizes shown for consistency CKLH FM 102.9 (K-Lite) CHML AM 900 (Hometown) CJXY FM 107.9 (Y108 Rocks) CING FM 95.3 (Vinyl 95.3) CIWV FM 94.7* (The Wave) Local Radio Stations Listened to Yesterday CKOC AM 1150 (Oldies) CHAM AM 820* (Ontario's Best Country)

The radio listening audience is fragmented among more than 30 stations! Hamilton CMA Adults 18+ Local audiences have the option of listening to over 30 radio stations. Satellite radio adds even more choice for local radio listeners. Source: NADbank 2011 Base: Hamilton CMA, Adults 18+ (589,300) 7 Local Radio Stations in Red

The Value of Paid Circulation Paid circulation guarantees readership. NADbank research shows the vast majority of subscribers in the Hamilton CMA read every Weekday and Saturday issue! Unpaid distribution does not guarantee readership! 83% 87% Read Last 5 weekday issues Read Last 4 Saturday issues Percentage of Spectator subscribers who read the last 5 weekday and last 4 Saturday issues Source: NADbank 2011 Base: Hamilton CMA Adults 18+ who have obtained the Spectator through a paid subscription delivered to their household Mon.-Fri. (162,600); Sat. (165,100)

THE VOICE OF OUR COMMUNITY Proudly Serving Hamilton, Burlington, Dundas, Ancaster, Stoney Creek, Grimsby, Flamborough, Glanbrook and surrounding areas for 166 years. The Hamilton Spectator delivers over half a million copies weekly! Over 623,000 copies are distributed every week in the Hamilton market! (Average) Monday Friday 103,267 (Average) Saturday 107,026 We penetrate the Hamilton CMA more effectively than all the other daily newspapers combined! Source: CCAB Audit Report for 12 months ending Dec. 31, 2011, NADbank 2011 Released March 2012

Newspapers: The Shopping Medium NEWSPAPERS ARE USED TO PLAN PURCHASE DECISIONS: While the economy may be changing the way Canadians shop, one thing that hasn t changed is the tool that they use to make their shopping decisions. Nearly six in ten adults identify newspapers as the medium they use to plan shopping or make purchasing decisions. NEWSPAPERS ADS ARE WELCOMED: In some media, ads are actively avoided. Newspaper is one of the few media where readers indicate that they want the ads. Newspapers score higher than TV, radio and the internet in terms of Canadian indicating the medium wouldn t be the same without advertising or they prefer to have the ads. NEWSPAPER ADS ARE USEFUL: Consumers in all demographic groups find newspaper ads useful for determining what products and services they might want to buy. NEWSPAPER READERS TAKE ACTION: Over 10 million Canadians read a newspaper on an average weekday. But they don t just read, they are moved to action based on the advertising contained in it. 82% 80% 41% 39% Took action: clipping a coupon, buying something, visiting a website or trying something for the first time. Report looking at advertising when reading the paper. Say newspapers are the medium used most to check out ads more than radio, TV, internet, magazines and catalogues combined. Followed up a newspaper ad by going online: visiting a site or conducting online research. Source: CNA

Why Newspapers: Strength and Innovation Winston Churchill, Margaret Thatcher, Rudy Giuliani and Barack Obama. Strong leaders that were (and are) particularly effective when times are tough. The same can be said for newspapers - tough, resilient and stable. This is why newspapers are an effective advertising medium. Like these great leaders, they are strong yet willing to change and adapt to the future. Daily and community newspapers are the largest Canadian medium in terms of advertising dollars spent over the last year. And newspapers and their websites deliver significant audiences through proven, branded products. SIGNIFICANT REACH Each day, almost half of all Canadians read a printed daily newspaper, according to NADbank. In a given week, that figure rises to three-quarters. Over the past five years, readership of printed daily newspapers has been stable. INFLUENTIAL Newspapers and their sites are trusted due to the use of professional journalists and fact-checking. Newspapers have influence, particularly locally, helping the public make informed decisions. INNOVATION I never worry about action, but only inaction. Winston Churchill Newspapers have been able to cleverly transition strong existing brands into bold online websites, aggressively leaping into digital and other opportunities. They continue to respond and adapt to a world which is more on-thego and electronic, and consistently introduce relevant brand extensions such as e-mail newsletters and mobile content. What will remain is what newsmedia do best: informing and connecting Canadians to the world around them through compelling editorial and advertising. NEWSPAPERS WILL CONTINUE TO LEAD AND TAKE ACTION! Source: CNA

The Hamilton Spectator provides the largest and most effective coverage of your target audience! The Spectator provides exceptional reach of the market! Combined, The Hamilton Spectator s print and online editions reach 364,000 adults 18+ every week in the Hamilton CMA! thespec.com averages 5 million page views every month, and has an average of over 840,000 unique visitors! The mobile app has an average monthly audience of 1.7 million page views with over 10,440 unique visitors! The Hamilton Spectator outperforms the Toronto Dailies! The Hamilton Spectator reaches 126,200 more adults daily; and 134,300 adults on Saturday, than the Toronto Star, Toronto Sun, Globe & Mail and National Post combined*! The Hamilton Spectator reaches more adults than all local radio stations combined! In fact, we reach 168,400 more adults daily than the No. #1 Local Radio Station in the market! The Hamilton Spectator delivers reliable circulation. As the leading provider, and trusted source, for news and information in the Hamilton market, The Hamilton Spectator continues to deliver reliable and stable daily circulation that not only gets to the door but through the door and into the hands of your customers. Delivering over 623,000 copies weekly, The Hamilton Spectator is proud to be "The Voice of Our Community" for over 166 years. Simply, the strongest buy around! Readers make time for The Spectator! Average time spent reading The Spectator is 36 minutes on a weekday and 45 minutes on Saturday. Sources: *NADbank 2011; **Omniture Average (Jan.-Oct. 2012)