contents...style magazine ..... 26 in-paper magazines ... 2012 section portrait of ottawa source:...

CONTENTSSECTION A – PORTRAIT OF OTTAWA .......................................................................... 3

SECTION B – EDITORIAL PRODUCTS .........................................................................11Weekly Editorial Sections ................................................................................................ 13Everyday in The Ottawa Citizen ....................................................................................... 14

SECTION C – ADVERTISING PRODUCTS .................................................................. 17Ottawacitizen.com ........................................................................................................... 18In-paper Advertising Products ........................................................................................ 22Special Advertising Features and Partnerships ............................................................... 25Style Magazine ................................................................................................................. 26In-Paper Magazines ......................................................................................................... 27Full Service Printing ........................................................................................................ 28Full Service Distribution .................................................................................................. 29

SECTION D – AD PLANNING ............................................................................................. 31Why Newspapers? ........................................................................................................... 32Creative Services ............................................................................................................ 33Advertising: 10 Easy Steps ............................................................................................. 34How to Create Outstanding Advertising .......................................................................... 36

SECTION E – PLANNING CALENDAR .......................................................................... 39

SECTION F – MECHANICAL SPECIFICATIONS & DEADLINES .................. 67Print Specifi cations and Deadlines .................................................................................. 68Digital Specifi cations and Deadlines and TV Times ......................................................... 69Colour for Print ............................................................................................................... 70eTearSheets .................................................................................................................... 71

SECTION G – CONTACTS .................................................................................................... 72Advertising Contacts ....................................................................................................... 74Editorial Contacts ............................................................................................................ 75

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The People of Ottawa .........................................................................................................5The Ottawa Market ............................................................................................................ 6Reaching Your Audience ................................................................................................... 7The Ottawa Media Landscape ............................................................................................8Strong Community Relations .............................................................................................9

ADVERTISING PLANBOOK

2 Part of your day every day


A2012

SECTION

Portrait of Ottawa

Source: City of Ottawa

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Founded in 1855, Ottawa is the capital of Canada and is located on the banks of the Ottawa, Rideau and Gatineau Rivers. Canada’s fourth-largest city is a complementary blend of urban and rural lifestyles, old and new neighbourhoods, culture and heritage, business and government. Ottawa also has a high standard of living reflected in a multitude of accessible services, vibrant entertainment, exciting recreational activities, and thriving businesses.

With a population fast approaching one million, Ottawa continues to be a desirable city in which to live, work and play. A family-orientated city that gives back to the community, Ottawa offers a quality of life second to none. This includes world-class healthcare facilities, family services, high-quality public and private education, and a variety of post-secondary institutions. Ottawa is a place steeped in history and tradition. Over the past 50 years, confident and cosmopolitan Ottawa has successfully transformed itself into a global technology centre.

The people of Ottawa are the secret to its success. They are a prosperous population with a per capita income that is among the highest in Canada. They are also youthful, entrepreneurial, highly-educated, and multilingual. In fact, cosmopolitan Ottawa prides itself on its ethnic diversity. The city continues to attract the best and brightest from all parts of the globe.

Ottawa also has a high standard of living refl ected in a multitude of accessible services, vibrant entertainment, exciting recreational activities, and thriving businesses. Residents also enjoy enriching cultural and historical choices like museums, art galleries and cultural facilities.

Ottawa’s focus on healthy living is represented in a rich array of recreational facilities and programs like summer camps, tennis, public skating and swimming. The abundance of well-maintained parks (over 800), woodlands and recreational paths stand as a testament to the City’s commitment to the environment and connects urban, suburban and rural residents to its vast green space. Ottawa’s entertainment options for both visitors and residents are as varied as the community itself – ranging from fi ne dining, festivals, sporting events, and attractions that celebrate the richness and diversity of this great city.

Diversity in OttawaAs a cosmopolitan community and the fourth most popular destination in Canada for people settling from other countries, Ottawa is a mosaic of different cultures, ideas and communities, and this helps us continue to be innovators both economically and culturally. Boasting the highest number of residents with a post-secondary education and the second-highest percentage of people who speak both French and English per capita than any other city in the country, the strength of Ottawa’s workforce has played a pivotal role in its emergence as a global technology centre.

MAJOR CELEBRATIONS & FESTIVALS • Canadian Tulip Festival • Canada Dance Festival • Festival Franco Ontarien • Gatineau Hot Air Balloon Festival • Ottawa Fringe Festival • Winterlude• Ottawa International Children’s Festival• Ottawa International Writers Festival

Musical Events • Ottawa Bluesfest • Ottawa Int’l Chamber Music Festival • Ottawa Folk Festival • Ottawa International Jazz Festival

Miscellaneous • Canada Day • Magnetic North Theatre Festival • Capital Pride Festival • Super Ex – Central Canada Exhibition• Fall Rhapsody• Sound & Light Show - Parliament Hill• Christmas Lights Across Canada• Greek Festival• Maple Sugar Festival• Lumiere Festival• Reggae Festival• Italian Week• Carnival of Cultures• Westfest• Ottawa Irish Festival• Summer Solstice Aboriginal Arts Festival

Sporting • National Capital Race Weekend• Ottawa Dragon Boat Festival • Ottawa International Hockey Festival

Source: City of Ottawa

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ADVERTISING PLANBOOK 2 0 1 2

The People of Ottawa


Ottawa’s strong and stable economy is demonstrated through its steady and continuous Gross Domestic Product growth trends. With a regional real GDP of over $45 billion annually, Ottawa’s forecasted GDP is expected to grow $5 billion in the next four years. Additionally, the infl ation rate remains relatively low compared to the United States, averaging 2.5 per cent over the last fi ve years.

Ottawa’s Business Improvement Areas (BIAs) include some of our most vibrant retail districts. The Glebe, Westboro Village, ByWard Market, Barrhaven and Heart of Orléans are just a few of the neighbourhoods that offer a unique shopping experience. BIAs help to retain and expand the customer base, ensure an optimum business and service mix, and create a customer-friendly environment with attractive streetscapes, convenience and affordable parking. BIAs pay back great rewards to their community. They can lead to employment opportunities, a more successful and active business environment, increased property values and a more attractive community. These vibrant and diverse retail districts attract visitors and local customers by offering all types of services including retail, dining, entertainment and professional services.

Inspired by the vision of the city’s early entrepreneurs, today’s Ottawa-based companies are among the leaders of the technology industry. Ottawa boasts a dynamic and comprehensive research infrastructure that focuses on government, university and industry collaboration. The city has over 50 years of experience with incubation of start-up and spin-off companies. With a critical mass of government, university and private sector R&D, a highly-educated workforce and substantial R&D tax incentives, Ottawa is widely acclaimed as a world-class centre for research.

At the heart of Ottawa’s magnetic appeal lies its superb quality of life – the extraordinary standard of living that people enjoy in this safe, clean and inviting region that always puts families fi rst.

The Ottawa Market

Source: City of Ottawa; Conference Board of Canada Metropolitan Outlook Spring 2011; Photo: Ottawa Tourism


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When you need to be confi dent of the reach of your advertising message, nothing beats the Ottawa Citizen. Our digital audience of 177,200, combined with 434,500 print readers, provides a total reach of 496,700*.

In spite of increasing media choices and free sources of news and entertainment available, the Ottawa Citizen continues to maintain strong paid circulation.

Ottawa Citizen readers are loyal print subscribers. 73% (88,834) of weekday paid circulation is home delivery compared to 33% (16,643) home delivery subscribers for the Ottawa Sun*.

The demographic profi le of the Ottawa Citizen reader strongly refl ects the Ottawa market demographic of educated, professional workers with high disposable income.

OTTAWA CITIZEN READERSHIP

The Ottawa Citizen is by far the largest newspaper in Ottawafor average paid circulation.

Circulation Readership

Monday - Friday 122,017 248,300

Saturday 116,624 265,500

Sunday 106,561 214,500

7 Day 119,032 434,500

Print + Online 496,700

Each week, both in print and online, the Ottawa Citizen reaches over 50% of adults 18+ in the Ottawa market.

Sources: Circulation: Audit Bureau of Circulations for 12 months ending Mar. 31, 2011. Readership: NADbank 2010 - Base 978,700 Ottawa-Gatineau Age 18+.*(Most recent data available CCAB 12/31/10)

*111,900 print readers also read ottawacitizen.com

REACHING YOUR AUDIENCECirculation and Readership




REACHING THE PROFESSIONALS (Average Weekday)

Ottawa/ Ottawa Ottawa Globe National Gatineau Citizen Sun & Mail Post Monday-Friday Monday-Friday Monday-Friday Monday-Friday

Totals 978,700 25% 14% 7% 3%

Males 476,200 25% 19% 7% 3%*

Females 502,500 25% 10% 7% 2%*

Home Owners 729,900 28% 14% 8% 3%*

University Graduates +

Managers/Professionals

Household Income $75k+

Household Income


For over 55 years, thousandsof residents of Ottawa haverelaxed in their Minto-builtliving rooms, reading the news of the day in the Ottawa Citizen. Minto is proud of its

relationship with the Citizen over the years, as both Minto and the Citizen share a common goal of making this city the best possible place in which to live. We say thank you to a community that has been responsible for our success and look forward to continuing our benefi cial partnership with the Ottawa Citizen, and to serving the residents of this wonderful region in the years ahead.

The Ottawa Senators are proud to be a partner of the Ottawa Citizen, as we both share common values in creating

a better community for the residents of the National Capital Region. As a founding partner of the Ottawa Senators Foundation and Roger’sHouse, since 1992-93 they have worked with us to contribute over $40 million to community initiatives. At the Senators, we know that great results come from great teamwork and the Ottawa Citizen has continually helped our team by delivering unparalleled promotional and advertising opportunities for the Ottawa Senators and Scotiabank Place.

For 60 years the Greater Ottawa Home Builders’ Association has been honored to represent the interests of every major builder that has helped create our world class National Capital City. The Ottawa Citizen has been a major partner in this work through its coverage of our industry and the fi nancial contribution housing has made to the high quality of life that we all enjoy. In recognition of this role the GOHBA has been very pleased to present the Ottawa Citizen with its two most prestigious accolades, the Enbridge Hall of Fame Award andthe Fred Nielson Award.

Cyril Leeder John Herbert

Roger Greenberg

The Citizen is a very good friend to the CHEO Foundation and an important partner in so many of our critical fundraising activities. We count on the Citizen to help us connect with the communities we serve and to work with us to meet the ever growing health care needs of our kids. Citizen readers are the parents and grandparents of CHEO’s patients. Together we all share the belief that our kids deserve the very best care and the Citizen and its readers support CHEO’s efforts to deliver it each and every day.

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GOHBA

Greater Ottawa

The McGarry Family of Hulse, Playfair & McGarry Funeral and Cremation Services feels very privileged to have gained the confi dence of the families we have served for over 85 years. Our family is committed to continuing the traditions and high standards of our company’s founders. Throughout our years of service, the Ottawa Citizen has been there to provide professional advice, guidance and opportunities to reach out to our Community. The McGarry Family looks forward to continuing our benefi cial partnership with the Citizen and to serving our Community formany years to come.

The Ottawa 67’s Hockey Club has held a strong presence in the community since the team’s inception in the fall of 1967. Throughout these years, the 67’s have enjoyed an excellent partnership with the Ottawa Citizen. The 67’s and the Ottawa Citizen have combined on many initiatives that benefi t the Ottawa community including the successful Adopt-A-School program. As an original sponsor of the program back in 2001 the Ottawa Citizen has donated over 13,000 tickets to students in the Ottawa area. The Ottawa 67’s Hockey Club would like to thank The Ottawa Citizen for not only playing a part in the success of the 67’s organization but also partnering with the 67’s in providing community service that is second to none.

Patrick McGarry

Patrick Whalen

STRONG COMMUNITY RELATIONSPartnerships that benefi t one another

contents...style magazine ..... 26 in-paper magazines ... 2012 section portrait of ottawa source:...

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