portrait 2010 presse hebdomadaire du quebec-ang

READERSHIP REMAINS ROBUSTPortrait of the weekly press in Québec in 2010

An association of 150 newspapers

June 2010

CONTENTS

2

1. Introduction to the weekly press industry 03

2. Readership survey and media tools 11

3. The current situation of “traditional” media 21

4. Results of the StatHebdo readership survey 37

5. 10 reasons to choose local weeklies 59

HEBDOS QUÉBEC:WHO WE ARE

AN ASSOCIATION OF 150WEEKLY NEWSPAPERS

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Founded in 1932Not-for-profit corporation

Promoting and documenting the industryHebdos Québec promotes the growth and excellence of the weekly press industry in Québec and takes concerted action on its behalf.It is also the promoter of the largest media survey in Québec: StatHebdo.

Providing a range of services to members• Training• Media research and marketing • Annual convention • Grands Prix des Hebdos awards• Market watch • Government relations

Maison de la presse hebdomadaire, Montréal

NOT ANYONE CAN BE A MEMBER

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• Must have been in existence for at least 12 months.

• Must publish at least 48 issues per year.

• Must publish a yearly average minimum of 16 pages per issue.

• Must have circulation audited by a recognized firm.

• Must retain the services of at least one full-time journalist.

• Must have a front page with at least 80% editorial content, with text and illustrations predominating over advertising messages.

• Must feature a minimum of 20% editorial content, two-thirds of which must concern events in its region, covered by the journalist(s) employed by the paper.

Newspapers must meet the following criteria to become Hebdos Québec members:

BREAKDOWN OF CIRCULATION BY PRESS GROUP, 2010Hebdos Québec member newspapers: circulation as of January 2010

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HEBDOS QUÉBEC REPRESENTS 95% OF FRENCH-LANGUAGE CIRCULATION IN QUÉBEC

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WEEKLY CIRCULATIONOF OUR MEMBER PUBLICATIONS:

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95% of French-language circulation in QuébecRegion Newspapers Circulation

Montérégie 25 728,271Montréal 20 616,163Laurentides 17 593,673Lanaudière 8 356,580Chaudière-Appalaches 10 308,235Québec 8 469,196Laval 2 242,460Bas-Saint-Laurent 10 221,713Outaouais 5 213,760Centre-du-Québec 6 201,930Estrie 7 181,901Saguenay / Lac-Saint-Jean 6 139,615Mauricie 5 116,335Côte-Nord 6 86,843Abitibi-Témiscamingue 7 92,452Gaspésie / Îles-de-la-Madeleine 5 43,092

Province of Québec 147 4,412,555

Source: ODC and ABC. January 2010

WEEKLIES RANK IN THE TOP FOR ADVERTISING DOLLARS SPENT IN QUÉBEC

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ADVERTISING SPENDING IN QUÉBEC

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Advertising revenuesMillions of $

Advertising revenuesPercentage breakdown

Total advertising spending in Québec was $2.459 billion in 2008.

Source: Guide annuel des médias Infopresse, 2010

LOCAL WEEKLIES RUN THE BIGGEST MEDIA SURVEY IN QUÉBECA glance at the readership survey and media planning tools

THE STATHEBDO SURVEY

The objectives of the study are as follows:

– Measure the reach (readership) of Hebdos Québec member newspapers.

– Draw a comprehensive socio-economic profile of readers. – Identify readers’ advertising and shopping habits. – Measure the reach of daily newspapers in weeklies’ primary

distribution zones. – Provide accurate data on the habits and purchasing intentions of

readers of the weekly press.

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STATHEBDO 2010:A HYBRID METHODOLOGY

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• Sample: 33,436 respondents

• Population: Adults 18 +

• Geographical area: French-speaking Québec

• Web-based survey 57%

• Telephone survey 43%

• Survey period Sept. 25 – Dec. 15, 2009

• Margin of error ± 0.6%, 19 times out of 20

STATHEBDO ALSO SURVEYS PURCHASE INTENTIONS AND HABITSClose to 100 goods and services in 27 different commercial sectors

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STATHEBDO SURVEYS CONSUMER HABITS COVERING 27 SECTORS

• Automotive

• Cable and satellite TV

• Clothing

• Cultural activities

• DVDs

• Education

• Electronics

• Financial services

• Food

• Furniture and appliances

• Habits (purchase intentions)

• Health

• Home renovation

• Insurance

• Internet

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• Local purchasing (volume, habits)

• Media (coupons, Publi-Sac, radio)

• Music (downloads)

• Personal finance

• Pharmaceutical (purchases)

• Restaurants

• Retail

• Shopping (distance travelled)

• Sports and leisure

• Telecommunications

• Travel

• Video games

HEBDOS QUÉBEC HAS CREATED A USER-FRIENDLY MEDIA PLANNING TOOL: PlanHebdo

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PlanHebdo: A user-friendly database divided into three components:

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PlanHebdo: Readership• Readership rates, circulation• Campaign reach and frequency• Reach of dailies• Readership profile

PlanHebdo: Buying Habits• 100 questions on consumer behaviours and purchase intentions

PlanHebdo: Costing• Cost of a campaign, net or gross• CPM and total impressions

PlanHebdo: THREE EASY-TO-USE MODULES

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GENERATE DATA ON CONSUMER PATTERNS WITH JUST A FEW CLICKS!

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TO USE PLANHEBDO, VISIT www.hebdos.com/plan

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THE CURRENT SITUATIONOF “TRADITIONAL” MEDIA

Audiences are generally shrinking

The media have entered an era of significant change.

Per-capita radio listening hours and television viewing hours are declining.

At the same time, daily newspaper and magazine readership is decreasing.

In the midst of these profound changes, where does the local weekly press fit in?

22

DAILIES: DECREASINGCIRCULATION AND READERSHIP

Weekly circulation of dailies, Canada

23Source : Canadian Newspaper Association, 2009

-17% -14%

Readership share of dailies, Canada, A 18+ (Read yesterday, Mon-Fri edition)

THERE IS NO CONNECTION BETWEEN READER ENGAGEMENT AND THE FACT THAT THE PUBLICATION IS FREE OR PAIDWorldwide trend toward free information, driven by the Web and non-paid newspapers

24

25

TorontoMetro 278,015

24 Hours 270,999

549,014

Source: CARD (Canadian Advertising Rates & Data), September 2009

FREE DAILIES:1.4 MILLION COPIES PER DAY!

VancouverMetro 140,000

24 Hours 125,940

265,940

CalgaryMetro 55,000

24 Hours 50,000

Rush Hour 10,000

115,000

MontréalMétro 142,925

24 Heures 145,016

287,941

OttawaMetro 50,000

24 Hours 35,085

85,085

EdmontonMetro 55,000

24 Hours 38,375

Rush Hour 10,000

103,375

RADIO, THE 2nd-RANKED LOCAL MEDIA AFTER WEEKLIES, IS EXPERIENCING A DECLINE IN LISTENING HOURS

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Marked decline of 36%among teensand 24% among 18–24s.

Source: Statistics Canada, September 2008 and deepblue, September 2009

GRADUAL DECLINE IN RADIO LISTENERSHIP

Listening hours per person, CanadaAll, ages 12 + / Fall survey

1999 200812–17s 11.3 7.218–24s 17.3 13.1

Variance 2008 / 1999 = -11%

PER-CAPITA TELEVISION VIEWING HOURS ARE ALSO DOWN SHARPLY

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Trend in average weekly television viewing hours,per capita, Canada, 1995–2008

Among the youngest viewers (12–17s), the decline is 41%, more than double the overall decline of 17% for A 2+.

Source : www.tvb.ca, TVBasics Report, 2008-2009.

GENERAL VIEWERSHIP IS DOWN 17%

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A 2+ A 18+ A 12–17

http://www.tvb.ca/

READERSHIP OF QUÉBEC MAGAZINES IS DOWN 5.5%

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Total impressions, 2009 versus 2008

Source: Infopresse.com, March 27, 2009. Cumulative readership, total 38 Québec magazines, A 12+

AND WHAT ABOUTWEEKLIES?

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AN INDUSTRYTHAT’S STILL GROWING

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Circulation, French-language weekly press, Québec

Source: Ministère de la Culture, des Communications etde la Condition féminine. Weekly circulation

Tendance

Circulation Trend

CIRCULATION IS UP 4.0%

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Trend in circulation, Québec weeklies2010 over 2004

Between 2004 and 2010, total circulation of Hebdos Québec member newspapers grew by 4.0%.

Province of Québec

According to a recent study by the Centre d’études sur les médias, people are interested above all in news and information about their city and their region.

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ABOVE ALL, PEOPLE WANT LOCAL NEWS & INFORMATION• Degree of interest in various topics, general news (score)

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News about my city or region

Scientific discoveries

The weather

Québec politics

International politics

Crime/accidents

Canadian politics

Travel

Economy and finance

Practical information / tips & tricks

Québec celebrities/entertainment

Books, music

Sports

Movies

Home décor & furnishings

International celebrities

Public opinion

Automotive

Fashion & trends

Source: Centre d’études sur les médias, Université Laval, “La dynamique des publics de l’information 2009,” 470 respondents, January 2009

While most media outlets are seeing their audiences shrink,

readership of local weeklies remains robust.

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RESULTS OF THE 2010 STATHEBDO SURVEYThe reach of local newspapers remains high

WEEKLIES READERSHIP REMAINS ROBUST

Weekly readership rate (%) Total of Québec’s 17 administrative regions

38Source: StatHebdo 2004, 2007 and 2010

3,530,000 readers per week

which is 19,000 more readers than in 2007!

39Note: Data based on adult population (18+) of 5,515,969 (2007: 5,402,000)

4,412,000 readers per month

which is 90,000 more than in 2007!

40Note: Data based on adult population (18+) of 5,515,969

WEEKLIES READERSHIP RATE* IS HIGH THROUGHOUT QUÉBEC

Readership rate (%) by administrative region

41Source: StatHebdo 2010.*Read previous week’s issue

64

79

83

47

77

70

52

57

68

Province de Québec

Bas-Saint-Laurent (1)

Saguenay/Lac-Saint-J ean (2)

Québec (3)

Mauricie (4)

Estrie (5)

Montréal (6)

Outaouais (7)

Abitibi-Témiscamingue (8)

WEEKLIES READERSHIP RATE* IS HIGH THROUGHOUT QUÉBEC

Readership rate (%) by administrative region

42Source: StatHebdo 2010.*Read previous week’s issue

64

78

82

66

56

67

61

71

73

Province de Québec

Côte-Nord (9)

Gaspésie/Îles-de-la-Madeleine (11)

Chaudière-Appalaches (12)

Laval (13)

Lanaudière (14)

Laurentides (15)

Montérégie (16)

Centre-du-Québec (17)

READERSHIP OF WEEKLIES FAR EXCEEDS THAT OF DAILIES

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STATHEBDO ALSO MEASURESREADERSHIP OF DAILIES

44*Read daily the previous day, Monday to Friday. **To access data on other dailies in the province, including Métro and 24 Heures, visit www.hebdos.com/planSource: StatHebdo 2010

Region Weeklies Dailies*

Week Month 3 mos. LaPresse

Journalde

Montréal

LeSoleil

Journalde

QuébecOther**

Gaspésie/Îles-de-la-Madeleine 82% 90% 91% 3% 8%

Côte-Nord 78% 86% 88% 6% 17%

Bas-Saint-Laurent 79% 89% 90% 8% 15%

Chaudière-Appalaches 66% 83% 86% 20% 26%

Centre-du-Québec 73% 83% 85% 7% 21%

Saguenay/Lac-Saint-Jean 83% 90% 92% 10%

Mauricie 77% 88% 90% 13%

Nord-du-Québec 78% 87% 87%

Lanaudière 67% 82% 85% 10% 30%

Montérégie 71% 83% 86% 16% 25%

Estrie 70% 83% 85% 9%

Abitibi-Témiscamingue 68% 84% 87% 9%

Laurentides 61% 77% 80% 12% 22%

Outaouais 57% 69% 71% 9%

Québec 47% 66% 70% 26% 32%

Laval 56% 76% 80% 22% 32%

Montréal 52% 68% 73% 21% 19%

Province of Québec 64% 79% 82% 10% 15% 4% 6%

Readership rates (%) of weeklies and dailies

ONE MILLION READERS OF WEEKLIES NEVER READ DAILIES!*

45Source: StatHebdo 2010.* Absolute numbers calculated based on 3,530,000 readers: 1,164,900 readers of weeklies do not read the Monday-to-Friday editions of dailies, and 1,059,000 readers of weeklies read no dailies at all.

3,530,000

1,164,900 1,059,000

Total readership, weeklies Exclusive readership,Monday to Friday

Exclusive readership,Monday to Sunday

READERS OF WEEKLIES ARE LOYAL

46

THE AVERAGE READERIS PARTICULARLY LOYAL

47Source: StatHebdo 2010

Number of issues read per month

Average: 3.2 copies per month

1 issue 2 issues 3 issues 4 issues

THE ONLY MEDIUM ALSO READ FOR THE ADS!

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Read advertising in weeklies to plan purchases(regular/occasional)

Source: StatHebdo 2004, 2007 and 2010

THE STRENGTH OF THE WEEKLY PRESS:Maximized return per advertising dollar invested

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READERS ARE CLOSETO POINTS OF SALE


Distance travelled for day-to-day purchases

68 %

Distance from home to retailers visited

Less than 3 km 3 to 5 km 5 to 10 km More than 10 km

THE PROFILE OF OUR READERS IS ALIGNED WITH THAT OF THE QUÉBEC POPULATION

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THE PROFILE OF OUR READERS IS ALIGNED WITH THAT OF THE QUÉBEC POPULATION 58% of our readers are aged 25 to 54

52Population du Québec

Lectorat 2010

Source: StatHebdo 2010

Men Women

Prim

ary/

S

eco n

dary

Col

lege

Uni

vers

ity

Less

than

$20

,000

$20,

000–

$39,

000

$60,

000–

$79,

000

$80,

000–

$99,

000

$100

,000

and

up

$40,

000–

$59,

000

Readership of weeklies

Population of Québec

THE PEOPLE WHO READ THE PRINT EDITION AREN’T THE SAME AS THOSE WHO READ THE WEB VERSION.

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This means true added value for the advertiser, because the inclusion of a Web ad with the print ad purchase expands the reach of the campaign.

IN THE PAST MONTH, HOW MANY TIMES DID YOU VIEW THE NEWSPAPER’S WEBSITE?


Province of Québec2.2 average monthly visits

Satisfaction rating: 7.3/10

Onc

e

3 tim

es

4 tim

es o

r +

Nev

er

Twic

e

OUR READERS ARE HIGHLY SOCIALLY CONSCIOUS

HOW IMPORTANT IS IT FOR YOU TO SHOP AT LOCAL INDEPENDENT RETAILERS WHEN YOU MAKE YOUR PURCHASES?


Province of Québec

81 %S

omew

hat i

mpo

rtant

Ver

y im

porta

nt

Not

ver

y im

porta

nt

Not

at a

ll im

porta

nt

Don

’t kn

ow

HOW OFTEN TO YOU MAKE PURCHASES FROM RETAILERS LOCATED CLOSE TO YOUR HOME?


Province of QuébecS

omet

imes

Rar

ely

Nev

er

Don

’t kn

ow

Mos

t of t

he ti

me

IF YOU CONSIDER ALL THE PURCHASES YOU MAKE DURING A GIVEN MONTH, TO WHAT EXTENT WOULD YOU SAY YOU BUY LOCAL OR QUÉBEC-MADE PRODUCTS?


Province of Québec

Som

etim

es

Rar

ely

Nev

er

Don

’t kn

ow

Mos

t of t

he ti

me

10 REASONS TOCHOOSE WEEKLIES

WHY CHOOSE WEEKLIES?1. Because a single insertion in Hebdos Québec member weeklies reaches 64% of the population, i.e., close to

3.6 million people every week.

2. Because of reader loyalty: an average of 3.2 issues are read per month.

3. Because weeklies reach more than a million readers who never look at a daily newspaper during the week.

4. For their accurate targeting ability, based on geography or readers’ purchase intentions.

5. Because 68% of people make their day-to-day purchases less than 5 km from home, so an advertiser who chooses weeklies limits losses due to clutter seen in radio, TV and dailies.

6. Because weeklies benefit from a highly efficient CPM due to minimal clutter, which means the advertiser pays for real consumers.

7. For their relevance: weeklies report stories that happen right in their readers’ communities.

8. Because weeklies are the only media that people read for the editorial as well as the advertising content.

9. Because they are the only “traditional” medium experiencing growth. Weeklies reach the target audience effectively.

10. Because weeklies impart a local “flavour” to a national brand.

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www.hebdos.comAll you need to know about the weekly press industry

An association of 150 newspapers