MAGAZINESCANADA.CA FOOD/FOOD PRODUCTS Magazine readers are users of many advertised food categories, including: Food/Food Products (Index)MagazinesTelevisionRadioNewspapersWeb Cold cereals used past week Granola/cereal/muffin bars used past week Butter used past month Filtered milk used past week Chocolate milk used past week Yogurt used past week Premium ice cream used past month Cookie mixes used past month Instant hot cereals used past 6 months Ready to serve dips used past month Cream cheese used past month Dry packaged pasta in box used past month Frozen pizza used past month Frozen main courses skillet preparation Orange juice used past week Drank tea past week Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Magazines reach women and principal grocery shoppers (PGS) WomenPGS Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Magazine readers shop for food in multiple channels Food/Food Products (Index)MagazinesTelevisionRadioNewspapersWeb Food shopping at Grocery store Food shopping at Bulk food store Food shopping at Convenience store Food shopping at Department store Food shopping at Drug store Food shopping at Fruit & Vegetable store Food shopping at Gourmet food store Food shopping at Health food store Food shopping at Public Market Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2)

69% of Magazine readers take action after seeing food advertisement Actions Taken* : Food/Food Products (%) Have a more favourable opinion about the advertiser19% Recommended the product/service13% Visited their website8% Looked for more information about the product/service12% Clipped/saved the ad7% Consider purchasing the product/service29% Purchased the product service22% Visited/joined the company’s social network3% Took picture of QR code/snap tag with cell phone4% Took any action69% Source: StarchMetrix Canada – Food Category, April 2012 to March * Actions based on respondents who noted ads Includes cooking ingredients, seasonings, mixes, prepared food, dairy products, produce, meat, poultry, fish, bakery products, beverages 27% net Impact Actions (% positively impacted by the ad or recommended the product) 21% net Reference Actions (% actively seeking more info about the advertised product) 46% net Purchase Actions (% purchased or considering purchase of the advertised product) Magazine media make the connection with food shoppers. FOOD/FOOD PRODUCTS Magazines reach women and principle grocery shoppers like none other. Magazine readers shop in multiple food channels and buy advertised categories. They spend more per week on groceries and they take actions after seeing food ads in magazines: 69% of magazine readers take at least one action with an impressive 46% taking purchase actions. MAGAZINESCANADA.CA Source: PMB, Fall A18+, Heaviest quintiles (1 & 2) Magazine readers spend more on food shopping each week