2. MAGAZINESCANADA.CA DRUGS and REMEDIES Magazine readers visit drug stores regularly Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Magazine media readers regularly visit drug stores. They use a wide variety of drug and remedy products. Plus, magazine readers actively take action after seeing drug/remedy ads: 62% take at least one action while 32% take purchase actions. Drugs & Remedies (Index)MagazinesTelevisionRadioNewspapersWeb Allergy/sinus remedies used 1+ times past month10999106105100 Pain relievers for headaches used 1+ times past month1119510897108 Cold remedies used past 6 months11110210310098 Acne products used 6+ times past week13279 85143 Multi-vitamins used past month11099100 92 Vitamins/minerals/ herbal remedies used monthly1321119498118 Smoking cessation products used past year11310911298105 Anti-nausea/motion sickness remedies past 6 months127106111100111 Adhesive bandages used 1+ times past month11010310710297 Wear disposable contact lenses133629697113 Pre-menstrual/period pain used 1+ times past month1489110792127 Pantiliners used 1+ times past month13495989699 Yeast infection products used past year1359510183104 Tampons used1+ times per month1427710481123 In-home pregnancy test used past year140889476128 Children’s pain relievers used past 3 months1138010479114 Bought 6+ suntan/sunscreen products past year1249512196107 Bought self-tanner past year14587110107110 Personally control diet11510510397 Magazine readers use a wide array of drug & remedy products Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2)

3. PACKAGED GOODS 62% of Magazines readers take action after seeing a drug/remedy ad Actions Taken* : Drug & Remedies (%) Have a more favourable opinion about the advertiser22% Recommended the product/service12% Visited their website10% Looked for more information about the product/service15% Clipped/saved the ad7% Consider purchasing the product/service29% Purchased the product service12% Visited/joined the company’s social network5% Took picture of QR code/snap tag with cell phone6% Took any action62% Source: StarchMetrix Canada – Drug & Remedies Category, April 2012 to March 2013. * Actions based on respondents who noted ads 28% net Impact Actions (% positively impacted by the ad or recommended the product) 27% net Reference Actions (% actively seeking more info about the advertised product) 32% net Purchase Actions (% purchased or considering purchase of the advertised product) DRUGS and REMEDIES Magazine media make the connection with drug & remedy purchasers.