2. MAGAZINESCANADA.CA FOOD/FOOD PRODUCTS Magazine readers are users of many advertised food categories, including: Food/Food Products (Index)MagazinesTelevisionRadioNewspapersWeb Cold cereals used past week106100101 98 Granola/cereal/muffin bars used past week1139510397104 Butter used past month10899 10496 Filtered milk used past week11990103104102 Chocolate milk used past week1079810193112 Yogurt used past week10898102103100 Premium ice cream used past month11689100102103 Cookie mixes used past month108100 9599 Instant hot cereals used past 6 months1061011009598 Ready to serve dips used past month1139810410099 Cream cheese used past month111101104 98 Dry packaged pasta in box used past month1089810010199 Frozen pizza used past month105100102 101 Frozen main courses skillet preparation1141099391125 Orange juice used past week10810010110396 Drank tea past week1071009810294 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 store103101 10299 Food shopping at Bulk food store11099100106110 Food shopping at Convenience store102104108102106 Food shopping at Department store10710410399105 Food shopping at Drug store108 10310895 Food shopping at Fruit & Vegetable store1109910411498 Food shopping at Gourmet food store11297104107123 Food shopping at Health food store1129296103100 Food shopping at Public Market1129810211399 Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2)

3. 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 2013. * 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 2013. A18+, Heaviest quintiles (1 & 2) Magazine readers spend more on food shopping each week