Introducing SNAP GUIDES

Bringing together 2 worlds of experience

SNAP Guides are a “Hybrid” Media combining a Magazine and a Directory. Resulting from a joint venture between the publishing leaders of both:

It is a Magazine & Guide

• Consumer Research indicates the population does most of it’s research surrounding “Life Events”:

• Marriage • The birth of a child • The investment in a home

• This research involves consulting experts both in: “How to do it” and “Who” will do it best

1 Source for all the answers…It’s a “SNAP”

Editorial Section HOW TO DO IT?

Articles compiled and edited by the expertise found in the leading consumer publications

STYLE at HOME and

DECORMAG (more than 310,000 monthly subscribers and more than 2,725,000 monthly readership

Directory SectionWHO CAN DO IT?

The walking fingers logo provides the re-assurance to the consumers of the quality of the businesses listed and the accuracy of the information required to contact them

• SNAP Guides Inc. is a division of Yellow Pages Group

• Dedicated to publishing and promoting Snap Guides

• Strategic partnership with Transcontinental Media, which is acting as the editorial content provider

SNAP PUBLICATIONS

Transcontinental Media

• Canada’s largest publisher of consumer magazines• Canada’s 4th largest print media group • Canada’s largest door-to-door distributor of advertising

material• Magazines read by over 11 million readers per month • Coast-to-coast coverage in both French and English• Annual revenues of over $500 million• Close to 2800 employees

Leading English Titles: Leading French Titles:• Canadian Living • Decormag • Style at Home • Coup de Pouce • Elle • Les Affaires

Introducing Your Style at Home Special Issue

Home Improvement Resource Guide

Publishing Feb 2006 Toronto Montreal

Annual Publication

Style at Home – Fast Facts

Published

Target

Readership*

Distribution

Circulation**

Newsstand Cover Price

Editorial Profile

*PMB 2004 – English 12+** ABC – June 2004

12 times a year + 2 special Interest publications

Women 25-54, HHI $50M+

1,852,000

National English

227,131 National Paid Circulation

$4.95

Canada’s Magazine of Stylish LivingLaunched 1997

Decormag- Fast Facts

Published

Target

Readership*

Distribution

Circulation**

Newsstand Cover Price

Editorial Profile

*PMB 2004 – English 12+** ABC – June 2004

11 times a year + 2 special Interest publications

Women 25-54, HHI $50M+

877,000

French Quebec

85,643 Paid Circulation

$3.75

Quebec’s Magazine of Stylish Living

Why the Home Market?

The Toronto Home Improvement Market:

Already Huge.-Home renovation expenditures in the Greater TorontoArea reached $4.1 Billion in 2004-Source: Greater Toronto Home Builders’ Association

And still growing.

-Ontario home renovation spending is expected to growBy a further 5.1% throughout 2005.-Source: Home Builder Canada-Renovation Outlook, November 2004

The Montreal Home Improvement Market:

Already huge.-Home renovation expenditures in the Greater MontrealArea reached an estimated $9.5 billion in 2004

And still growing.

-Growth of a further 8.5% is expected throughout 2005,Bringing in a total spending to an estimated $10.3 Billion

-Source: Home Builder Canada- Renovation Outlook, November 2004

Imagine a media targeting exactly the consumers advertisers want to reach…

Intentions to Renovate are High among Toronto homeowners.

-26% of homeowners are ready to renovate within the next 12 months, while another 10% of homeowners are thinking about renovating within the next 12 months.

-These Toronto homeowners plan to spend an average of $21,800 on their renovation in 2005. 31% of them plan to spend more than $10,000.

-Source: Canada Mortgage and Housing Corporation, Consumer Intentions to buy or renovate a home, February 2005.

Imagine a media targeting exactly the consumers advertisers want to reach

Intentions to Renovate are High among Montreal Homeowners.

- 30% of homeowners are ready to renovate within the next 12 months, while another 8% of homeowners are thinking about renovating within the next 12 months.

- These Montreal homeowners plan to spend an average of $8,250 on their renovation in 2005. 14% of them plan to spend more than $10,000.

Source: Canada Mortgage and Housing Corporation, Consumer Intentions to buy or renovate a home,

February 2005.

And reaching them very early in their purchasing process

Home improvement represents a large amount of risk, both personal and financial. To make the home improvement process less stressful, consumers need education, reassurance and references

Homeowners who are ready to renovate feel vulnerable and are looking for very specific information:

Focus Groups conducted to test this product concept demonstrated that it will have unique value as an information resource for consumers embarking on a home improvement project

A Unique Resource for Home Renovations(& great opportunity for all of us)

• The only product that combines reference information with a Resource guide, all under one cover•Practical, useful information for the home renovation consumer, from Start to end of their project•Repeat usage at each stage of the home project•Retained as a valuable resource for future projects.

RonaHGTV

“How to” Magazines

Ideas & Information

“Dream” Magazines

Organized Information paired with specialized resources

Home ImprovementSpecialIssue

Advertising: intrusive or upon request

Home Digest

Flyers

Directory Resource: Organized, complete

Nbhd Dirs

Bldr’s Ass’n Lists

YPG Dirs

Home Show

Ref

eren

ce Q

ual

ity

(Pra

ctic

al C

on

ten

t)

Resource Quality (Perception of Completeness & Navigability)

High Level View of How Home Improvement Special Issue Fits with the Rest of the Products in the Marketplace

The Product

Product Details- Content

2 Main Sections:

1. Reference section, supplied by Style at Home Magazine. Approximately 100 pages long.

Practical information to inform and educate the consumer embarking on a home improvement project• Checklists• How-to’s• Tips• Calendars• Comparison charts

2. Resource section, supplied by Yellow Pages Group. Approximately 200 pages long.

Directory of suppliers of the consumer home improvement market, organized into categories and headings

Organized & Easy to Use

Categories. Both sections are organized into 8 subject categories. In the Resource (directory) section, categories will be further broken down into headings.

Colour Coding. Each category is colour coded and thumb-nailed along page edges for easy navigation. The cover will also introduce a colour coded “menu” of the categories.

Tab. A tab separates the two sections.

Cross Referencing. Subject matter in each section will frequently be referenced to related subject matter in the complementary section to ensure a rich user experience.

Quick Finder Index (Resource section). Will direct users to the correct category and heading for different business types.

Additional Navigational Aids. A detailed Table of Contents and Introductory pages will highlight features.

Opportunity for Advertisers in a wide range of industries

Product Details- Dimensions & Specs

Dimensions: 7 7/8 x 10 ¾ inches

Paper Stock:

Cover: 9 point C1S (Coated 1 side)

Reference Section: 45 lb glossy

Resource Section: 40 lb equal offset

Tab: 7 point C2S (coated 2 sides)

Leveraging 2 Strong Brands

-The Style at Home and Yellow Pages Logos will both appear prominently on the cover of the Home Improvement Issue

-Combined with effective targeted distribution to the right households, the presence of these 2 key brands will ensure that the Home Improvement Issue attracts the attention of the customers you want!

Targeted Distribution will ensure advertisers reach high potential customers

•Total Distribution in the Greater Toronto Area – 210,000•Total Distribution in the Montreal Area – 160,000•Delivery will be free to selected households which are most likely to be active home renovators•The Home Improvement Issue will be delivered free directly to the doorstep of the targeted single family dwellings most likely to spend at least $10,000 on a home improvement project•The following methodologies will be used in combination: - Addressed mail to selected Style at Home subscribers - Door-to-door delivery by target FSA (apartment dwellers will be excluded)- Approximate Readership excessive of 3 Million•Will also be distributed at various trade shows

Base: English Women 18+ Totals (%)

Style at Home (%)

Index (Pop=100)

Married/Living Together 63.4 69.1 109

Children under 18 in HH 39.5 50.8 128

Own home 74.3 73.9 100

Age 25-34 Age 18-49 Age 25-54

17.9 60.5 57.5

23.1 77.5 70.9

129 128 123

Average HHI HHI $50,000+ HHI $75,000+ HHI $100,000+

59,146 50.0 29.4 15.3

70,856 64..2 39.3 21.5

120 128 133 141

University (BA)+

17.6

24.7

140

Prof./Sr. Mgrs/Owners/Other Mgrs Other White Collar

17.2 9.4

25.3 13.7

148 146

Urban Markets

68.3

72.2

106

Source: PMB 2004 Two-Year Readership Database Weighted by Population

Style At Home – Reader Profile

Base: English Women 18+ Totals (%)

Style at Home (%)

Index (Pop=100)

Married/Living Together 60.84 73.05 120

Children under 18 in HH 35.57 42.39 119

Own home 62.89 70.99 113

Age 18-49 Age 25-54

57.36 55.20

72.43 69.34

126 126

Average HHI HHI $50,000+ HHI $75,000+ HHI $100,000+

50,463 41.14 21.14 10.51

64,732 60.29 34.98 16.26

128 147 166 155

University (BA)+

13.63

17.7

130

Prof./Sr. Mgrs/Owners/Other Mgrs Other White Collar

13.41 10.92

15.64 17.49

117 160

Urban Markets

37.55

40.12

107

Source: PMB 2004 Two-Year Readership Database Weighted by Population

Decormag- Reader Profile

Rate SheetToronto MontrealAnnual

RateAnnual

Rate

S2HS 900$ 840$ SQCP 2,280$ 2,040$ SHCP 4,380$ 3,900$ SDHP 8,280$ 7,380$ SHHP 11,700$ 10,440$ SFPP 20,160$ 18,060$

Note: All items are process colour except for S2HS which is Black Rate includes styleathome.com advertising bundle