MEDIA KIT 2017

about us

Making Canada better known to Canadians and to the world

Engaging over 3.698 million Canadians monthly across all platforms

READER PROFILECanadian Geographic reaches affluent, influential

decision-makers, highly engaged with their communities and passionate about Canada

and the world beyond

REACHAmong adults 18+, Canadian Geographic is the

third-highest paid publication in Canada and the fourth-highest reaching magazine brand digitally

PILLARSPhotography • Adventure • Exploration

Wildlife • Travel • Current issues

about usGiving Canadians a deeper knowledge

of their country — its people and places, its natural and cultural

heritage and its environmental, social and economic challenges

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about usabout us

Ð Founded in 1929 by geologist Charles Camsell with a mandate of “making Canada better known to Canadians and to the world”

Ð Largest not-for-profit educational organization in the country with more than 160,000 members and a network of more than 18,200 educators

Ð Multi-platform content creator with a reputation for authoritative, fair and balanced journalism

Ð Publisher of Canadian Geographic, Canadian Geographic Travel and Géographica magazines, Canadian Geographic Atlas of Canada, Canadian Geographic special interest publications and the Canadian Atlas Online

Ð College of Fellows brings together individuals who support the Society’s mandate and are passionate about geography

Ð Maintains a wide range of education, research and exploration programs:

Ì Canadian Geographic Education

Ì Ground-breaking Giant Floor Map program

Ì The Canadian Geographic Challenge with more than 60,000 participants from over 600 schools in 2016

Ì Annual research grants for university students

Ì Annual grants for expeditions and exploration

Ì Public lectures in major Canadian cities

Ì Stakeholder forums across Canada

Ì Annual fundraising Dinner of the College of Fellows

THE ROYAL CANADIAN GEOGRAPHICAL SOCIETY

Giving Canadians a deeper knowledge of their country — its people and

places, its natural and cultural heritage and its environmental, social and economic challenges

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about uscontent platformsA powerful premium brand

that reflects values widely shared by Canadians and that exists on

multiple print and digital platforms

CANADIAN GEOGRAPHIC CANADIAN GEOGRAPHIC TRAVEL GÉOGRAPHICA

Ð Award-winning journalism focused on Canada and its cultural and natural heritage since 1930.

Ð Long rated Canada’s most interesting magazine

Ð Canada’s third-most read paid magazine, with 3.133 million readers per issue (Vividata, 2016 Q2).

Ð Renowned for its storytelling, photography and cartography.

Ð French-language companion title to Canadian Geographic magazine.

Ð Distributed to higher demographics (education, income) across Quebec.

Ð Tailored content and page count.

Ð Recognized voice in Quebec since 1997.

Ð Published quarterly since 2006.

Ð Focuses on Canadian tourism and places Canadians like to visit.

Ð Builds on Can Geo readers’ interests in travel, exploration and discovery.

Ð Recipient of numerous journalism and travel industry awards.

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about uscontent platformsA powerful premium brand

that reflects values widely shared by Canadians and that exists on

multiple print and digital platforms

DIGITAL

Ð 4th highest digital reach in Canada (Vividata, 2016 Q2).

Ð New and unique content posted daily, expanding on the magazine’s reputation for storytelling and photography.

Ð CanadianGeographic.ca acts as a portal for all Canadian Geographic and RCGS content.

Ð Rapidly expanding social media presence: Facebook, Twitter, Instagram, Google+, YouTube, Pinterest.

Ð Full-time social media editor.

Ð E-newsletters and digital editions.

SPECIAL INTEREST PUBLICATIONS

Ð Showcases the work of Canadian Geographic’s photography community.

Ð Annual wildlife issue.

Ð Themed issues linked to Can Geo Photo Club contests.

Ð Available on newsstands everywhere in Canada and online worldwide.

our audienceCanadian Geographic’s

monthly brand universe

3,698,000+readers/viewers per month

CANADIAN GEOGRAPHICRated #1 for editorial interest (Vividata, Fall 2016, A25-54 HHI $100,000)

Print

3,133,000readers per issue

Digital media

1,178,000viewers per issue

ADDITIONAL REACH

Can Geo Education

18,204members

Can Geo Photo Club

79,037members

Social media77,889 followers

E-newsletters60,000 email subscribers

receive monthly newsletters

Website activity250,000 unique visitors monthly

Google+ 1,230

Instagram 25,544

Twitter 23,142

Facebook 27,973

our audienceSource: Vividata, 2016 Q2,

18+, total Canada

DEMOGRAPHICS Reach Composition

Adults 18+ 3,283,000 100.0%

Male 1,716,000 52.3%

Female 1,567,000 47.7%

Couple/adults with children at home

1,398,000 42.6%

TARGET DEMOS Reach Composition

Adults 18-24 years 369,000 11.2%

Adults 25-34 years 472,000 14.4%

Adults 35-49 years 656,000 20.0%

Adults 50-64 years 898,000 27.4%

Adults 18-34 years 842,000 25.6%

Adults 18-49 years 1,498,000 45.6%

Adults 25-54 years 1,396,000 42.5%

EDUCATION Reach Composition

University/other non-university certificate+

2,158,000 65.7%

Bachelor Degree+ 1,209,000 36.8%

EMPLOYMENT Reach Composition

Broad white collarIncluding MOPEs

1,135,000 34.6%

MOPEs 766,000 23.3%

INCOME Reach Composition

HHI $60,000+ 1,781,000 54.2%

HHI $75,000+ 1,405,000 42.8%

HHI $100,000+ 914,000 27.8%

HHI $150,000+ 364,000 11.1%

HHI $200,000+ 150,000 4.6%

REGION Reach Composition

Eastern Canada 1,903,000 58.0%

Western Canada 1,380,000 42.0%

Atlantic Provinces 256,000 7.8%

Quebec 286,000 8.7%

Ontario 1,360,000 41.4%

Prairies 758,000 23.1%

British Columbia 622,000 18.9%

URBAN Reach Composition

Toronto GTA 584,000 17.8%

Vancouver GTA 282,000 8.6%

VECTOM markets Vancouver, Edmonton, Calgary, Toronto, Ottawa and Montreal

1,464,000 44.6%

Toronto, Montreal, Vancouver

1,034,000 31.5%

UrbanCities over 100,000

2,289,000 69.7%

LIFESTYLE Reach Composition

Principal grocery shopper

2,512,000 76.5%

Drink 3+ glasses of wine in past week

586,000 17.8%

Drink 6+ glasses of spirits/liquor in past month

759,000 23.1%

Owns home 2,382,000 72.6%

Reader Profile

our audience Travel ProfileSource: Vividata, 2016 Q2,

18+, total Canada

TRAVEL Reach Composition

1+ vacation trips in Canada

1,832,000 55.8%

2+ vacation trips in Canada

1,337,000 40.7%

Spent $1,000+ on vacation trip in Canada

454,000 13.8%

Vacation travel in Western Canada, N.W.T., Yukon, Nunavut

837,000 25.5%

Vacation travel in Atlantic Canada

234,000 7.1%

Vacation travel in Quebec

278,000 8.5%

Vacation travel in Ontario

812,000 24.7%

Vacation travel in Canada by air

477,000 14.5%

Vacation travel in Canada by car

1,538,000 46.8%

Vacation travel with children

695,000 21.2%

TYPE OF TRIP Reach Composition

Beach/resort package vacation

721,000 22.0%

Personally taken a cruise

405,000 12.3%

Personally flown in past year

1,408,000 42.9%

2+ round trips by air

496,000 15.1%

Personal car rental in past year

887,000 27.0%

HOTEL Reach Composition

Hotel/motel vacation accom-modation during Canadian vacation

987,000 30.1%

Resort, lodge, camp/trailer park, cottage accommodation on vacation in Canada

510,000 15.5%

7+ nights in hotels on vacation

683,000 20.8%

10 nights at hotels on vacation

446,000 13.6%

Luxury/resort hotels on vacation

723,000 22.0%

INTERNATIONAL Reach Composition

Overnight vacation trips outside Canada

1,470,000 44.8%

2+ overnight vacation trips outside Canada

568,000 17.3%

Vacation trip to United States

1,002,000 30.5%

Sightseeing tour in U.S.A./other country

377,000 11.5%

Vacation trip to Mexico, Caribbean, Central/South America

426,000 13.0%

Vacation trip to UK, Europe, Asia, other country

459,000 14.0%

Spent $2,000+ on vacation trip outside Canada

756,000 23.0%

ACTIVITIES Reach Composition

Camping 837,000 25.5%

Hiking/walking 1,861,000 56.7%

Bike riding 905,000 27.6%

Photography 1,030,000 31.4%

Skiing 409,000 12.5%

Golf 575,000 17.5%

Gardening 1,592,000 48.5%

Entertaining at home

1,751,000 53.3%

Building and woodworking

741,000 22.6%

Hunting 242,000 7.4%

Canoeing 441,000 13.4%

Powerboating 421,000 12.8%

lineup

JANUARY/FEBRUARY 2017PARKS

Close: January 11, 2017 In market: February 1,2017

CONNECTING THE DOTSCanadian Geographic takes a close look (including maps!) at the latest successes (private land protections!) — and the people behind them — of the monumental Yellowstone to Yukon Conservation Initiative, the joint Canada-U.S. organization dedicated to connecting protected areas throughout the region. Just how has Y2Y navigated so many partners — local, provincial, territorial, federal, First Nations, NGOs, private landowners — to become one of the planet’s leading conservation initiatives?

THE BEAR LAKE PEOPLEThe 600-person Dene community of Délı̨ne led the efforts to create the new Tsá Túé International Biosphere Reserve on the shores of Canada’s largest lake, Great Bear, in the Northwest Territories. We profile the community behind, and the wildlife of, the largest biosphere reserve in North America and the first north of 60 in Canada.

THE BURGESS BONANZAThe Burgess Shale in British Columbia’s Yoho National Park is considered the world’s most important fossil deposit. Can Geo details the latest finds being made by researchers from Toronto’s Royal Ontario Museum in the area.

MARINE LANDJust how did the Nature Conservancy of Canada convince Shell to turn over its exploration permits in the Arctic Ocean’s Lancaster Sound last June? And what role did WWF Canada play? And how will NCC turn the renowned marine wildlife hot spot into a federally managed marine protected area? And will the feds seize the opportunity to help meet its goal of conserving 10 per cent of that nation’s ocean by 2020?

AMAZING ALGONQUIN Can Geo celebrates the nation’s oldest provincial park and the huge impact it has had on the country’s heritage and culture with an exclusive photo essay of its wild species and spaces.

MARCH/APRIL 2017THE NORTH

Close: February 22, 2017 In market: March 15, 2017

ARCTIC AWARENESS — PART 2The Canadian High Arctic Research Station in Nunavut’s Cambridge Bay is set to open on July 1, 2017. It represents a new frontier for global polar science and Canada’s commitment to the North. In the second part of an exclusive three-part series, Canadian Geographic shares on-the-ground, behind-the-scenes developments of the about-to-open facility, and explores what the building means for Arctic research, the local community and our nation.

RING OF FIRE The so-called Ring of Fire region in northern Ontario represents countless dollars in future resource extraction revenue. But what’s really there? Renowned photo journalist Garth Lenz take Can Geo readers into the north in this exclusive photo essay.

THE TRUE NORTH FREE?As the impacts of global climate change continue to have drastic and quick-moving impacts on Canada’s Arctic, our nation is increasingly faced with questions relating to our sovereignty in the region. In an exclusive essay, Can Geo explores the geopolitical issues our nation will increasingly face as our Arctic opens up.

BIG ON BAFFINBaffin Island is the largest island in Canada, and the fifth largest in the world. Despite its size, it’s also little to known to most Canadians. Can Geo sets out on an exclusive tour of the communities of Baffin, to familiarize Canadians with its rich geography and its amazing people.

MAY/JUNE 2017COMMUNITIES

Close: April 12, 2017 In market: May 3, 2017

THE ULTIMATE CANADIAN GEOGRAPHY QUIZOur fifth annual test of your geographic knowledge.

CITY-SCAPEIn the third part of a Canadian Geographic exclusive series, we map the conurbation — the extended urban regions — of Canada’s largest cities in comparative size and identify key buildings, transportation, infrastructure and more to compare and contrast their geographic footprints and more.

MUTUAL BENEFIT?There are a great number of wildlife species, from crows and geese to coyotes and deer, that proliferate in Canadian cities. Indeed, some animals thrive on living with humans. Can Geo explores the impacts and challenges of urban wildlife across the country.

A CULTURE OF TRASHThere’s both an increasing significance and presence of dumps in Canada. Can Geo explores the ecology and economics of the nation’s waste industry.

ST. MARY’S SUCCESSThe St. Mary’s First Nation in Fredericton is considered one of the most successful urban reserves in the country. Can Geo profiles the community leaders, businesses and history behind the success.

The 2017 Can Geo and Can Geo Travel editorial lineups

SUMMER TRAVEL 2017Close: April 12, 2017 In market: May 3, 2017

SPRING TRAVEL 2017Close: February 22, 2017 In market: March 15, 2017

lineup

JULY/AUGUST 2017CELEBRATING CANADA

Close: June 7, 2017 In market: June 28, 2017

GREAT LAKES SHIPPINGThere’s a little-known industry running through the heart of our nation: shipping goods on the Great Lakes. Canadian Geographic embeds a writer and photographer onboard the CWB Marquis run by the Algoma Central Corporation as it travels the St. Lawrence Seaway from Port Cartier to Chicago. Get the inside scoop on life in the lake freighter business.

EXPLORING THE HINTERLANDMuch of Canada’s vast backcountry still remains virtually untouched or rarely explored. Can Geo presents the stories of groundbreaking national expeditions funded by The Royal Canadian Geographical Society in 2016.

LAND OF REFUGEForty years after they where forced from their home nation in 1972, Ottawa-based writer Fateema Sayani shares exclusive portraits of some of the more than 7,000 Ugandan Asian refugees who resettled in Canada. Their personal stories provide insights into the refugee and immigrant experience that’s become synonymous with our nation.

STORIES CARVED IN STONECan Geo presents an exclusive photo essay of the reconstruction of the beautiful and ornate hard-carved stone details that are part of the $80-million dollar renovation of Parliament Hill. Using original tools and period costume (talk about commitment!) an Ottawa-based Smith and Barber are keeping true to the storied institution’s original stone work.

SEPTEMBER/OCTOBER 2017WILDLIFE

Close: August 9, 2017 In market: August 30, 2017

ICE GRIZZLIESIn mid-October each year, grizzly bears arrive en mass to the Yukon’s Fishing Branch River in the shadows of Bear Cave Mountain to fish for salmon ahead of their hibernation. But the results are anything but typical. Because of the cool temperatures this far north at this time of year, the grizzlies transform into “ice bears,” covered in icicles dangling from their matted fur. An exclusive photo essay.

BRING BACK BISONIt’s a monumental task in more ways than one. Parks Canada is bringing bison — North America’s largest land mammal back to Alberta’s Banff National Park. The exclusive story of the challenges, trials and tribulations of restoring the continent’s once-grand beast to its former glory — all in the nation’s most-visited national park.

TRAFFICKING CHAOSThe illegal trade of wildlife is the world’s third largest criminal enterprise (after drugs and weapons). Canadian Geographic investigates the Canadian connections to this global problem and what can be done to save our species.

BEST WILDLIFE PHOTOGRAPHYThe winning entries from the Can Geo photo club’s annual wildlife photo contest.

EAGLE EYESCan Geo profiles the researchers behind a 50-year-long survey of a local eagle population in northern Saskatchewan, and what their dedication has determined in terms of eagle biology and behaviour.

NOVEMBER/DECEMBER 2017INDIGENOUS PEOPLE

Close: October 4, 2017 In market: October 25, 2017

LINEUP TO BE ANNOUNCED

WINTER TRAVEL 2017-2018Close: October 4, 2017 In market: October 25, 2017

FALL TRAVEL 2017Close: August 9, 2017 In market: August 30, 2017

The 2017 Can Geo and Can Geo Travel editorial lineups

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EDITORIAL PARTNERSHIPS

Exceptional, unique marketing and sponsorship opportunities are available for partners and advertisers. Content creation to align with marketing and communication strategies.

Contact Valerie Hall Daigle for more information.

Canadian Geographic Enterprises 111 Queen Street East, Suite 320 Toronto, Ontario M5C 1S2

Tel (416) 360-4151 ext. 380 halldaigle@canadiangeographic.ca