Specialty mags on the rise

Just as specialty channels are stealing audience share from traditional television networks, so vertical-interest magazines are gaining ground on more general-interest

titles, a recent study by PMB Print Measurement Bureau appears to confirm.

Steve Ferley, president of the magazine readership research body, says while PMB 2000 shows a slight rise in overall readership, it has come almost exclusively in the area of specialty titles at the expense of some old stalwarts.

Some of the titles down this year include women’s magazines Canadian Living, Chatelaine, Homemakers and Flare; general interest publications Maclean’s, Reader’s Digest, Time and Toronto Life; and business books Report on Business Magazine, National Post Business (formerly Financial Post Magazine) and Profit. Readership of Canadian Business remained static.

Chris Herlihey, research manager with Toronto-based Initiative Media, says the results of PMB 2000 aren’t that much different from last year’s study.

‘Over the past few years, we’ve been seeing an overall decline in readership, especially on some of the women’s books and business books. There are exceptions, but that’s the general trend.

‘The interesting thing is that there are more vertical books coming into the market and their readership is growing. Canadian Home Workshop, Food & Drink, Canadian House & Home – they’re all up.’

Herlihey attributes the decline in general-interest readership to the fact that consumers are pressed for time and, as with television, are zeroing in on their specific interests.

And while he agrees that many of the big titles are down, he says he’s not so sure the numbers are statistically significant.

He says there are other market factors not necessarily reflected in the PMB study, such as increasing competition from U.S. magazines, as well as the wide range of publications available that PMB doesn’t measure.

‘It appears that overall magazine readership is shrinking, and maybe on a title-by-title basis it is, but the overall readership of magazines may not be,’ says Herlihey.

Greg Ramsay, research director for Toronto Life, says while it’s true readership of his magazine has been on the way down for the past few years, that’s been the case for most of the magazine’s major competitors. When that happens, he says, it doesn’t change the competitive landscape too much.

He points out that during this time, circulation numbers have remained constant, so it’s not clear whether there is a decline in general-interest readership or whether there’s a problem with PMB’s current methodology.

‘I don’t know how much weight anyone is putting on PMB 2000 results right now.

‘Everybody is really looking forward to the switch to ‘recent reading’ [survey methodology] in 2001. We’re all expecting to see higher numbers.’

Canada is the only country still using the ‘through-the-book’ methodology where respondents are shown a skeletonized version of each magazine, asked to flip through it, and then asked whether they have read that particular issue.

Critics of the methodology say the greater the number of publications included, the greater the danger respondents will skip magazines placed before them just to get to the end of the interview.

With recent reading methodology, respondents are simply shown the magazine’s logo and asked whether they’ve read an issue during a certain time period.

Cannes Lions 2025: Canadians nab more medals on final festival day

Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.

Friday’s batch of Silver and Bronze winners included the oldest category at the Cannes festival, Film, as well as Sustainable Development Goals, Dan Wieden Titanium, Glass: The Lion for Change and Grand Prix for Good. Canadians were recognized with four Lions today: two Silver and a Bronze in Film, as well as a Bronze in Sustainable Development Goals.

FCB Toronto was given yet another nod for its work, “The Count,” for SickKids, bringing the medal count for that campaign to four, including a Gold for Health & Wellness. Another Canadian agency recognized on the final day of the festival was Klick Health Toronto, which earned a Silver in Film for its work “Love Captured” for Human Trafficking Awareness and a Bronze for “18 Months” for Second Nurture. And over in Sustainable Development Goals, the Bronze went to Publicis Canada and its “Wildfire Watchtowers” work for Rogers.

Another massive win for Canada included not one, but two Young Lions (pictured above) taking home medals in the annual competition. In Design, the Gold Young Lion was awarded to Rethink’s senior motion designer Jesse Shaw and ACD Zoë Boudreau. The second, a Bronze in Media, went to Cossette Media’s business intelligence analyst Samuel David-Durocher and product development supervisor Tristan Bonnot-Parent.

Film (2 Silver, 1 Bronze)

1 SILVER: “The  Count” by FCB Toronto for SickKids Foundation

“The Count,” a striking campaign from FCB Toronto for SickKids Foundation, has earned 1 Gold, 2 Bronze and now 1 Silver for Film at Cannes. If you watch it, it’s easy to see why. The collaboration between brand and agency honoured the hospital’s “VS” platform, while steering it in a new direction from its initial development by previous AOR Cossette. The creative celebrates childhood cancer patients who have to fight for every birthday, while honouring the hospital’s own milestone – 150 years and counting.

 

1 Silver: “Love Captured” by Klick Health Toronto for The Exodus Road

Klick Health Toronto added to its medal tally with a Silver in Film for it’s work “Love Captured” for The Exodus Road. The creative features a romantic getaway that isn’t what it seems in an experiential short film for the global anti-trafficking organization. The experience takes viewers through a tragic and twisting experience of exploitation.

 

1 BRONZE: “18 Months” by Klick Health Toronto for Second Nurture

Klick Health Toronto also won a Bronze in the Film category for its work, “18 Months,” done for the charity organization Second Nurture. The animated film is based on a real-life story in which a same-sex couple adopts a baby found in a subway station, and the 18-month journey into a story of hope.

Sustainable Development Goals (1 Bronze)

1 BRONZE: “Wildfire Watchtowers” by Publicis Canada for Rogers

Publicis Canada landed on the winners board for its work, “Wildfire Watchtowers,” for Rogers. The Canadian-developed wildfire-detection tech – which has been billed as “a fire alarm in the forest” – uses AI-powered sensors installed on 5G towers to monitor vast remote areas in real time. By scanning, identifying and reporting early signs of wildfires (up to 16 minutes faster than other systems), the technology helped prevent 54 fires in 2024 alone.

Catch the Gold winners later today when they’re revealed at the gala in Cannes.