2 • 2013 ADVERTISING PLANBOOK
Connecting you to
our community
T
he Victoria Times Colonist is
the most effective local medium for your message. Not
only does the TC have print and
online products that reach threequarters of Victoria adults every
week, the paper is deeply connected to our community. Local projects, events and organizations are
supported by the TC and Island
lives are richer for it.
The TC spearheads a number of
things that benefit the Capital
Regional District and its residents.
Through the generosity of our readers, the annual Times Colonist
Christmas Fund helps families enjoy
the holiday season, the TC 10K gets
several thousand Victorians off the
couch, the TC Island Savings Open
brings pro golfers to town, and our
annual Times Colonist Book Drive
has raised more that $1.7 million
for literacy projects in Victoria and
on Vancouver Island.
Because we can’t do it all, the TC
backs the efforts of many local
organizations and individuals who
work so hard to improve our
community. These people raise
funds to fight diseases, rescue
animals, organize sports, sup-
port seniors and so many other
things. We work with large, established groups like the BC Cancer
Foundation and Community Living
Victoria; many of our local arts
organizations such as Dance Victoria
and Pacific Opera Victoria; and we
work with smaller groups like sports
teams and cultural groups. Every
year we provide approximately $3
million worth of support to over
125 locally-focused initiatives.
In 2012 we are part of celebrating some big birthdays in our community. We created an innovative
feature for the City of Victoria’s
150th birthday. We helped the
Corporation of the Township of
Esquimalt celebrate its centennial
and UVic’s 50th birthday.
We are committed to our advertisers; they are part of our community. This Advertiser’s Planbook was
created to help you to get the very
most out of your advertising. With
helpful tips, a month-by-month calendar and information about all of
our products, we want it to be a
useful tool to help your business
succeed and grow.
Sponsorship
If you are part of a group or
event that works to make life better here on south Vancouver
Island, and you think collaborating with the TC will help your
endeavours, please contact
Tanya Chassé by phone:
250-380-5241 or by email:
[email protected].
You can also check out our
Sponsorship Guidelines
under Contact Us at
www.timescolonist.com.
2013 ADVERTISING PLANBOOK • 3
Each week readers consistently
go to the Victoria Times Colonist
for reliable news, entertainment
and information
Victoria Times Colonist
6/7-day weekly cume Readership
(trend 2005–2011)
Your daily newspaper:
Reaching 72% of Victoria every week
40% 122,700
Read Yesterday*
45% 138,800*
Total Yesterday
201,600*
202,000*
208,100
203,900
203,800
203,200
203,000
Saturday
43% 123,200
Sunday
37% 111,900
Weekly Print
(Six-day Cume)
66% 201,600
23% 69,700
Weekly Online
Total Weekly
Print & online
2005 2006 2007 2008 2009 2010 2011
72% 217,500*
217,500*
* Includes all adults who read print or online versions in past week
*Note: The Victoria Times Colonist no longer publishes a
Monday edition, therefore, the 2010 and 2011
weekly cume is a six-day cume versus a seven-day cume
for the years 2005–2009
Source: NADbank 2005–2011.
Base: Victoria CMA (adults 18+)
Readership of the
Times Colonist
The Times Colonist has one of the highest
readerships of metro dailies in Canada.
E
very week, 73 per cent of the residents of Victoria read the
Times Colonist at least once. Times Colonist readership
stands at more than 217,000 readers in a week, in both
print and online media.
Reader Profile
Times Colonist readers mirror the demographics of the Victoria market
Demographic
Victoria adults 18+ Times Colonist readers
48%
48%
Male
52%
52%
Female
Average age (yrs)
18 – 34
35 – 49
50+
48
28%
24%
48%
50
23%
22%
55%
Own
Rent
74%
24%
79%
19%
Household income $75K+
Personal income $50K+
47%
35%
48%
35%
Source: NADbank 2011
Source: NADbank 2011
4 • 2013 ADVERTISING PLANBOOK
All About LOCAL
The Times Colonist: the most trusted media in Victoria
W
ith a pedigree stretching over 153 years, the Times
Colonist is Victoria’s true community newspaper. It
has the largest newsroom in the city and provides
the most credible news and entertainment content 24/7
from award-winning journalists.
Strong and consistent
local focus drives high
readership and loyalty
in the community
Advertisers benefit from having their message tied to
Victoria’s most trusted news source, as content that is valued by readers means more eyeballs viewing an ad, and a
higher engagement rate for our advertisers.
The City of Victoria contracted
Ipsos Reid to conduct a survey of
residents to determine which
media is turned to most frequently in the Capital Region.
“Newspaper” earned top spot!
Multiple touch points
increase sales
T
he TC offers seven distinct methods to connect
advertisers with their audiences – choose the tools
that meet your needs:
1. Print edition – delivered six days/week with
targeted content opportunities.
2. timescolonist.com – updated 24/7 with the
freshest articles, photo galleries, videos, blogs and
event calendars
3. Freestanding flyers – inserted into the print edition
to reach subscribers AND delivered to all non-subscriber
households in the CRD
4. Apps – reaches an active and growing consumer base
on their tablets and smart phones
5. TC events – like the TC 10K, Raise-a-Reader Day and
the annual TC Book Drive attract thousands of Islanders
6. Customized promotions – print and online options
drive traffic and connect advertisers with consumers
7. Over 60 specialty feature products – themed and
targeted around relevant topics, many with distribution
beyond the TC subscriber base
The Times Colonist
is the Capital
Region’s only paid
daily newspaper
Numbers still play an
important role
We’re good at the numbers
• 219,900 Victorians read the Times Colonist
every week in print and online
• 35 minutes is the average time spent reading
the paper
• 326,000 unique visitors and over five million
page views monthly on timescolonist.com
• TC readers are well educated homeowners that
earn higher than average incomes
• The TC reaches more of your power audience
(34–65) than any other local media
2013 ADVERTISING PLANBOOK • 5
Print specifications
The Times Colonist uses a MAC platform and a
complete PDF workflow.
• Submitted ad material must be Macintosh
compatible. (QuarkXPress, InDesign, Illustrator,
Photoshop, Multi-Ad Creator or PDF file)
• Ad material created in Microsoft products or Corel
products will not be accepted.
PDF files created using Acrobat Distiller are the preferred
file format. PDF files created in any other application are
not recommended and are not reliable.
Artwork and photos must be saved as EPS files prior to
creating a PDF file and all photos must have a minimum
image size of 150 dpi.
Colour must be CMYK generated. Black and white
ads must be created with black-and-white art
and photos and saved as EPS files prior to
creating a PDF file.
When creating a PDF file “All Fonts
Embedded” must be selected in the print
dialogue box. “Print Optimized” must be
selected as the output choice.
For more information concerning the
creation of PDF colour ads,
(settings and delivery),
please contact Kurt Kudor
at 250-995-4424
Non PDF ads: Convert all colour files and
documents to four-colour process (CMYK). Photoshop
documents, colour or grayscale, must have a minimum
image size of 150 dpi and be saved as an EPS file. Do not
include Colour Profile, Screen,Transfer or DCS settings in
Photoshop files.
Please compress and supply ALL files and fonts used
in formats other than PDF.
The Times Colonist reserves the right to
substitute (comparable) fonts should fonts not be
supplied or where technical difficulties demand
substitution.
Methods of file transfer
• Times Colonist FTP site:
Host: ftp.timescolonist.com
Username: general
Password: incoming
Default directory:
/General Incoming
(Note: case sensitive)
• Outside website
• Outside FTP site
• Email to advertising:
[email protected]
Please include name of agency or
graphic artist/composer of the ad and the name of your
Times Colonist sales representative in your email message.
Understanding newspaper language
Agate line
A unit of measure used in setting
advertising space. One agate line is
one column wide by 1/14 of an inch;
14 agate lines equal one linear column
inch. The TC can provide you with a
ruler that measures agate lines.
Column inch
A common unit of measure
by newspapers, whereby ad
space is purchased by the
width, in columns, and
the depth, in inches.
For example, an ad
that is three standard columns wide
and five inches tall (or deep) would be
15 column inches. A TC page has 10
columns.
Display advertising
Advertising that appears in any part of
the publication except the Classified
section.
Double truck
An advertisement that occupies two
facing pages including the margin
between them, commonly known as
the gutter.
6 • 2013 ADVERTISING PLANBOOK
Daily Features
Tuesday
in the Times Colonist
Thursday
Wednesday
Life
In Our Backyard
Recipes, food tips and more from
our food expert Eric Akis
Pleasures of the Table
Ruminations about the delights
— and otherwise — of food by
columnist Pam Freir
At Home
A guide to making your home
the best it can be, with a focus
on renovations and upgrades.
Includes Condo Smarts, a strata
advice column by Tony Gioventu
Life
Helen Chesnut gardening
column
Life
Fashion and personal style
Arts
10 Things
Ten edgy observations from
music writer Mike Devlin about a
pop culture event in the news
Go
Behind the Screen
Michael D. Reid looks at the business of the movie business,
including local profiles and productions now filming on the
Island
Business
The Greenard Index
Plus Dollars & Sense
Weekly advice for the average
investor
Sports
Weekly Around the WHL column
by Cleve Dheensaw
Arts
They Might Be Giants
A profile of a local up-and-comer
in the music industry
Sports
On Fishing
D.C. Reid’s weekly look at the
Island from a fisherman’s
perspective
A section that spotlights upcoming events for the weekend
including concert previews, capsule summaries of new movies,
a full-page calendar of events,
critics’ picks for the weekend
and Tasting, a bi-weekly column
on wine, beer & spirits
Sports
Names and Games
Who’s doing what in high
school and minor sports in
Greater Victoria
2013 ADVERTISING PLANBOOK • 7
Friday
Life
Island Lives
Remembering an Island resident
who made a contribution to the
community
Arts
Movies
Sunday
Saturday
Travel
A section about local, national and
international travel
Family 4-1-1
Advice for parents of young
children, including a look at familyfriendly events in the community
Reviews of the latest releases
A section
Good Neighours
A page about people in Victoria doing
good things for the community
Life
Ask Eric
Food expert Eric Akis answers readers’
questions about food and cooking
Big Picture
Around Town
Driving
Ask Rhona
Photographs of Victorians out and
about in the city
Michael D. Reid on movies and
movie stars
Advice column
Automotive section with local
reviews of new vehicles, a driver
advice column and a roundup of
activities for Island car clubs
Comics
Four pages of colour comics
Homes
All you need to know about owning
a home in Victoria: a home improvement column by Mike Holmes, a
household hints column by Reena
Nerbas, a decorating column by
Debbie Travis, and Helen Chesnut’s
Gardening column
House Beautiful
Writer Grania Litwin and photographer Frances Litman showcase
exceptional homes
Religion
Faith Chronicles
Spiritual events in the community
Business
On The Street
Darron Kloster writes about what’s
new with local business
Arts
Backstage
TV Times
A weekly magazine of TV listings
What’s happening in local arts and
culture by Adrian Chamberlain
On Art
A weekly column about the visual
arts by painter Robert Amos
Monitor
Books pages
Reviews of the latest releases and
profiles of local authors
This Week
A look back at the previous week
through the eyes of Times Colonist
photographers
8 • 2013 ADVERTISING PLANBOOK
nling Meedia Kit
Advertisin
lonist is comThe Victoria Times Co
our readers and
mitted to engaging
ever platform they
advertisers on which
the popular print
prefer. In addition to
lonist also publishproduct, the Times Co
a variety of adveres content and offers
toria’s number
tising solutions on Vic
ormations webinf
one local news and
. Should mobile
site, timescolonist.com
choice, you will find
be your medium of
ally optimized for a
our content specific
pular mobile
variety of the most po
nist.com, which
devices at m.timescolo
e, mobile-specific
also features exclusiv
nties.
advertising opportu
ur news via a
If you prefer to get yo
r popular iPad app
tablet, download ou
e content as well
today, featuring uniqu
e ad units.
as a number of uniqu
l, we have you
Be it in print or digita
covered.
we can put
For our advertisers,
geted campaign
together a fiercely tar
a very specific
of
putting you in front
ild a broader
bu
n
audience, or we ca
ing multi-medicampaign encompass
sites within our
ums as well as other
owledge, experinetwork. Put our kn
to work for you.
ence and resources
2013 ADVERTISING PLANBOOK • 9
d
s
ic
r
t
e
M
e
nlin dia Kit
ti i
MOBILE SITE
rs
104,335 unique visito
521,275 page views
Me
timescolonist.com
ue visitors
326,000 monthly uniq
5 million page views
Demographics
timescolonist.com
Male
Gender
Female
25%
50%
75%
Total Internet
100%
Household Income
Household
Size
1
2
Under $15K
$15K–$24,999
3
$25K–$39,999
4
$40K–$59,999
5+
$60K–$74,999
25% 50% 75% 100%
$75K–$99,999
$100,000 or more
25%
75%
50%
Total Unique Visitors
(000) Trend
100%
Persons
– Age
300
2–17
18–24
200
25–34
Total Unique Visitors (000)
to timescolonist.com
increased 44.4%
since July 2011
100
J
A
S
O N D
J
F M A M
J
35–44
45–54
55–64
J
65+
Source: comScore July2012
Mobile Products
Unique Visitors: 104,335
Page views: 521,275
Source: Omniture SiteCatalyst July 2012. Note: YoY = Year-over-Year July 2012 vs July 2011
MoM = Month-over-Month July 2012 vs June 2012
Mobile Products = mobile optimized web + Apps (iPhone + iPad + PlayBook + HP + Android)
25%
10 • 2013 ADVERTISING PLANBOOK
Advertising
s
t
c
u
d
r
P
Targeting
• Content
• Audience
• Device
• Location
• Time
traffic through the
Whether it’s getting
aree
sal or increasing aw
door for a weekend
se
rti
let our digital expe
ness of your brand,
er results.
work for you to deliv
nner advertising to
ba
al
From tradition
ies,
and iPad opportunit
content integration
at
th
ns
aig
mp
rtising ca
we can develop adve
th
wi
t
ec
nn
co
u
yo
d help
go beyond a click an
your audience in a
much more
meaningful
manner.
Custom
• Advertorial
• Video
• Microsites
• E-blasts /
newsletters
• Contests
• Social media
Standard
Advertising
• Banners
• Interstitials
• Sponsorships
• Takeovers
Rich Media
• Catfish
• Expandables
• Origami
• Pre-roll
2013 ADVERTISING PLANBOOK • 11
nline
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t
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Help you build
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Customized cross-pla uild
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solutions to help you
your brands.
Contact us today
Saskia Elias,
Specialist,
Digital Advertising
.com
selias@timescolonist
ager
or your Account Man
12 • 2013 ADVERTISING PLANBOOK
flex
form
Innovative
advertising
For those campaigns that need a
special touch, the Times Colonist
offers some unique positions and
products that make your message
stand out.
Flex-form:
for unique,
one-of-a-kind ads that
explode off the page.
Gatefold:
the front part
folds over A1 and the back
page wraps around the back
of the section. Full-colour and
cannot be missed.
Weather Page:
strategic ad placement below the
weather map.
gatefold
weather
page
2013 ADVERTISING PLANBOOK • 13
flagpole
Ads that
get
noticed
floating
banner
full-page
width in the middle of a page.
Flagpole:
the ad runs in the gutter between two pages.
All of these options require extra time and
each has unique pricing. Please contact your
sales rep for more information.
flex form
Floating Banner:
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
1
1
2
3
4
5
6
7
8
9
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16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
27
28
29
2012
OCTOBER
SUNDAY
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
1
1
2
3
1
2
3
4
5
6
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8
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10
11
12
13
14
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20
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25
26
27
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29
30
This month’s features:
29
Discover Vancouver
2012
NOVEMBER
SUNDAY
Remembrance Day
Island, Victoria and the
Gulf Islands
Living Green
Healthy Living
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
This month’s features:
Our Pets, Our Friends
Holiday Gift Guides
1
1
2
3
1
2
1
2
3
4
5
6
7
8
Hanukkah begins
9
2012
DECEMBER
SUNDAY
16
10
11
12
13
14
15
17
18
19
20
21
22
25
26
27
28
29
Hanukkah ends
/30
23
/31
24
Christmas Day
Boxing Day
SUNDAY
1
MONDAY
1
TUESDAY
1
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
2
3
4
5
6
7
8
9
10
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12
13
14
15
16
17
18
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23
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25
26
27
28
29
30
31
This month’s features:
Bridal Expo
28
29
2013
JANUARY
New Year’s Day
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
1
1
1
2
3
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
2013
FEBRUARY
SUNDAY
Valentine’s Day
17
18
19
20
21
22
23
24
25
26
27
28
28
29
This month’s features:
Dine Around
Healthy Living
SUNDAY
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
1
1
2
3
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
18
19
20
21
22
23
25
26
27
28
29
30
1
This month’s features:
Our Pets, Our Friends
2013
MARCH
Discover Vancouver Island,
Victoria and the Gulf Islands
17
St. Patrick’s Day
/31
24
Easter Sunday - 31
Good Friday
SUNDAY
1
MONDAY
1
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
2
3
4
5
6
7
8
9
10
11
12
13
14
15
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23
24
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27
30
27
28
29
30
2013
APRIL
Easter Monday
21
28
Earth Day
29
This month’s features:
Green Guide
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
1
1
2
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
20
21
22
23
24
25
28
29
30
31
This month’s features:
Island Events
Victoria Day Long
Weekend Guide
2013
MAY
SUNDAY
Mother’s Day
19
26
Victoria Day
27
30
SUNDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
1
1
2
1
2
3
1
2
3
4
5
6
7
8
9
10
11
12
13
14
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17
18
19
20
21
22
24
25
26
27
28
29
This month’s features:
Summer Fun
Canada Day Long
Weekend Guide
2013
JUNE
MONDAY
16
Father’s Day
/30
23
SUNDAY
1
MONDAY
1
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
2
3
4
5
6
9
10
11
12
13
7
8
Ramadan begins
14
2013
JULY
Canada Day
21
28
15
16
17
18
19
20
22
23
24
25
26
27
29
30
31
This month’s features:
B.C. Day
Long Weekend Guide
27
28
29
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
This month’s features:
Labour Day
Long Weekend Guide
Back to School
1
1
2
3
1
2
3
4
5
6
7
8
9
10
12
13
14
15
16
17
18
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21
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24
25
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27
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29
30
31
BC Day
11
2013
AUGUST
SUNDAY
SUNDAY
1
MONDAY
2
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
3
4
5
6
7
8
9
10
11
12
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27
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30
31
27
28
29
30
31
2013
SEPTEMBER
Labour Day
This month’s features:
Victoria Arts Guide
Healthy Living
Our Pets, Our Friends
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
1
2
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
2013
OCTOBER
SUNDAY
Thanksgiving Day
20
21
22
23
24
25
26
27
28
29
30
31
30
31
Halloween
This month’s features:
Island Events
SUNDAY
1
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
2
1
2
3
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
This month’s features:
Discover Vancouver Island,
Victoria and the Gulf Islands
2013
NOVEMBER
Holiday Gift Guide
Remembrance Day
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Hanukkah begins
SUNDAY
1
MONDAY
2
TUESDAY
3
WEDNESDAY
4
THURSDAY
5
FRIDAY
SATURDAY
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
23
24
25
26
27
28
29
30
2013
DECEMBER
Hanukkah ends
22
29
Christmas Day
30
31
27
This month’s features:
Holiday Gift Guide
Boxing Day
28
Advertising Sales
Left to right: Kim Prince, Inside Sales; Christian Kuharic, Sales; Garry Nunn, Sales; Martin Olivier, Sales; Trevor Flatman, Sales;
Frank Szonyi, Sales; Shannon Kowalko, Promotions Manager; Grant Wittkamp, Sales;
Jason Scriven, Retail Advertising Sales Manager; Margaret Long, Sales; Terry Ross, Sales;
Pablo Miranda, National Sales Manager; Dave Whitman, Director of Advertising Sales and Marketing;
Saskia Elias, Online Sales; Cheryl Mercer, Inside Sales; Susan Jones, Sales; Bernie Leavitt, Sales; Dani Metzmeier, Sales;
Dianne Dallas, Sales; Sue Webber, Sales; Tanya Chassé, Executive Assistant.
Not present: Ramona Maximuk, Sales; Toni Smith, Sales
Advertising Operations
Left to right: Heather Speed, Control Supervisor; Peter Holden, Ad Clerk; Troy Nixdorf, Creative Department;
Lorna Williamson, Advertorial; Branka Hrgovich, Creative Department; Kevin Gowan, Control Clerk;
Wendy Kalo, Advertising Operations Manager; Gordon Faller, Creative Department; Rhonda Vennels, Ad Clerk;
Darcy Golding, Ad Clerk; Nancy MacDonald, Advertorial.
Not present: Karen Sparks, Ad Clerk; Nadine Quigley, Inserts and Distribution Coordinator;
Shannon Donnelly, Promotions Assistant; Suzanne Kazmiruk, Ad Clerk
Contact Us:
Jason Scriven
Retail Advertising Sales Manager
380-5328
Ad proofing
380-5248
Pablo Miranda
National Sales Manager
380-5242
Victoria Times Colonist | 2621 Douglas Street, Victoria, British Columbia, Canada V8T 4M2 | www.timescolonist.com