Emily Carson, Mariam Matti, Richard Benn, Jenn Nucum, Megan Santos, Mike Dotto, Alisha Karim-Lalji, Christine

Winners & Losers

Charlie Sheen?

Winners & Losers

Apple?

Winners & Losers

Canadian Soccer?

Winners & Losers

Sony?

Anatomy of a Canadian Business ReaderGender- Male

Average age- 34Married or single- MarriedIncome bracket (individual or family)- Both (net income 80-250 thousand)Education- University/ business school Occupation- Mainly business (stock market, banking, etc)Status- intellectual businessmen, bosses, company owners, CEO’s, investorsWorking or retired- Working Hobbies & interests- Saving and making money, ensuring family security and happiness, stock market interest along with keeping updated with the latest business news.

Format

Total Pages: •The December 7th to January 18th edition featuring Canada’s 100 wealthiest people is 104 pages.

Content

Letter section: •People voice their appreciation and pleasure about certain articles in past editions. The section is only one page of the magazine.Opinion: •In this issue, the opinion section includes business information from Richard Branson and Steve Maich. Briefing Section: •Here, you will find a variety of information ranging from editorials on public finance, politics, new technology, retail information, legal information and food among others. Feature: •Included are articles and interviews with important people in the business world. There are also articles about what is happening around the business world. Performance:•In this issue, they provide valuable information on how to impress your superiors during your yearly review. They also provide information on books, style and travel destinations.Coffee Break: •This is a small one page section located at the end of the magazine. Here readers can find short comics as well as a small twelve minute crossword puzzle. These have been added for the enjoyment of the reader and are ways to take some time off.

Format

Number of Full Page Ads: •Of these 104 pages, there are 34 full page advertisements. •Many of them are financial ads for banks (RBC, BMO, HSBC) •Business universities and expensive commodities. (Vehicles such as Audi’s, Jeeps and Cadillac) •There are also travel ads because many business representatives travel and need proper accommodations. Number of Full Editorial Pages: •There are 36 full page editorials•These are pages with multiple articles incorporated on them.•Many of the full page editorials are found in the feature section of the magazine. Pages with Ads and Editorials: •Four pages of ads and editorials. •The ads clearly overshadow the information presented in the editorials. •On each of the pages the ads take up roughly three quarters of the page.

Format

Leaflets and Flyers: •There are four cards or leaflets stapled in between the pages. •Of the four, one is a financial promotion for RBC, while two are subscription cards. •These cards include the address of the magazine already written on the front and are quick and easy ways for the readers to subscribe if they are interested in obtaining more copies. •The final card or leaflet is another small promotion of the magazine with the URL of the website located on both sidesInformation Supplement: •There are many sections within the magazine which are labelled information supplement at the top of the page. •Many of these supplements are about business universities and colleges, while others are about Saudi Arabia and the opportunities they offer, as well as transportation to there.

Features

• (Mar. 15-28 Issue): Magazine promotes three out of five features

• One of each: North American, Canadian, International

Two long features: five pages • 2,000 words

• Lots of pictures/illustrations

One medium-length feature: four pages• About 1,000 words• Few photos• Cutlines: clear and concise• “Business Without Borders” story has a throw to a website

• Two short features: two to three pages • < 800 words

• One photo, enlarged

• One story – Q&A with CEO Sean Durfy

• International story with one graph and a side-bar

Service Pieces

• Services pieces are rare to come by for Canadian Business.

• Not promoted on the front cover

• Content page: Promoted at the very bottom under “Performance”

March 28th Issue:

•Each one page in length & last five pages of the magazine

•“How to care for your finest threads” Page 54

•“Mastering the art of the social-web CV” Page 55 (Advice on what to put online from a female who got hired based on her online resume/content)

•“Your own private fitness guru” Page 56

•“Flower Parade: Amsterdam” Page 57 (Where to go/What to do)

AD BREAKDOWNPage# Size Category Type Company

2 full page luxury Computer & Tech Sage

5 full page N/A Government Health Canada

7 full page N/A Media Sportsnet Radio

10 full page luxury Telecom Ericsson

23 side bar luxury Electronics Chapters Indigo

25 side bar luxury Electronics Chapters Indigo

27 full page luxury Electronics Chapters Indigo

From the advertisements we can assume that readers are

generally:- Business men and women and/or business owners- Working class people who manage their own finances- People who travel for business on a regular basis- Advertisements focus on luxury over budget- 3 Chapters Indigo advertisements promoting the Kobo eReader, focusing on “cheap” luxury (according to their standards, $149 is cheap) that you can take anywhere you travel.

By looking at the advertisements, readers would generally be:-Business men and women and/or business owners-Working class people who have their own finances-People who travel for business

AD's

Include:•Canadian Business “Portraits in Leadership” –sponsored by IBM•Farm Credit Canada•Two HSBC bank advertisements (one full page, on ¼ page)•Rogers- providing customers with special offer on Canadian Business magazine•Desjardins Financial Security•Singapore Airlines

7 Advertisements in total from pages 31-60

ONLINEhttp://www.canadianbusiness.com/

-Content only slightly varies from the print-Business news, views and reviews: -Analysis on issues facing Canada's business leaders today-Market Index, stock, trading, exchange and share's updated round the clock. -Wireless: Canadian Business Online delivers company news alerts, trading alerts and its e-newsletters -Power Portfolio investment tracker.