VISION NEWSPAPER / MEDIA KIT
2017
C O M M U N I T Y
N E W S PA P E R
2 0 11
&
2 0 1 2
EE
B E S T
FR
FR
EE
V O T E D
www.vision-newspaper.ca T: (44) 0844 879-4964 M: (44) 0776 062 9477
MUSIC
NEWS
ARTS
COMMUNIY
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Spring 2013 / ISSUE 03/18
WINNING IS NOT ALL THAT MATTERS Talent show contestant JAH BOUKS proves what matters is content - and his lyrics have enough of it >> page 7 The ‘Top Model’ reality series has finally arrived in the Caribbean >> page 11
Mixed emotions at the ‘World Rub-A-Dub Masters’ concert >> page 5 Advertisement
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“The double award winning community newspaper”
VISION NEWSPAPER MEDIA KIT 2017/2018
About Vision Newspaper Vision Newspaper is a double award winning community newspaper that specializes in content for the Caribbean and the Black Community. With articles that are designed to bridge the gap between the Caribbean Dispora, and Canada, Vision Newspaper keeps its readers informed of what is currently happening within its local and international Black Community. Vision Newspaper, which was founded and first published in London, England has quickly made its mark as a must read within the Black community. Testimony to this is that Vision won the DIA (Dancehall Industry Award) for Best Community Newspaper in 2011 and the BEFFTA (Black Entertainment Film Fashion Television and Arts Award) for Best Community Newspaper in 2012. Vision Newspaper is a compelling, lively and engaging newspaper covering topics including: local community news, entertainment, politics, fashion, sports, film, arts & culture. Vision provides coverage missed in mainstream media, delivering gutsy insightful features that resonate directly with its readers. Today’s editorial has an edgy, urban and contemporary feel, publishing a weekly mix of entertainment stories and advertorial campaigns.
VISION NEWSPAPER MEDIA KIT 2017/2018
Table of Contents 1. Executive Summary 2. About the Consumer Market 3. Young Mainstream Influencers 4. Household Incomes Continue to Grow 5. What Blacks Buy & Where Blacks Shop 6. What Blacks Watch 7. BLACFLIX - OTT TV 8. Digital 9. Mobile 10. Financial Services 11. Newspapers Drive Vehicle Sales 12. Newspapers Work for Everything Home 13. Live Events 14. Newspaper Circulation 15. Canada’s Newspaper Industry 16. Conclusion
VISION NEWSPAPER MEDIA KIT 2017/2018
Executive Summary With a current buying power of $1 trillion that is forecasted to reach $1.3 trillion by the year 2017, the importance of connecting with black consumers is more important than ever. As detailed in a new report published by Nielsen in collaboration with the National Newspaper Publishers Association (NNPA), black consumers have notable distinctions from other consumer groups, and understanding this group is critical to making lasting connections. Currently over 43 million strong in North America, black consumers have unique behaviors from the total market. For example, they’re more aggressive consumers of media and they shop more frequently. Blacks watch more television (37%), make more shopping trips (eight), purchase more ethnic beauty and grooming products (nine times more), read more financial magazines (28%) and spend more than twice the time at personal hosted websites than any other groups. Blacks make an average of 156 shopping trips per year, compared with 146 for the total market. Favoring smaller retail outlets, blacks shop more frequently at drug stores, convenience stores, and dollar stores. Beauty supply stores are also popular within the black community, as they typically carry an abundance of ethnic hair and beauty aids that cater specifically to the unique needs of African-American hair textures. Overall, health and beauty supply stores have an average household penetration rate of 46 percent among blacks, and the average black household spends an average of $94 in this store channel each year, providing a significant opportunity to connect with black shoppers. Companies looking to increase market share with this important consumer segment should try to incorporate trusted media into campaign strategies. In the Burrell 40, 2011 study, 81% of Blacks believed that products advertised using Black media are more relevant to them. Yet, as stated on page, only three percent of advertising dollars spent is with media focused on Black audiences. By aligning additional marketing support and more focused strategies using media sources such as Black newspapers, Black radio, Black online sites and other media outlets trusted and relied on by Blacks for unfiltered information, companies can develop more culturally relevant messages and connectivity for their products and services.
VISION NEWSPAPER MEDIA KIT 2017/2018
About The Black Consumer Market In today’s world, competition is the name of the game. In order for companies to win among VISION NEWSPAPER CANADA consumers, they must understand who the consumers are and make products that meet their MEDIA KIT needs and have a lasting impact. The multicultural market continues to grow in North America, 2014/2015 and a large part of the growth comes from the Black community. The Black community accounts for35, 13.8% of the total United States population and continues to grow. The Black population compared to 47% of the Total Market population. Known as early adopters of new grew 64% fasterand thancommunication the rest of the country since 2010, amassing a total 43 million people; technologies tools, young African-Americans go of beyond merely providing a this includes individuals who are Black and another race. Th e Black population remains the largstrong base for brands – they are also key influencers. Other demographic segments have Blacksin asthe a driving popular with 73% of Whites and 67% of Hispanics estidentified racial minority Unitedforce Statesfor and the 3rdculture, largest visible minority in Canada. who believe Blacks influence mainstream American culture.
In Canada the Black community has an estimated population of around 1 million. The majorCompanies looking to increase market share with this important consumer segment should try itytoofincorporate Black Canadians are of Caribbean origin. All of whom buy automobiles, houses, open trusted media into campaign strategies. In the Burrell 40, 2011 study, 81% of new bankbelieved accounts, buyproducts new mobile phones,using internet connections, life insurance, Blacks that advertised Black media are apply more for relevant to them.auto Yet, as insurance, health insurance and mortgages, which intern keeps the economy growing. Vision stated above, only three percent of advertising dollars spent is with media focused on Black audiences.with By aligning additional support and more focused media Newspaper, its most trusted andmarketing respected media outlets, which includestrategies our print using publicasources such as Black newspapers, Blackwebsites radio, Black online sites provides and other mediacant outlets tion, TV shows, Radio programing, online and Live Events, a signifi optrusted and relied on by Blacks for unfiltered information, companies can develop more portunity to connect with Black/Caribbean shoppers. culturally relevant messages and connectivity for their products and services.
Percentage within the Caribbean Population in Canada (2001) 45 40 35
Guyanese
30
Jamaican
25 20
West Indies
15
Haitian
10
Trinidad and Tobago Barbados
5 0
Guyanese
Jamaican West Indies
Haitian
Trinidad Barbados and Tobago
Source: "www.statcan.gc.ca" The Caribbean Community Canada. n.d.14 Web. 14 Dec. 2014. Source “www.statcan.gc.ca” The Caribbean Community ininCanada. N.p.,N.p., n.d. Web. Dec 2014
thosethey who reported they had origins in 2001, 42% said16% they were “Of all •those“Of whoall reported had Caribbean origins in Caribbean 2001, 42% said they were Jamaican, while were Jamaican, while 16% were Haitian, 12% said they were West Indian, 10% were Haitian, 12% said they were West Indian, 10% were Guyanaese, 10% came from Trinidad and Tabago and 5% were Guyanese, 10% came from Trinidad and Tobago and 5% were from Barbados.” from Barbados. ”
VISION NEWSPAPER MEDIA KIT 2017/2018
Young Mainstream Influencers
“Other demographic segments have identified Blacks as a driving force for popular culture, with 73% of Whites and 67% of Hispanics who believe Blacks influence mainstream American culture.”
Advertisers and marketers who covet younger consumers with the hope of establishing long-term relationships with their brands will find the Black population an appealing demographic group. The Black population, on average, is three years younger than their peers, with an average age of 35, compared to 38. More than half of the population, 53%, is under the age of 35, compared to 47% of the Total Market population. Known as early adopters of new technologies and communication tools, young African-Americans go beyond merely providing a strong base for brands – they are also key influencers. Other demographic segments have identified Blacks as a driving force for popular culture, with 73% of Whites and 67% of Hispanics who believe Blacks influence mainstream American culture.
53%
OF blAck pOpUlAtiOn is UnDer the Age OF 35
Black population Breakout By age % OF blAcks
% OF tOtAl pOpUlAtiOn
0-17
28%
24%
18-34
25%
23%
35-44
14%
13%
45-64
24%
26%
65+
9%
14%
Age rAnge
Source: nielsen Pop-facts Premier, 2013 update
VISION NEWSPAPER MEDIA KIT 2017/2018
Household Incomes Continue to Grow Blacks have continued to grow their financial power as the number of blacks households has increased by 20% since 2000, while aggregated income has increased 45% meaning that blacks income has grown 2.3 times faster than the number of black hOUsehOlD incOMes cOntinUe tO grOw households. Marketers trying to engage these consumers have to understand that though blacks may smaller incomes than total population, thosehas incomes african-americans have have continued to grow their financial power as thethe number of african-american households increased byincreasing. 20% since 2000, while aggregate income has increased 45%, meaning that Blacks’ income has grown 2.3 are steadily times faster than the number of Black households. marketers trying to engage these consumers have to understand that though african-americans may have smaller incomes than the total population, those incomes are steadily increasing.
▴20%
▴45%
number of african-american households 2000 • 12,055,082 2013 • 14,457,645
aggregate income of african-americans 2000 • $479 Billion 2013 • $696 Billion
median income for Black households is lower than the total market; the variation in income is not seen in the broad middle where differences are small (3% or less), but in the extremes with lower income and upper income segments.
less than $25,000
$25,000 - $34,999
36.6%
$35,000 - $49,999
12.7%
23.8%
15.5% 15.5%
11.1%
$50,000 - $74,999
$75,000 - $99,999
$100,000+
8.6%
16.4% 19.5%
10.0%
11.9%
% of african-american households average = $47,300 Source: nielsen Pop-facts Premier, 2013 update
18.2%
% of total market households average = $67,300
2015
VISION NEWSPAPER MEDIA KIT 2017/2018
ABOUT THE BLACK CONSUMER MARKET
What Blacks Buy & Where Blacks Shop
Building brand and retail loyalty is the cornerstone of most marketing and advertising campaigns. So “Black Consumers are more relevant than ever” understanding how, where and when blacks shop and what drives their purchasing behaviour can be helpful to businesses. On Average black households shop more frequently (8 trips more) than total market consumer in North America currently power of $1 trillion that(2 is trips more) householdsThe andblack are more likely to frequent dollar storeshold (7 purchasing trips more), convenience stores forecasted to more), reach $1.3 year 2017, importance and drug stores (1 trip buttrillion spendbyanthe average of $8the less per trip. of connecting with Black
consumers is more relevant than ever. As detailed in a new report published by Nielsen in collaboration with the National Newspaper PublishersAssociation (NNPA), black consumers There are numerous edible and non edible categories that Blacks purchase and use at a higher rate than have notable distinctions from other consumer groups, and understanding this group is critical total market consumers; likewise, there are various categories being purchased at a lower rate. Both offer an to making lasting connections.
opportunity for manufacturers, marketers, and retailers to increase sales with Black consumers.
Currently over 43 million strong in North America, black consumers have unique behaviors from
Blacks consistently place a higher emphasis on grooming and beauty categories and at the top of that list is the total market. For example, they’re more aggressive consumers of media and they shop ethnic hair and Beauty aids (HABA), which Blacks purchase nine times more than others. Hair care is serimore frequently. Blacks watch more television (37%), make more shopping trips (eight), ous business in the Black community at all income levels. The beauty supply store channel, in particular, ofpurchase more ethnic beauty and grooming products (nine times more), read more financial fers consumer-packaged-goods (CPG) retailers and manufacturers an opportunity to increase market share magazines (28%) and spend more than twice the time at personal hosted websites than any as Black shopper penetration and annual spending with this channel both increase with higher income. other group. African-Americans make an average of 156 shopping trips per year, compared with Manufacturers can improve market share by ensuring their products are placed in this popular channel 146 for the total market. Favoring smaller retail outlets, blacks shop more frequently at drug and CPG retailers may want to expand the assortment of HABA products they offer to capture consumer stores, convenience stores, and dollar stores. spending. Hair care products not identified as ethnic can lead to tremendous market growth opportunities, as Blacks’ hair care spending within traditional CPG retailers is underdeveloped (indexed to total market). Non-ethnic products that are rebranded with messaging that addresses the uniqueness of Blacks’ hair textures and styles could see a rise in market share currently represented in the ethnic HABA category. Beyond beauty aids and ethnic hair care, there are other categories that offer companies a chance to increase market share with this important consumer segment.
mer
VISION NEWSPAPER MEDIA KIT 2017/2018
What Blacks Watch Blacks are voracious media users and leaders when it comes to setting pop cultural trends. Nowhere is this more prevalent than in Blacks’ television viewing habits where Blacks watch 37% more television than any other group, spending seven hours and 17 minutes per day viewing tV, compared to five hours and 18 secTion Three: minutes of total viewing for total market. Black Women, especially those 18-49, tend to be heavier viewers than their male counterparts. Not surprisingly, media outlets dedicated to Black audiences have a higher composition and concentration of Black viewers, which should be of interest to businesses who incorporate television media buys into their marketing strategies.
WatcH
Black viewers tend to mostly watch programs that provide diversity in casts or characters who are reflective of the Black lifestyle and culture – although not always reflective of how typical Blacks act. So it should not come as a surprise that eight of the top 10 television shows delivering Black viewers ages 18-49 originated on cable where diversity tends to be more consistently prevalent. the two exceptions were ABC’s Scandal starring Black actress Kerry Washington, and FOX’s American Idol, the reality singing competition which features a diverse cast of contestants and ended the season with a Black female winner, candice glover. The total number of viewers for Love & Hip Hop Atlanta 2, the top-rated reality program watched by Blacks ages 18-49 and featuring a predominantly all-Black cast, more than doubled the amount of Black viewers whAt AFricAn-AMericAns wAtch who tuned in to watch the more multiculturally diverse American Idol. During the awards show season, the Blacks are voracious media users and leaders when it comes to setting pop cultural trends. 2013 BET Awards a Black 74% viewing higherhabits thanwhere the Grammy and nearly three times nowhere is this delivered more prevalent than inaudience Blacks’ television Blacks watchAwards 37% more television than any other group, spending seven hours and 17 minutes per day viewing tV, greater than the Oscars. compared to five hours and 18 minutes of total viewing for total market. Black Women, especially those 18-49, tend to be heavier viewers than their male counterparts. not surprisingly, media outlets dedicated to Black audiences have a higher composition and concentration of Black viewers, which should be of interest to businesses who incorporate television media buys into their marketing strategies.
Marketers choosing to ignore programs with exclusive Black casts risk missing the chance of reaching millions of viewers with their messages. total
7:17
18-49
7:34 7:14 6:56
6:50
6:21
6:43
7:03
6:37 6:20 6:13 5:43 total hours Per Day Viewing
Black men
Black Women
total Black Viewers
Black men
Black Women
total Black Viewers
hours Per Day Viewing live tV and DVr playback
Source: nielsen 12/31/2012 to 6/30/13, total hours Spent Viewing includes live tV viewing, DVr Playback, DVD Playback and Video game consoles Copyright © 2013 The Nielsen Company
15
VISION NEWSPAPER MEDIA KIT 2017/2018
BLACFLIX BLACFLIX is our new 24 hour OTT - TV network coming soon to all digital platforms worldwide. BLACFLIX will consits of various BLACK / CARIBBEAN & AFRICAN programs including news programs, cooking programs, religious programs, original drama series and movies. Our network aims to be the worlds largest collection of Black, Caribbean, African and African American, movies, documentries and drama series. All made available through a user friendly app available on smart phones, tablets, video game consules and smart TV’s. To start BLACFLIX will only be available through DESKTOP, ANDROID, and IOS, with a second rollout making it available on APPLE TV, ROKU, PLAYSTATION and SAMSUNG SMART TV’S.
VISION NEWSPAPER MEDIA KIT 2017/2018
Digital An examination of Blacks’ overall online category usage reveals some notable and perhaps newly discovered behavioral distinctions between Blacks and the total market. Blacks spend 44% more time on education and career sites and 21% more time on family and lifestyle sites than total market consumers, breaking the myth that Blacks are disinterested in education and the family’s well-being. Additionally, Blacks continue to be resilient in their role as early adopters of technology as 14% are more likely to spend time on telecom/internet Services sites. Blacks spent more than twice the time per person at web hosting sites than total market consumers, which indicates Blacks are more likely to own personal websites. When it comes to web searches, google Search, with over 15 million unique visitors during a one-month period, is the #1 search engine among Blacks, accounting for more unique visitors than yahoo, Bing, ask.com, and google image, who each had 7.5 million, 6.6 million, 6.3 million, and 5 million visitors, respectively. Blacks have taken to social media sites like facebook and twitter to gain desired exposure in cyberspace and use social networking to mitigate real world inequality. For Blacks online platforms are like beauty/barbershops where people come to voice their opinions, share funny stories, and connect with others. Blacks are 44% more likely than total market consumers to create a social media profile. Facebook is the most heavily used social networking site based on both the number of unique visits and time spent per person. There are interesting variances between age groups for the most time spent on social media platforms: • • •
45-64 year-olds spend the most time on facebook. 35-44 year-olds are more likely to spend more time on tumblr. 18-34 year-olds spend 11% more time on twitter than those 35-44 and 45-64 combined.
Vision Newspaer has social media campaigns on facebook and twitter that are ongoing and reach millions of people worldwide. All of our sponsors are included in our social media campaigns. Our websites reach thousands of people monthly and features content that can only be viewed online. www.facebook.com/visionnewspapercanada
www.instagram.com/vision_newspaper_canada
www.twitter.com/visionnewspaper
www.issuu.com/alwinsquire
VISION NEWSPAPER MEDIA KIT 2017/2018
Mobile Smartphones have become a way of life for most North Americans, and Blacks have continued to outpace the total population with smartphone ownership. Seventy-one percent of Blacks own smartphones, compared to 62% of the total population. Most Black use androids (73%) top 10 social Media sites By age versus iPhones (27%). 18–34 34-44 45-64 site
tiMe spent per persOn
site
tiMe spent per persOn
site
tiMe spent per persOn
When facebook determining which applications (APPs) to install on Blacks and the 6:39 facebook 6:49 smartphones, facebook 6:53 meetup 2:46 tagged 2:22 tagged 2:58 total market share 15 of the same top 20 APPs, although not necessarily ranked in the same orSix apart 2:44 tumblr 2:15 ning 2:00 der. Both for practical and personal use. tumblrgroups install APPs 2:06 twitter 1:10 tumblr 1:15 twitter
2:04
:34
glam media network
1:14
mocoSpace
2:04
:33
meetme
:42
Blacksreddit also use APPs such as1:57PayPalmeetup for more practical purposes. The google talk APP:36provides :25 Pinterest tagged 1:51 Blogtalkradio :21 twitter :26 with free person-to-person communication services, and its overall technology platform fits fiverr 1:18 Blogger :15 linkedin :15 Blacks’Webstagram resilient early adaptive behavior while Blacks’ preference for BibleBylifechurch.tv is a :52 Spokeo :15 Blogtalkradio :13 clear indication of the importance Blacks place on maintaining faith-based connections. Source: nielsen, netView, total (march 2013), time shown in hours:minutes *ranked on time spent per person by african americans 18-64
71%
MObile Blacks’ sMartphone preference
OF blAcks Own sMArthpOnes
27%
41% african-american users
total market users
59%
73%
android
iPhone
Source: nielsen, mobile insights, march 2013
Smartphones have become a way of life for most americans, and african-americans have continued to outpace the total population with smartphone ownership. Seventy-one percent of african-americans own smartphones, compared to 62% of the total population. most african-americans use androids (73%) versus iPhones (27%).
Vision Newspapers new mobile application, available at both the Google Play store and the Apple store, is available for free download and allows readers to download our latest issue to their mobile phone or tablet so they an read it even when they are offline.
20
Resilient, Receptive and Relevant: The African-American Consumer
VISION NEWSPAPER MEDIA KIT 2017/2018
Financial Services Blacks read financial magazines 28% more than other consumers and spend an average of 87 minutes online looking at websites related to finance and investment, which is 12% higher than the overall market. however, Blacks under index for most categories within the financial sector, particularly in purchasing common financial products such as mutual funds, first mortgages, and stocks. This information indicates that there is a disconnect between curiosity and participation. Financial services and investment companies that take the time to “uncomplicate� finance and investment information for this consumer segment may find Blacks receptive to converting from a consumer who researches financial services and products into a consumer who purchases financial services and products. financial products/services owned/used By african-aMericans versus total Market AFricAn-AMericAn penetrAtiOn percentAge
tOtAl MArket penetrAtiOn percentAge
count of households that own an account where checks may be written against deposits.
83%
90%
count of households that own bank credit cards. these products include ViSa, mastercard, Discover and american express optima. on these products, outstanding balances can be carried month-tomonth.
52%
68%
44%
54%
prODUct/ service checking account
Bank credit card
any investment Product
DescriptiOn
count of households that own any investment products or services.
first mortgages
count of households that have first mortgages on real estate (generally, residential mortgages).
26%
39%
use atm/Debit card, 5-9/mo
count of households that use automatic teller machine (atm/ debit) cards, 5-9 times in the past 30 days.
21%
16%
used Wire transfers to Send money, 3 mo
Please indicate if anyone in your household has used wire transfer services to send money in the past 90 days; used wire transfer; yes.
14%
7%
Stock Value
count of households that own stock.
9%
15%
Banking with Primary institution <1 year
count of households that have been banking with their current banking institution for less than one year.
9%
6%
5%
3%
government Securities
count of households that own government securities
mutual funds, obtain in Person
count of households that obtain mutual fund shares in person.
4%
8%
use internet Banking open account, 3 mo
count of households that access any account at any financial institution to open an account. Pc or internet banking is a service that connects you to a bank through a personal computer.
4%
3%
tax-advantage college Savings Value
count of households with tax-advantage college savings account.
4%
5%
1%
2%
1%
3%
Retirement Plan mutual funds, obtain through internet
count of households that own retirement plans,
count of households that obtain mutual fund shares through the internet.
Source: nielsen, financial track, 2012
VISION NEWSPAPER MEDIA KIT 2017/2018
Newspapers Drive Vehicle Sales Newspaper media (print & web) are the most impactful at every stage of the vehicle buying process, with the earliest stage showing particular strength. Individually, each medium performs well with print scoring #1 or #2 at every stage out of 11 media, and newspaper websites scoring #3 or #4. For triggering visits to 3 types of vehicle websites (manufacturer, brand/model, dealer), newspaper media perform best. By medium, print newspapers are #1 and newspaper websites score in the top 5 for each of the three vehicle websites. 20% never visit vehicle sites. For triggering a visit to a car dealership newspaper media score well above all else: print newspapers score #1 and newspaper websites perform solidly at #3. For booking a test drive, newspaper media and other non auto websites, score above all others. By medium print newspapers are #2 and newspaper websites are #3. Print newspapers proved to be the #1 medium for providing general information, comparing prices, and deciding where to buy or lease. Newspaper websites are the #1 medium for sourcing specific information on vehicles.
75% indicate that they read vehicle ads in print newspapers!
VISION NEWSPAPER MEDIA KIT 2017/2018
Newspapers Work for Everything Home
Newspapers Canada enlisted Totum Research to undertake a study with Canadians to understand their media habits. In particular, the research investigated which media were referenced for information when shopping key categories. For information on home products and services, property and real estate Canadians consult newspapers and their sites more than magazine, television, billboard and radio advertising. This demonstrates the power of newspapers and their sites to engage Canadians with advertising on anything related to the home. Online is strong as well because almost all home retailers have sites as do those selling homes including real estate agents and condominium developers. Newspapers effectively drive consumers to these online sites. Chart 1 Media Used to Make Purchase Decisions
Chart 2 Media Used to Make Purchase Decisions
Chart 3 Media Used to Make Purchase Decisions Home/Property/Real Estate
VISION NEWSPAPER CANADA MEDIA KIT 2014/2015 VISION NEWSPAPER MEDIA KIT 2017/2018
VISION NEWSPAPERS TV PROGRAMS Live Events PROGRAM DESCRIPTION
Our one hour Caribbean music video countdown show airs Vision Newspaper Vision Newspaper host 3 Live events eachon year. signiture is aacross reggae festival held in once a week Bell Our and Rogers Cableevent Networks Caribbean Canada.most Our first Seasonreggae aired onsingers, WINHD cable channel St Ann. Jamaica and features Jamiacaâ&#x20AC;&#x2122;s famous actors and intv/radio personDecember 2013 and our second will be airing onhelp the Vision Newsalities. Other events held annualy in London, England andseason Toronto, Canada Countdown 3rd biggest network in Canada, City TV, starting in 2015. paper reach tens of thousands of patrons that attend our events.
CARIBBEAN CORNER
REGGAE CHRONICLES
Our half hour daytime talk show interviewing local professionals, small business owners, entertainers and much more. Hosted by an all Black female cast which include actor and singer Michie Mee and popular Black Caribbean radio personalities Jem and Red.
Our half hour reggae spot light show, highlighting the careers of some of the Caribbeans most popular reggae recording artists. Hosted by popular DJ ILLMATIC the show follows entertainers as they take us through a day in their busy shoes and some of the hardships they endure along the way.
VISION NEWSPAPER MEDIA KIT 2017/2018
Vision Newspaper Circulation Vision Newspaper is published on a monthly basis in print and online. Our print edition is the only Black/Caribbean community publication distributed in all of the TTC subway and GO train stations throughout the Greater Toronto Area of Canada. Vision Newspaper is also Canadaâ&#x20AC;&#x2122;s only international Black/Caribbean Communiuty Newspaper with distribution in the UK, USA and the Caribbean. We print 100,000 copies per issue and have a estimated readership of over 3.6 million reads per year. Vision Newspaper is available in over 1500 locations throughout the world. Our highlighted distribution network is the gateway newstands which are in all of the subway and train Stations throughout Toronto. Our publication is also available for pick up in Caribbean restaurants, grocery stores, beauty supply stores, community centers, hospitals, libraries etc. With millions of copies distributed and read throughout the world every year, Vision Newspaper is the most circulated and fastest growing Black/Caribbean publications available today.
VISION NEWSPAPER MEDIA KIT 2017/2018
Canada’s Newspaper Industry Circulation - How many newspapers are circulated in Canada? Each day about one in five Canadians above the age of 18 picks up a daily newspaper, one of the highest ratios in the world. Canada’s circulation stood at more than 4.2 million copies for paid daily newspapers on an average publishing day in 2012, and 27 million copies in an average week. Free distribution newspapers in Canada circulate 1.8 million copies on the average day and almost 9 million copies each week. On the community side, total circulation, all editions, reaches more than 19 million copies per week. Readership - How many Canadians read community newspapers? The most recent research from CCNA demonstrates that community newspaper readership remains strong. Three quarters of Canadians (73%) read a community newspaper according to the 2013 study, Connecting to Canadians with Community Newspapers. The steady readership suggests that community newspapers continue to have strong readership in today’s new media landscape. Community newspapers continue to remain relevant to local residents for news, information and advertising. How does newspaper advertising stack up against the competition? According to a 2010 study by Totum Research Inc., advertising in newspapers is trusted more than any other medium. Six of ten Canadians (61%) say they'd rather look at the ads in a newspaper than watch advertisements on TV. That view is shared in nearly equal proportions across all demographic groupings - gender, age, education, and household income. The study showed that, compared to other media, newspaper ads (in print and online) are most likely to help source a bargain and inspire purchases.
VISION NEWSPAPER MEDIA KIT 2017/2018
Conclusion From entertainment to online shopping, blacks continue to provide advertisers a range of options when determining how to best connect with this receptive consumer segment. The Black population is significantly younger than the total market, is a more voracious consumer of television, particularly cable, and is just as committed to brands as other groups. However, companies do not provide the same level of focused advertising strategies necessary to convert these important consumers into shoppers and long-term customers. Advertising expenditures geared specifically toward Black audiences reflected only three percent of advertising dollars spent. Advertisers spent $75 billion on television, radio, internet, and magazine ads in 2012, with only $2.24 billion of that spent with media focused on Black audiences. If consumption patterns dictated a company’s advertising budget, then advertisers should be spending proportionately with black media as follows: • • • •
44% higher spend on education and career sites 38% higher spend on websites 37% higher spend on television 15% higher spend on mobile phone advertising
Companies mistakenly believe because there are no language barriers, that a general market “one-size-fits-all” strategy is an effective way to reach blacks. Just the opposite is true. It is not language that distinguishes connectivity with blacks, but a brand’s ability to understand the Black experience and cultural nuances that resonate with Blacks who are more receptive to messages when they feel valued.
647-386-3419 info@visionnewspaper.ca www.visionnewspaper.ca