for 40s 50s 60s 70s 80s plus

MEDIA KIT 2011 11.26.2010

 ALPHA BOOMERS
“Financial Advisers have long realized the 50-Plus crowd
would be a lucrative niche. They control more than 70% of all money in Canadian
savings accounts, account for 40% of consumer demand and constitute the largest,
fastest growing segment of Canada’s population.” - Financial Post

2 | ZOOME R ME DIA KIT 2 0 1 1 ZOOMERMAG.COM


ZOOMER READERS WANT TO
LIVE WELL AND LOOK GREAT
Index
Spent over $100 on cosmetics
in the past 30 days 169
Use anti-aging cosmetics/skin care 168
Heavy at home hair colour users 135
Personally take multi-vitamins 135
Strongly agree that regular
exercise is an important part
of their life 134
Use tooth whitening systems 132
Spent over $100 on skin care
products in the past 30 days 121
3 | ZO OME R ME DIA KI T 2 0 1 1
Reach affluent
and influential
Canadians 45-plus
ZOOMER magazine has been identified by PMB (Fall 2010)
as the most efficient vehicle to reach the demographic “sweet
spot” of affluent and influential Canadians 45-plus. 82% of our
481,000 total readers are 45-plus. That’s the highest composition of all measured
English magazines in Canada!
AND THE STORY GETS BETTER ...
#1 MOST* AFFLUENT & EDUCATED • Agree that they are better informed about
• Own homes valued over $500,000 (Index 231) nutrition than the average person (Index 133)
• Post-graduate educated (Index 195) • Agree that their confidence is greatly
• Personal income greater than $125,000 enhanced when they know they look their best
(Index 158) (Index 129)
#1 MOST* INFLUENTIAL #1 MOST* CULTURALLY RICH AND ACTIVE
• Opinion leaders** (Index 198) • 1+ cruise weeks in the past 3 years (Index 186)
• Principal wage earner (Index 122) • Attend live theatre/opera/ballet/classical
• Household purchase influencer (Index 111) performances (Index 178)
• Vacation travel outside Canada in the past 12
#1 MOST* PREMIUM CONSUMERS
months (Index 155)
• Luxury hotels for personal vacation
• Strongly agree that they find exposure to
accommodations (Index 208)
different people and cultures rewarding
• Own a vehicle valued over $50,000 (Index 141)
(Index 130)
• Agree that they tend to buy on quality, not
price (Index 120) #1 MOST* FASHION FORWARD
• Spent over $2,500 on clothing in the past 12
#1 MOST* FINANCIALLY ASTUTE
months (Index 396)
Personally hold:
• Over $500,000 in savings and securities
• Strongly agree that they keep abreast of
changes in style and fashion (Index 197)
(Index 479)
• Strongly agree that they shop for designer
• Stocks and bonds (Index 212)
clothing labels (Index 174)
• Non-RRSP investments (Index 190)
• Mutual funds (Index 171)
#1 MOST* SOCIALLY CONSCIOUS
• RRSPs (Index 143)
• Donated over $1,000 in the past year
#1 MOST* HEALTH & BEAUTY CONSCIOUS (Index 352)
• Take vitamins, minerals and herbal • Agree that they are willing to pay more for
supplements (Index 159) environmentally friendly products (Index 121)
• Agree they pay close attention to nutritional
content of the food they eat (Index 139)
Sources: PMB Fall 2010 (Base: Adults 12+) * Index rank based on Competi- Our Canada
tive Set: Reader’s Digest, Canadian Living, Chatelaine, Canadian House
& Home, Homemakers, Canadian Gardening, Canadian Geographic,
** Any of: wrote to a public official/editor of a paper or magazine,
were active in a social issue/community project or worked for a politi-
Canadian Health & Lifestyle, Maclean’s, Style at Home, Canadian Health, cal party/ candidate
Harrow smith Country Life, Hello! Canada, Good Times, Alive, People,
ZOOMERMAG.COM
mission statement
ZOOMER: A term
popularized by Moses
Znaimer to signify a New
Vision of the population
demographic traditionally
known as the 45-plus.
ZOOMER is a state of
mind. It’s an attitude at
the core of living long
and well that combines a
desire for new experiences
with a sense of purpose
and value. It’s an attitude
that recognizes the
challenges of aging but
also insists that aging
doesn’t have to mean
retreating from life.
That’s why ZOOMER was
created — it’s the
magazine for Canadian
men and women who
embrace life with the
confidence of experience
and who aren’t afraid of
change.
Each issue, credible and
engaging editors and
according to moses,

zoomers
contributors report and
reflect on groundbreaking
lifestyle trends. From
finance, fitness, food and
are boomers with zip travel to health, beauty
and fashion, ZOOMER
Zoomer Factoid: IT’S A HUGE COHORT – 14.5 MILLION1, creates a focal point for
REPRESENTING 55%1 OF THE ADULT POPULATION AND our readers’ lives and
CONTROLLING 74%2 OF CANADIAN WEALTH opinions.
SOURCES: 1STATS CANADA JULY 2010 (ADULTS 19+). 2PMB FALL 2010 (ADULTS 18+)

4 | ZO OME R ME DIA KI T 2 0 1 1 Z O OM ERMAGAZIN E .COM

zoomer magazine stats

“This is the best magazine I’ve

read in years. I think it has broad
appeal. I love it, and my mid-life
daughter enjoys it too.
It’s been a long time since I’ve read
anything that’s resonated with
my interests and concerns
… Keep it coming.”
Carole Kirk, Dartmouth, N.S.

AVAILABLE 9 TIMES A YEAR

AVERAGE CIRCULATION OF 181,968*
SUBSCRIBERS 96%
NEWSSTAND 4%
AVERAGE ISSUE READERSHIP OF 481,000**
READERSHIP BY REGION**
ATLANTIC CANADA 8%
QUEBEC 2%
ONTARIO 64%
PRAIRIES 12%
BRITISH COLUMBIA 14%
READER PROFILE**
MALE/FEMALE 37%/63%
ADULTS 45+ 82%
AVERAGE AGE 59
AVERAGE HHI $79,339
AVERAGE SAVINGS & SECURITIES $222,676
AVERAGE TIME
SPENT READING 56.0 MINUTES

SOURCES: *CCAB SEPTEMBER 2010, **PMB FALL 2010,

AVERAGE ISSUE READERSHIP (BASE: ADULTS 12+)

5 | ZO OME R ME DIA KI T 2 01 1 ZOOMERMAG.COM

edit features

BUZZ NEWS CHATTER

ZOOM IN
EDITOR KIM IZZO
HEALTH WELLNESS SEX
VITALITY
EDITOR VIVIAN VASSOS
style beauty grooming
attitude
editor hilary kelley

zoomer
IN WITH THE NEW …

editorial
PHOTOGRAPHY, JERRY LAI/THE CANADIAN PRESS/AP (BLACK): JERRY LAI STEWART COOK/REX FEATURES (LOHAN)

offers
OUT WITH THE OLD
July 20 proved a banner day for celebrity
guests of the American penal system as former
Canadian and newspaper baron Conrad Black
prepared for a new bail hearing — he was released
the following day — while former movie starlet
and fallen party girl Lindsay Lohan entered BLACK OUT!
prison. While it was announced that Lohan would
only serve two weeks of her sentence due In the Pink. With the warmer

focused
to overcrowding, it seems likely that apart from weather comes a desire for the
endless legal wrangling, Black will eventually freedom of the great outdoors.
PHOTOGRAPHY, A.GREEN/CORBIS

be set free with time served. We can’t help but

surmise that the extra years of, shall we say,
Go for a brisk walk on the beach
or get into the swim of things
“wisdom” will serve the media mogul better
than the youthful vigour or perhaps hubris that with our fitness tips for every cheryl
has so far served yesterday’s It Girl. Here’s to
second acts. —Kim Izzo
age and stage.
tiegs
27 ZOOMERMAG.COM | MONTH 2009 SEPTEMBER 2010 | ZOOMERMAG.COM 13 SUMMER 2010 | ZOOMERMAG.COM 25

access
AG_Zoom in frontis 10bg.indd 13 7/22/10 2:45:30 PM

Zoom In Vitality Attitude

Buzz, News & Chatter Health, Wellness & Sex Style, Beauty & Grooming

& insight
experts action Enhance
addiNg years TO life & life TO years

questions answers advice

editor peter muggeridge

&

reader
advocacy, benefits community
editors arlene stacey
& peter muggeridge

receptiveness
by placing
your message
the Word is Out. CARP is
garnering increasing attention
in the national media on
photography, paul Burns/lifesize/getty images

issues as diverse as pension

APRIL assets reform, ageist legislation,

10 investments restricted driver’s licences

and retirement home sprinkler
policy and systems. Unite your voice

within one of
more with ours and be heard in the
corridors of power.
APRIL 2010 | ZOOMERMAG.COM 56
90 zoomermag.com | MONTH 2009 MarcH 2010 | zoomermag.com 97

AG_CARP Frontis 02 4bg.indd 90 12/23/09 3:31:56 PM

features Experts CARP Action

“Well” of the book, featuring Questions, Answers Advocacy, Benefits these targeted
the cover story and other
topical features
& Advice on a variety
of topics
& Community
environments
feast imbibe explore
living
editors kim izzo & vivian vassos
zoom out
arts entertainment culture
editors kim izzo & vivian vassos
THE
ZOOMER
APRIL

10
GUIDE
THIS MONTH’S
THEATRE AND CONCERT
EVENTS IN ONTARIO —
ALONG WITH A LIST OF THE
QUINTESSENTIAL CANADIAN
SPRING RITUAL, MAPLE
SYRUP FESTIVALS

TORONTO
H OT D O C S F I L M F E ST I VA L
April 29-May 9
The largest documentary film festival in
North America.
WWW.HOTDOCS.CA, 416-203-2155

FOUR SEASONS CENTRE FOR

T H E P E R F O R M I N G A RT S
April 24-May 20: The Flying Dutchman

THAT’S
The legendary Dutchman, doomed
PHOTOGRAPHY, IAN MCKINNELL, GETTY IMAGES (FAR RIGHT)

to sail the seas forever, is allowed to

come ashore once every seven years
to find a woman.

ENTERTAINMENT!
WWW.COC.CA, 416-363-8231 OR 1-800-250-4653

B L U M A A P P E L T H E AT R E
Through April 10: Art
Friends debate the relevance of a
white-on-white painting, which test FROM SCREEN TO STAGE, THERE’S PLENTY

vancouver karen their friendship and ultimately their

desire for reconciliation.
OF CULTURE ON TAP BY TRAVIS PERSAUD

kain
April 29-May 29: Frankenstein

island WWW.CANSTAGE.COM., 416-368-3110

MONTH 2011 | zoomermag.com 53 MONTH

APRIL2009
2010 | ZOOMERMAG.COM | ONTARIO 1

AG_ONTARIO 9bg.indd 1 2/17/10 1:29:17 PM

Living Zoom Out Ontario: The

Travel, Food & Drink Arts, Culture, Zoomer Guide
Entertainment & Society Theatre, Concerts and
Events in Ontario

6 | ZO OME R ME DIA KI T 2 01 1 ZOOMERMAG.COM

 March 2011
Your Money: Our 3rd
editorial calendar Annual Guide
From smart tax tips to the
best investments now
Vitality Weight Loss
Special: The classics and
the latest high-tech tips
ATTITUDE The top five
fashion, beauty and
grooming items for
Spring 2011
Zoomer Consumer
We test drive the top
automobiles for 2011
Living/Travel Whisky
in Tasmania; Jane Eyre’s
England; Ireland’s wild
west
APRIL
Reinvent Your Life!
From money and
retirement and diet and
fitness to style
and grooming, it’s
makeover time
Vitality Busting myths
of longevity; fast fitness;
behind one of the most
comprehensive studies
of women and cancer;
menopause update
attitude His/her
makeover special! A head-
to-toe new approach
that suits you best. Plus:
haircolour news and the
best new eyeglasses/
frames
FINANCE/MONEY
Investing outside the box:
wine, gold, antiques and
more. Plus: alternatives to
the now defunct income
trusts
Travel By land or by sea:
safari in Kenya; train in
Malaysia; cruising: from
multi-generational to life
at sea
7 | ZO OME R ME DIA KI T 2 0 1 1
mAY
The Gardening Life
City and country
gardening; destination
gardens; top plant picks
from our experts
Vitality Sleep Special:
Its impact on your health
and longevity. Plus:
colorectal cancer case
study
attitude The top 10
ageless beauties of our
time (our readers vote!).
Plus: beauty through the
ages
FINANCE/MONEY Retire
rich — yes, you can! The
smartest investments.
Plus: stocks to retire on
Zoomer Consumer
Energy-saving appliances.
Plus: money-saving tactics
Living/Travel Global
thinking: from Argentina
and Australia to Japan
and Versailles
JUNE
Live to 100! Wellness
Special: Health, Fitness
& Nutrition
Vitality From the latest
in longevity news to the
healthiest approach to
your diet and fitness
routines
attitude Warm weather
beauty and grooming
boosters
FINANCE/MONEY
Long-term care: when
provincial plans don’t
cover it
Zoomer Consumer
Home-care tech devices:
from home-monitoring to
at-home defibulators
Living/Travel Active
getaways: surfing in Costa
Rica; golfing in Normandy;
* Last Modified may 7, 2010.
Editorial topics subject to change
ZOOMERMAG.COM
editorial calendar
summer
Best in Canada &
Outdoor Living: Our
2nd Annual Guide The
best city and country
staycations
ATTITUDE Saving your
skin: advancements in
sun screen protection,
upkeep and maintenance.
Plus: melanoma research
update
Vitality The Senior
Olympic Games: secrets
to staying fit from sports
stars
FINANCE/MONEY Saving
strategies
Zoomer Consumer
We test drive the best
barbecues at all price
points
ZOOM OUT Cottage
reading list
SEPTEMBER
Work & Career How
to: reinvent yourself for
the work force; stake
your place at the office;
retire by your rules. Plus:
continuing education
roundup, small business
tips and more
Vitality First in a series
of special reports: living
with pain — and what
science is doing about it
attitude Fall’s best
accessories; dress your
age, dress your body
FINANCE/MONEY The
Zoomer Guide to Estate
Planning 2011
Zoomer Consumer
The latest cellphones
targeted at Zoomers
Living/Travel Europe
8 | ZO OME R ME DIA KI T 2 0 1 1
OCTOBER
The Zoomer List:
Canada’s Top 45 Over
45 Canadian Zoomers
who have had a positive
effect on the perception
of aging and who
have demonstrated
achievement over the
past year. Plus: local
heroes and readers’
choice
ATTITUDE The beauty
of aging: loving the skin
your in
VITALITY Winter health:
flu report, vaccination
update, vitamins and
more
FINANCE/MONEY
Tips from top financial
planners
Zoomer Consumer
What’s new in televisons
and 3D technology
Living/Travel
Caribbean; Go South
November
Age, Sex, Beauty
winter
New Year, New You!
In Every Issue
Experts, beauty, grooming
and new products,
dermatological news;
answers to your questions
on legal matters and
more; automobile test
drives; John Lorinc on
current issues; Gordon
Pape on money;
columnists Libby Znaimer
and Arthur Black; best
books and Canadian
destinations
* Last Modified november 24, 2010.
Editorial topics subject to change
ZOOMERMAG.COM
material deadlines & closing dates

issue focus SPACE MATERIAL inserts at plant IN-HOME NEWSSTAND

March MONEY/WEIGHT LOSS jan 7 jan 14 jan 21 feb 7 feb 14

April REINVENTION Feb 4 feb 11 feb 18 march 7 march 14

May the gardening life March 11 march 18 march 25 april 12 april 18

JUNE LIVe to 100! Wellness april 8 april 15 april 21 may 9 may 16

summer (JUL/AUG) BEST IN CANADA/outdoor living may 13 may 20 may 27 june 13 june 20

September WORK/CAREER july 8 july 15 july 22 aug 8 aug 15

October THE ZOOMER LIST: top 45 over 45 aug 12 aug 19 aug 26 sept 12 sept 19

November BEAUTY/SEX sept 16 sept 23 sept 20 oct 17 oct 24

Winter (dec/feb) NEW YEAR, NEW YOU oct 21 oct 28 nov 4 nov 21 nov 28

get more! Ontario:

Experts, Travel, Auto Test Drives and Financial Advice in every issue!
Real Estate Specials: Spring Market/April, Fall Market/September

SPECIALR’S
COLLECTO
ISSUE

FOR 40S 50S 60S 70S 80S PLUS

HE’S ONE
the zoomer list DAVID
CANADA’S SUZUKI

TOP
KICKS OFF
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45
plus
inside
BRYAN
ADAMS
WILLIAM
SHATNER
LOUISE
ARBOUR
MARGARET
ATWOOD
MICHAELLE
JEAN

OVER 45
CONRAD
BLACK
LEONARD
COHEN
AND

CELEBRATING
ZOOMERS MORE
37
PIONEERS
LEADING OUR WORLD HEROES
REINVENTING AND
NATIONAL
OUR LIVES TREASURES

MOSES
ZOOMER PHILOSOPHY:
THE OLDER THE BETTER

CARP
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