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FAST FORWARD WEEKLY

C A L G A R Y ’ S N E W S & E N T E R TA I N M E N T A LT E R N AT I V E • M E D I A K I T • 2 0 1 2

01 Readership

02 Demographic profi le

03 Lifestyle profi le

05 Auditing & research

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AT A GLANCE

Launched in December of 1995, Fast Forward Weekly has become the leading voice in arts, culture and alternative news in Calgary. With distinctive viewpoints and progressive style, we cover topics that the city’s mainstream media simply do not. Calgarians rely on Fast Forward Weekly and ffwdweekly.com for...

News • Viewpoints • Music • Film • Movie listings • Theatre • Visual Arts • Dance • Comedy • Books • Gwynne Dyer • Restaurants • Nightlife • Urban Living • Fashion • Savage Love • Best of Calgary™ readers’ poll • Horoscopes • Classifi eds • Contests

... and Calgary’s most comprehensive Event Listings.

Over 23,000 copies weekly at 1,400 locationsPublished every Thursday, Fast Forward Weekly is distributed at popular coffee shops, restaurants, bars, retail stores and convenient street boxes throughout Calgary, Banff and Canmore.

153,488 online page views monthlyffwdweekly.com generates an average of more than 153,000 page views from 44,970 unique visitors every month*

79,014 readers weeklyAs indispensable sources for Calgary living, Fast Forward Weekly and ffwdweekly.com capture an average of more than 70,000 loyal readers every single week — with 149,895 unique readers over a one-month period [15.9% of Calgarians 18+]†

Calgary’s Weekly

1* Source: Google Analytics report, monthly average, 12 months ending February 2012

† Source: Leger Marketing readership study, September 2011

Print72%

Online10%

Print &online18%

Readership Breakdown

READERDEMO-GRAPHIC PROFILE

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Age & Gender Breakdown

Socio-economic Summary

2

Fast Forward Weekly readers have come to expect excellence. Every issue is packed with thought-provoking news and viewpoints, mind-expanding arts coverage and a quirkiness that readers seek out. Fast Forward Weekly is the defi nitive resource for Calgary’s young, educated and curious.

18 to 24

10%

25 to 34

34%

35 to 49

36%

50 to 64

16%

65+

4%Male

53%

Female

47%

33.5%

56.2%

34.0%

86.4%

46.1%

59.7%

39.5%

92.7%

Marital status "Single"

Earn household income exceeding $75,000 per annum

Work in professional or management occupation

Have some form of post secondary education

READERS NON-READERS

READERLIFE-STYLE PROFILE

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Arts & Culture

1. Within the past year2. Within the past month3. Within the past week

Fast Forward Weekly keeps its readers informed. Our readers are 3.7 times more likely than non-readers to know where to get information about what’s happening in Calgary’s arts and culture scene.

The Government of Canada named Calgary a Cultural Capital of Canada for 2012 — a designation awarded to a community for its ongoing commitment to arts and culture. With local writers offering fresh perspectives, Fast Forward Weekly is the authority on arts and culture in Calgary.

Along with the best arts coverage in the city, we also support many of Calgary’s prominent festivals and cultural events, such as the Calgary Folk Music Festival, One Yellow Rabbit’s High Performance Rodeo, the Calgary International Film Festival and WordFest. Naturally, our readers have voracious appetites for arts and culture, which is refl ected in their level of participation.

13.9%

45.1%

18.1%

15.1%

25.2%

74.0%

46.1%

46.2%

46.7%

25.5%

61.8%

38.4%

19.5%

31.9%

87.0%

64.8%

69.4%

78.0%

eBook [2]

Book [2]

Digital music [2]

CD [2]

DVD [2]

Movie theatre [1]

Art gallery or museum [1]

Live theatre [1]

Music concert [1]

READERS NON-READERS

READERLIFE-STYLE PROFILE

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Arts & CultureFast Forward Weekly readers are 2.5 times more likely than non-readers to make attending arts and cultural events in Calgary a priority in their lives.

On average, Fast Forward Weekly readers spend almost twice as much as non-readers per month on attending arts and cultural events in Calgary.

1. Within the past year2. Within the past month3. Within the past week

Food & DrinkCalgary’s rapid growth has spawned greater demand for occasions to unwind and take in the best that the city has to offer. Fast Forward Weekly offers our readers uncompromised reviews of some of Calgary’s more interesting and unique restaurants; along with informative news and reviews on wine, beer and spirits. Fast Forward Weekly readers are more likely than non-readers to eat out or attend a nightclub.

$101.69

$55.27

READERS NON-READERS

47.1%

41.9%

48.3%

51.4%

59.4%

95.5%

52.9%

49.9%

62.6%

70.0%

69.8%

98.8%

Liquor or spirits [3]

Wine [3]

Beer [3]

Bar, lounge or nightclub [2]

Fine dining [2]

Casual dining [2]

READERS NON-READERS

FACTS & FIGURES

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5

Editorial vs. AdvertisingEditorial integrity is the basis for Fast Forward Weekly’s reputation. In order to gain the confi dence and trust of readers, we make editorial decisions without infl uence from commercial or political pressures. While Fast Forward Weekly is published solely through the support of advertisers, a distinct division exists between the autonomous departments responsible for editorial content and advertising placement.

As a publication distributed to readers free of charge, Fast Forward Weekly values advertiser relationships that ensure our long-term growth and meaningful contributions to the community. From reliable circulation audits to valid market research, Fast Forward Weekly is committed to assuring that our advertisers gain value from their investment.

Market Research

Since 2001, Fast Forward Weekly has relied upon Leger Marketing, Canada’s largest independent research fi rm, to gather and compile valuable readership data. These periodic market research studies provide an accurate demographic and psychographic snapshot of the audience reading Fast Forward Weekly.

Integrity is a cornerstone of Fast Forward Weekly’s publishing mandate. We insist on providing our readers and advertisers with openness and honesty.

Circulation Auditing

Fast Forward Weekly utilizes Audit Bureau of Circulations (ABC), North America’s leading third-party media auditing organization, to inspect our extensive distribution reporting. ABC completes semi-annual audits of printing and distribution records to ensure that the numbers we report are accurate, credible and independently verifi ed.

Fast Forward Weekly1204 20 Ave SECalgary AB T2G 1M8Canada403-244-2235 • F: 403-244-1431ffwdweekly.comadvertising@ffwd.greatwest.ca