INTRODUCTION

Canada’s magazine sector includes consumer and business-to-business (B2B) brands, with content distributed both in print and digitally, via a variety of web and mobile channels. Business models in the magazine industry increasingly incorporate a range of revenue streams beyond traditional subscription and advertising, such as custom publishing, events-based and retail-based revenue generation strategies.

Ontario has the largest magazine media industry in the country. It generated $935 million in operating revenues in 2015, which accounted for more than half of national revenues.1

Industry Size and Economic Impact

Note: The following information on revenue, employment and the consumer market should be considered a snapshot of activity in the industry based on the best available information.2 All dollar figures are in CAD unless otherwise noted.

Revenues and Related Figures

Employment and Wages

Consumer Market

Trends and Issues

Growth Rate and Industry Trends

Global and Domestic Issues

Government support46

Industry Recognition

Profile current as of August 15, 2018

Endnotes

1 Statistics Canada, Table 21-10-0053-01 Periodical publishers, summary statistics (accessed: August 15, 2018). Includes activity from advertising periodicals, newsletter publishing and other types of periodicals.

2 Ontario Creates relies on the most recent Statistics Canada data releases to compile this profile. There is a period of time needed for Statistics Canada to collect the data (e.g. receipt of income tax returns) and compile the data releases. Statistics Canada magazine industry statistics for the year 2017 will be available in early 2019.

3 Statistics Canada, Table 21-10-0053-01.

4 ibid.

5 Statistics Canada, Table 21-10-0071-01 Periodical publishers, advertising and circulation revenue (x 1,000,000) (accessed August 15, 2018).

6 Statistics Canada, Table 36-10-0452-01 Culture and sport indicators by domain and sub-domain, by province and territory, product perspective (x 1,000) (accessed: August 15, 2018). Periodicals: includes all published content and formats, including print, on-line versions, webzines (e-zines), and other digital and electronic publishing and delivery, as well as dissemination services such as magazine fairs and related events. These figures exclude impact from printing of books, magazines or art work; translation services; wholesale and distribution, and retail services, etc.; also writers and editors are not included; as they are shown only at the Written and Published works domain level because these occupations are broad by definition and by nature, and cannot be disaggregated.

7 Statistics Canada, Table 12-10-0117-01 International trade of culture and sport products, by domain and sub-domain, and trading partner (x 1,000,000) (accessed: August 15, 2018); Statistics Canada, Table 12-10-0116-01 International and inter-provincial trade of culture and sport products, by domain and sub-domain, provinces and territories (x 1,000,000) (accessed: August 15, 2018).

8 Statistics Canada, Table 12-10-0116-01.

9 Statistics Canada, Table 36-10-0452-01.

10 Statistics Canada, Table 21-10-0053-01.

11 Statistics Canada, Table 21-10-0054-01 Periodical publishers, industry expenditures (accessed: August 15, 2018).

12 Bree Rody-Mantha, “Newspapers and magazines still popular, especially on mobile: study,” Media in
Canada
, April 23, 2018.

13 Magazines Canada, “Readership of print and digital magazines remains stable in Vividata Winter 2018 Report,” January 26, 2018.

14 Vividata, 2017 Q1 Magazine Topline Data. Unduplicated audience of all measured English and French language magazines in Canada. Digital audience is defined as audience who accessed any digital content of the magazine in the past 30 days.

15 “New AudioMag: Philip Scrutton on Who’s Buying at Retail,” Magazines Canada, March 21, 2018.

16 Magazines Canada, Consumer Magazine Fact Book 2016, p.8.

17 Statistics Canada, Table 21-10-0072-01 Periodical publishers, circulation net of returns by type of publication (accessed August 15, 2018).

18 Bree Rody-Mantha, “Digital growth slow for newspapers and magazines: study,” Media In Canada, January 25, 2018.

19 PwC, Global Entertainment and Media Outlook 2018-2022, “Magazines,” June 2018.

20 ibid.

21 ibid.

22 “eMarketer releases new global media ad spending estimates,” emarketer.com, May 7, 2018.

23 Bree Rody-Matha, “Online video ad spend predicted to grow 58% in three years: report,” Media in Canada, July 20, 2017.

24 PwC, Global Entertainment and Media Outlook 2017-2021, “Magazines,” June 2017.

25 “Google’s new ‘AMP Stories’: don’t judge new format by its cover,” FIPP, February 19, 2018.

26 Jeromy Lloyd, “Google unveils AMP Stories with publisher partners,” Media in Canada, February 13, 2018.

27 Bree Rody-Mantha, “Newspapers and magazines still popular, especially on mobile: study”.

28 PwC, Global Entertainment and Media Outlook 2018-2022, “Magazines”.

29 “Meredith announces completion of Time Inc. acquisition,” FIPP, February 1, 2018; PwC Outlook, June 2018.

30 D.B. Scott, “St. Joseph Media buys Totem custom publisher from Yellow Pages Ltd.,” Canadian Magazines Blog, June 14, 2018.

31 PwC, Global Entertainment & Media Outlook 2018-2022, “Global Market drivers: Consumer magazines”.

32 Jessica Patterson, “Behind Rogers Media’s biggest transformation,” FIPP, June 5, 2017.

33 “Rogers cuts 75 from Publishing Division,” Masthead Online, June 18, 2018.

34 Susan Krashinsky Robertson, “Rogers seeks buyer for magazine assets,” The Globe and Mail, August 15, 2018.

35 John Milne & D. B. Scott, Magazines Canada Business Media White Paper #5: Moving Forward from a Position of Strength, May 2017.

36 Press Release, “Apple to acquire digital magazine service Texture,” Apple, March 12, 2018; Ingrid Lunden, “Apple acquires digital newsstand Texture as it doubles down on content ‘from trusted sources,” March 12, 2018.

37 Magazines Canada, U.S. Magazine Spill into Canada 2016; PwC Outlook, June 2018.

38 Arjun Kharpal, “Adblocking will cost publishers $27B by 2020: Study,” CNBC, May 11, 2016.

39 PageFair.com, retrieved July 25, 2018.

40 Interactive Advertising Bureau of Canada, “IAB Canada releases second annual ad blocking study for 2017,” www.iabcanada.com, 2017; PageFair.com, “Intel,” Retrieved July 25, 2018.

41 Magazines Canada, Magazine Industry Paid Internship Study, March 2017.

42 Magazines Canada, “Recycling”; Canadian Magazines Blog. “Magazines Canada wants changes to Blue Box pricing and accounting”. April 30, 2015.

43 Department of Canadian Heritage, Creative Canada Policy Framework, September 2017.

44 Standing Committee on Canadian Heritage, Disruption: Change and Churning in Canada’s Media Landscape, June 15, 2017.

45 “Reading the Recent Federal Budget,” Magazines Canada, March 12, 2018.

46 The information included in this section is an overview of some government support programs for the magazine sector. This is not intended to be a comprehensive list of government support available.

47 Press Release, “Minister Joly launches the new Creative Export Strategy for Creative Industries, Including a new Export Funding Program,” Department of Canadian Heritage, June 26, 2018.

48 “Export funding program includes magazines,” Masthead Online, July 19, 2018.