Introduction

Canada’s magazine sector includes consumer and business-to-business (B2B) publications, with content distributed both in print and digitally, via a variety of web and mobile channels.

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

Ontario magazine media are frequently recognized for their excellence in content, design and production:

Industry Size and Economic Impact

Note: The magazine business is transitioning from a print-based industry to one which distributes content on multiple platforms of which print is only one. Robust metrics are not always available for digital efforts of magazine media companies, which may result in these activities being underrepresented in industry data. 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.

Revenues and related figures

Canadian Periodical Publishing Operating Revenues by Region, 2013 and 2015 ($ millions)

This chart contrasts 2013 and 2015 operating revenue data for periodical publishers in Canada for the whole country and by region – note, some regions are grouped. (BC and Territories; Prairie provinces; Ontario; Quebec; and Atlantic provinces). Revenues
 

Source: Statistics Canada. Table 361-0032 - Periodical publishers, summary statistics, every 2 years (dollars unless otherwise noted), CANSIM (database). (accessed: June 30, 2017)

Periodical Publishers, Sales by Activity, 2013 and 2015 (percent)

This chart looks at the makeup of periodical publishers’ sales by type, and contrasts the proportion of sales in each category in 2013 versus 2015. Advertising diminished slightly in importance, while circulation increased as a proportion of total sales.
 

Source: Statistics Canada. Table  361-0051 -  Periodical publishers, sales by activity, every 2 years (percent), CANSIM (database).
(accessed: June 30, 2017)

Employment and wages

Consumer market

Trends and Issues

Growth rate and industry trends

Global and domestic issues

Government support29

Profile current as of June 30, 2017

Endnotes

1 Statistics Canada. Table 361-0032 – Periodical publishers, summary statistics, every 2 years (dollars unless otherwise noted), CANSIM (database). (accessed: May 30, 2017). Statistics Canada includes activity from advertising periodicals, newsletter publishing and other types of periodicals.

2 ibid.

3 ibid.

4 Statistics Canada. Table 361-0052 – Periodical publishers, advertising and circulation revenue, every 2 years (dollars x 1,000,000), CANSIM (database). (accessed: June 23, 2017)

5 Statistics Canada. Table 361-0032.

6 Statistics Canada. Table 361-0033 – Periodical publishers, industry expenditures, every 2 years (percent), CANSIM (database). (accessed: June 23, 2017)

7 Statistics Canada. Table 361-0053 – Periodical publishers, circulation net of returns by type of publication, every 2 years (percent), CANSIM (database). (accessed: May 30, 2017)

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

9 Chris Powell, “Vividata reveals readership stats on Canadian media,” Marketing Magazine, April 15, 2016.

10 Sarah Hill and Tosha Kirk (Vividata), “Study: Print remains preferred magazine platform,” International News Media Association, November 8, 2016.

11 Vividata, “Vividata releases its first full year of Canadian Consumers,” April 14, 2016.

12 Sara Hill and Tosha Kirk, “Study: Print remains preferred magazine platform,” Satisfying Audiences Blog, International News Media Association, November 8, 2016.

13 Vividata, “2015 Q4 Readership and Product Database (January-December 2015 Fieldwork),” April 14, 2016.

14 PwC, PwC Global entertainment and media outlook 2017-2021, “Magazines,” June 2017.

15 PwC.

16 Magazines Canada, “Media ad spend in Canada to reach $10.74 billion in 2017,” April 17, 2017.

17 PwC.

18 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.

19 “Canada Digital Ad Spending Forecast 2016: Mobile, Video and Social Pushing Investment to New Heights,” eMarketer, December 21, 2015.

20 PwC.

21 Information and Communications Technology Council, Mobile Apps: Generating Economic Gains for Creative Media Industries in Ontario, 2014, pp. 8-9; Magazines Canada, The Opportunity for an Electronic Market Connecting Magazine Publishers to Video and Application Vendors, 2014.

22 FIPP, Innovation in Magazine Media 2017-18 World Report, 2017.

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

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

25 Magazines Canada, U.S. Magazine Spill into Canada 2016.

26 PageFair, The cost of ad blocking: PageFair and Adobe 2015 Ad Blocking Report, August 10, 2015, p.3; The Interactive Advertising Bureau of Canada, IAB Canada Ad Blocking Study, May 24, 2016, pp. 8, 10.

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

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

29 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