Creating new business opportunities

1
Good Times Yellow PagesTM directories Special
Prime Living Issue

• Creating new business opportunities!

TM Yellow Pages and the Walking Fingers Design
logo are trademarks of Yellow Pages Group Co. in
Canada.
2
Select partners

• Leaders in Canada
• SNAP GUIDES are a partnership between
• Canadas largest publisher of consumer magazines
• 11 million readers
• The largest directory publisher and media
  company in Canada
• 425,000 advertisers across Canada

TM Yellow Pages Group, Yellow Pages and the
Walking Fingers Design logo are trademarks of
Yellow Pages Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
3
Trusted brands

• Absolute credibility
• Reputable mass media publications
• Popular and respected brands
• An incomparable resource for reliable advice

• Linking businesses with serious and informed
  buyers

TM The Walking Fingers Design logo, Yellow Pages
and The Find. Engine are trademarks of Yellow
Pages Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
4
Our target Your client

• Target Customers
• 50 70 years of age
• Female
• Healthy and Active
• Higher Household Income (70K)
• Greater Toronto Area (Prime Living)
• Greater Montreal Area (À pleine vie)

TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
5
A complete advertising solution

• A directory that reads like a magazine
• Unique and proven concept
• Reference tool consumers will keep
• 5 categories, 30 to 40 headings
• Annual guide
• 2 sections - editorial -
  resource

Editorial Section Readers know they can count on
these tips and advice.
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
6
A complete advertising solution
Resource Section Efficient categorization and
search methods make it quick and easy to find
your business.
Cross referenced
Colour-coded, tabbed and thumb-nailed
Additional navigation aid
Advertiser index
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
7
A complete advertising solution

• A dynamic Website
• Frequently updated articles to ensure regular
  visits
• Search tool makes it easy to find your business
• Opportunity to submit articles
• And much more

TM The Walking Fingers Design logo, Yellow Pages
and The Find. Engine are trademarks of Yellow
Pages Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
8
Innovative and targeted distribution
Distributed free starting September
2008 Door-to-door delivery (targeted via postal
code) In targeted locations like hospitals,
Community Care Access Centres, seniors homes,
pharmacies, community centres, banks, etc. To
subscribers of Good Times At special events like
trade shows and conferences Free copies available
on request (www.primeliving.ca)
Yellow Pages GroupTM earned an award of
excellence for the distribution of a Home
Renovation Guide, from the Yellow Pages
Association in Orlando, Florida (April 2006).
TM Yellow Pages Group and Yellow Pages are
trademarks of Yellow Pages Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
9
A format suited to your message

• Achieving your advertising objectives through
  distinct key values
• Awareness
• Positioning
• Competition
• Specialization

S2HS 2.2 X 1.1 Boxed - Text SQCP
2.2 X 2.3 Quarter Column SHCP 2.2 X
4.72 Half Column STQC 2.2 X
7.14 Vertical Quarter Page
SDHP 4.48 X 4.72 1/3 Page SHHP 6.77
X 4.72 Horizontal Half Page SDDH 4.48
X 9.59 2/3 Page, Vertical SFPP 6.77 X
9.59 Full Page
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
10
Smart investment
Select partners Inspires trust and assurance in
the information customers need to actively live
in their prime, while taking care of themselves
and others. A complete advertising
solution Provides savvy customers with an
easy-to-consult guide that simplifies their
research. Quality clientele Targets active
customers with above average disposable
income. Innovative and targeted
distribution Reaches the right customers with
regularity.

Retention and usage


Maximum Return On Investment Increase your
companys Return On Investment with a targeted
advertising approach.

TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
11
Good Times Yellow PagesTM directories Special
Prime Living Issue
Appendixes
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
12
Categories and headings
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
13
Rates standard formats
S2HS 2.2 X 1.1 Boxed - Text 75 per
month SQCP 2.2 X 2.3 Quarter Column 190 per
month SHCP 2.2 X 4.72 Half Column 365 per
month STQC 2.2 X 7.14 Vertical Quarter
Page 530 per month
SDHP 4.48 X 4.72 1/3 Page 690 per
month SHHP 6.77 X 4.72 Horizontal Half
Page 975 per month SDDH 4.48 X 9.59 2/3
Page, Vertical 1,200 per month SFPP 6.77 X
9.59 Full Page 1,680 per month
Prices subject to change without notice.
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
14
Rates value-added products

• Features
• Helps build and reinforce image
• Tab is seen every time a user consults the
  publication
• Price 2,500 per month

• Features
• Inside back cover ad is seen every time a user
  consults the publication
• Helps build and reinforce image
• Price 2,200 per month

Tab
Third cover

• Features
• Advertiser chooses
• 5 pertinent headings
• Maximum of 3 advertisers
• Visibility in more than one heading or category
• Price 1,200 per month

• Features
• Users tend to open the publication where the page
  is stiffer
• 4 exclusive advertisers
• Front and back are available
• Price 1,905 per month

Filler spaces
Card page (tab style)
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
15
Rates value-added products

• Features
• Huge awareness and visibility
• Excellent way to distinguish your adfrom the
  competition
• Guaranteed impact on clientele
• Price 5,500 per month

• Features
• Opportunity to be at the front of a category,
  perceived as a leader in that category
• Greater visibility duringthe purchase process
• Price 560 per month

Lefthand insert
?
?
Back cover
?
?
?
Third cover lefthand insert
Category banner

• Features
• Your ad is seen every time someone searches the
  index
• Visibility is not limited to the heading or
  category
• Price 1,800 per month

• Features
• Helps build and reinforce the brand and online
  visibility
• Different formats available
• Price from just 150 per month

Subject or advertiser index
Online banner
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
16
New Products
Search engine power How it works through
high-performance search engines and keywords, we
offer links (clicks) to consumers looking for
your kind of product or service.Extended
search to deliver the highest number of top
quality clicks, clients can choose one of two
options Google only, or Google, MSNand
Yahoo! Targeted advertising get essential
traffic from consumers looking for your type of
company. Simplicity we take care of everything
creation of the campaign, deployment and
modifications.
Search engine share
Source Comscore Media Metrix Qsearch April 2007
The packages
For every monthly expense of over 500. All
packages are with Google only, or Google, MSN,
and Yahoo!
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
17
Consumer behaviour
Good Times Yellow PagesTM directories Special
Prime Living Issue
MAGAZINES
YELLOW PAGESTM DIRECTORIES
Choose it Eliminate options Search for assistance
they can trust Make a decision
Do it Select the right suppliers and specialists
to answer their needs Live actively and take
care of close ones
Dream it and Plan it Look for ideas and valuable
information
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
18
Two ways to advertise
A complete and effective ad program includes
Creative Seller seeking a buyer You send a
creative message hoping the consumer will need
or want your product / service.
Directive Buyer seeking a seller A buyer
actively seeks a company to satisfy his or her
need for a specific product or service.
SNAP Guides are there at every step of the
purchase cycle and especially when the consumer
is ready to make a purchase decision
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
19
Media comparison chart
Good Times Yellow PagesTM directories Special
Prime Living Issue
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
20
Market trends

• Canadians aged 50 represent the largest and
  fastest growing segmentof the population
  rising to over 12 million by 20111
• Decades of additional consumer activity and
  spending, compared to previous generations2
• Purchase 80 of all health care products
• Top ranked segment for virtually every travel
  category travel within Canada, to USA, and
  other destinations.
• Largest spenders of home improvement and
  renovation ranked 1st in all levels of
  spending from 1,000 to over 20,000
• Valuable financially2
• Control over 70 of all money in savings accounts
• Largest share of home owners at every resale
  price point 100,000 to over 500,000
• Number of family caregivers increasing - up to
  20 annual growth over the next several years3
• Canadians spend 35 billion per year related to
  family care

1. Source StatsCAN 2. Source PMB, 2006 3.
Source Caregiver Omnimedia Inc
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue
21
Facts
Consumers who received the guide

• The overall concept is perceived to be a good
  idea (84)
• More than half of respondents choose to keep the
  Guide
• Usage rate of the Guide throughout the year is
  high among those who kept and read the Guide
  (85)
• Usage frequency of the Guide throughout the year
  is significant among those who kept and read the
  Guide (20.8 times)
• The magazine appears well-established among
  Torontonians. Majority were already familiar with
  it prior to the study (90)

Source The Canadian Living Snap Guides Reception
and Usage Intentions - November 2006
TM Yellow Pages is a trademark of Yellow Pages
Group Co. in Canada.
Good Times Yellow PagesTM directories Special
Prime Living Issue