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MEDIA KIT 2015
Inside Financial Post Magazine
First Business: Coverage of top business news, ideas and personalities including: Mover, an in-depth profile of a
current Canadian newsmaker; Big Picture, a look at the world issues that resonate with leaders here at home;
Infographic, a by-the-numbers examination of an industry, trend or hot topic; plus columns by the always opinionated
Terence Corcoran and Andrew Coyne, as well as insider looks at the energy industry and corporate world by Claudia
Cattaneo and Theresa Tedesco respectively.
FP Executive: Designed for corporate leaders and those that aspire to be them, this section features an exclusive
interview with Canada’s top executives, the latest in executive and governance research, plus a rotating mix of lighter
fare including style, etiquette and travel.
Personal Finance: A full section dedicated to personal finance and investing. Opening with FP Magazine’s everpopular financial makeover column Family File, the section also includes Dusty Wallet, an advice column by Financial
Post’s lead personal finance writer Garry Marr, and Take Two, where FP’s investing writers take opposing viewpoints
on a hot topic.
FP Entrepreneur: Practical editorial targeting small-business owners and operators, with the entrepreneurs
themselves as the experts. Features include: Innovators, a series of profiles highlighting how businesspeople face and
overcome specific business issues; Tax Clinic by tax expert Jamie Golombek: On the Case, a mini case study on live
business issues produced in collaboration with the Richard Ivey School of Business; and Toolkit, which explores the
technology issues that are important to small business.
Back Page – Business Mix: FP Magazine closes each issue with a profile of – and an exclusive recipe from – the
drinks menus at one of the best business watering holes in Canada and sometimes beyond.
Editorial Calendar 2015
February 2015
Investing
April 2015
Personal Finance
March 2015
MBA Special
Full coverage of the latest
developments, trends and
issues in graduate
management education at
Canada’s business schools.
FP Magazine’s awardwinning feature package,
covering new trends and
strategies to help retail
investors and savers
secure their financial
futures.
May 2015
Hot Topics
June 2015
FP 500
Financial Post Magazine
take an in-depth look at
the most important and
controversial issues
currently affecting Canada
and its various business
communities.
October 2015
Small Business/ Entrepreneur
FP Magazine takes an in-depth
look at the different aspects and
challenges of starting, building and
maintaining a thriving business. It
will include a series of stories that
examine the different strategies
some of Canada's most notable
entrepreneurs and businesses
have used to make it to the top of
their respective industries.
FP Magazine examines the
money issues that affect all
Canadians. From pensions to
taxation and housing to
spending.
September 2015
Real Estate/Personal Finance
FP Magazine’s annual ranking
for Canada’s largest corporations
by revenue. Our research
includes public firms, private
companies, subsidiaries and
Crown Corporations, making the
FP500 the most authoritative
survey Canadian business
available.
Financial Post Magazine’s
inaugural real estate issue
focuses on the players, trends
and issues that make this
industry one of the most
interesting sectors in Canada
and one of the most popular
topics with readers.
December 2015
Women in Business
November 2015
CEO of the year
This special Financial Post
Magazine issue breaks down the
performance of CEOs at the
biggest companies — as
determined by market cap and
revenue — by two-year investor
return, compensation, as well as
qualitatively through an exclusive
partnership to reveal Canada’s
top executives.
An in-depth look at the women
who run Canada and the issues
that affect them. Plus, who's
who special feature section on
women who hold key leadership
positions in the private, public
and not-for-profit sectors across
the country. The Top 100™, is
the biggest and most
encompassing of any ranking of
businesswomen in the country.
Financial Post Magazine reaches over
880,000 of Canada’s most influential
business audience
Established in 1972, Financial Post
Magazine is a premium business
publication. The magazine consistently
provides context, analysis and
understanding of current trends, companies
and issues that are shaping the economy
and Canadians’ lives.
Financial Post magazine
775,000
Topics include corporate strategies, profiles
of top political and business leaders, and
articles aimed at the broader interests of its
upscale audience.
Special themed issues include Family
finance, Small Business, MBA Executive
Education, FP500, Entrepreneur of the
Year and CEO of the Year.
Financial Post Magazine is Canadian in
emphasis, but global in scope.
Average Issue Readership
Source: PMB Fall 2014 Base: A18+
Financial Post Magazine readers are
business professionals
They are 21/2times as likely to be C-Suite compared to the Canadian population (Index 268)
(e.g. CEO, CFO,
COO)
Business
Purchase
Influencer
Owners /
Managers /
Professionals
SelfEmployed
Readers:
56,000
Readers:
300,000
Readers:
302,000
Readers:
Profile: 7%
Profile: 39%
Profile: 39%
Profile: 14%
Index: 268
Index: 145
Index: 171
Index: 122
C-Suite
107,000
Source: Readership from PMB Fall 2014 Base: A18+
Financial Post Magazine readers
are Affluent
On average, they have $55K more in savings and securities compared to the
Canadian population
Household
Income $100K
+
Readers:
355,000
Average
Savings &
Securities
$168,598
Profile: 46%
Have
Investments *
Own Home
Readers:
472,000
Readers:
Profile: 61%
Profile: 78%
Index: 114
Index: 102
601,000
Index: 159
Index: 146
Source: Readership from PMB Fall 2014 Base: A18+ * Have investments includes Mutual Funds, TFSA, RRSP, non-RRSP investments, Stocks & Bonds
The majority of Financial Post readers are
exclusive readers and do not read other
business magazines
Exclusive Readers: Financial Post Magazine
vs. Report on Business
vs. Canadian Business
vs. Maclean's
vs. MoneySense
vs. enRoute
62%
38%
74%
78%
74%
83%
Exclusive Financial Post Magazine Readers
26%
22%
26%
17%
Duplicate Readers
Source: Readership from PMB Fall 2014 Base: A18+
FP Magazine: effective reach of influential,
sophisticated and upscale Canadians
Financial Post Magazine continues to engage readers and attract key
demographic segments:
–  Affluent Demographic: high household income, high average savings & securities,
have an active investment portfolio, homeowners
–  Business Professionals: C-Suite, Sr. Managers / Owners / Professionals,
Business Purchase Influencers, Self-Employed
–  Exclusive Readers: loyal readers who do not read other business and news
publications
–  Engaging Content: readers are interested in the content and connect with the
magazine. They spend on average 36 minutes reading Financial Post Magazine
Financialpost.com and Financialpost.com network continue to see growth and
retain an exclusive, loyal audience.
Demographic Profile
Financial Post magazine readers are:
Male (72% / Index 146)
Between the ages of 18-49 (56% / Index 101) with
an average age of 46
Homeowners (78% / Index 102)
Married (62% / Index 98)
Highly educated (71% / Index 147)
Employed Full Time (65% / Index 124)
Entrepreneurs - self employed (14% / Index 122)
Owners/Managers/Professionals 39% / Index 171)
Four times as likely to be a C-Suite (e.g. CEO,
CFO, COO) Index 268
Business Purchase Influencers (39% / Index 145)
More likely to be Owners / Managers of Small
Business (13% / Index 152)
Affluent - average household income of
$105,928 (Index 129)
Source: Readership from PMB Fall 2014 Base: A18+
Financial
Profile
Financial Post
Post Magazine
Magazine Demographic
Demographic Profile
Base:
Adults
18+
Audience
Base: Adults 18+
Audience %
% Profile
Profile
Totals
775,000
100
Totals
883,000
100
Index
Index
100
100
Male
Male
Female
Female
557,000
637,000
218,000
246,000
72
72
28
28
146
147
55
55
A18-34
A18-34
AA 35-49
35-49
A50+
A50+
AA 18-49
18-49
AA 25-54
25-54
Average
Average Age
Age
255,000
245,000
180,000
247,000
340,000
391,000
436,000
492,000
399,000
465,000
46
47
33
28
23
28
44
44
56
56
51
53
n/a
112
95
88
106
99
100
101
100
97
100
98
100
Own
Own Home
Home
Rent
Rent
Married
Married Or
Or Living
Living Together
Single
Single
Have
Have Children
Children in
in HH
Primary Grocery
Grocery Shopper
Primary
University/Other Non-University
Non-University Cert.
University/Other
Bachelor's Degree
Degree
Bachelor's
Post Graduate+
Graduate+ Degree
Degree
Post
University Grad
Grad plus
plus
University
601,000
699,000
175,000
183,000
480,000
577,000
214,000
216,000
226,000
283,000
303,000
245,000
233,000
201,000
266,000
229,000
152,000
118,000
651,000
549,000
78
79
23
21
62
65
28
24
29
32
34
32
26
30
17
15
74
71
102
104
94
87
98
104
114
100
83
92
81
75
110
109
194
184
200
181
153
147
Employed Full-Time
Full-Time
Employed
Self Employed
Employed
Self
Operate Business
Business from Home
Operate
C-Suite
C-Suite
Owners // Managers
Managers / Professionals
Owners
Other White
White Collar
Collar
Other
Business Purchase
Purchase Influencers
Business
BPI -- Recommend
Recommend
BPI
BPI -- Authorize
Authorize
BPI
All
Information
Technology Market
All Information Technology
Owners // Magrs
Magrs of
of Small
Small Business
Business (<100)
Owners
(<100)
Owners // Magrs
Magrs of
of Medium.
Medium. Business
Business (100-499)
Owners
(100-499)
Owners // Magrs
Magrs of
of Large
Large Corp.
Corp. (500+)
(500+)
Owners
587,000
503,000
151,000
107,000
145,000
83,000
103,000
56,000
371,000
302,000
136,000
112,000
386,000
300,000
376,000
290,000
308,000
228,000
170,000
119,000
120,000
100,000
40,000
32,000
125,000
92,000
66
65
17
14
16
11
12
7
42
39
15
14
44
39
43
37
35
29
19
15
14
13
45
14
12
125
124
150
122
176
118
422
268
183
171
138
134
160
145
167
150
183
158
229
181
167
152
304
271
220
186
261,000
270,000
137,000
146,000
483,000
355,000
$112,551
$105,928
345,000
370,000
205,000
155,000
300,000
228,000
$69,699
$65,750
30
35
16
19
55
46
n/a
57
67
100
118
173
146
137
129
39
48
23
20
34
29
n/a
62
76
145
123
234
198
156
146
Household Income
Income $75K
$75K
Household
Household
Income
$75,000-$99,999
Household Income $75,000-$99,999
Household
Income
$100,000+
Household Income $100,000+
Average
Household
Income
Average Household Income
Personal Income <$50K
Personal Income <$50K
Personal Income $50,000-$74,999
Personal Income $50,000-$74,999
Personal Income $75K+
Personal Income $75K+
Average Personal Income
Average Personal Income