PMB StructurePMB Structure

PublishersPublishers

AdvertisersAdvertisers AgenciesAgencies

AssociatesAssociates

Total Members: 450

Canadian BusinessCanadian FamilyCanadian Gardening Canadian GeographicCanadian Hockey MagazineCanadian Home WorkshopCanadian House & HomeCanadian LivingChatelaineElm Street enRoute Magazineeye WeeklyFamous MagazineFashionFeature Fifty Plus/CARP NewsFlareFood & DrinkGardening LifeGardens WestGlobe Television

Going PlacesGolf CanadaGood TimesHarrowsmith Country LifeHealthWatchHomemaker's MagazineI.E.: MoneyImagesInvestment.comJourneyLeisureWaysMaclean'sMoneySenseMontreal MirrorMutual Fund ReviewNational Post BusinessNOWOntario Golf NewsOntario Out of DoorsOutdoor CanadaPerformance Magazine

Plant & GardenPrimeTimeProfessionally SpeakingProfitReader's DigestR.O.B. MagazineSaturday NightSpectator TVStarweekStyle at HomeThe Toronto SunTimeToday's ParentToronto LifeTribute TV GuideTV TimesTV WeekVancouver MagazineWestern LivingWestworld

Publisher Members (English)

Publisher Members (French)7 JoursAffaires PlusCaptial SantéChâtelaineClin d'oeilCOOLCoupe de PouceDécoration Chez SoiDécormagDernière Heure Echos-Vedettes Elle QuébecFemme d’Aujourd’huiFemme PlusFilles d'aujourd'huiFleurs Plantes et Jardins ICI MontréalL’ActualitéLa revue des fonds mutuelsLe Bel Âge

Le LundiLe Magazine Enfants QuébecLes AffairesMadameMagazine Hockey CanadienMagazine les Ailes Magazine PMEMontréal MirrorPrimeurs Québec ScienceRénovation BricolageRevue CommerceSélection du Reader's DigestSentier Chasse-PêcheStar Inc.Télé PlusTouring TV 7 Jours/TV HebdoVOIR

Agency MembersAd Express Canada Inc.Allard JohnsonAmalgame-Cargo Inc.Ammirati Puris Ltd.Armada, Agence de PublicitéAxmith McIntyre WichtBates CanadaBBDO CanadaBristol GroupBryant Fulton & Shee Carat CanadaCopeland CommunicationsCorporate CommunicationsCossette CommunicationsDoner Canada Inc.Gaggi Media Communications Gee, Jeffery & Partners Genesis Media Inc.Glennie Stamnes StrategyGlobal Television AgencyGriffin Bacal VolnyGroupaction JWTGroupe BCP Inc.

Harland DesRocher Inc.Hewson Bridge & Smith HYPNInitiative Media Inc.Lacroix-Bleau Comm. MarketingLanyon PhilipsM2 Universal CommunicationsMarketel/McCann Erickson Marketing Communication Inc.MAXX Media Inc.McKim Communications Inc.Media Buying Services Ltd.Media ExpertsMediaVest Canada Inc.Mediavision W.W.P.Mindshare CanadaNextMedia CompanyOMD CanadaOptimedia CanadaOptimum Media Inc.Padulo AdvertisingPalm Publicité Marketing Palmer Jarvis DDB/DowntownPalmer Jarvis DDB/OMD

PNMD CommunicationsPublicité Martin Inc. Retail CommunicationsSaatchi & Saatchi Advertising SGCI Marketing Starcom WorldwideTarget Marketing & Comm.Taylor George DesignTBWA Chiat/DayTequila CommunicationThe Communique GroupThe Media Edge (Y & R)Thom GroupTMM Taylor Made mediaTN MediaTouché! Média-Marketing Inc.Troutbeck ChernoffWalker Media Inc.Wasserman & PartnersWolf AdertisingZoum Communication

Advertiser MembersA&W Food Services Abbott LaboratoriesAir CanadaAltamira Financial ServicesAmerican ExpressApple CanadaArt Gallery of OntarioAT&T CanadaBacardi Martini CanadaBank of MontrealBayer Consumer CareBell CanadaBenjamin Moore Bristol-Myers Canada Burger KingCampbell Soup CompanyCarter HornerCanadian TireCara OperationsCarter HornerChristie Brown & Co.CI Mutual FundsClearnet PCS Inc.Coca Cola Limited

Compaq CanadaCorby DistillersDaimler Chrysler CanadaDanone InternationalDylexEffem Inc.Energizer CanadaEthical FundsFidelity InvestmentsFord Motor CompanyGeneral MillsGeneral Motors Hershey CanadaHostess Frito-LayHSBC Bank CanadaIBM CanadaIGAIkea CanadaImperial OilImperial TobaccoInvestors GroupKellogg CanadaKodak Canada

Kraft CanadaLabattsManulife FinancialMcDonald’s RestaurantsMolson Breweries Nestle CanadaNikePetro CanadaProcter & GambleQuaker OatsReckitt BenckiserRoyal BankScotiabankScott PaperSmithkline BeechamToronto Dominion BankUDV UnileverVisa CanadaWarner LambertWrigley Canada

PMB Board of DirectorsPublishers Agencies Advertisers

Bill Duron, Toronto Life Ann Boden, OMD Canada Gina Banks, Procter & Gamble

Jacqueline Howe, Avid Media Peter Burke, TN Media Sandra Cifersons, Kraft Canada

Jean-Paul Leclair, TVA Publications

Karen Nayler, Mindshare Canada

Ed Daley, Carter-Horner

Terry Malden, Rogers Media Sylvie Chartré, Palm Publicité Hasan Imam, UDV Canada Inc.

André Préfontaine, Transcontinental Publications

Sara Hill, M2 Universal Communications

Jean-Marc Leclerc, Honda Canada

Lilia Lozinski, Multivision Maria Spensieri, Allard Johnson Lauralea Mast, Fidelity Investments

Neil Soper, Leisureways/Westworld

Penny Stevens, The Media Company

Andrew Pollock, HMV North America

Larry Thomas, Reader’s Digest Rob Young, HYPN

The PMB Study

• Annual study

• Sample size: 24,000

• Personal in-home interview

• Leave-behind self-completion questionnaire

• Year-round data collection

The PMB Study

Data collected:

• Demographics

• Lifestyle Data

• Product Usage

• Retail Store Data

• Brand Usage

• Psychographic Data

• Other Media data

• Magazine readership

The PMB Study

Data distribution

• Volumes published once per year

• Computer access via software suppliers

PMB Medical Media Study

Started January 2001 Major objective:

measure the readership of selected medical publications

Results: annually in July (3,000 interviews)

PMB Medical Media Study Technical Overview

• Year-round mail questionnaires:

125 per month; 1,500 per year

• 2-year rolling sample of 3,000

All physicians 65 years of age or under

National

Sample to be drawn from the IMS FINDr database

Sampling

Universe Definition

MMS 2001

Physician Universe DistributionGP/ Internal OB/

Region Total FM Surgery Medicine PsychiatryGYN Pediatrics Cardiology

British Columbia 5,673 3,951 374 389 518 160 210 71

CMA 3,803 2,486 247 304 419 112 171 64

Non-CMA 1,870 1,465 127 85 99 48 39 7

Prairies 6,273 4,178 429 554 491 196 340 85

CMA 4,821 2,981 352 499 429 165 310 85

Non-CMA 1,452 1,197 77 55 62 31 30 0

Ontario 14,264 8,791 979 1,344 1,643 513 706 288

CMA 11,366 6,686 779 1,146 1,430 432 633 260

Non-CMA 2,898 2,105 200 198 213 81 73 28

Maritimes 2,988 1,982 237 246 230 104 142 47

CMA 1,307 761 100 131 136 46 94 39

Non-CMA 1,681 1,221 137 115 94 58 48 8

Quebec - Total 11,070 7,195 830 915 977 343 500 310

CMA 8,490 5,264 628 777 860 267 403 291

Non-CMA 2,580 1,931 202 138 117 76 97 19

CMA 29,787 18,178 2,106 2,857 3,274 1,022 1,611 739

Non-CMA 10,481 7,919 743 591 585 294 287 62

Universe

Sampling (cont’d)

Sample

To obtain 3,000 responses 6,667 sample

Sampling (cont’d)MMS 2001

Physician Universe DistributionGP/ Internal OB/

Region Total FM Surgery Medicine Psychiatry GYN Pediatrics Cardiology

British Columbia 908 555 66 57 68 62 56 44

CMA 624 350 44 45 56 44 45 40

Non-CMA 284 205 22 12 12 18 11 4

Prairies 1,024 587 76 81 64 74 89 53

CMA 807 419 62 73 56 63 81 53

Non-CMA 217 168 14 8 8 11 8 0

Ontario 2,376 1,235 172 195 213 195 186 180

CMA 1,922 940 136 166 185 165 167 163

Non-CMA 454 295 36 29 28 30 19 17

Maritimes 491 278 42 36 30 39 37 29

CMA 228 107 18 19 18 17 25 24

Non-CMA 263 171 24 17 12 22 12 5

Quebec - Total 1,871 1,011 145 132 126 131 132 194

CMA 1,463 740 110 112 111 102 106 182

Non-CMA 408 271 35 20 15 29 26 12

Totals 6,670 3,666 501 501 501 501 500 500

CMA 5,044 2,556 370 415 426 391 424 462

Non-CMA 1,626 1,110 131 86 75 110 76 38

MethodologyQuestionnaire Design

Each publication in the study identified byRepresentative cover (selected by the publisher)

Publication title

Publishing frequency

Readership questions for each publication:Out of four issues, number usually read or looked intoHow much of last issue read or looked intoTime spent reading last issue

MethodologyQuestionnaire Design (cont’d)

36 publications Publications grouped by

general (10)specialty (19)region (5)reference (2)

The three major groups of publications rotated each group

equally in 1st, 2nd, 3rd place Publications in each of the three versions presented in alpha

and reverse-alpha order Reference publications either at the front or back of the

questionnaire

MethodologyQuestionnaire Design (cont’d)

Three types of questionnaire

French Canada (30 English and 6 French publications)

English Quebec (30 English and 6 French publications)

Other English (30 English publications)

MethodologyData Collection

Package includes: Introductory letter

Personalized 4-colour questionnaire

Separate form for prescribing data

Incentive (personalized cheque)

Return envelope

Hand cut & folded envelope

Commemorative stamps

MethodologyData Collection (cont’d)

Incentives$25 to Surgery, Psychiatry, Obstetrics/Gynecology/Pediatrics

$50 to GP/ FM’s

$75 to Internal Medicine/ Cardiology

Response Rate

Target response rates

50% overall

Minimum 45% each specialty

• Respondent classification information

Type of practice Medical specialty Years in current field of practice Number of patients per day Policy on prescribing drugs Policy on seeing pharmaceutical representatives

• Details of prescriptions written

Data Reporting

• Printed readership volumes containing readership data

• MMS Database available through PMB’s licensed software

suppliers (IMS; Telmar)

• PMB provides education, training and on-going service

Administration

• Study monitored by 10 person MMS Operating Committee

reporting directly to PMB Board

Agencies Publishers

Chair: Hugh Dow (M2 Universal) Peter Cocker (Stitches)

Gloria di Ioia (MBS) Jim Hall (Rogers)

Stephanie Gazo (HMR) Madeleine Partous (Parkhurst)

Phyllis Grossman (Mindshare) Peter Taylor (CFP)

Robert Troutbeck (Troutbeck, Chernoff) Carlo Viola (STA)

Operational Overview

• All MMS accessing companies become PMB members

• PMB provides full administration of the study

(contracts with agencies and publishers; invoicing; technical support to members)

Advertiser Participation: Return-to-Sample

• First MMS RTS study: Fall 2001

Re-contact MMS respondents to ask proprietary questions

Data confidential to sponsor

Data can be linked to MMS database

Timing: Data 10-12 weeks after start of fieldwork

It’s Your Study