Winnipeg Free Press Media Kit
Winnipeg Free Press Contact Us

Media Kit

Despite the profound technological changes transforming the news media industry, 65% of Winnipeg adults still rely on the Winnipeg Free Press to deliver their news and information each week through print and digital channels. This continues to be the best reach of any daily newspaper in a major Canadian city. The Free Press is not just a newspaper anymore - we offer multiple platforms to help you reach the audience you desire.

Source: Vividata Spring 2018

Winnipeg The Facts

Population

Manitoba is home to over 1.3 million people, with 829,000 living in the Winnipeg Census Metropolitan Area (CMA). Winnipeg’s population grew by an average of 1.8% each year from 2014 to 2017. Winnipeg is the model of multiculturalism with more than 200 ethnic groups speaking over 130 languages.

Employment

Winnipeg’s labour market shined in 2017, with the creation of over 7,200 net new jobs. It shows no signs of slowing down, with a further 7,200 net new jobs forecast to be created in 2018. Winnipeg’s unemployment rate is expected to trend lower over the next few years, falling from 6.5% in 2016 to 5.8% by 2022.

Housing

Total housing starts in the Winnipeg CMA increased by 39% in 2017, finishing at 5,621 starts. In the resale market, 2017 finished with a total of 13,525 unit sales, relatively even to the record year of 2016 that had 13,632 unit sales. A new annual dollar volume record was set in 2017 with $3.92 billion in MLS® sales – an increase of close to 4% from 2016.

Economy

Growth in Winnipeg’s real GDP hit a 19-year high in 2017, coming in at an estimated 3.7%, following a 3.2% gain in 2016. This pace was well above the 2.3% annual gain of the past decade.

The transportation equipment market remains strong. Winnipeg-based New Flyer Industries recently purchased ARBOC Specialty Vehicles (a low-floor bus manufacturer) and won a contract to provide 106 Xcelsior buses for the South Coast British Columbia Transportation Authority. At the same time, Magellan Aerospace won a $200-million contract to manufacture exhaust systems for A320neo PW Airbus aircrafts.

There is vigorous construction activity underway in Winnipeg, including the $121.4-million Waverley Street underpass; the $467.3-million Southwest Transitway; the $336-million South End Water Pollution Control Centre upgrades; and the $232.9-million new Women’s Hospital. Work also continues on the $400-million True North Square mixed-use development and Red River College has announced plans to build a new 100,000-square-foot, $95.4-million Innovation Centre in Winnipeg’s exchange district.

Sources:

  1. Conference Board of Canada, Metropolitan Outlook 1, Winter 2018
  2. Statistics Canada. Table 051-0056 - Estimates of population by census metropolitan area, sex and age group for July 1, based on the Standard Geographical Classification (SGC) 2011, annual (persons), (accessed: March 07, 2018).
  3. Statistics Canada. 2017. Census Profile. 2016 Census. Statistics Canada Catalogue no. 98-316-X2016001. Ottawa. Released October 25 2017.
  4. CMHC, Housing Now Tables Winnipeg CMA, April 2018
  5. Winnipeg Realtors, Solid December closes out a successful year of MLS® sales activity, Press Release, January 15, 2018

Audience Engagement

Winnipeg Free Press Readership

In just one week, Winnipeg Free Press print and digital products reach 65% or 428,000 Winnipeg Adults.

Base: 655,000 Winnipeg adults
Source: Vividata Spring 2018

Newspaper Readership in Canada

65% of Winnipeg adults read the Winnipeg Free Press in print or digital format every week - more than any other newspaper in a major Canadian city.

Base: Adults in Canadian markets with population 500,000+
Source: Vividata Spring 2018

Winnipeg Free Press Demographic Profile

Automotive Products

Form more information, please contact your sales representative, or call (204) 697-7164.

Each week Winnipeg Free Press Print and Digital Products reach:

72%

of Winnipeg households likely to acquire a vehicle from a dealer in the next year

71%

of Winnipeg households whose most recently acquired vehicle was purchased new from a dealer

66%

of Winnipeg households that purchased or leased a vehicle used from a dealer

73%

who purchased auto services/supplies from a car dealership service department in the last year

80%

of Winnipeg adults who purchased winter tires in the past year

Source: Vividata Spring 2018

Real Estate Products

For more information, please contact your sales representative, or call (204) 697-7422.

Each week Winnipeg Free Press print and digital products reach:

73%

of Winnipeg households that did any remodelling in the past 2 years

75%

of Winnipeg households that made any decorating home improvements in the past 2 years

71%

of Winnipeg households that made any flooring home improvements in the past 2 years

78%

of Winnipeg households that intend to buy or sell real estate in the next year

67%

of Winnipeg adults who own their home

Source: Vividata Spring 2018

Career and Employment Products

For more information, please contact your sales representative, or call (204) 697-7171.

Each week Winnipeg Free Press print and digital products reach:

68%

of Winnipeg adults with a trade diploma/other certificate

66%

of Winnipeg adults with a bachelor's degree

64%

of Winnipeg adults with a post graduate degree

56%

of Winnipeg adults age 18 to 34

59%

of Winnipeg adults age 35 to 49

73%

of Winnipeg adults age 50 to 64

Source: Vividata Spring 2018

Flyer Distribution & Commercial Print Services

Flyer Distribution Offers:

Subscriber Circulation

  • Wednesday and Thursday distributed in home delivered subscription - machine inserted
  • FSA distribution and rural truck runs

Extended Market Coverage (EMC)

  • Non-subscriber distribution Wednesday and Friday
  • FSA distribution
  • Quality controlled through phone and visual audits as well as colour coded bundles

Flyertown

  • Negotiate a contract to have your digital flyer online to coincide with print distribution
  • Flyertown is prominently featured on winnipegfreepress.com

Benefits:

  • Paid circulation of the Winnipeg Free Press is invited into the home both in Winnipeg and rural areas as well as through single copy sales
  • Inserted product does not need to be bundled
  • EMC every Wednesday and Friday allows you to reach every house not covered by the Free Press
  • All flyers are pre-inserted in the Wednesday and Friday EMC jacket before it reaches the carrier - all inserts are free standing and in their original condition
  • You can reach more customers with your digital flyer featured on Flyertown

Commercial Printing Services

Winnipeg Free Press and Derksen Printers provide a full range of printing capabilities - from design and prepress production to printing the completed product.

We not only offer both sheet fed and web printing services on a variety of papers including gloss coated, but can also fold, stitch, perfect bind, die cut and UV coat your product.

We have the capability for short-run quick printing, including large-format banners and posters in paper or vinyl as well as flyers and booklets.

Our complete printing services, along with our distribution capabilities, make us a one stop solution.

For more information, please contact your sales representative, or call (204) 697-7332.

Niche Products

The Winnipeg Free Press distributes approximately 100 supplements each year about different industries and events. Advertising opportunities are available within most of these scheduled supplements or you can partner with the Winnipeg Free Press to create a unique publication.

For rate and publication date information, please contact your sales representative or call (204) 697-7389.

Desktop Advertising

Winnipegfreepress.com receives over 1 million users a month who view 5.6 million pages.*

Source: Google Analytics 2018 Q1 average

Leaderboard

available on every page (728 x 90)

Big Box

available on every page (300 x 250)

Super Leaderboard

available on every page. Ad can also be designed to expand on mouse-over to reveal more information by pushing site content downward. (970 x 90)

Billboard

available on every page (970 x 250)

Tall Box

available on story pages (300 x 600)

Skyscraper

available on story pages (160 x 600)

Video Pre-Roll

available on almost any Winnipeg Free Press video (480 x 360 or 480 x 270)

Home Page Takeover

Make a strong branding statement with your ad by using the margins of the web page as well as the leaderboard and big box ad positions.

Expanding Ad

Invite the visitor to view more of your information in an ad that expands over the site content.

Mobile Advertising

Banner Ad

is located at the top of the page (640 x 100, 320 x 50, 300 x 50, 216 x 36)

Fixed Banner Ad

sits above website content hugging the bottom of the screen (640 x 100, 320 x 50, 300 x 50, 216 x 36)

In-Article Big Box Ad

appears in the middle of a story (300 x 250)

Landing Page Big Box Ad

appears on the website landing pages (300 x 250)

Interstitial Ad

appears on almost the entire mobile screen (320 x 480)

Digital Marketing Services

Programmatic Display Advertising

  • Reach your audience on third party websites using standard display and video ads
  • Retarget your website visitors to draw them back to your site once they have left
  • Target audience behaviours categories, and demographics across multiple ad exchanges
  • Track conversions and extended metrics such as view-throughs

Search Engine Marketing

  • Reach customers acrively searching for products or services you provide
  • Target your pay-per-click campaign on Google, Yahoo and Bing
  • Optimize your website to rank highly in search engine organic results
  • Receive standard ongoing optimizations and full service campaign management

Social Media Marketing

  • Engage and grow your target audience by placing messages in their Facebook, Instagram and Twitter newsfeeds as well as display ads on their home page
  • Place pre-roll ads on YouTube videos watched by your target audience
  • Target by interests, behaviours and demographic

Results Tracking

  • Track results across display, search and social media campaigns using a web-based dashboard
  • Receive third party research and insights to support campaign success

For more information, please contact your sales representative or call (204) 228-5308.

Email Advertising

Digital Content Sponsorship

The Winnipeg Free Press publishes different types of exclusive digital editorial content on its website:

  • Head Start - a brief recap of news you may have missed, upcoming stories, trending topics, daily weather and this day in history
  • Playbook - a daily link to what's happening in the world of sports providing the top news, what to watch, what we're reading, videos and more

Readers can register for an email alert each time this content is published on the site. Sponsorship includes:

  • big box ad on the email alert
  • sponsor logo on the home page news tile
  • big box, leaderboard and tall box ads on the associated winnipegfreepress.com landing page.

For more information, please contact your sales representative or call (204) 697-7172.

Email Blasts

Reach up to 150,000 people that have registered their email address with the Winnipeg Free Press.

  • Your ad is merged with editorial content to provide reader interest and engagement
  • Email open rate: 41%
  • Emails are CASL compliant (Canadian Anti-Spam Legislation)
  • Ad size is 570x321
  • Minimum 50,000 emails required
  • Two weeks lead time required, based on availability

Contact Us

ALL SALES INQUIRIES

Grant Suderman
Vice President, Sales and Marketing
Phone: 204-697-7164
E-mail: grant.suderman@winnipegfreepress.com

If you are located outside of Manitoba, please contact:
Clare Cooke
Manager, National Advertising Sales, Commercial Products, Inserts
Office: 204-697-7332
E-mail: clare.cooke@winnipegfreepress.com

If you are located in Manitoba, please contact:
Karen Buss
Director, Advertising Sales
Phone: 204-697-7172
E-mail: karen.buss@winnipegfreepress.com

NICHE PUBLICATION/CANSTAR WEEKLIES

Barb Borden
Manager of Niche Publications/Canstar Weeklies
Phone: 204-697-7389
E-mail: barb.borden@winnipegfreepress.com

CLASSIFIED ADVERTISING & OBITUARIES

Classified
Phone: 204-697–7100
E-mail: wfpclass@winnipegfreepress.com

Obituaries
Phone: 204-697–7384
E-mail: obits@winnipegfreepress.com