This 2019 research, funded by the Department of Canadian Heritage, finds that print newspaper ads are the most effective and engaging form of advertising.

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This study was conducted by Totum Research on behalf of News Media Canada.  Online interviews (800) were conducted in February 2019 across all provinces, in English and French. Respondents were asked to rate media measured on 16 different engagement characteristics (7 General Engagement, 5 News Engagement, 4 Advertising Engagement).  Results were indexed based on ratings for each media compared to the average rating.

For more information, contact Kelly Levson, Director of Marketing and Research, at



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