For travel, Canadians look to newspapers. Newspapers Canada enlisted Totum Research to undertake a study with Canadians to understand their media habits. In particular, the research investigated which media were referenced for information when shopping key categories. Newspapers and their sites are a key source for information on travel and vacations. Newspapers are referenced to the same extent as TV, and are referenced almost twice as much as magazine, billboard and radio advertising. This research demonstrates the power of newspapers and their sites to engage Canadians with ads for travel and vacations.
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