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Welcome to the Advertiser Section of MONITOR’s website. We hope you’ll find the information you need here to make a more informed decision on what is important in the purchase of advertising space in our magazine and it's website. If you have any questions or need more information, please don’t hesitate to contact us here.
2013 Rate Card (PDF)
2013 Editorial Schedule
December 2012 Circulation Statement
About Benefits and Pensions Monitor
Independent Research
Canada's Primary Market
Circulation Audits
Subscriber Job Titles and Company Size Information
Why Should I Advertise?
Website Advertising
Benefits and Pensions Monitor
Benefits and Pensions Monitor magazine was created in 1991 by Brian McKerchar and John McLaine to serve Canada's Plan Sponsors in the areas of pension fund investment and employee benefits management. Their experiences in this field date back to 1976.
Differences in editorial content as well as market coverage are key to our magazine’s success. MONITOR is closely involved with industry associations and industry experts to help us craft the magazine as a continuing source of industry information.
Independent Research
Past Ad-Q readership studies by Harvey Research Inc. have shown that Benefits and Pensions Monitor leads the field, and the results of these studies were confirmed by a Starch Research study published in February 2011 that showed the following:
- 81% of our readers keep their copies for future reference.
- Readers pick up the magazine for reading an average of 2.4 times, providing multiple ad exposures.
- MONITOR has a total readership of 6.7 readers per copy, delivering a 'reach' of 140,000+ people with each issue.
- 57% of our readers don't read our closest competitor.
It is our view that all magazine readership research should be dated and sourced by an independent and qualified research firm to be valid.
Our slogan, “Making a Difference…” is just as meaningful today as it was back in 1991.
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Canada’s Primary Market
In Canada, a ‘small business’ is generally considered one with less than 100 employees. Industry Canada’s Stats Canada (June 2009) shows us there are 1,137,681 employer businesses in Canada. Just 2.0% of them have 100 or more employees.
The primary focus for the circulation development of Benefits and Pensions Monitor is the 100+ employee level, which many industry professionals consider as Canada’s Primary Market for employee benefit plans and pension fund investment. With over 92.5% of MONITOR’s circulation directed to this area, providers are able to target their promotional efforts where they can achieve the most success in building their business.
This Primary Market philosophy is not followed by our closest competitor, which directs over 31.5% of their circulation to companies with 99 or less employees. In our opinion, the small businesses market is really a ‘mass-market’ that is expensive to reach and, on a ‘per company’ basis offers providers less return for the work involved. Sources: Circulation Statements published for December 2012.
Benefits and Pensions Monitor’s circulation is so detailed we can show advertisers the number of companies reached at all size levels, job titles and geographic combinations. It is also the only industry magazine that breaks out its circulation in Standard SIC Business Classifications so you know exactly what type of businesses your messages will reach.
Business-to-Business communications is our business – our only business. Our magazine succeeds only if our advertisers succeed. Put Benefits and Pensions Monitor on your team and find out what our regular advertisers already know. MONITOR does make a difference.
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Circulation Audits
Benefits and Pensions Monitor has a qualified, controlled circulation and is the only industry magazine in Canada to meet the strict requirements of the largest independent B2B circulation audit firm in the world, BPA Worldwide. The ‘controlled’ aspect of our circulation qualification process is important because not all circulation policies are the same.
Every executive receiving MONITOR is pre-qualified before they get on our list, even if they want to pay for it. Our dedicated circulation specialists check the accuracy of each person’s name, job title, and company size and existence to ensure advertiser dollars are not paying for waste circulation.
Anyone making an online ‘request’ to subscribe to MONITOR goes through the same qualification process before they become eligible to receive the magazine; because you can’t always be sure these internet people really exist. If we can’t find them in D&B and other research sources, they don’t qualify to get Benefits and Pensions Monitor. Advertisers can rely on MONITOR’s circulation for accuracy.
PDF of current circulation statement here – December 2012
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JOB TITLES and COMPANY SIZE Information
CIRCULATION JOB TITLES: There are basically three primary job functions that can decide on purchasing your services. The buck stops with General & Corporate Management, and that is our single largest job title area of coverage, and much superior than any other industry magazine. Second to that is Financial Management, followed by Personnel & Benefits people in the HR Departments. Once you have key management covered in Canada’s largest companies, you’re ahead of the game with reaching plan sponsors.
CIRCULATION COMPANY SIZE: MONITOR's December 2012 CCAB/BPA circulation statement shows that 92.5% of its circulation is to companies with 100+ employees .. that's 21,288 copies! Our closest competitor mails only 11,538 copies to companies with 100 or more employees---the 'Primary Market'. MONITOR mails 21,288 copies to companies this size...84% more reach for our advertisers! Sources: Circulation Statements published for December 2012
The people receiving Benefits and Pensions Monitor are responsible for making informed decisions on employee pension fund investments, employee benefits, healthcare, and more. They look upon MONITOR as their continuing source of job education and consider it "must reading."
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Why Should I Advertise?
If you are a provider of services for Plan Sponsors in Canada’s largest companies, you already know how difficult it is to reach all the key decision makers. It stands to reason your chances of making the sale are considerably better if you are invited to call. MONITOR takes your messages behind closed doors when you can’t be there in person. This is important because Benefits and Pensions Monitor has the deepest market penetration and the highest circulation of any magazine in this industry. Why should you settle for less?
When people read your advertisement they are looking for tangible confirmation that they should deal with you. Everyone knows advertising costs money and just by advertising in Benefits and Pensions Monitor, you establish the fact your company is substantial and successful enough to afford it. Advertising levels the playing field.
If advertising didn’t work, why would so many successful companies do it? The ‘blue chips’ of tomorrow are the big advertisers of today. It helps to build your brand and awareness of your company and its products, and make you a contender for the business. Leaf through any issue of Benefits and Pensions Monitor and you’ll see this industry’s blue chips.
Readers of Benefits and Pensions Monitor can only read one magazine at a time, one page at a time. If your message isn’t in each issue, you’ve lost a special opportunity to bond with our readers. In addition, you’ve left the magazine to the exclusive use of your competitors! In today’s competitive business world, that may not be the best decision for you because 57% of MONITOR’s readers don’t read our closest competitor.
You know Benefits and Pensions Monitor is out there. You probably see it everywhere you go and you know it’s being read by people important to your business. The next step is to make sure your message is there too...reaching a proven audience of more than 140,000 with each issue. Don't miss out on this.
Find out what our advertisers already know...Benefits and Pensions Monitor is essential media to reach the market properly. Let us show you innovative ways to build your business in today’s competitive marketplace.
Call the publisher, John McLaine, at 416-494-1066 or email him .
Website Advertising
Just by being on this page, you already know the importance of Benefits and Pensions Monitor's website. We were the first to have Daily News Alerts for our readers all across the country; the first to publish an interactive online digital copy of our publications including all the ads in the print edition - giving FREE extra exposure; the first with industry related videos on our Big Picture page; the first to have an Investment Showcase page featuring links to corporate investor relations information. We can do email blasts to our readers, display your whitepaper and/or microsite, classified advertising, appointment notices, and so much more. Investigate now.
