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Winnipeg The Facts


Manitoba is home to over 1.3 million people, with 826,000 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.


After a 1.7% increase in 2017, Winnipeg employment is forecast to rise 0.7% in 2018, and 1.9% in 2019. This would lift employment to 443,000, a 12% gain since the 2009 recession. The 2017 employment advance cut the unemployment rate to 5.8%, a three-year low.


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. As of November 2018, year-to-date MLS® dollar volume of $3.36 billion is just shy of 4% off the record pace in 2017.


Winnipeg's real GDP has not fallen since the 2009 recession, and its growth is forecast to clock in at 2.7% in 2018 and 2.0% in 2019.

Winnipeg's construction sector continues to fire on all cylinders, with output on track to expand by a whopping 11.7% in 2018, following a 6.0% gain in 2016 and 7.7% increase in 2017.

Winnipeg's manufacturing sector is growing at a healthy pace, with output on track to increase by 3.0% in 2018, following an identical expansion in 2017. Industry output is expected to expand 2.4% in 2019 and by a further 2.1% in 2020.

New Flyer Industries and motor coach maker MCI, posted strong results in the third quarter of 2018, with revenues of $605.3 million—a 7% increase over the same period in 2017—and net earnings of $37 million, a 6.9% increase. The bus manufacturer expects to deliver about 4,390 buses in fiscal year 2018.

Winnipeg's aerospace industry remains vibrant. Boeing’s two plants here employ 1,400 workers and will benefit from the firm's decision to boost production of its 787 Dreamliner. Magellan Aerospace, another major local aviation manufacturer that employs roughly 600 workers, continues to work on satellite technology for a future deep space interplanetary mission, funded by an unnamed client. GE Aviation has just spent $26 million to upgrade its Winnipeg testing and research centre, allowing GE to test new engines for Boeing.


  1. Conference Board of Canada, Metropolitan Outlook 1, Autumn 2018
  2. Statistics Canada. Table 17-10-0078-01 Annual demographic estimates by census metropolitan area, age and sex, based on the Standard Geographical Classification (SGC) 2011
  3. Statistics Canada. 2017. Census Profile. 2016 Census. Statistics Canada Catalogue no. 98-316-X2016001. Ottawa. Released November 29 2017.
  4. CMHC, Housing Now Tables Winnipeg CMA, September 2018
  5. Winnipeg Realtors, Solid December closes out a successful year of MLS® sales activity, Press Release, January 15, 2018
  6. Winnipeg Realtors, Strong Start to Fourth Quarter, Press Release, November 9, 2018.

Audience Engagement

Winnipeg Free Press Readership

In just one week, Winnipeg Free Press print and digital products reach 64% or 417,000 Winnipeg Adults.

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

Newspaper Readership in Canada

64% 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+;
English newspaper readership
Source: Vividata Fall 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:


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


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


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


that purchased auto services/supplies from a car dealership service department in the past year


of Winnipeg households with a roadside assistance membership

Source: Vividata Fall 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:


of Winnipeg households that used a contractor to install wood flooring/
ceramic tiles
in the past 2 years


of Winnipeg households that used a contractor to install new bathroom fixtures in the past 2 years


of Winnipeg households that used a contractor to install new roofing in the past 2 years


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


of Winnipeg households that own their home

Source: Vividata Fall 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:


of Winnipeg adults with a trade diploma/other certificate


of Winnipeg adults with a bachelor's degree or higher


of Winnipeg adults age 18 to 34


of Winnipeg adults age 35 to 49


of Winnipeg adults age 50 to 64

Source: Vividata Fall 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


  • 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

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 receives over 1.2 million users a month who view 8.5 million pages.*

Source: Google Analytics 2018 Q3 average


available on every page (970 x 250)

Big Box

available on every page (300 x 250)

Tall Box

available on story pages (300 x 600)


available on every page (728 x 90)


available on story pages (160 x 600)

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)

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 billboard and big box ad positions.

Mobile Advertising

Banner Ad

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

Fixed Banner Ad

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

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
  • Flight Club delivers Winnipeg Jets coverage, what we're reading from other outlets, hockey stories you may have missed, video highlights 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 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: 37%
  • Emails are CASL compliant (Canadian Anti-Spam Legislation)
  • Ad size is 570 x 321
  • Minimum 50,000 emails required
  • Two weeks lead time required, based on availability

Trust In Newspapers

Consumers are more comfortable with ads in newspapers than any other medium.

74% of Canadians are comfortable with the levels of truth and accuracy in newspaper advertising.

"Thinking about advertising across different types of media, how comfortable are you with the levels of truth and accuracy in the advertising you read, see or hear for each of the following?"
Answer: Very/somewhat comfortable


Source: Ad Standards Research: Consumer Perspectives on Advertising 2018

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Phone: 204-697-7343