Canada's Hard Outdoor Adventure Enthusiasts - Canadian Tourism ...

3.6 Ways to Reach Hard Outdoor Adventure EnthusiastsThere are several measures within TAMS that may help marketers reach Hard Outdoor AdventureEnthusiasts with their messages:• Print media read on a regular basis;• Television programs viewed regularly; and• Club and association memberships.Canadians in the Hard Outdoor Adventure Enthusiast segment are avid local newspaper readers.Furthermore, about half of them claim to read the travel section of weekday editions of dailynewspapers on a regular basis and about the same proportion claims to read or look through the travelsection of the weekend editions of a local newspaper.Table 14: Canadian Hard Outdoor AdventureEnthusiasts – Print Media Read RegularlyAdults 18+HARD OUTDOORENTHUSIASTS1.3 millionDaily Newspaper (Any) 85%Weekday edition 79%Travel section of weekday edition 52%Weekend edition 76%Travel section of weekend edition 52%Community newspapers 70%Any Magazines 90%News magazines 50%Travel magazines 45%Canadian or National Geographic 44%Sports magazines 38%Hobby magazines 38%Fashion/homemaking magazines 26%General interest/city life magazines 25%Source: Special TAMS Tabulations, page 15.They may be avid magazine readers (90%), but fewer than one-half read travel magazines on aregular basis. The same proportion claims to read Canadian Geographic regularly (44%).22 Canadian Hard Outdoor Adventure Enthusiasts –A Special Analysis of the Travel Activities and Motivation Survey (TAMS)