Canada's Most Trusted Brands Revealed! - Reader's Digest Canada's Annual Poll

MONTREAL, April 22 /CNW Telbec/ - The results are in! Reader's Digest Canada announces the findings from its second annual Most Trusted poll. Reader's Digest, Canada's most read and most trusted magazine, commissioned Harris/Decima to conduct an independent survey* to ask Canadians, who they trusted most when it came to (1) Canadian personalities, (2) Canadian professions and industries, and (3) consumer brands. With trust serving as a cornerstone of its relationship with Canadians, Reader's Digest is the ideal medium to address the issue of trust across a wide range of categories. The results are featured in the May 2010 issues of Reader's Digest and Sélection du Reader's Digest as well as on readersdigest.ca and selection.ca.

"With so many options available today, consumers often find it overwhelming to choose between brands. The degree of trust carried by a brand is a key driver when making the decision to purchase - one that is more important now than ever," says Larry Thomas, Publisher of Reader's Digest. "Through the Trusted Brands program, Reader's Digest offers Canadians from coast to coast, the unique opportunity to voice their thoughts and opinions on the brands they trust most."

Based upon the success of last year's poll, Reader's Digest Canada increased the number of product categories measured from 18 to 28. "This has allowed us to learn more about how consumers feel about the brands they trust. The results of the poll are fascinating," adds Thomas. Reader's Digest editions around the world conduct the Trusted Brands program in Europe, Asia, Australia, South America and Canada.

Canada's Most Trusted Brands:

    
    PRODUCT CATEGORY                  BRAND
    Airline                           Air Canada
    Allergy Relief                    Claritin
    Bank/Credit Union           TIE:  RBC Royal Bank & TD Canada Trust
    Batteries                         Duracell
    Breakfast Cereal                  Kellogg's
    Cough/Cold Remedies               Buckley's
    Credit Card                       VISA
    Digital Camera                    Canon
    Female Deodorant                  Secret
    Flour                             Robin Hood
    Gas Retailer                      ESSO
    Ground Coffee                     Maxwell House
    Home Entertainment                SONY
    Hotel Chain                 TIE:  Best Western & Holiday Inn
    Ice Cream                         Breyers & Chapman's
    Life Insurance                    Sun Life
    Male Deodorant                    Old Spice
    Margarine                         Becel
    Mobile Devices                    BlackBerry
    Mobile Entertainment              Apple
    Passenger Car manufacturer        Toyota
    Pet Food                          Iams
    Pick-up Truck                     Ford
    Residential Realtor               RE/MAX
    Soup                              Campbell's
    Stomach Ailment Remedy            Pepto-Bismol
    Sunscreen Skin Protection         Coppertone
    SUV Manufacturer            TIE:  Ford & Toyota
    

For additional information about the Trusted Brands section of the poll, please visit www.rdtrustedbrands.ca OR www.selectionmarquesdeconfiance.ca today.

    
    * METHODOLOGY:
    ----------------
    

In order to conduct the Reader's Digest Trusted Brands study, Reader's Digest commissioned the research firm Harris/Decima to complete 1,500 online surveys among a random sample of Harris/Decima panel members. The study was conducted between October 2 and October 15, 2009. Panel respondent email addresses were pulled, according to population specifications, in order to make the study representative of the Canadian population by region. Participants had no prior knowledge of the subject matter of the study. Harris/Decima controls access to the study through passwords to ensure that respondents can participate only one time. Upon completion of the study, the data was weighted for region, age and gender.

    
    ABOUT READER'S DIGEST:
    ----------------------
    

Reader's Digest is a leading Canadian multi-brand media and marketing company that educates, entertains and inspires, connecting audiences throughout Canada. It publishes five magazines, including Reader's Digest and Sélection, Canada's most read magazines with 7.3 million readers a month. In 2008, it launched Best Health, a healthy lifestyle magazine for Canadian women and More of Our Canada, a companion magazine to the very popular Our Canada magazine. Along with being a premier publisher of books, music and video products, it operates a network of branded websites in Canada, including readersdigest.ca, selection.ca, ourcanada.ca, besthealthmag.ca, plaisirssante.ca, allrecipes.ca, allrecipes.qc.ca and tasteofhome.com.

Larry Thomas (Publisher, Reader's Digest) is available for interviews.

SOURCE The Reader's Digest Association (Canada) ULC

For further information: For further information: Kelly Hyatt, smitten creative boutique, (905) 599-1132, Kelly@smittencreative.com

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