2010 Seasonality Report on Direct Response Media

The 18^th Annual Seasonality Analysis

Our annual report tracks list trends we observed over the course of 2010, as compared to activity in 2009, as well as previous years.

To produce this analysis, we monitored and analyzed the rental activity use of the more than 728 mailing lists, e-mail lists and alternative media products that are managed by Cornerstone's List Management Services unit.

As Canada's largest manager of diverse Canadian direct mail and e-mail lists, as well as alternative media programs, Cornerstone is in a unique position to accurately assess direct response activity (by mailer category and mail date) across the entire Canadian marketing industry.

A Word about Our Mail Categories

A range of different mailers are currently active in the Canadian marketplace. Cornerstone has developed a system that we believe encompasses the predominant active mailer types as accurately as possible. Based on this analysis, we have divided the various mailers into seven categories: Services, Fundraising, Consumer Products, Subscriptions, Seminars, Business Products and Contest/Lotteries.