The Voice of The Pontiac Since 1883
For more than 140 years, The Equity has been the newspaper of record for the Pontiac — a trusted voice documenting the people, places, and events that define this region. Since our first issue in 1883, generations of readers have turned to our pages to stay connected, celebrate milestones, and share the stories that shape our common history.
Through world wars, community triumphs, and everyday life in the Valley, every edition of The Equity adds another entry to the collective memory of the Pontiac, preserving its rural traditions while embracing the growth and diversity of a modern community.
Today, that same mission continues across both print and digital platforms. Our audience spans households, farms, and businesses throughout the region — readers who value local reporting and the authentic voice that has been at the heart of this community for nearly a century and a half.
Understanding our Audience
With an audience of nearly 6,000 people, The Equity reaches every corner of the Pontiac — in print, online, and through our growing digital platforms. Whether readers pick up the paper at the store, receive it in the mail, or read articles on their phones, our audience connects with The Equity because it reflects their lives, their neighbours, and their stories.
4,000 Weekly Print Readers
Print continues to anchor our readership.
More than two-thirds of our audience read The Equity in print — a mix of long-time subscribers and weekly store sales. Print readers are consistent and loyal, forming the backbone of our connection to the region. Subscription readers receive the paper directly at home, while single-copy buyers engage through local retailers and pickup points.
2,000 Digital Users
Our digital readership extends The Equity beyond the printed page.
Roughly half of our online users access content on desktop, 45% on mobile, and about 5% on tablets — showing how our website fits readers’ habits wherever they are.
Among these digital users, monthly digital subscribers are the most engaged, reading more articles per person than any other group. Annual subscribers provide steady, year-round support, while free users represent our casual readers who can access up to 4 articles for free each month.
Audience Breakdown
| Print Only – Store Sales Readers | 1,000 |
| Print Only – Subscription Readers | 2,450 |
| Print + Digital Combined Readers | 550 |
| Digital Only – Annual Subscribers | 300 |
| Digital Only – Monthly Subscribers | 75 |
| Digital Only – Free Users | 1,350 |
| Approximate Total Audience | 5,725 |
Estimates are based on industry standards for paid weekly newspaper readership, combined with digital audience data from 2025. These figures do not include additional readers who engage with our free, non-paywalled content — such as major breaking news — or those who connect with The Equity through social media platforms.
Geographic Breakdown of Our Audience
The Equity’s readership is strongest in the core municipalities of Shawville, Clarendon, and Bristol — the historic English heart of the Pontiac, where the newspaper first began publishing in 1883. Litchfield and Campbell’s Bay, both home to large Anglophone communities, further reinforce The Equity’s audience depth along the central corridor of Highway 148.
Beyond these traditional hubs, readership remains steady across smaller municipalities such as Thorne, Bryson, and Otter Lake, where engagement exceeds one quarter of local households.
Across the region as a whole, nearly one in three households in the MRC Pontiac connects with The Equity through either print or digital platforms.
This data does not include the many seasonal residents and cottagers who maintain mailing addresses in Ottawa, nor the hundreds of readers from Eastern Ontario communities such as Renfrew, Arnprior, Cobden, and Pembroke who pick up a copy of The Equity each week. These readers, together with long-time subscribers in the Ottawa Valley, extend the paper’s reach well beyond the boundaries of the MRC Pontiac.
For advertisers, this reach represents direct access to the most established and engaged audience in the region — one that spans generations, communities, and borders. The Equity provides a consistent, trusted platform for sharing messages that matter.
Percentage of The Equity’s audience with a mailing address in each municipality, compared to the number of primary-resident households. Figures include print subscribers, registered digital users, and an average of weekly single-copy sales at local retailers.
How to Reach Our Audience
Print Advertising
Reach thousands of readers across the Pontiac every week through The Equity’s print edition. From community notices to full-page advertisements, print remains the trusted choice for local engagement.
Website Advertising
Place your message where readers go daily for breaking news, events, and community stories. Website ads appear alongside our most-read content, keeping your brand visible to our growing digital audience.
Email Advertising
Connect directly with engaged subscribers through our twice-weekly newsletter. Delivered every Tuesday and Friday to 1,700 readers with a 55% open rate, this curated email highlights top stories and features — including ads for local businesses.
Facebook & Other Digital Advertising
Beyond advertising in The Equity’s parent company Calumet Media can help you reach a much larger audience through digital marketing — across both sides of the Ottawa Valley. Our team manages your online presence so your message reaches people where they spend most of their time: on social media and search platforms.
In the Pontiac alone, there are between 11,000 and 13,000 Facebook users, and on the Ontario side of the Upper Ottawa Valley, that number jumps to over 50,000. With the right strategy, your ads can appear directly in front of those users — people who live, work, and shop in the same communities your business serves.
We handle both organic and paid campaigns to match your goals and budget. Whether you want to grow awareness, promote a sale, or bring more visitors to your website, we’ll manage it all — from setup to reporting. Combined with your print and online advertising in The Equity, our digital marketing tools give you complete coverage of the Ottawa Valley — ensuring your message is seen, remembered, and acted on.
Contact Us
Our advertising team is ready to assist with your marketing needs. Please contact us via email below or call us at 819-647-2204.