Founded in 1883, The Equity has been the Voice of the Pontiac for more than 140 years. This weekly newspaper has documented the stories, struggles, and successes of generations—chronicling everything from farm auctions to political change. The Equity has remained a trusted, independent source of local journalism for communities across the region.
In June 2025, Calumet Media purchased The Equity and it’s parent company the Pontiac Printshop. The new merged company now provides full service marketing solutions for businesses of all sizes, and at the centre of it is The Equity.
Today, The Equity is a multi-platform media publication that reaches readers in print, online, through social media, and via a dedicated mobile app. With over 4,000 readers each week in print, advertising in The Equity offers businesses a unique opportunity: the credibility of a printed newspaper, combined with the reach of digital media. Whether you’re placing a traditional display ad, promoting a local event, or launching a region-wide campaign, Calumet Media can help you connect with a loyal and engaged audience across every format The Equity delivers.
Who Reads The Equity?
Loyal & Longtime Readers
The Equity has a devoted readership built over generations. Many of our subscribers have been reading the paper for decades and rely on it as a trusted source of local news. These are readers who value tradition, community, and quality reporting.
Our readers are primarily over the age of 50, with each issue of The Equity reaching an average of 2.2 readers per copy.
Affluent and Engaged
As a paid subscription newspaper, our audience is invested—literally and figuratively—in the content we produce. Our readers are more likely to be homeowners, decision-makers, and active participants in their communities. They support local businesses and pay attention to the ads in The Equity.
Deep Local Reach
While we have subscribers across Canada, most of our core print readership is in the southern part of the Pontiac along Highway 148 from Campbell’s Bay to Luskville and Highways 301/303 to Otter Lake. Our readers know the region, care about what happens here, and turn to The Equity each week to stay connected.
Advertisement Options
Full Page Advertisement
A full-page ad in The Equity gives your message the biggest impact possible—taking up a full 13.25” x 21” of space in the printed edition. It stands out visually, commands attention, and positions your brand alongside trusted local content. Ideal for major announcements, promotions, or branding campaigns, a full-page ad ensures readers can’t miss you.
- 13.25" x 21"
- 1500
- Colour at no additional charge
Half-Page Advertisements
Half-page ads in The Equity deliver a bold presence at a more accessible price point. Choose from two impactful formats: horizontal (13.25” x 10.5”) or vertical (6.75” x 21”), each offering plenty of space for visuals and messaging. Whether you’re promoting a seasonal sale or building brand awareness, a half-page ad grabs attention while offering layout flexibility.
- 13.25" x 10.5" (Horizontal)
- 6.75" x 21" (Vertical)
- 750
- Colour + $50
Quarter-Page Advertisements
Quarter-page ads in The Equity are a smart choice for targeted messaging with strong visibility. Available in horizontal (13.25” x 5”) or vertical (6.5” x 10.5”) formats, they offer a balanced space ideal for showcasing products, services, or special offers. With bold design and strategic placement, quarter-page ads deliver strong impact at a budget-friendly rate.
- 13.25" x 5" (Horizontal)
- 6.75" x 10.75" (Vertical)
- 375
- Colour + $25
1/8-Page Advertisements
Eighth-page ads in The Equity are a cost-effective way to maintain visibility and promote local offerings. Sized at 5” x 3”, they’re ideal for small business branding, recurring promotions, or event reminders. These compact placements keep your message in front of readers without stretching your budget.
- 6.5" x 5"
- 187.50
- Colour + $12.50
Premium Positions & Other Advertising
Front Page Top Banner
The most prominent ad placement in The Equity, the front page top banner puts your business at the very first glance. It’s a high-visibility spot seen by every reader, perfect for time-sensitive announcements or major promotions. If you want maximum attention, this is where to be.
The Top Banner also includes the top banner position on our website at no additional charge.
- 13.25" x 2"
- 375
- Save by booking multiple times!
- Colour Included
Front Page Bottom Banner
The front page bottom banner offers strong visibility in a prime location. It’s a great space for reinforcing brand awareness or driving readers to a local event or sale. With every paper pickup, your message gets noticed.
- 13.25" x 2"
- 225
- Save by booking multiple times!
- Colour included
Business Directory
Our Business Directory is a go-to reference section for local services and organizations. It keeps your name in front of the community week after week, building familiarity and trust over time. It’s ideal for steady exposure at a consistent and affordable rate.
- 3.25" x 2"
- 40
- Black and white only
Classified Ads
Classified ads start at $15 for the first 15 words, with each additional word costing $0.15, plus tax. Adding a photo (black and white only) is available for an extra $10, also subject to tax.
Digital Advertising
Extend your reach beyond the printed page with digital ads on TheEquity.ca. With thousands of monthly visitors and a growing online subscriber base, our website offers targeted visibility across devices. Digital ads keep your business front and center with a local audience that’s actively engaged.
To find out more about digital advertising, fill out the form below!
Ready to get started?
Hi, I’m Jon – the owner and Publisher of The Equity. I’ve worked in radio and newspapers for more than twenty-years, helping businesses like yours understand how to use both traditional and digital marketing to reach their next customer.
Have questions about ad sizes, pricing, or availability? Or even if advertising in print is the right marketing strategy for your business?
Send us a message using the form and we’ll be in touch soon. Whether you’re looking to promote a local event, grow your business, or book space in print or online, we’re here to help.
