NADbank Study Highlights

La Presse was ranked 8th worldwide by the Society for News and Design.La Presse is the only Canadian newspaper in the top 10.

Paid copies

2000 2001 2002 2003 2004 2005 2006 2007 2008

Weekdays187,40

0194,14

7193,16

9188,69

3202,60

3200,14

9202,66

3204,54

5205,99

5

Saturday286,29

3285,82

3283,21

6277,77

7285,15

1282,46

5277,93

5277,62

4273,85

9

Sunday195,91

1201,38

3198,84

4204,82

5215,67

6221,56

2223,22

5224,33

3221,05

6

Paid Circulationthe backbone of La Presse is holding its own.

Source: ABC Publisher’s Statement, 6 months ending March 31st, 2000 - 2008

La Presse provides broader reach on quality demos

Weekdays Saturday Sunday

INVESTORS Reach (#) Reach (%) Reach (#) Reach (%) Reach (#) Reach (%)

HHI $100,000+ 136 700 34% 170 800 42% 127 200 31%

Value of investments $50,000+ 129 800 32% 161 000 40% 117 900 29%

Have RRSP 245 200 22% 352 900 32% 238 500 22%

CONSUMERS

HHI $75,000+ 185 600 32% 237 500 41% 172 900 30%

Families (w/children), HHI $75,000+ 86 800 28% 113 700 37% 87 000 28%

BUSINESS EXECUTIVES

University+ 207 600 33% 300 800 48% 208 800 33%

Managers and Professionals 96 700 32% 121 000 40% 80 700 26%

DECISION MAKERS

Personally involved in purchasing/leasing/contracting

decisions139 000 24% 184 900 32% 122 700 21%

Final decision on purchasing/leasing/contracting 101 000 28% 131 600 36% 92 500 25%

NADbank 2007, Montreal French CMA, 18+

Toronto CMA Montreal French CMA

INDEXES Weekdays Saturday Weekdays Saturday

Men 117 108 115 107

University Graduates 176 177 175 178

Adults with HHI $100,000+ 163 181 179 157

Adults with HHI $125,000+ 202 218 208 190

Own home 115 114 130 124

White collars 139 138 139 137

Managers & Professionals 175 170 169 148

Managers 162 157 168 145

Have investments of $100,000+ 172 192 160 146

Over 6 business trips past year* 187* 176* 213* 196*

La Presse and the Globe and Mail share the same readers profile

Source: NADbank 2007, Toronto CMA, Montreal French, 18+. * small sample, use with caution

Source: NADbank 2007, Toronto CMA and Montreal CMA, 18+.

Toronto CMA Montreal CMA

Weekdays Saturday Weekdays Saturday Weekdays Saturday

Total readership 18+ 409 300 401 200 36 900 29 700 432 000 599 200

University Diplomas+ 279 900 275 000 28 800 21 800 233 100 326 900

HHI $100,000+ 203 100 220 500 10 000 9 500 144 300 180 000

Managers & Professionals 148 600 141 200 11 400 11 100 107 500 131 000

Managers 111 000 105 500 7 600 5 200 79 600 95 300

Only La Presse will deliver broad reach on quality readers in Montreal and Quebec.

La Presse reaches more quality readers in Montreal than the Globe in Toronto

Source: NADbank 2007, All Markets and Montreal French CMA, 18+. *small samples, **extremely small samples, use with caution

Only La Presse will reach quality consumers in Montreal French

All Markets Montreal French CMA Montreal French CMA

Weekdays Saturday Weekdays Saturday Weekdays Saturday

Total Readership (A18+) 892,900 1,017,500 7,700** 5,800** 390,400 557,700

Men 525,900 536,400 - - 216,800 289,400

University Graduates 586,600 660,300 - - 207,600 300,800

Adults with HHI $100,000+ 403,100 458,800 - - 136,700 170,800

Adults with HHI $125,000+ 298,800 330,600 - - 90,200 117,800

Own home 747,300 843,900 - - 305,200 415,300

White collars 463,700 506,500 - - 180,200 253,300

Managers & Professionals 307,300 321,100 - - 96,700 121,000

Managers 227,300 227,100 - - 71,000 87,400

Have investments of $100,000+ 267,500 309,900 - - 76,300 99,500

Over 6 air business trips past year 42,900 43,300 - - 12,800* 16,900*

La Presse is to French Canada what the Globe and Mail is to English Canada: it reaches quality readers in a way that no other newspaper can match.

Adding La Presse will develop new customers in Canada

1 Saturday insertion All markets (Including

Montreal CMA)

1 Saturday insertion Montreal CMA (French,

English, others)

1 Saturday insertion +

1 Saturday insertion

All markets (Including Montreal CMA)

Total Readership (A18+) 1,017,500 599,200 1,616,700

University Graduates 660,300 326,900 987,100

Adults with HHI $100,000+ 458,800 180,000 638,800

Own home 843,900 439,100 1,277,100

There is no duplication between The Globe and Mail and La Presse in Montreal French CMA. Adding La Presse to your campaign will develop an untapped market and reach new French customers.

Source: NADbank 2007, All Markets and Montreal French CMA, 18+. ** very small sample

557,700 readers

5,700** exclusive readers

557,600 exclusive readers

99.9%100** duplicated

readers

5,800 readers **

Why Gesca?

Dailies

Production TV Publications Internet

Overview of Gesca Multimedia assets

Province wide coverage

1 500 000 consumers weeklyPowerful local brands

Source : NADbank 2007 (Montréal RMR franco, Québec RMR, Ottawa-Gatineau RMR franco) et NADbank 2005 (Chicoutimi-Jonquière, Trois-Rivières, Sherbrooke, Granby), 18+

Average Household Incomes

$65,063

$73 122

Market Average

Gesca readership

12%

Weekday Saturday Sunday

205 995 273 859 221 056

81 916 111 909 88 283

42 892 44 918 -

36 046 39 285 -

33 003 37 263 -

27 834 30 832 36 197*

16 110 17 626 -

443 796 555 692 345 536

Paid Copies

Source: ABC, 6 mois March 2008 *Progrès Dimanche

Probec offers immediate reach on Quebec’s major markets

Source: NADbank- 2007, Montréal, Québec, Ottawa-Gatineau, 2005-Chicoutimi-Jonquière, Sherbrooke, Trois-Rivières, Granby, 18+ *Progrès-Dimanche

Weekday Saturday Sunday Cume 7

432 000 599 200 415 800 815 900

137 500 177 900 130 900 238 600

55 200 57 500 - 79 400

94 500 97 300 - 153 400

47 400 59 400 - 80 400

47 400 44 700 53 300* 83 700

23 700 29 600 - 39 700

837 700 10 65 600 600 00 1 491 100

18+ READERSHIP

Readership 18+, Quebec’s major markets

Main Market

Montreal, 3.7 million people

Published

Monday-Sunday

Format

Broadsheet

Circulation

Weekdays: 205,995 paid copies

Saturday: 273,859 paid copies

Sunday: 221,056 paid copies

Readership

Weekdays: 432,000 adult readers

Saturday: 599,200 adult readers

Sunday: 415,800 adult readers

CUME7: 815,900 adult readers

Source: ABC, 6 months ending March 31st, 2008, NADbank 2007, Montreal CMA, 18+, FP Markets 2007

Source: ABC, 6 months ending March 31st, 2008, NADbank 2007, Quebec city CMA, 18+, FP Markets 2007

Main Market

Quebec City, 728,424 people

Published

Monday-Sunday

Format

Compact

Circulation

Weekdays: 81,916 paid copies

Saturday: 111,909 paid copies

Sunday: 88,283 paid copies

Readership

Weekdays: 137,500 adult readers

Saturday: 177,900 adult readers

Sunday: 130,900 adult readers

CUME7: 238,600 adult readers

Source: ABC, 6 months ending March 31st, 2008, NADbank 2007, Ottawa-Gatineau CMA, 18+, FP Markets 2007

Main Market

Ottawa-Gatineau, 1,168,849 people

Published

Monday-Sunday

Format

Compact

Circulation

Weekdays: 36,046 paid copies

Saturday: 39,285 paid copies

Readership

Weekdays: 94,500 adult readers

Saturday: 97,300 adult readers

CUME6: 153,400 adult readers

Source: ABC, 6 months ending March 31st, 2008, NADbank 2005, Trois-Rivières CMA, 18+, FP Markets 2007

Main Market

Trois-Rivières, 141,749 people

Published

Monday-Sunday

Format

Compact

Circulation

Weekdays: 42,892 paid copies

Saturday: 44,918 paid copies

Readership

Weekdays: 55,200 adult readers

Saturday: 57,500 adult readers

CUME6: 79,400 adult readers

Source: ABC, 6 months ending March 31st, 2008, NADbank 2005, Sherbrooke CMA, 18+, FP Markets 2007

Main Market

Sherbrooke, 166,539 people

Published

Monday-Sunday

Format

Compact

Circulation

Weekdays: 33,003 paid copies

Saturday: 37,263 paid copies

Readership

Weekdays: 47,400 adult readers

Saturday: 59,400 adult readers

CUME6: 80,400 adult readers

Source: ABC, 6 months ending March 31st, 2008, NADbank 2005, Chicoutimi-Jonquière CMA, 18+, FP Markets 2007 * Progrès-Dimanche

Main Market

Chicoutimi-Jonquière, 111,870 people

Published

Monday-Sunday*

Format

Compact

Circulation

Weekdays: 27,834 paid copies

Saturday: 30,832 paid copies

Sunday*: 36,197 paid copies

Readership

Weekdays: 47,400 adult readers

Saturday: 44,700 adult readers

Sunday*: 53,300 adult readers

CUME7: 83,700 adult readers

Source: ABC, 6 months ending April 1st, 2008, NADbank 2005, Granby CMA, 18+, FP Markets 2007

Main Market

Granby, 65,970 people

Published

Monday-Sunday*

Format

Compact

Circulation

Weekdays: 16,110 paid copies

Saturday: 17,626 paid copies

Readership

Weekdays: 23,700 adult readers

Saturday: 29,600 adult readers

CUME6: 39,700 adult readers

1. Quebec and Montreal, a top 15 market in North America

2. The Globe and Mail does not reach that market

3. La Presse is the mass quality daily newspaper for this market

4. La Presse caters to the 2 advertising markets: B to B and B to C

5. The Probec network reaches the rest of Quebec

Conclusion