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 Weekdays187,400194,147193,169188,693202,603200,149202,663204,545205,995 Saturday286,293285,823283,216277,777285,151282,465277,935277,624273,859 Sunday195,911201,383198,844204,825215,676221,562223,225224,333221,056 Paid Circulation the backbone of La Presse is holding its own. Source: ABC Publisher’s Statement, 6 months ending March 31st,

La Presse provides broader reach on quality demos WeekdaysSaturdaySunday INVESTORS Reach (#)Reach (%)Reach (#)Reach (%)Reach (#)Reach (%) HHI $100, % % % Value of investments $50, % % % Have RRSP % % % CONSUMERS HHI $75, % % % Families (w/children), HHI $75, % % % BUSINESS EXECUTIVES University % % % Managers and Professionals % % % DECISION MAKERS Personally involved in purchasing/leasing/contracting decisions % % % Final decision on purchasing/leasing/contracting % % % NADbank 2007, Montreal French CMA, 18+

Toronto CMAMontreal French CMA INDEXESWeekdaysSaturdayWeekdaysSaturday Men University Graduates Adults with HHI $100, Adults with HHI $125, Own home White collars Managers & Professionals Managers Have investments of $100, 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 CMAMontreal CMA WeekdaysSaturdayWeekdaysSaturdayWeekdaysSaturday Total readership University Diplomas HHI $100, Managers & Professionals Managers 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 MarketsMontreal French CMA WeekdaysSaturdayWeekdaysSaturdayWeekdaysSaturday Total Readership (A18+)892,9001,017,5007,700**5,800**390,400557,700 Men525,900536, ,800289,400 University Graduates586,600660, ,600300,800 Adults with HHI $100, ,100458, ,700170,800 Adults with HHI $125, ,800330, ,200117,800 Own home747,300843, ,200415,300 White collars463,700506, ,200253,300 Managers & Professionals307,300321, ,700121,000 Managers227,300227, ,00087,400 Have investments of $100, ,500309, ,30099,500 Over 6 air business trips past year42,90043, ,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+) 1,017,500599,2001,616,700 University Graduates 660,300326,900987,100 Adults with HHI $100, ,800180,000638,800 Own home 843,900439,1001,277,100 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 TVPublicationsInternet Overview of Gesca Multimedia assets

Province wide coverage consumers weekly Powerful 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 $ Market Average Gesca readership 12%

WeekdaySaturdaySunday * 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 WeekdaySaturdaySundayCume * 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