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2013 NADbank Survey: Le Journal de Montreal Attracts Even More Readers on Weekdays, Saturday and Sunday

Still the uncontested leader, 7 days a week!

MONTREAL, QUEBEC -- (Marketwired) -- 04/22/14 -- Once again, Le Journal de Montreal has won the prestigious distinction of being the most widely read daily in Greater Montreal with increases in readership on weekdays as well as on Saturday and Sunday. That is the main finding of the 2013 NADbank survey, which measured the readership levels of the main daily newspapers in major metropolitan centres.

The 2013 NADbank survey has confirmed that Le Journal de Montreal is - thanks to its 1,157,100 readers - the leading daily in Montreal, 7 days a week, for the 28th year in a row! The results show that Le Journal de Montreal attracts 314,000 more readers than La Presse, a solid 37% lead.

Even more readers on weekdays

On weekdays, 559,400 readers choose Le Journal de Montreal, which is 39,700 more readers than last year (+8%). Meanwhile, La Presse has seen its weekday readership drop by 18,900. According to these results, Le Journal de Montreal attracts 137,900 more readers than La Presse on weekdays, a 33% lead that shows, once again, that it is Greater Montreal's most widely read daily newspaper.

Even more readers on Saturday and Sunday

Le Journal de Montreal is and remains the leading daily on Saturday with 573,900 readers, which is 67,600 more than in 2012 (+13%). As a result, Le Journal de Montreal has 70,300 more readers than La Presse on Saturday, a 14% lead. As for the Sunday edition, it attracts 380,700 readers, an increase of 21,400 readers over the 2012 NADbank results (+6%).

Major gains in target segments

Le Journal de Montreal has made major gains in the 25-34 age bracket. On weekdays, Le Journal de Montreal attracts 101,100 readers in this target segment, which is 36,000 more readers than in 2012 - an impressive 55% surge! Le Journal de Montreal also attracts more readers aged 25 to 34 on Saturday (+24%) and Sunday (+27%). Meanwhile, La Presse has seen its readership in the 25-34 age bracket drop by a whopping 37% on weekdays and 52% on Saturday.

Le Journal de Montreal has also made major gains in the 35-49 age bracket on weekdays, with 13,200 more readers than in 2012 (+9%), for a total of 157,400 readers in this segment. The Sunday edition of Le Journal de Montreal now attracts 12% more readers in the 35-49 age bracket than it did last year.

Even more university graduates read Le Journal de Montreal, with increases of 2% on weekdays, 25% on Saturday, and 42% on Sunday. Meanwhile, La Presse has lost 17% of its readers in this segment on weekdays and 6% on Saturday.

As compared with the 2012 NADbank results, Le Journal de Montreal now attracts 13% more weekday readers, 36% more Saturday edition readers, and 52% more Sunday edition readers who have a household income of $100,000 or more. In this same segment, La Presse has seen its readership drop by 13% on weekdays and 8% on Saturday.

Le Journal de Montreal has also recorded increases in readership among the white collar, executive, and professional segment: up 20% on weekdays, 17% on Saturday, and 39% on Sunday. Conversely, La Presse's readership in this segment has declined by 11% on weekdays and 6% on Saturday.

In addition, Le Journal de Montreal has achieved major gains in readership among homeowners: up 23% on weekdays, 27% on Saturday, and 26% on Sunday. Thanks to these solid results, Le Journal de Montreal attracts more readers who are homeowners than does La Presse.

Even more visitors online

Le Journal de Montreal's web site now attracts nearly 1.2 million unique visitors per month - a 51% increase since last October. In the same period, the number of visitors at lapresse.ca dropped by 6%.(i)

Le Journal de Montreal underwent a major overhaul in autumn 2013, unveiling a new look. Le Journal de Montreal took this opportunity to introduce a number of new features for its readers, including new columnists and bloggers reflecting a wide range of views, upgraded content, new bylines, a new daily supplement ("JM"), and a new daily section ("MONDE") focusing on international news and events.

"We're extremely proud of these results, which show how very successful Le Journal de Montreal has been. These outstanding results are a fitting reward for a team that has worked hard to make Le Journal de Montreal even more appealing across all platforms while upholding the newspaper's status as a leading resource in the world of news, sports, and entertainment," says Lyne Robitaille, President and Publisher of Le Journal de Montreal.

Le Journal de Montreal takes this opportunity to extend its warmest thanks to its many readers and advertisers, who have enabled it to consolidate its leadership position in Greater Montreal and remain the leading daily 7 days a week!

Source: 2013 NADbank, Montreal CMA, adults 18 +.

Source ((i)): comScore, Canada, March 2014 versus October 2013.

About Sun Media Corporation

Sun Media Corporation, a subsidiary of Quebecor Media Inc., is Canada's largest newspaper publisher, based on paid and free circulation, publishing over 15.1 million copies each week. With 36 paid-circulation daily newspapers and 3 free dailies in 9 of the 10 largest urban markets in Canada, each with its own dedicated website, and almost 200 community newspapers, shopping guides and other specialty publications, Sun Media Corporation's English and French language newspapers and websites make it a leading provider of local news and information. Sun Media Corporation includes the activities of Osprey Media and Canoe.ca, an integrated enterprise offering e-commerce, information and communication services that operates a network of Internet portals that attracts over 10.5 million unique visitors per month in Canada, including 5.7 million in Quebec. Sun Media Corporation also provides a range of commercial printing and related services as well as distribution services for newspapers, flyers and magazines.

Martin Tremblay
Vice President, Public Affairs
Quebecor Media Inc.
[email protected]

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