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2011 NADbank Survey: Explosive Growth for the Free Urban Daily 24 Heures!

(March 30, 2012)

MONTREAL, QUEBEC -- (Marketwire) -- 03/30/12 -- Results of the 2011 NADbank survey, which measured the readership levels of the main daily newspapers across the country, corroborate the unequivocal success achieved by the free urban daily 24 Heures! Not only has 24 Heures pursued its explosive growth, it has also posted the strongest increase in readership in Greater Montreal (+14.9%) among all free and paid newspapers. A total of 637,000 readers now read the free urban daily 24 Heures on weekdays, which represents an increase of 82,400 readers compared to last year.


The free urban daily 24 Heures attracts a total of 312,300 readers on weekdays, an increase of 32,700 readers over last year's total (+11,7%). These excellent results represent the smallest gap ever observed between Montreal's two free urban dailies, Metro and 24 Heures.

Readership profile

The free urban daily 24 Heures attracts even more readers than in 2010, and in all age categories (read yesterday). 24 Heures has achieved impressive growth among 35-49-year-olds, with an increase of 19,100 readers in this age category since last year (+21%).

With respect to 5-day cumulative results, the free urban daily 24 Heures has posted strong growth in the 25-49 age category, with an increase of 53,700 readers compared to last year (+19%). 24 Heures has also achieved the strongest growth among readers with a university degree, as compared with 2010 (+54%), among all free and paid newspapers in Greater Montreal.

A leading advertising showcase

"These excellent results show more than ever that 24 Heures is an outstanding advertising showcase, both for national and local advertisers," states Julie Tremblay, Chief Operating Officer, Sun Media Corporation.

In December 2010, the newspaper signed a partnership agreement with Societe de transport de Montreal for the exclusive distribution of 24 Heures in the 68 stations of the STM network. This agreement allows 24 Heures to reach all transit commuters, both in the AMT and STM networks.

True to form, the free urban daily 24 Heures has continued to innovate over the past year by welcoming several new and well-known columnists. They include Nathalie Lambert on health-related issues, Jean-Sebastien Marsan on relationships, Isabelle Conan-Cormier on fashion, Chantal Lapointe on home improvement, Louis-Francois Marcotte on cooking, Abeille Gelinas on going out on the town, and Philippe Lapeyrie on wine. Plenty of new features that readers enjoy.

It is also worth noting that the free commuter daily 24 Heures enjoys extensive national presence with editions in the six leading urban centres across the country, that is, Vancouver, Edmonton, Calgary, Toronto, Ottawa, and Montreal, reaching over 2,401,800 Canadians every week(ii).

24 Heures takes this opportunity to thank its many readers and advertisers without whom these excellent results would not have been achieved!

Source: 2010 and 2011 NADbank, Montreal CMA, adults 18+

(ii)2011 NADbank, Canada, adults 18+, 5-day cumulative

Sun Media Corporation

Sun Media Corporation, a subsidiary of Quebecor Media Inc., is Canada's largest newspaper publisher, based on the circulation of paid and free newspapers, publishing over 15.1 million copies each week. With 36 paid-circulation daily newspapers and 6 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 regroups the activities of Osprey Media and, an integrated enterprise offering e-commerce, information and communication services that operates a network of Internet portals that attracts 8.7 million unique visitors per month in Canada, including 4.1 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.

J. Serge Sasseville
Senior Vice President, Corporate and Institutional Affairs
Quebecor Media Inc.

Media contact:
Denise Lareau, Vice President
Communications and Promotions, Quebec Operations
Sun Media Corporation
514.521.4545, extension 2573

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