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2011 NADbank Survey: Le Journal de Montreal, Clearly Number 1 in Greater Montreal and Still the Largest-Circulation Daily in Quebec!

(March 30, 2012)

MONTREAL, QUEBEC -- (Marketwire) -- 03/30/12 -- Once again, results of 2011 NADbank Survey, which measured the readership levels of the main daily newspapers across the country, show that Le Journal de Montreal is the uncontested leader in its field. It has not only retained its top-ranking position in Greater Montreal, but it has also won the highly coveted title of largest-circulation daily in Quebec for the 26th year in a row, with a weekly readership of 1,163,800. These are excellent results that place it 343,700 readers ahead of La Presse (+41.9%).

Weekdays

Le Journal de Montreal attracts 161,400 more readers than La Presse, a strong 37% lead, for a total of 597,900 readers. These results have made Le Journal de Montreal the newspaper with the largest circulation in Montreal and in Quebec.

Saturdays and Sundays


Le Journal de Montreal has 617,300 readers on Saturday, which is 64,900 more readers than La Presse (+11.7%). The Sunday edition draws 407,900 readers.

Readership profile

Le Journal de Montreal has achieved impressive growth among readers aged 35 to 49, with 18,400 more readers in this age category than last year (+11%). On Saturday, Le Journal de Montreal attracts 5,900 more readers aged 35 to 49 than last year (+3%); and on Sunday, 4,300 more than in 2010 (+4%).

There was also a strong increase in the number of readers with university degrees, as the daily attracted 4,600 more such readers, both on weekdays and Saturdays, as compared with last year (+4% on weekdays and +3% on Saturdays).

An increasing number of executives and professionals read Le Journal de Montreal: as many as 11,000 more on weekdays compared to last year (+14%), 1,200 more on Saturdays (+1%), and 6,000 more on Sundays (+10%). The newspaper also attracts more white-collar readers, that is, 4,200 more than in 2010 on Saturdays (+4%) and 12,000 more on Sundays (+23%).

"We are pleased to see that our efforts continue to bear fruit and that our decision to build on our success factors, that is, complete coverage of topics that genuinely touch our readers, one-of-a-kind page layouts and graphics, highly readable content, thought-provoking columns, and exclusive features, has met with approval from our loyal readership base," states Lyne Robitaille, President and Publisher of Le Journal de Montreal, and Executive Vice-President, Quebec Sun Media.

In February of this year, in efforts to strengthen Le Journal de Montreal's multi-platform service offering (paper, electronic, mobile), Sun Media launched a new web site for the daily that provides new features for simpler and quicker navigation, an enhanced visual and interactive interface, and a wealth of regularly updated content.

The team at Le Journal de Montreal would like to express its heartfelt thanks to the many readers and advertisers who have helped to make the newspaper, once again, the number 1 daily in Montreal and in Quebec!

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

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 Canoe.ca, 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.

Contacts:
Source:
J. Serge Sasseville
Senior Vice President, Corporate and Institutional Affairs
Quebecor Media Inc.
514.380.1864
serge.sasseville@quebecor.com

Media contact:
Denise Lareau, Vice President, Communications and Promotions
Quebec Operations
Sun Media Corporation
514.521.4545, extension 2573
denise.lareau@journalmtl.com


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