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2011 NADbank Survey: Le Journal de Quebec, Clearly Number 1 in the Quebec City Market!

(March 30, 2012)

QUEBEC CITY, 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 Quebec is the uncontested leader in its market. It is and remains the number 1 daily in Quebec City, with a weekly readership of 369,000, which represents 33,100 more readers than in 2010 (+9.9%). Le Journal de Quebec attracts 116,500 more readers than Le Soleil (+46%). In all, 58.8% of the population of Quebec City chooses Le Journal de Quebec.


Le Journal de Quebec attracts 51,100 more readers than Le Soleil on weekdays (+38%), for a grand total of 187,300 readers. Le Journal de Quebec has also seen its readership base grow by 6.6% since 2010, with an increase of 11,600 readers. Thanks to these results, Le Journal de Quebec continues to be the daily with the largest circulation from Monday to Friday in Quebec City.


Le Journal de Quebec has a total of 201,800 readers on Saturday, which represents 11,500 more readers than Le Soleil (+6%). These results make Le Journal de Quebec the largest-circulation daily on Saturday in the Quebec City market.

Readership profile

Le Journal de Quebec reaches 36% more women and 39% more men than Le Soleil on weekdays, and 4% more women and 8% more men than Le Soleil on Saturday.

Despite the trend among youths to read the news online, Le Journal de Quebec has also seen its weekday readership grow in the 18-24 age category (14% increase over 2010 results). There was also a 13% increase in readers aged 25 to 34, compared to last year.

"These strong results are very gratifying for us because they tell us just how much readers in Quebec City have enjoyed the new features we have added to the newspaper over the past year," states Louise Cordeau, Publisher of Le Journal de Quebec. The "Votre Maison" supplement has turned into "CASA" and features a new signature style and a new look. Le Journal de Quebec also published several new exclusive collectible booklets and special supplements designed for a large and diverse readership base. And constant efforts have been deployed to make the newspaper's regular edition and its renowned "Week-end" supplement essential news resources in Quebec. New columnists have joined the newspaper, including Rejean Tremblay and Alex Harvey. Since last February, Le Journal de Quebec has continued to innovate with the launch of its new web site, featuring a wealth of content, an innovative interface, and its signature style.

Le Journal de Quebec takes this opportunity to thank its many readers and advertisers who have helped to make the newspaper, once again, the number 1 daily in Quebec City!

Source: 2010 and 2011 NADbank, Quebec City, 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, 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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