All details about the weeklies industry in Québec is available in this document.

3. HEBDOS QUÉBEC: WHO WE ARE

7. HEBDOS QUÉBEC REPRESENTS 95% OF FRENCH-LANGUAGE CIRCULATION IN QUÉBEC

9. WEEKLIES RANK IN THE TOP FOR ADVERTISING DOLLARS SPENT IN QUÉBEC

16. HEBDOS QUÉBEC HAS CREATED A USER-FRIENDLY MEDIA PLANNING TOOL: PlanHebdo

18. PlanHebdo: THREE EASY-TO-USE MODULES

19. GENERATE DATA ON CONSUMER PATTERNS WITH JUST A FEW CLICKS!

20. TO USE PLANHEBDO, VISIT www.hebdos.com/plan

22. The media have entered an era of significant change. Per-capita radio listening hours and television viewing hours are declining. At the same time, daily newspaper and magazine readership is decreasing. In the midst of these profound changes, where does the local weekly press fit in?

26. RADIO, THE 2nd-RANKED LOCAL MEDIA AFTER WEEKLIES, IS EXPERIENCING A DECLINE IN LISTENING HOURS

28. PER-CAPITA TELEVISION VIEWING HOURS ARE ALSO DOWN SHARPLY

31. AND WHAT ABOUT WEEKLIES?

34. According to a recent study by the Centre d’études sur les médias , people are interested above all in news and information about their city and their region.

36. While most media outlets are seeing their audiences shrink, readership of local weeklies remains robust.

41. WEEKLIES READERSHIP RATE* IS HIGH THROUGHOUT QUÉBEC Readership rate (%) by administrative region Source: StatHebdo 2010. *Read previous week’s issue

42. WEEKLIES READERSHIP RATE* IS HIGH THROUGHOUT QUÉBEC Readership rate (%) by administrative region Source: StatHebdo 2010. *Read previous week’s issue

43. READERSHIP OF WEEKLIES FAR EXCEEDS THAT OF DAILIES

45. ONE MILLION READERS OF WEEKLIES NEVER READ DAILIES!* Source: StatHebdo 2010.* Absolute numbers calculated based on 3,530,000 readers: 1,164,900 readers of weeklies do not read the Monday-to-Friday editions of dailies, and 1,059,000 readers of weeklies read no dailies at all. 3,530,000 1,164,900 1,059,000 Total readership, weeklies Exclusive readership, Monday to Friday Exclusive readership, Monday to Sunday

46. READERS OF WEEKLIES ARE LOYAL

47. THE AVERAGE READER IS PARTICULARLY LOYAL Source: StatHebdo 2010 Number of issues read per month Average: 3.2 copies per month 1 issue 2 issues 3 issues 4 issues

48. THE ONLY MEDIUM ALSO READ FOR THE ADS! Read advertising in weeklies to plan purchases (regular/occasional) Source: StatHebdo 2004, 2007 and 2010

50. READERS ARE CLOSE TO POINTS OF SALE Source: StatHebdo 2010 Distance travelled for day-to-day purchases 68 % Distance from home to retailers visited Less than 3 km 3 to 5 km 5 to 10 km More than 10 km

51. THE PROFILE OF OUR READERS IS ALIGNED WITH THAT OF THE QUÉBEC POPULATION

52. THE PROFILE OF OUR READERS IS ALIGNED WITH THAT OF THE QUÉBEC POPULATION 58% of our readers are aged 25 to 54 Source: StatHebdo 2010 Population of Québec Population du Québec Lectorat 2010 Men Women Primary/ Secondary College University Less than $20,000 $20,000–$39,000 $60,000–$79,000 $80,000–$99,000 $100,000 and up $40,000–$59,000 Readership of weeklies

53. THE PEOPLE WHO READ THE PRINT EDITION AREN’T THE SAME AS THOSE WHO READ THE WEB VERSION. This means true added value for the advertiser, because the inclusion of a Web ad with the print ad purchase expands the reach of the campaign.

54. IN THE PAST MONTH, HOW MANY TIMES DID YOU VIEW THE NEWSPAPER’S WEBSITE? Source: StatHebdo 2010 Province of Québec 2.2 average monthly visits Satisfaction rating: 7.3/10 Once 3 times 4 times or + Never Twice

55. OUR READERS ARE HIGHLY SOCIALLY CONSCIOUS

56. HOW IMPORTANT IS IT FOR YOU TO SHOP AT LOCAL INDEPENDENT RETAILERS WHEN YOU MAKE YOUR PURCHASES? Source: StatHebdo 2010 Province of Québec 81 % Somewhat important Very important Not very important Not at all important Don’t know

57. HOW OFTEN TO YOU MAKE PURCHASES FROM RETAILERS LOCATED CLOSE TO YOUR HOME? Source: StatHebdo 2010 Province of Québec Sometimes Rarely Never Don’t know Most of the time

58. IF YOU CONSIDER ALL THE PURCHASES YOU MAKE DURING A GIVEN MONTH, TO WHAT EXTENT WOULD YOU SAY YOU BUY LOCAL OR QUÉBEC-MADE PRODUCTS? Source: StatHebdo 2010 Province of Québec Sometimes Rarely Never Don’t know Most of the time

59. 10 REASONS TO CHOOSE WEEKLIES