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SYS-CON MEDIA Authors: Jayaram Krishnaswamy, Robin Kent, Pat Romanski, Jason Bloomberg, Lori MacVittie

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2013 NADbank Survey: Free Urban Daily 24 Heures Records Its Strongest Growth in the Montreal Market

MONTREAL, QUEBEC -- (Marketwired) -- 04/22/14 -- The 2013 NADbank survey, which measured the readership levels of the main daily newspapers across the country, has unveiled outstanding results for the free urban daily 24 Heures in the Montreal market. 24 Heures has not only recorded its strongest growth in the Montreal market, it has also achieved a new peak in terms of readership with 742,900 readers, which is an increase of 14,800 weekly readers since 2012. In the same period, the urban daily Metro has seen its readership drop by 2,000 readers. Even more impressive, 24 Heures now attracts 8,300 more readers than the daily La Presse from Monday to Friday!

On weekdays, the free urban daily 24 Heures now has 314,800 readers, which is 25,800 more than in 2012 (+9%). Meanwhile, urban daily Metro has lost 8,600 readers.

Reader profile - 5-day cumulative

Thanks to its young, educated and urban readership, 24 Heures is achieving solid growth in many segments of particular interest to advertisers. 24 Heures has posted a 6% increase in readership in the 25-34 age bracket, with 8,800 more readers than in 2012. Meanwhile, urban daily Metro has seen its readership drop by 12% in the 25-34 age segment - a loss of 25,200 readers.

24 Heures has 324,400 readers who are college graduates, which is 70,400 more readers in this segment than last year (+28%). 24 Heures attracts more women readers - in fact, 10,000 more - than in 2012, while Metro has lost 26,000 women readers. 24 Heures has 241,200 heavy readers (readers who read 4 or 5 editions a week on average), which is 12,200 more such readers than Metro and represents an increase of 63,200 readers since 2012 (+36%).

Reader profile - read yesterday

The free urban daily 24 Heures has increased its readership among the most sought-after target segments. As a result, 24 Heures has 7,500 more readers in the 18-34 age bracket (+9%) and 35,000 more readers who are CEGEP or university graduates (+18%). In all, 230,600 24 Heures readers have a college diploma or university degree. Also, 24 Heures attracts 30,800 more homeowners than it did in 2012, which is a 24% increase.

24 Heures enjoys the distinction of being the only daily that is distributed throughout the STM network. As a result, 24 Heures is available from 1,750 distribution points, 1,200 alternate sites (buildings, schools, hospitals, restaurants, clinics, and so on), 200 newspaper dispensers in the AMT network, 350 display cases in 68 metro stations, and 100 carriers on average every day.

The free urban daily 24 Heures thanks its many readers and advertisers who have made its continued growth since 2008 possible and enabled it to achieve its best results ever!

(i)Source: 2013 NADbank, Montreal CMA, adults 18 +.

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.

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