welcome to the rest of canada research and marketing june 2007
TRANSCRIPT
Welcome to the Rest of Canada
Research and Marketing
June 2007
Why French Canada?
The Province of Quebec
The Montreal market
Why La Presse?
A quality Newspaper
La Presse delivers on French quality targets: B to B and B to C
The Globe and Mail does not reach the French market
Why Probec?
Probec reaches all of Quebec’s major markets
What Research & Marketing?
What do we do
Why French Canada?
Canada's population estimates, January 1, 2007
Ontario 12,726,336
Quebec 7,676,097
British Columbia 4,338,106
Alberta 3,435,511
Manitoba 1,180,004
Saskatchewan 987,939
Nova Scotia 933,793
New Brunswick 748,582
Newfoundland and Labrador 508,548
Prince Edward Island 138,632
Northwest Territories 41,777
Yukon 31,032
Nunavut 30,947
Canada 32,777,304Source: Statistics Canada estimates, www.statscan.ca
Quebec is the 2nd largest Province in Canada with over 7.5 million people.
The Province of Quebec is a major market
Population Rank,
2004July 2004
population
California 1 35,893,799
Texas 2 22,490,022
New York 3 19,227,088
Florida 4 17,397,161
Illinois 5 12,397,161
Pennsylvania 6 12,406,292
Ohio 7 11,459,011
Michigan 8 10,112,620
Georgia 9 8,829,383
New Jersey 10 8,698,879
North Carolina 11 8,541,221
Virginia 12 7,459,827
Massachusetts 13 6,416,505
Indiana 14 6,237,569
Washington 15 6,203,788
Source: U.S. Bureau of the Census. Web: www.census.gov. and www.statscan.ca
The Quebec Province is about the size of Virginia State. It would rank as the 12th largest State in the
U.S.
The Province of Quebec is a major market
The French Language
U.S.A.
English 82%
Spanish 11%
Other 7%
Quebec
English 8%
French 81%
Multiple 1%
Other (non official languages)
10%18% 11%
French is Quebec’s official language:
It is to Quebec what English is to the U.S.
Sources: U.S. Census Bureau, Census 2000, language spoken at Home and www.stat.gouv.qc.ca, Mother tongue, Census 2001.
Quebec is very different from the rest of Canada.
Isolated market, especially from a media and advertising perspective with little spill from English media into the French market
Canada
English 59%
French 23%
Multiple 1%
Other (non official
languages)18%
19%
Canada without Quebec
English 75%
French 4%
Multiple 1%
Other (non official
languages)20%
21%
Sources: www.statscan.ca, Census 2001, Population by mother tongue
The French Language
Quebec
English 8%
French 81%
Multiple 1%
Other (non official
languages)10%
11%
Retail indicators – consumer market
Retail sales per capita
Canada $12,300
Quebec $11,700
Ontario $11,500
Retail sales per capita
Sherbrooke $15,600
Saguenay $14,300
Trois-Rivières $14,000
Québec $12,000
Ottawa-Gatineau $11,800
Montréal $11,300
Toronto $10,700
Source: FP Markets, Canadian Demographics 2007, page 44
Aerospace
•Quebec ranks sixth worldwide.
•Montreal is one of the world’s largest aeronautical centres, along with Seattle (US) and Toulouse (France).
•The industry’s 260 companies include four leading international players: Bombardier for regional business aircraft, Pratt & Whitney Canada for airplane and helicopter engines, CAE for flight simulators and Bell Helicopter for civilian helicopters.
•One out of every 200 people work directly in the aeronautics manufacturing industry in Quebec.
•Over 80% of production is exported.
Biopharmaceutical industry
•About 40% of deliveries and 42% of investment in Canada’s biopharmaceutical industry are in Quebec.
•Six of the seven research centres for multinational pharmaceutical companies in Canada are located in Quebec: Merck Frosst, AstraZeneca, Boehringer Ingelheim, Bristol-Myers Squibb, Wyeth Pharmaceuticals and ID Biomedical.
•Quebec boasts internationally recognized research firms and a biotechnology research institute.Source: www.investincanada.gc.ca
Economic indicators – business market
Information technology
•70% of production is exported.
•Software and multimedia companies are internationally recognized for their creativity and knowledge.
•Montreal is the site for a critical mass of companies, including several world leaders in manufacturing and research in the wireless telecommunications niche.
•A leading international producer of interactive games, animation and 2D and 3D special effects.
Other sectors of excellence
•Agri-food
•Automotive and surface transportation equipment
•Light metals
•Microelectronics
•Telecommunications
Source: www.investincanada.gc.ca
Economic indicators
Population of census metropolitan areas, 2006
Toronto (Ont.) 5,406,300
Montréal (Que.) 3,666,300
Vancouver (B.C.) 2,236,100
Ottawa–Gatineau (Ont.–Que.)
1,158,300
Calgary (Alta.) 1,107,200
Edmonton (Alta.) 1,050,000
Quebec (Que.) 723,300
Hamilton (Ont.) 716,200
Winnipeg (Man.) 706,700
London (Ont.) 465,700
Source: www.statscan.ca
Montreal is the 2nd largest metropolitan area in Canada with over 3.5
million people.
Montreal is a major market
Montreal is a major market
Source: www.montrealinternational.com, Attractivity Indicators 2006
Montreal is about the size of Seattle or Phoenix. It would rank as the 15th largest metropolitan
area in the U.S.
Rank Population
New York 1 21,858,830
Los Angeles 2 17,516,110
Chicago 3 9,608,458
Washington 4 8,026,807
San Francisco 5 7,159,693
Philadelphia 6 5,951,797
Dallas 7 5,931,956
Boston 8 5,809,111
Detroit 9 5,428,855
Miami 10 5,361,723
Houston 11 5,280,752
Atlanta 12 5,034,362
Seattle 13 3,763,569
Phoenix 14 3,715,360
Minneapolis 15 3,437,464
Cleveland 16 2,942,303
San Diego 17 2,931,714
St-Louis 18 2,824,778
Metropolitan regions in Canada and U.S. based on population, 2004
Toronto 5,214,000
Montreal
3,609,600
Why La Presse?
Influential DailyLa Presse is the newspaper of reference for French Canada.It reaches top executives, decision makers, quality households and educated readers all across the Province. To reach Quebec’s political, economical, cultural and social elite, La Presse is the best newspaper if not the best medium.
La Presse, a quality newspaper
« La Presse s’est fixé comme objectif de devenir le journal de référence au Québec. La source d’information incontournable, celle que l’on consulte, que l’on cite et dont le nom suscite la confiance. »
-Philippe Cantin, Vice-President and “editor”, La Presse
Following a major redesign in the fall of 2003, La Presse now more than ever is at the forefront of the political, social, cultural and business agenda of French Canada. With the introduction of the latest in printing technology, La Presse now provides its readers with a colourful and spectacular window on the world.
Phillipe Cantin, representing La Presse, receives the 2003 Michener Award from Her Excellency Adrienne Clarkson, Governor General of Canada.
« La Presse’s goal is to be Quebec’s newspaper of reference. The premier source of information that we consult, quote, and whose name inspires trust. »
La Presse, a quality newspaper
La Presse has content for the Consumer market
General News
Arts & Entertainment
Movies
La Presse has content for the Consumer market
Food
Sports
Automobile
La Presse has content for the Consumer market
Travel
Housing
Life
La Presse has content for the Business market
• LPA has the largest, most qualified and experienced team of business journalists in Quebec.
• LPA is the only French newspaper to rely on a full time journalist based in Toronto as well as reporters all around the world.
• LPA goes on location when needed: LPA has sent journalists to China, India, the Netherlands, Ireland, Sweden, France, England and of course everywhere in the United States and Canada.
La Presse Affaires (LPA)
Reaching quality readers: decision makers, business executives, investors, consumers.
LPA has become the leading business publication in Quebec by providing our business readers with the best possible daily business news and insights.
Tons of awards for La Presse
La Presse won numerous awards for its content and its presentation
Tons of awards for La Presse
La Presse was ranked 8th wordwide by the Society for News and Design.
La Presse is the only Canadian newspaper in the top 10.
2000 2001 2002 2003 2004 2005 2006 2007
Weekdays
187,400
194,147
193,169
188,693
202,603
200,149
202,663
204,545
Saturday286,29
3285,82
3283,21
6277,77
7285,15
1282,46
5277,93
5277,62
4
Sunday195,91
1201,38
3198,84
4204,82
5215,67
6221,56
2223,22
5224,33
3
Source: ABC Publisher’s Statement, 6 months ending March 31st, 2000 - 2007
La Presse circulation is growing weekdays and Sunday. Saturday is stable.
PAID COPIES
La Presse circulation is growing
Weekdays Saturday Sunday
INVESTORS Reach (#) Reach (%) Reach (#) Reach (%) Reach (#) Reach (%)
HHI $100,000+ 107,800 33% 140,100 42% 108,800 33%
HHI $125,000+ 68,100 38% 85,900 48% 66,000 37%
Value of investments $50,000+ 102,400 32% 140,100 44% 108,500 34%
Have RRSP 207,100 23% 293,900 32% 203,100 22%
CONSUMERS
Has Final Approval of HH purchase 92,400 25% 131,500 36% 79,400 21%
HHI $75,000+ 178,500 29% 225,200 37% 172,000 28%
Families (w/children), HHI $75,000+ 74,600 28% 99,900 37% 72,900 27%
BUSINESS EXECUTIVES
University+ 202,300 34% 300,700 51% 203,800 34%
Managers and Professionals 81,900 25% 120,100 37% 76,400 24%
DECISION MAKERS
Personally involved in purchasing/leasing/contracting
decisions143,500 25% 200,500 34% 141,800 24%
Managers 59,800 24% 88,300 35% 50,700 20%
La Presse provides broad reach on quality demos
NADbank 2006, Montreal French CMA, 18+
La Presse for B to B and B to C: La Presse will reach Quality Consumers, Middle and Upper Class, Educated, Home Owners, Decision Makers, Business Executives, Investors, etc.
Toronto CMA Montreal French CMA
INDEXES Weekdays Saturday Weekdays Saturday
Men 117 103 118 112
University Graduates 165 173 178 186
Adults with HHI $100,000+ 157 158 170 156
Adults with HHI $125,000+ 188 184 200 178
Own home 115 110 129 123
White collars 93 100 130 131
Managers & Professionals 172 161 132 137
Managers 181 160 124 130
Have investments of $100,000+ 172 171 190 175
Over 6 business trips past year* 237 205 190* 154*
Source: NADbank 2006, Toronto CMA, Montreal French, 18+. * small sample, use with caution
La Presse and the Globe and Mail share the same readers profile
Only La Presse will reach quality consumers in Montreal
Source: NADbank 2006, All Markets and Montreal French CMA, 18+. *small samples, **extremely small samples, use with caution
La Presse is to French Canada what the Globe and Mail is to English Canada: it reaches quality
readers in a way that no other newspaper can match.
All Markets Montreal French CMA Montreal French CMA
Weekdays Saturday Weekdays Saturday Weekdays Saturday
Total Readership (A18+) 869,700 1,021,300 17,200** 13,900** 394,900 559,600
Men 517,900 554,700 - - 224,900 302,300
University Graduates 551,400 647,100 - - 202,300 300,700
Adults with HHI $100,000+ 362,200 396,600 - - 107,800 140,100
Adults with HHI $125,000+ 268,100 292,300 - - 68,100 85,900
Own home 700,900 803,100 - - 300,400 405,300
White collars 158,900 189,900 - - 95,300 136,000
Managers & Professionals 292,200 295,300 - - 81,900 120,100
Managers 226,400 218,700 - - 59,800 88,300
Have investments of $100,000+ 237,900 290,300 - - 66,300 86,400
Over 6 business trips past year 74,500 71,800 - - 32,000* 36,700*
Adding La Presse will develop new customers in Canada
Source: NADbank 2006, All Markets and Montreal French CMA, 18+.
1 Saturday insertion All markets (Including
Montreal CMA)
1 Saturday insertion Montreal CMA
(French, English, others)
1 Saturday insertion +
1 Saturday insertionAll markets
(Including Montreal CMA)
Total Readership (A18+) 1,021,300 613,300 1,619,800
University Graduates 647,100 333,100 968,100
Adults with HHI $100,000+ 396,600 143,500 535,800
Own home 803,100 449,300 1,240,300
There is no duplication between The Globe and Mail and La Presse in Montreal French CMA. Adding La Presse to your campaign will develop an untapped market and reach new French customers. 559,600 readers
5,600 exclusive readers
551,300 exclusive readers
98.5%8,300
duplicated readers
French Montreal CMA, 18+
13,900 readers
Why Probec?
weekdays Saturday Sunday CUME7
431,300 613,300 413,500 840,200
110,800 169,900 116,100 231,300
55,200 57,500 - 79,400
90,700 99,800 - 161,500
47,400 59,400 - 80,400
47,400 44,700 53,300 83,700
23,700 29,600 - 39,700
806,500 1,074,200 582,9001,516,20
0
READERSHIP 18+, QUEBEC’S MAJOR MARKETS
Source: NADbank 2006 and 2005, 18+
Probec offers immediate reach on Quebec’s major markets
Main market
Montreal, 3.7 million people
Published
Monday-Sunday
Format
Broadsheet
Circulation
Weekdays: 204,545 paid copiesSaturday: 277,624 paid copiesSunday: 224,333 paid copies
Readership
Weekdays: 431,300 adult readersSaturday: 613,300 adult readersSunday: 413,500 adult readersCUME7: 840,200 adult readers
Source: ABC, 6 months ending March 31st, 2007, NADbank 2006, Montreal CMA, 18+, FP Markets 2007
Main market
Quebec City, 728,424 people
Published
Monday-Sunday
Format
Compact
Circulation
Weekdays: 79,136 paid copiesSaturday: 108,164 paid copiesSunday: 83,969 paid copies
Readership
Weekdays: 110,800 adult readersSaturday: 169,900 adult readersSunday: 116,100 adult readersCUME7: 231,300 adult readers
Source: ABC, 6 months ending March 31st, 2007, NADbank 2006, Quebec city CMA, 18+, FP Markets 2007
Main market
Ottawa-Gatineau, 1,168,849 people
Published
Monday-Saturday
Format
Compact
Circulation
Weekdays: 36,058 paid copiesSaturday: 39,829 paid copies
Readership
Weekdays: 90,700 adult readersSaturday: 99,800 adult readersCUME6: 161,500 adult readers
Source: ABC, 6 months ending March 31st, 2007, NADbank 2006, Ottawa-Gatineau CMA, 18+, FP Markets 2007
Main market
Trois-Rivières, 141,749 people
Published
Monday-Saturday
Format
Compact
Circulation
Weekdays: 43,626 paid copiesSaturday: 45,893 paid copies
Readership
Weekdays: 55,200 adult readersSaturday: 57,500 adult readersCUME6: 79,400 adult readers
Source: ABC, 6 months ending March 31st, 2007, NADbank 2006, Trois-Rivières CMA, 18+, FP Markets 2007
Main market
Sherbrooke, 166,539 people
Published
Monday-Saturday
Format
Compact
Circulation
Weekdays: 32,738 paid copiesSaturday: 38,599 paid copies
Readership
Weekdays: 47,400 adult readersSaturday: 59,400 adult readersCUME6: 80,400 adult readers
Source: ABC, 6 months ending March 31st, 2007, NADbank 2006, Sherbrooke CMA, 18+, FP Markets 2007
Main market
Chicoutimi-Jonquière, 111,870 people
Published
Monday-Sunday*
Format
Compact
Circulation
Weekdays: 27,665 paid copiesSaturday: 27,254 paid copiesSunday*: 36,816 paid copies
Readership
Weekdays: 47,400 adult readersSaturday: 44,700 adult readersSunday*: 53,300 adult readersCUME7: 83,700 adult readers
Source: ABC, 6 months ending March 31st, 2007, NADbank 2006, Chicoutimi-Jonquière CMA, 18+, FP Markets 2007 * Progrès-Dimanche
Main market
Granby, 65,970 people
Published
Monday-Saturday
Format
Compact
Circulation
Weekdays: 15,586 paid copiesSaturday: 18,033 paid copies
Readership
Weekdays: 23,700 adult readersSaturday: 29,600 adult readersCUME6: 39,700 adult readers
Source: ABC, 6 months ending April 1st, 2006, NADbank 2006, Granby CMA, 18+, FP Markets 2007
Conclusion
1. Quebec and Montreal, a top 15 market in North America
2. The Globe and Mail does not reach that market
3. La Presse is the mass quality daily newspaper for this market
4. La Presse caters to the 2 advertising markets: B to B and B to C
5. The Probec network reaches the rest of Quebec