OVERVIEW

LA PRESSE+, A UNIQUE AND PERFORMING NEW MEDIA

April, 2014

1 INTRODUCTION

2 READERSHIP PROFILE

3 DEMO

4 MEASUREMENT AND REPORTING

5 CONCLUSION

INTRODUCTION1

1. THE NEW DIGITAL DAILY

4

A NEW MEDIA

EMMERSIVE EXPERIENCE

In-depth

Emotion

Interactivity

ADVERTISING ENGAGEMENT

Visibility

Impact

Results

1. THE TABLET WILL BECOME A MASS MEDIA

5

THE TABLET: A HIGH LEVEL OF PENETRATION

QUEBEC

27% of households own a tablet

1.5 M tablets by the end of 2013

USA

Double growth in last 12 months

49% of 35-44 year olds own a tablet

Source: Quebec: IDC | United States: Pew Research Center, Princeton Survey Research April – May 2013

1. THE NEW DIGITAL DAILY

6

LA PRESSE PLUS

3 years of research and

development

$40 million investment

Intensive research

Adlab creation

1. THE POWER OF THE TABLET

7

THE TABLET: A POWERFUL MASS MEDIA DEVICE

Launched April 18, 2013

Innovative digital edition

Entertaining and informative

Lean back experience

Interactive

High engagement

■ NO PAYWALL

■ EVERYDAY AT 5:30AM

■ RENEWED RITUAL

■ CLEAR POINTS OF REFERENCES

■ SIMPLE NAVIGATION

■ RICH CONTENT

■ LIVE NEWS FEED

1. KEY ELEMENTS

LA PRESSE+ :

Was chosen by the Apple App Store as one of the six “Best of

Newsstand” applications in Canada.

Won 5 Boomerang prizes, including highest distinction: The 2013

Grand Prix Boomerang.

Nominated Media Player of the Year (top 3)

Presents information another way, in an environment that blends

the best of print, web and video.

MEDIA

9

READERSHIP PROFILE2

MARKET RESEARCH – FIRST RESULTS

SEGMENTATION STUDY | CROP Province of Québec : 3 800 respondents in total /1 187 La Presse+ readers

Web survey conducted from: June 13th to June 24th, 2013

LA PRESSE+ panel 100 panelists (La Presse readers– All platforms)

Points of contacts: surveys, Web discussion, face-to-face interviews

Localytics Measures La Presse+ traffic

Number of unique tablets (passive measurement)

CHAIRE DE COMMERCE ÉLECTRONIQUE DE HEC Eye tracking study, November 2012

11

2. THE NEW DIGITAL DAILY

12

HIGH INTEREST LEVEL

Over 440,000 downloads since launch

Source: Localytics, April to October 201 / January 2014...

HIGH NUMBER OF DOWNLOADS

600 to 700 / day last Summer

1,100 to 1,200 / day in September and October

60,000 during the Holidays

HIGH ADOPTION RATE

ov

2. THE NEW DIGITAL DAILY

13Source: Localytics, April to September 2013 / January 2014..

EXCEPTIONAL LOYALTY

306,000 loyal tab-readers every week

127,000 tablet opens per DAY

SIGNIFICANT CONSULTATION TIME

42 minutes on weekdays

77 minutes on Saturdays

HIGH ADOPTION RATE

6

2. A STRONG CONSUMPTION HABIT

DAILY AVERAGE (WEEKDAYS) OF OPEN EDITIONS

65,000

80,000 120,000

200,000

Mai Septembre Janvier Septembre

20142013

14May September January September

2. SUCCESSFUL LAUNCH AND SUSTAINED GROWTH

15Sources: Localytics, April – September 2013. | Segmentation study (CROP) June 2013, 3,800 respondents in Quebec. Base: weekly readers of La Presse+ (n= 1,187).

LOW DUPLICATION WITH NEWSPAPER

5% of our daily newspaper readers read La Presse+

50%

30%

20%

$100,000 and up $60,000 to $99,999 Less than $60,000

2. QUALITY PROFILE

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YOUNG AND ACTIVE

HIGH INCOME

Source: Segmentation study (CROP) June 2013, 3,800 respondents in Quebec. Base: Weekly readers of La Presse+ (n= 1,187). ).

Index

130Overrepresentation of 18-34 year

oldsIndex

280 High level of education

Index

313 Exceptional purchasing power

44%56% Balanced

profile35%

38%

27%

18-34 35-54 55 and up

2. THE NEW DIGITAL DAILY

17

WEEKDAYS AND

WEEKENDS

7%WEEKDAYS

11%WEEKENDS

82%

Source: Segmentation study (CROP) June 2013, 3,800 respondents in Quebec. Base: Weekly readers La Presse+ (n= 1,187).

LOYAL READERS

2. THE NEW DIGITAL DAILY

18

MORNING AND

EVENING

56%MORNING

23% EVENING

22%

Source: Segmentation study (CROP) June 2013, 3,800 respondents in Quebec. Base: Weekly readers La Presse+ (n=1,187)..

77% 45%

A NEW RITUAL

2. THE NEW DIGITAL DAILY

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HOME ON-THE-GO WORK ON-THE-GO HOME

• Understand

• Indepth

• Analyze

• Entertain

Live feed and breaking news

• Understand

• Indepth

• Analyze

• Entertain

MORNING DAY NIGHT

2. OPEN RATES BY SECTION

Source : localytic

Now at 51%

since we moved

the section on

March 3

No interactivity Simple interactivity

Video/audio Multiple

3.4 4.6

9.1 9.2

2. DELIVERS HIGH IMPACT AND VISIBILITY

21

TIME SPENT WITH ADS (SEC.)

Source: Eye tracking Study, Chair of E commerce HEC Montréal/ imarklab - November 2012

1/4 & 1/8 Screen 1/2 Screen Full Screen

2. DELIVERS HIGH IMPACT AND VISIBILITY

22

RECALL (FORMAT)

Source:Eye tracking Study, Chair of E commerce HEC Montréal/ imarklab - November 2012

2. OUR NEW FLAGSHIP IN 2014

23Source : Weekly Circulation, ABC incluant LPSMO.

LA PRESSE+

120,000

JANUARY

PAPER

(paid)

150,000

LA PRESSE+

200,000

PAPER

(paid)

120,000

270,000 320,000

SEPTEMBER

LA PRESSE+

Increase in La Presse+

subscriptions

Androïd launch

Higher open rate

LA PRESSE PAPER

Migration

2013

PAPER

(paid & free)

210,000

210,000

DEMO OF AN EDITION3

KEY ELEMENTS4

EXCLUSIVE CONTENT

■ CONTRIBUTORS

■ NEW PAUSE SECTION

■ SUNDAY EDITION

■ INTERACTIVE EXPERIENCE

KEY ELEMENTS

AD FORMATS

KEY ELEMENTS

CREATIVE KIT

www.creativekit.lapresseplus.ca

TECHNICAL SPECS

INTERACTIVITY EXAMPLE

EACH INTERACTIVITY IS

SHOWN WITH A LIVE

FUNCTIONAL EXAMPLE

THE CODE GENERATING

THE EXAMPLE OF THE

INTERACTIVITY IS

DOWNLOADABLE.

SECTION OF KEY ELEMENTS/FILES.

TECHNICAL SPECS

■ ONLINE ACCESS TO A CREATIVE KIT

■ YOUR SALES TEAM AT LA PRESSE

■ LA PRESSE PRODUCTION TEAM

■ HYPE TOOL TO FACILITATE YOUR CREATIVE IDEAS

PRODUCTION SUPPORT

TECHNICAL SPECS

MEASUREMENT AND REPORTING4

REACH OF LA PRESSE+

32

MONTHLY AUDIENCE REPORTS

PERFORMANCE REPORT

33

Number of impressions

delivered to the ad the day

it appeared

Index:

(average of

your ads) /

(section

average) X 100

(Average = 100)

(website visits) /

(impressions)

Number of individual tablets that opened an

edition the day the ad appeared

Number of individual tablets that opened the

TRAVEL section the day the ad appeared

76,240

31,027

29,388

CLIENT ABC

PERFORMANCE REPORT

34

CLIENT ABC

Position of the ad in the section

SCREEN

CAPTURE

Total advertiser results for July

ENGAGING MEDIA Time spent: immersive and fluid experience

Ad recall: advertising format and ad always visible

Interactivity: close to 30 different interactivities

Appreciation: high level of ad acceptance

MEASURABLE MEDIA Indicators: monthly report based on all indicators, including

audience, impressions, interactions, and visits to website

Comparative indexes: versus other ads

Compensation below 90%

FLEXIBLE AND VERSATILE MEDIA Act at multiple stages of the purchasing process

LA PRESSE+

35

THANK YOU!