The Globe Audience: Nadbank 2007 (Released March/April 2008) The Globe and Mail : “Not your typical newspaper…leading the way in print and online”

2 The Globe and Mail delivers the most sought-after audience in Canada:  Daily: 911,600  Saturday: 1,032,600  6-day Cume: 2,295,700  Weekly online: 940,700  Net Globe weekly print & online: Source: 2007 NADbank Study - 49 National Markets 2,769, NADbank Highlights

3 Source: 2007 NADbank Study - 49 National Markets 2007 NADbank Highlights Canada’s most sought-after audience The Globe reaches more Canadians with:  University Graduate education  Household Inc. $125,000 or more  Personal Inc. $100,000 or higher  Senior Managers  Professionals than any other weekday newspaper in Canada

4 NADbank 2006 and 2007 Source: NADbank 2006 & 2007 – 49 Common National Readership Markets +3.9% +0.1% WeekdaySaturday Globe National Readership change

5 Your Best Customers Weekday Globe National Readership change Source: 2007 NADbank Study – 49 National Markets Readers in 000’s +6% +5% +7% +6% +35% +12%

6 Competitive Advantage National Readership Source: NADbank 2007– 49 National Readership Markets +69% +103% Readers (000’s)

7 Where is the Industry Now? Who is reading daily newspapers? Most frequent newspaper readers are adults 35+. And better educated, employed, and higher income and …. They want more than the wire story or 15 min. read, they’re looking for insights The Globe and Mail Advantage…Journalism

8 Online Newspaper Readership

9 globeandmail.com* - Growth in Past Week Visitors *(read online edition of Globe in Past Week) Your Best Customers Source: 2007 NADbank Study - 49 National Markets +20% +22% +29% +33% +27%

10 Source: NADbank 2007 – All Markets Readership (Incl. Tor/Kit EMA) Globe Online Ranks #1 Canada’s most read online newspaper Read Issue of Newspaper on Internet Past Week Readers (000’s) The Globe and Mail

11 Source: 2007 NADbank Study – 49 National Readership Markets, *numbers will not add to 2,769,100 exactly due to rounding Print & Online – An Effective Combination Online Globe readership adds another 21% to the print weekly reach …another 473,500 Globe Newspaper 6 Day Cume 2,295,700 Globe and Mail On-line Newspaper Weekly Reach 940, ,200 duplicate reach 1,828,500 Exclusive Reach (80% of total Globe weekly cume) 473,500 Exclusive Reach (50% of total Globe on-line weekly reach) Combined Net Reach- 2,769,100

12 Source: 2007 NADbank Study – 49 National Readership Markets Print & Online – An Effective Combination Online Globe readership adds another 77% to the print weekday reach…another 698,200 Globe Newspaper Weekday 911,600 Globe and Mail On-line Newspaper Weekly Reach 940, ,500 duplicate reach 669,100 Exclusive Reach (73% of total Globe Weekday) 698,200 Exclusive Reach (74% of total Globe on-line weekly reach) Combined Net Reach- 1,609,800

13 Source: NADbank 2007 – All Markets Readership (Incl. To/Kit EMA) Print and Online Readership Globe Online readership adds much more to a print buy* … more than any other daily’s online edition

14 Source: NADbank 2007 – All Markets Readership (Incl. To/Kit EMA) Print and Online Readership Globe Online readership adds much more to a print buy* … more than any other daily’s online edition

15 Weekday – Toronto Online Viewing Past Week Target: Adults 18+ Source: 2007 NADbank Study– 10 Full Sample Markets * Star not measured in all markets- shown for consistency A Look at Online Viewing Weekday – Toronto Target: Senior Managers/ Professionals Online Viewing Past Week Weekday – Toronto Target: Personal Income $100,000+ Online Viewing Past Week Your Competitive Advantage Online and Then Some

16  Globe print readership ahead and growing in key demos, maintaining and enhancing dominance as Canada’s #1 national newspaper and vehicle for reaching the best educated, best employed, and most affluent Canadians  Globe online readership surging and adding more exclusive reach to the print product than any other daily  Readership of traditional major market dailies continues to decline, with some going online, but many moving to free transit papers  Globe and Mail journalism and circulation strategy has carved out a solid and desirable niche in an increasingly fragmented media environment Summary