Age1998 (printed) 2008 (printed) 2008 (including Online) 18 to 1987%76%79% 20 to 2982%71%76% 30 to 3982%68%74% 40 to 4984%74%78% 50 to 5983%75%78% 60 +81%76%77%

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Age1998 (printed) 2008 (printed) 2008 (including Online) 18 to 1987%76%79% 20 to 2982%71%76% 30 to 3982%68%74% 40 to 4984%74%78% 50 to 5983%75%78% %76%77% Weekly Readership of Newspapers % Reach by Age Group Source: NADbank 1998, 2008, 9 major markets

Weekly Newspaper Readership Trends Source: NADbank 1998, 2008, 9 major markets Includes free dailies Adults 18+ Note: Weekly readership includes print and online

Broadsheet Readers Composition of Weekly Readership by Age 36% of broadsheet readers are under age 40 Source: NADbank 1998, 2008, 9 major markets 42% of broadsheet readers are under age 40

Tabloid Readers Composition of Weekly Readership by Age 41% of tabloid are readers under age 40 Source: NADbank 1998, 2008, 9 major markets 44% of tabloid readers are under age 40 50% of tabloid readers are under age 40

Free Daily Readers Composition of Weekly Readership by Age 50% of free daily readers are under age 40 Source: NADbank 2003, 2008, 9 major markets 53% of free daily readers are under age 40

Online Readers Composition of Weekly Readership by Age 50% of online readers are under age 40 Source: NADbank 2003, 2008, 9 major markets 55% of online readers are under age 40

The population has aged and fewer adults are under % Composition Index to Pop. % Composition Index to 1998 Index to Pop. Adults <4045%40%89 Broadsheets 42%9536%90 Tabloids 50%11441%103 Tabloids + Free Dailies n/a44%110 Free Dailies n/a50%125 Online n/a50%125 Source: NADbank 2008 Base: 9 major markets, adults <40

Montréal Readership by Platform Paid Dailies-Print Free Dailies-PrintAny Daily - Online 77% 76% Source: NADbank