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Welcome to the Rest of Canada Research and Marketing June 2007

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

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Welcome to the Rest of Canada Research and Marketing June 2007

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  1. Welcome to the Rest of Canada Research and Marketing June 2007

  2. 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

  3. Why French Canada?

  4. The Province of Quebec is a major market Quebec is the 2nd largest Province in Canada with over 7.5 million people. Source: Statistics Canada estimates, www.statscan.ca

  5. The Province of Quebec is a major market The Quebec Province is about the size of Virginia State. It would rank as the 12th largest State in the U.S. Source: U.S. Bureau of the Census. Web: www.census.gov. and www.statscan.ca

  6. The French Language 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.

  7. The French Language 21% 11% 19% 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 Sources: www.statscan.ca, Census 2001, Population by mother tongue

  8. Retail indicators – consumer market Source: FP Markets, Canadian Demographics 2007, page 44

  9. Economic indicators – business market • 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

  10. Economic indicators • 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

  11. Montreal is a major market Montreal is the 2nd largest metropolitan area in Canada with over 3.5 million people. Source: www.statscan.ca

  12. Montreal is a major market Metropolitan regions in Canada and U.S. based on population, 2004 Montreal is about the size of Seattle or Phoenix. It would rank as the 15th largest metropolitan area in the U.S. Source: www.montrealinternational.com, Attractivity Indicators 2006

  13. Why La Presse?

  14. La Presse, a quality newspaper Influential Daily La 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.

  15. La Presse, a quality newspaper 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. « 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. » « 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. » Phillipe Cantin, representing La Presse, receives the 2003 Michener Award from Her Excellency Adrienne Clarkson, Governor General of Canada. -Philippe Cantin, Vice-President and “editor”, La Presse

  16. La Presse has content for the Consumer market General News Movies Arts & Entertainment

  17. La Presse has content for the Consumer market Sports Automobile Food

  18. La Presse has content for the Consumer market Housing Travel Life

  19. La Presse has content for theBusiness market 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. • 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.

  20. La Presse won numerous awards for its content and its presentation Tons of awards for La Presse

  21. Tons of awards for La Presse

  22. La Presse was ranked 8th wordwide by the Society for News and Design. La Presse is the only Canadian newspaper in the top 10.

  23. La Presse circulation is growing PAID COPIES La Presse circulation is growing weekdays and Sunday. Saturday is stable. Source: ABC Publisher’s Statement, 6 months ending March 31st, 2000 - 2007

  24. La Presse provides broad reach on quality demos 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. NADbank 2006, Montreal French CMA, 18+

  25. La Presse and the Globe and Mail share the same readers profile Source: NADbank 2006, Toronto CMA, Montreal French, 18+. * small sample, use with caution

  26. Only La Presse will reach quality consumers in Montreal 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. Source: NADbank 2006, All Markets and Montreal French CMA, 18+. *small samples, **extremely small samples, use with caution

  27. Adding La Presse will develop new customers in Canada 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. 559,600readers French Montreal CMA, 18+ 13,900 readers 551,300 exclusive readers 98.5% 5,600 exclusive readers 8,300 duplicated readers Source: NADbank 2006, All Markets and Montreal French CMA, 18+.

  28. Why Probec?

  29. Probec offers immediate reach on Quebec’s major markets READERSHIP 18+, QUEBEC’S MAJOR MARKETS Source: NADbank 2006 and 2005, 18+

  30. Source: ABC, 6 months ending March 31st, 2007, NADbank 2006, Montreal CMA, 18+, FP Markets 2007

  31. Source: ABC, 6 months ending March 31st, 2007, NADbank 2006, Quebec city CMA, 18+, FP Markets 2007

  32. Source: ABC, 6 months ending March 31st, 2007, NADbank 2006, Ottawa-Gatineau CMA, 18+, FP Markets 2007

  33. Source: ABC, 6 months ending March 31st, 2007, NADbank 2006, Trois-Rivières CMA, 18+, FP Markets 2007

  34. Source: ABC, 6 months ending March 31st, 2007, NADbank 2006, Sherbrooke CMA, 18+, FP Markets 2007

  35. Source: ABC, 6 months ending March 31st, 2007, NADbank 2006, Chicoutimi-Jonquière CMA, 18+, FP Markets 2007 * Progrès-Dimanche

  36. Source: ABC, 6 months ending April 1st, 2006, NADbank 2006, Granby CMA, 18+, FP Markets 2007

  37. 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

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