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The Globe Audience: Nadbank 2007 (Released March/April 2008)

The Globe Audience: Nadbank 2007 (Released March/April 2008). The Globe and Mail : “Not your typical newspaper…leading the way in print and online”. 2007 NADbank Highlights. The Globe and Mail delivers the most sought-after audience in Canada: Daily: 911,600 Saturday: 1,032,600

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The Globe Audience: Nadbank 2007 (Released March/April 2008)

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  1. 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. 2007 NADbank Highlights • 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: 2,769,100 Source: 2007 NADbank Study - 49 National Markets

  3. 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 Source: 2007 NADbank Study - 49 National Markets

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

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

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

  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. +22% +20% +33% +29% +27% 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

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

  11. 473,500 Exclusive Reach (50% of total Globe on-line weekly reach) 1,828,500 Exclusive Reach (80% of total Globe weekly cume) 467,200 duplicate reach Print & Online – An Effective Combination Online Globe readership adds another 21% to the print weekly reach …another 473,500 Globe and Mail On-line Newspaper Weekly Reach 940,700 Globe Newspaper 6 Day Cume 2,295,700 Combined Net Reach- 2,769,100 Source: 2007 NADbank Study – 49 National Readership Markets, *numbers will not add to 2,769,100 exactly due to rounding

  12. 698,200 Exclusive Reach (74% of total Globe on-line weekly reach) 669,100 Exclusive Reach (73% of total Globe Weekday) 242,500 duplicate reach Print & Online – An Effective Combination Online Globe readership adds another 77% to the print weekday reach…another 698,200 Globe and Mail On-line Newspaper Weekly Reach 940,700 Globe Newspaper Weekday 911,600 Combined Net Reach- 1,609,800 Source: 2007 NADbank Study – 49 National Readership Markets

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

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

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

  16. Summary • 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

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