Who We Are

Canada’s national newspaper

Founded in 1844

85% owned by Woodbridge,

the investment arm of the

Thomson family, and Bell

Canada (15%)

REDESIGN 2010

1844

Redesign 2010: Key Objectives

• Reinvigorate and re-launch our market-leading newspaper

• Demonstrate faith in print at core of multi-platform portfolio

• Leverage new Transcontinental KBA press capabilities

• Implement new content strategy and innovative design format

• Launch new Life and Style sections

• Attract new, non-traditional advertisers

• Deploy new brand marketing campaign

Weekday

Weekend

What do Readers think

of our redesign?

69% consider the redesigned

Globe and Mail weekdayedition to be better

67% consider the redesigned

Globe and Mail weekendedition to be better

4.4% increase in circulation

Our world-class

newspaper experience

has:

Attracted a range of new

advertisers

Delivered new creative

and tactical opportunities

for existing clients

What do

Advertisers think?

Glamma wrap

Interior gatefoldNew formats

French doors

wrap

New custom

magazines

High impact

advertising formats

Our Paper Usage

Yearly Tonnage

Use 30,000 metric tons of paper a year

80% Newsprint

20% Premium paper

Paper Sourcing

4 of 6 plants get newsprint from Abitibi-Bowater, 2 from Catalyst

All mills are in Canada and sourced locally to the plants

5 of 6 plants get premium paper from Catalyst, 1 uses New Page

Not all sourced locally due to lack of availability in Ontario

Sustainability

• Promote sustainable forest management as part of

our paper procurement mandate

• Encourage suppliers to continuously upgrade their

certification status and provide recycled fibre content

• Require suppliers to track and reduce production of

persistent organic pollutants (incl. chlorine free

newsprint)

• Encourage reduction of carbon footprint associated

with paper production and transportation

INTEGRATED PLATFORM STRATEGY

• Globe Logo

Engaging our

Audience &

Promoting our Brand

Canada: Our Time

To Lead

Our Time To Lead

16.8 million media

impressions

3.5 million online and

mobile page views

25,000+ comments

generated on Globe site

79,000+ Facebook comments

65+ media interviews

Key Priorities Ahead for The Globe

• Continue to leverage redesign … demonstrating long-term

commitment to and viability of the print product

• Custom publishing opportunities

• Extensions to digital offerings with focus on brand

experience

• Audience insight to better connect content with needs

and measure advertising performance

• Future move to new building as cornerstone of brand