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

2,769,100

2007 NADbank Highlights

3Source: 2007 NADbank Study - 49 National Markets

2007 NADbank HighlightsCanada’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

1,031.4

877.6 911.6

1,032.6

0

200

400

600

800

1,000

1,200

Re

ad

ers

in 0

00

's

+3.9%

+0.1%

2006 2007

Weekday Saturday

2006 2007

Globe National Readership change

5

Your Best CustomersWeekday Globe National Readership change

Source: 2007 NADbank Study – 49 National Markets

373356

557

295 272

85

512

115

305313

596

544

0

100

200

300

400

500

600

700

Age 25-54 Women Univ Grad+ MPs HHI $125K+ PYI $125k+

2006 2007

Re

ad

ers

in 0

00

’s

+6%

+5%

+7%

+6%

+35%

+12%

6

Competitive AdvantageNational Readership

Source: NADbank 2007– 49 National Readership Markets

1,033912

510538

0

250

500

750

1000

Weekday Saturday

Globe Post

+69%+103%

Re

ad

ers

(0

00

’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 insightsThe 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

785

941

2006 2007 +20%

319

74

248

427

58

486

569591

0

100

200

300

400

500

600

700

Univ Grad+ MPs HHI $75M+ PYI $125M+

2006 2007

+22%

+29%

+33%

+27%

10Source: NADbank 2007 – All Markets Readership (Incl. Tor/Kit EMA)

Globe Online Ranks #1Canada’s most read online newspaper

719

386

309

287

150

124

103

96

941Globe and Mail

Toronto Star

National Post

Toronto Sun

Vancouver Sun

Ottawa Citizen

The Province

The Gazette

Calgary Herald

Read Issue of Newspaper on Internet Past Week

Readers (000’s)

The Globe and Mail

11Source: 2007 NADbank Study – 49 National Readership Markets, *numbers will not add to 2,769,100 exactly due to rounding

Print & Online – An Effective CombinationOnline Globe readership adds another 21% to the print weekly reach …another 473,500

Globe Newspaper6 Day Cume

2,295,700

Globe and MailOn-line Newspaper

Weekly Reach940,700

467,200duplicate

reach

1,828,500Exclusive Reach

(80% of totalGlobe weekly cume)

473,500Exclusive Reach

(50% of totalGlobe on-lineweekly reach)

Combined Net Reach- 2,769,100

12Source: 2007 NADbank Study – 49 National Readership Markets

Print & Online – An Effective CombinationOnline Globe readership adds another 77% to the print weekday reach…another 698,200

Globe NewspaperWeekday 911,600

Globe and MailOn-line Newspaper

Weekly Reach940,700

242,500duplicate

reach

669,100Exclusive Reach

(73% of totalGlobe Weekday)

698,200Exclusive Reach

(74% of totalGlobe on-lineweekly reach)

Combined Net Reach- 1,609,800

13Source: NADbank 2007 – All Markets Readership (Incl. To/Kit EMA)

Print and Online ReadershipGlobe Online readership adds much more to a print buy* … more than any other daily’s online edition

1,610

1,689

855

552

324

332

358

339

698

510

317

103

68

55

53

85

Globe and Mail

Toronto Star

National Post

Vancouver Sun

Calgary Herald

Edmonton Journal

Montreal Gazette

Ottawa Citizen

Readers (000's)

Net Weekday Print or Online

Online Exclusive of Print Weekday

14Source: NADbank 2007 – All Markets Readership (Incl. To/Kit EMA)

Print and Online ReadershipGlobe Online readership adds much more to a print buy* … more than any other daily’s online edition

2,016

2,376

1,031

678

396

389

451

418

607

391

293

84

56

39

41

64

Globe and Mail

Toronto Star

National Post

Vancouver Sun

Calgary Herald

Edmonton Journal

Montreal Gazette

Ottawa Citizen

Readers (000's)

Net Weekday/Saturday/SundayPrint or Online

Online Exclusive of Print

15

Weekday – Toronto

Online Viewing Past Week

724

225

1,038

1297

0

200

400

600

800

1000

1200

1400

Globe Star *canada.com canoe.ca

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

128

76

107 106

0

20

40

60

80

100

120

140

Globe Star *canada.com canoe.ca

Target: Senior Managers/ Professionals

Online Viewing Past Week

Weekday – Toronto

103

53

7883

0

20

40

60

80

100

Globe Starcanada.com canoe.ca

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