La Presse+ is a digital daily newspaper created by La Presse for tablet devices. It has seen significant growth since its 2013 launch, with over 440,000 downloads and 306,000 loyal weekly readers. Research shows the audience has a young, educated, and high-income demographic. Readers spend 42 minutes on weekdays and 77 minutes on weekends consuming content in both morning and evening. Advertising in La Presse+ delivers high visibility and impact, with ads seen for 9 seconds on average and strong recall of different ad formats. Performance reports provide analytics on key metrics like impressions, interactions, and website visits to help advertisers measure campaigns.

1. OVERVIEW
LA PRESSE+, A UNIQUE AND PERFORMING NEW MEDIA
April, 2014

2. 1 INTRODUCTION
2 READERSHIP PROFILE
3 DEMO
4 MEASUREMENT AND REPORTING
5 CONCLUSION

3. INTRODUCTION1

4. 1. THE NEW DIGITAL DAILY
4
A NEW MEDIA
EMMERSIVE EXPERIENCE
 In-depth
 Emotion
 Interactivity
ADVERTISING ENGAGEMENT
 Visibility
 Impact
 Results

5. 1. THE TABLET WILL BECOME A MASS MEDIA
5
THE TABLET: A HIGH LEVEL OF PENETRATION
QUEBEC
 27% of households own a tablet
 1.5 M tablets by the end of 2013
USA
 Double growth in last 12 months
 49% of 35-44 year olds own a tablet
Source: Quebec: IDC | United States: Pew Research Center, Princeton Survey Research April – May 2013

6. 1. THE NEW DIGITAL DAILY
6
LA PRESSE PLUS
 3 years of research and
development
 $40 million investment
 Intensive research
 Adlab creation

7. 1. THE POWER OF THE TABLET
7
THE TABLET: A POWERFUL MASS MEDIA DEVICE
 Launched April 18, 2013
 Innovative digital edition
 Entertaining and informative
 Lean back experience
 Interactive
 High engagement

8. ■ NO PAYWALL
■ EVERYDAY AT 5:30AM
■ RENEWED RITUAL
■ CLEAR POINTS OF REFERENCES
■ SIMPLE NAVIGATION
■ RICH CONTENT
■ LIVE NEWS FEED
1. KEY ELEMENTS

9. LA PRESSE+ :
 Was chosen by the Apple App Store as one of the six “Best of
Newsstand” applications in Canada.
 Won 5 Boomerang prizes, including highest distinction: The 2013
Grand Prix Boomerang.
 Nominated Media Player of the Year (top 3)
 Presents information another way, in an environment that blends
the best of print, web and video.
MEDIA
9

10. READERSHIP PROFILE2

11. MARKET RESEARCH – FIRST RESULTS
SEGMENTATION STUDY | CROP
 Province of Québec : 3 800 respondents in total /1 187 La Presse+ readers
 Web survey conducted from: June 13th to June 24th, 2013
LA PRESSE+ panel
 100 panelists (La Presse readers– All platforms)
 Points of contacts: surveys, Web discussion, face-to-face interviews
Localytics
 Measures La Presse+ traffic
 Number of unique tablets (passive measurement)
CHAIRE DE COMMERCE ÉLECTRONIQUE DE HEC
 Eye tracking study, November 2012
11

12. 2. THE NEW DIGITAL DAILY
12
HIGH INTEREST LEVEL
 Over 440,000 downloads since launch
Source: Localytics, April to October 201 / January 2014..
HIGH NUMBER OF DOWNLOADS
 600 to 700 / day last Summer
 1,100 to 1,200 / day in September and October
 60,000 during the Holidays
HIGH ADOPTION RATE
ov

13. 2. THE NEW DIGITAL DAILY
13
Source: Localytics, April to September 2013 / January 2014.
EXCEPTIONAL LOYALTY
 306,000 loyal tab-readers every week
 127,000 tablet opens per DAY
SIGNIFICANT CONSULTATION TIME
 42 minutes on weekdays
 77 minutes on Saturdays
HIGH ADOPTION RATE
6

14. 2. A STRONG CONSUMPTION HABIT
DAILY AVERAGE (WEEKDAYS) OF OPEN EDITIONS
65,000
80,000 120,000
200,000
Mai Septembre Janvier Septembre
20142013
14May September January September

15. 2. SUCCESSFUL LAUNCH AND SUSTAINED GROWTH
15
Sources: Localytics, April – September 2013. | Segmentation study (CROP) June 2013, 3,800 respondents in Quebec. Base: weekly readers of La Presse+ (n= 1,187).
LOW DUPLICATION WITH NEWSPAPER
 5% of our daily newspaper readers read La Presse+

16. 50%
30%
20%
$100,000 and up $60,000 to $99,999 Less than $60,000
2. QUALITY PROFILE
16
YOUNG AND ACTIVE
HIGH INCOME
Source: Segmentation study (CROP) June 2013, 3,800 respondents in Quebec. Base: Weekly readers of La Presse+ (n= 1,187).
Index
130
Overrepresentation of 18-34 year
olds
Index
280 High level of education
Index
313 Exceptional purchasing power
44%56% Balanced
profile
35%
38%
27%
18-34 35-54 55 and up

17. 2. THE NEW DIGITAL DAILY
17
WEEKDAYS AND
WEEKENDS
7%
WEEKDAYS
11%
WEEKENDS
82%
Source: Segmentation study (CROP) June 2013, 3,800 respondents in Quebec. Base: Weekly readers La Presse+ (n= 1,187).
LOYAL READERS

18. 2. THE NEW DIGITAL DAILY
18
MORNING AND
EVENING
56%
MORNING
23%
EVENING
22%
Source: Segmentation study (CROP) June 2013, 3,800 respondents in Quebec. Base: Weekly readers La Presse+ (n=1,187).
77% 45%
A NEW RITUAL

19. 2. THE NEW DIGITAL DAILY
19
HOME ON-THE-GO WORK ON-THE-GO HOME
• Understand
• Indepth
• Analyze
• Entertain
Live feed and breaking news
• Understand
• Indepth
• Analyze
• Entertain
MORNING DAY NIGHT

20. 2. OPEN RATES BY SECTION
Source : localytic
Now at 51%
since we moved
the section on
March 3

21. No interactivity Simple
interactivity
Video/audio Multiple
3.4 4.6
9.1 9.2
2. DELIVERS HIGH IMPACT AND VISIBILITY
21
TIME SPENT WITH ADS (SEC.)
Source: Eye tracking Study, Chair of E commerce HEC Montréal/ imarklab - November 2012

22. 1/4 & 1/8 Screen 1/2 Screen Full Screen
2. DELIVERS HIGH IMPACT AND VISIBILITY
22
RECALL (FORMAT)
Source:Eye tracking Study, Chair of E commerce HEC Montréal/ imarklab - November 2012

23. 2. OUR NEW FLAGSHIP IN 2014
23
Source : Weekly Circulation, ABC incluant LPSMO.
LA PRESSE+
120,000
JANUARY
PAPER
(paid)
150,000
LA PRESSE+
200,000
PAPER
(paid)
120,000
270,000 320,000
SEPTEMBER
LA PRESSE+
 Increase in La Presse+
subscriptions
 Androïd launch
 Higher open rate
LA PRESSE PAPER
 Migration
2013
PAPER
(paid & free)
210,000
210,000

24. DEMO OF AN EDITION3

25. KEY ELEMENTS4

26. EXCLUSIVE CONTENT
■ CONTRIBUTORS
■ NEW PAUSE SECTION
■ SUNDAY EDITION
■ INTERACTIVE EXPERIENCE
KEY ELEMENTS

27. AD FORMATS
KEY ELEMENTS

28. CREATIVE KIT
www.creativekit.lapresseplus.ca
TECHNICAL SPECS

29. INTERACTIVITY EXAMPLE
EACH INTERACTIVITY IS
SHOWN WITH A LIVE
FUNCTIONAL EXAMPLE
THE CODE GENERATING
THE EXAMPLE OF THE
INTERACTIVITY IS
DOWNLOADABLE.
SECTION OF KEY ELEMENTS/FILES.
TECHNICAL SPECS

30. ■ ONLINE ACCESS TO A CREATIVE KIT
■ YOUR SALES TEAM AT LA PRESSE
■ LA PRESSE PRODUCTION TEAM
■ HYPE TOOL TO FACILITATE YOUR CREATIVE IDEAS
PRODUCTION SUPPORT
TECHNICAL SPECS

31. MEASUREMENT
AND REPORTING4

32. REACH OF LA PRESSE+
32
MONTHLY AUDIENCE REPORTS

33. PERFORMANCE REPORT
33
Number of impressions
delivered to the ad the day
it appeared
Index:
(average of
your ads) /
(section
average) X 100
(Average = 100)
(website visits) /
(impressions)
Number of individual tablets that opened an
edition the day the ad appeared
Number of individual tablets that opened the
TRAVEL section the day the ad appeared
76,240
31,027
29,388
CLIENT ABC

34. PERFORMANCE REPORT
34
CLIENT ABC
Position of the ad in the section
SCREEN
CAPTURE
Total advertiser results for July

35. ENGAGING MEDIA
 Time spent: immersive and fluid experience
 Ad recall: advertising format and ad always visible
 Interactivity: close to 30 different interactivities
 Appreciation: high level of ad acceptance
MEASURABLE MEDIA
 Indicators: monthly report based on all indicators, including
audience, impressions, interactions, and visits to website
 Comparative indexes: versus other ads
 Compensation below 90%
FLEXIBLE AND VERSATILE MEDIA
 Act at multiple stages of the purchasing process
LA PRESSE+
35

36. THANK YOU!