Readership: Online Audience

While providing strong reach to all demographic groups, both the Journal and EDMONTONJOURNAL.com demonstrate exceptional strength in reaching adults who are well-educated and high-income earners.

AGE 8%* 18 to 34 GENDER 49% Men 24% 31% 35 to 49 50 to 64 51% Women 37% 65+

NADbank® 08/09 HOUSEHOLD 5%* < $30,000 10%* 9% INCOME $30,000-$49,999 HOUSEHOLD Own Readership 51% 14% $50,000-$74,999 TENURE 88% Rent 21% $75,000-$99,999 $100,000+

Professionals/Other MARITAL 7%* Married/Living OCCUPATION 8%* White Collar Together The Face of Edmonton STATUS 20%* 10%* 28% Senior/Other Mgmt. 71% Single Blue Collar Other 22%* Clerical/Admin/Bus. Support/Arts

5%* Post Secondary Grad EDUCATION 12%* or Higher Some Post Secondary 38% 66% High School Grad *small sample, use with caution Some High School Source: NADbank® 08/09 or Less Base: 106,900 Edmonton area adults who have read/looked into the online in past week. Total may not equal 100 due to rounding. Weekly Readership More people are reading the Journal than ever before! With the addition of our exclusive online readership, 59% of Edmonton area adults read the Edmonton Journal over the course of a week... 529,200 people! That’s more people being exposed to the Journal than we’ve ever recorded.

EDMONTONJOURNAL 497,400 The Edmonton Herald Journal 487,200 Number is the 366,700 DailyOne Newspaper across Alberta 349,100

Globe and Mail 206,800

National Post 137,300 demographic profile newspaper readership

0 150,000 300,000 450,000 600.000

Source: NADbank® 08/09 7-day cume NADbank® The Newspaper Audience Databank, or NADbank®, is a comprehensive database of daily newspaper readership demographics and consumer behaviour information. It includes adults in 54

markets and encompasses 82 daily . 09 Reaching Albertans Readership:

• Each weekday, 286,200 adults While providing strong reach to all demographic groups, both the Edmonton Journal and EDMONTONJOURNAL.com in the Edmonton CMA read the demonstrate exceptional strength in reaching adults who are well-educated and high-income earners. Edmonton Journal.

18 to 34 • Outside the CMA, an additional 350,429 AGE 20% GENDER Ed m o n t o n 31% 35 to 49 49% Men Albertans read the 51% Women 64,229 adults read the 24% 50 to 64 Edmonton Journal 25% Edmonton Journal. 65+ each weekday.

Source: NADbank® 08/09 — 286,200 weekday readers in the CMA HOUSEHOLD 8% < $30,000 8% Source: Journal circulation — 64,229 readers outside the CMA based on 3.33 readers per copy INCOME 14% $30,000-$49,999 HOUSEHOLD Own 41% $50,000-$74,999 TENURE 15% Rent $75,000-$99,999 91% 22% $100,000+ Readership: The Edmonton Journal — powerful every day of the week. Professionals/Other MARITAL 13% Married/Living OCCUPATION White Collar 286,200 32% Reach The Edmonton Journal reaches Together 14% Weekday STATUS 23% Senior/Other Mgmt. 179,600 20% Reach 18% 32% of all Edmonton area 69% Single 9% Blue Collar adults on an average weekday. 284,100 32% Reach Other 14% Clerical/Admin/Bus. Saturday Support/Arts 132,000 15% Reach That’s 286,200 potential buyers of your product or service reading the 255,700 28% Reach Edmonton Journal today. During Sunday the course of a week, 497,400 metro Post Secondary Grad 157,000 17% Reach EDUCATION 9% Edmonton adults will turn to the or Higher 497,400 55% Reach Edmonton Journal at least once to 21% 53% Some Post Secondary Last Week satisfy their information needs. 366,700 41% Reach 30% High School Grad Some High School Source: NADbank® 08/09 0 100,000 200,000 300,000 400,000 500,000 Readers Source: NADbank® 08/09 or Less Base: 286,200 Edmonton area adults – weekday readers. Base 902,900 Edmonton area adults Total may not equal 100 due to rounding. Edmonton Journal Edmonton Sun

CIRCULATION HOME SUBSCRIBERS With the largest circulation of any daily print The Edmonton Journal is delivered to approximately Exclusive Choice: Share of Average Weekday Audience If you’re not publication in northern Alberta, our readers are 87,532 homes every weekday morning….that’s 70% advertising in the loyal and value the Edmonton Journal brand to deliver of our total circulation going to those who have chosen trusted news and advertising. to make the Journal a part of their daily routine. The Edmonton Journal Duplicate Audience Edmonton Journal is the exclusive choice of 64,500 you’re missing , 90,000 Edmontonians. % 80,000 55 120,000 • 71% of all local weekday newspaper 70,000 351 , of Edmonton area 532 245 , , 576 readers, are Edmonton Journal 742 589 , local newspaper 100,000 , 60,000 ,

16% 89 87 readers. 89 readers. 80,000 50,000 120 126 • 55% of all local daily newspaper 125 361 40,000 , readers, are exclusive Edmonton 60,000 147 391 177 26 438 , , , , 065 Journal readers. 29% 55% 30,000 , 57 19 76 61

demographic profile 40,000 20,000 17

20,000 10,000 Exclusive Sun Exclusive 115,000 0 0 Edmonton Journal Journal: Sun: Journal: Sun: Journal: Sun: Journal: Sun: Journal: Sun: Journal: Sun: 221,700 Monday- Monday- Saturday* Saturday** Sunday* Sunday** Monday- Monday- Saturday* Saturday** Sunday* Sunday** Friday Friday Friday Friday Avg* Avg** Avg* Avg** Source: NADbank® 08/09 Base: 401,200 Edmonton area * Edmonton Journal - Audit Bureau of Circulations for the six months ending * Edmonton Journal - Audit Bureau of Circulations for the six months ending March 31, 2009; Average Total Paid Circulation March 31, 2009; Average Total Paid Circulation local weekday newspaper readers ** Edmonton Sun - Canadian Circulations Audit Board for the 12 months ending ** Edmonton Sun - Canadian Circulations Audit Board for the 12 months ending December 2008, copies sold at less than 50% of basic price excluded December 2008, copies sold at more than 50% of basic price.