Torstar Corporation

Torstar Corporation
Sun Media Corporation

Sun Media Corporation
Transcontinental Media

Transcontinental Media

April 16, 2008 15:00 ET

Torstar, Sun Media and Transcontinental Media Move to Canadian Circulation Audit Board

TORONTO, ONTARIO--(Marketwire - April 16, 2008) - Torstar (TSX:TS.B), Sun Media and Transcontinental Media, announced today that, effective immediately, their regular circulation audits will be performed by the Canadian Circulation Audit Board. Previously, the audits were conducted by the Audit Bureau of Circulations (ABC).

For many years, the three Canadian publishers have felt there was a need for a "Made in Canada" auditing structure to address widespread concerns within the newspaper industry about a lack of Canadian input into U.S.-based auditing agencies and because of the need for increased recognition of unique Canadian perspectives on the future of the newspaper industry.

In February, CCAB created a Canadian Newspaper Advisory Board to act as the main decision-making executive body for Canadian newspapers - paid and free, daily and community - that join CCAB. The advisory board includes 16 members, with eight from newspaper publishing companies and eight from the advertising industry. The chair of the board alternates every two years between publishers and advertising buyers, with the first chair being from a publisher.

The newspaper publishing companies believe such an advisory board is needed to ensure that the Canadian newspaper industry has the flexibility and control necessary to better manage business in changing times and to reflect unique Canadian perspectives on the future of the newspaper industry.

"The new CCAB governance system allows Torstar to consolidate all of its circulation auditing with one organization," said Sandy MacLeod, Vice President, Consumer Marketing and Strategy for Star Media Group, a division of Torstar. "Paid dailies, free dailies and community newspapers all have a place and a voice within the new system, which is important when it comes to dealing with the unique characteristics of the Canadian marketplace. We believe this will also better serve our advertisers."

Besides the Toronto Star, also moving to CCAB today are three other Torstar-owned daily papers, namely the Hamilton Spectator, the Waterloo Region Record and the Guelph Mercury.

"A thorough review of our business and the needs of our advertising partners drove the decision and underscored the benefits of consolidating circulation auditing services through the CCAB," said Steve Angelevski, Corporate Vice President, Reader Sales and Services for Sun Media. "The new governance structure will ensure important relevancy to the distinct realities of the Canadian media scene."

With 30 of its newspapers already audited by the CCAB, Sun Media will move 14 more dailies into the CCAB audit system: the Toronto Sun, the Edmonton Sun, the Calgary Sun, the Winnipeg Sun, the Ottawa Sun, The London Free Press, The Sarnia Observer, The Beacon Herald (Stratford), the Daily Observer (Pembroke), The Recorder and Times (Brockville), The Times-Journal (St. Thomas), the Brantford Expositor, Le Journal de Montreal and Le Journal de Quebec.

"As Canada's second-largest publisher of local and regional newspapers, Transcontinental Media welcomes the move to the Canadian Circulation Audit Board and its Canadian governance structure," said Marc-Noel Ouellette, Senior Vice President, Newspaper Group, Transcontinental Media.

With today's announcement, Transcontinental Media newspapers audited by the CCAB include The Telegram (St. John's, NL), The Western Star (Corner Brook, NL), The Guardian (Charlottetown, PE), The Journal Pioneer (Summerside, PE), The Cape Breton Post (Sydney, NS), Truro Daily News (Truro, NS), Amherst Daily News (Amherst, NS), The News (New Glasgow, NS), Prince Albert Daily Herald (Prince Albert, SK) and Moose Jaw Times Herald (Moose Jaw, SK).

About Torstar Corporation

Torstar Corporation is a broadly based media company listed on the Toronto Stock Exchange (TSX:TS.B). Its businesses include the Star Media Group led by the Toronto Star, Canada's largest daily newspaper and digital properties including,,, Workopolis, and Olive Canada Network; Metroland Media Group, publishers of community and newspapers in Ontario; and Harlequin Enterprises, a leading global publisher of books for women.

About Sun Media Corporation

Sun Media Corporation, a wholly owned subsidiary of Quebecor Media Inc., is Canada's largest newspaper publisher whose business purpose is to help connect and build better communities. With 44 paid-circulation and free dailies in Canada's key urban markets and more than 200 community publications, Sun Media's English- and French-language papers are leaders in providing local news and information to an estimated 6.5 million readers every week.

About Transcontinental Media

The fourth-largest print media group in Canada, with more than 3,000 employees and annual revenues of $633 million in 2007, Transcontinental Media is the country's leading publisher of consumer magazines and of French-language educational resources as well as being the largest publisher of community newspapers in Eastern Canada. It publishes the weekday daily Metro in Montreal, owns a number of digital business units, and is also, through Publi-Sac, Quebec's leading door-to-door distributor of advertising materials. Transcontinental Media is a subsidiary of Transcontinental Inc. (TSX:TCL.A)(TSX:TCL.B), which has approximately 15,000 employees in Canada, the United States and Mexico and reported revenues of C$2.3 billion in 2007.

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