Transcontinental Inc.

Transcontinental Inc.

March 09, 2005 15:00 ET

Transcontinental: Kick Off for the 'Un metro qui nous est propre' Awareness Campaign




MARCH 9, 2005 - 15:00 ET

Transcontinental: Kick Off for the 'Un metro qui nous
est propre' Awareness Campaign

MONTREAL, QUEBEC--(CCNMatthews - March 9, 2005) - With Montreal Mayor
Gerald Tremblay, Claude Dauphin, chairman of the board of the Montreal
Transport Commission, and Alain Lemaire, president and CEO of Cascades
Inc. in attendance, Andre Prefontaine, president of Transcontinental
Media, and Stephane Gagne, publisher of the daily newspaper Metro,
kicked off the recycling awareness campaign Un metro qui nous est propre
this afternoon. At a press conference in the McGill metro station, the
highlights of this ambitious project were outlined. The high point will
be the installation of some 200 paper recycling bins, each with a
97-litre capacity, throughout the Montreal subway system.

The Un metro qui nous est propre campaign, which will require an
investment of more than $2.5 million over six years, will receive
financial support from Cascades Inc. More than 400 tonnes of paper a
year, or about eight tonnes a week, will be recycled. Note that the
paper on which the daily Metro is printed is composed of approximately
40% recycled fibres.

"Our main objective is to improve the cleanliness of the metro in a
responsible and sustainable manner," explained Stephane Gagne, publisher
of Metro. "In addition to protecting the environment, those who use the
recycling bins will be contributing to the literacy organization
Fondation pour l'alphabetisation. In fact, Metro will donate 20% of its
annual revenue from the sale of the recycled paper to that foundation.
This represents over $5,000 for this organization dedicated to
eliminating illiteracy, a problem which of course particularly interests
us as publisher of a free newspaper."

Andre Prefontaine, president of Transcontinental Media, praised the
efforts of the teams at Metro and the Societe de transport de Montreal:
"Our company and our partners in this project are acting responsibly and
contributing in a major way to protecting the environment. This is an
important step in the development of the daily Metro, which has been a
great success with advertisers and the approximately 517,000 readers it
reaches every week."

Claude Dauphin, chairman of the Montreal Transport Commission, pointed
out that the Metro daily newspaper is an added value for the 325,000
people who use the subway system every day. "I am convinced that over
the next few months the communication and awareness campaign will
encourage riders to put their paper into the recycling bins," he stated.
"Reminders will appear on the bins themselves and in the Metro to remind
people, and an awareness crew will be at work in the more crowded
stations to motivate people to recycle."

Alain Lemaire, president and CEO of Cascades Inc., stated that recycling
400 tonnes of newsprint a year will save some 6,800 trees. He added that
"this project is an important one for Cascades, since it increases our
volume of used paper, the raw material used in manufacturing recycled
paper and cardboard. As well, we believe that the new recycling bins in
the metro will increase the population's awareness of the importance of

Finally, Montreal Mayor Gerald Tremblay praised the initiative and
believes that all the conditions are right to make this campaign a huge
success. "I strongly believe in the slogan of this awareness campaign,
Un metro qui nous est propre. Cleanliness is one of this
administration's priorities, but the City cannot assume this
responsibility alone; it is also incumbent on our citizens. I've said
before that if only half of our two million residents picked up one
piece of paper off the ground, the city would be transformed."

To end the press conference, Robert Lemieux, Recyc-Quebec's president
and general manager, and Sophie Labrecque, president and general manager
of the Fondation pour l'alphabetisation, joined Mr. Tremblay and Mr.
Gagne in showcasing two types of recycling bins.

The free daily Metro is owned by Publications Metropolitaines inc., a
partnership that includes Transcontinental Media Inc., Metro
International S.A. and Gesca Ltd.


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