Media Kit Complete 2020 - Le Devoir · 2020. 7. 7. · Developed by Le Devoir on behalf of the advertiser, ad content promotes or advertises the client’s brand. Developed by Le

Media Kit / Complete2020

• Authenticity• Raising the bar• Quest for knowledge• Accessibility

• Openness• Freedom of speech

and opinion• Independence

Values

Le Devoir is committed to defending the ideas and causes that advance Québec’s political, economic, cultural and social interests.— BRIAN MYLES, DIRECTOR

Mission / A commitment to its social mission/ A sense of justice/ A sense of fairness

Outstanding media

Founded in 1910 by Henri Bourassa Independent media

BRANDINGLe Devoir provides your brand with a credible and secure environment

01. GEOGRAPHIC COVERAGELe Devoir has a provincial reach

04.

ECOSYSTEMA multi-platform brand that guides readers all along their information journey

02. ENVIRONMENTSRich content presented in unique and engaging contextual environments

05.

READERSHIPLe Devoir reaches prestigious,influential, educated, engaged and diverse consumers

03. MEDIA SOLUTIONS Flexible options adapted to advertisers’ business issues

06. Le Devoir6 signature strenghts

1 / BRANDING

Le Devoir is a respected and iconic brand that supports your brand's message in a credible and secure environment

Le Devoir’s inspiring content piques its readers' interest – A benchmark brandPercentage of readers who access newspaper content via social media

28%

LA PRESSE

35%

LE DEVOIR

27%

LE JOURNAL DE MONTRÉAL

Source Vividata: Winter 2020 study – Basis: French-speaking Quebecers aged 18+: 6,025,000 persons

2020 MEDIA KIT / COMPLETE

ADVERTISING OPTIONSADVERTISING

CONTEXTUAL ADSIMPACTFUL FORMATTING

CUSTOM CONTENTBIS – PARTNER CONTENT

AD CONTENTCONTEXTUAL CONTENT

SPECIAL EDITIONS

Source Vividata: Winter 2020 study – Basis: Canadians aged 14+: 31,856,000 Canadians

Digital Print

862,000 readers per week

DIGITALMOBILETABLET

COMPUTER

702,000 readers per week

PAPER & PDF

144,000readers access content

via the app

APP MOBILETABLET

421,000readers access content

via social media and other sources

FACEBOOKYOUTUBE

INSTAGRAM APPLE NEWS

MSN

136,500 subscribers to one of 5 newsletter editions

NEWSLETTERS

2 / ECOSYSTEM

Le Devoir is a multi-platform brand that guides readers all along their information journey


265243125

14718515721 %

(i:89) 19 %

(i:94) 18 %

(i:76)

21 %

(i:103) 21 %

(i:91) 18 %

(i:89)

3 / READERSHIP

862,000Readers per week DigitalOne-third of Le Devoir readers are millennials

702,000Readers per week Print*Monday-Friday: 185 000/day (Distribution: 103 735*)

Saturday: 405 000 (Distribution: 130 598*)

1,278,000Readers per week Print and digital

433250

290Readership (000)

A 18-34 A 35-49 A 65 +A 50-64

34 %

(i:133)

36 %

(i:140) 34 %

(i:132)

24319 %

(i:74)

12117 %

(i:67)

17120 %

(i:77)

Source Vividata : Winter 2020 study – Basis: Canadians aged 14+: 31,856,000 CanadiansTotal per week - Total for 6 days: Print

*Source: AAM Q4 2019 Printings and digital copies

TOTAL

PRINT

DIGITAL


Le Devoir reaches influential, educated, engaged and diverse consumers

3 / READERSHIP


LE DEVOIR’S READERSHIP INCLUDES MORE YOUNG PEOPLE AND MORE UNIVERSITY GRADUATES THAN ITS COMPETITORS

/ 18-24 year-olds account for 16% of readership i-169

/ 25-34 year-olds account for 19% of readership i-121

45%(i-160)

Univ. graduates26%

(i-122)

Business people

24%(i-100)

With revenues $100,000 +

8%(i-117)

With savings / investments $ 250,000 +

$120,450 (i-111)

Average savings

Average age

46 years (vs. 50 years for French-speaking 18+ Quebecers)42 % (i-82) 58 % (i-119)

11%(i-133)

Professionals /Managers


3 / READERSHIP

Curious and always on the look-out for new things Ready for new challenges in their professional and private lives

Modern and on top of new technologies Enjoy the finer things in life

Le Devoir reaches influential, educated, engaged and diverse consumers


64% (i-105)

21% (i-100)

31% (i-122)

85% (i-103)

44% (i-111)

35% (i-104)

26% (i-110)

22% (i-109)

22% (i-133)

15% (i-153)

21% (i-141)

28% (i-107)

Feel that exposure to other cultures is enriching

Are the first among their friends to know what’s happening

Say they’re interested in art

Have an adventurous spirit

Enjoy challenges, new things and change

Their work is a career as opposed to simply a way to earn a living

Strive to reach the peak of their career

Would like to start their own business

Like to buy new gadgets and the latest tech devices

Try to stay abreast of technological developments

Although they work at increasing their savings, they also like to spend

Sometimes treat themselves to something they don’t need


4 / GEOGRAPHIC COVERAGE


Le Devoir reaches readers all over the province

MONTRÉAL285,000

54%(i-117)

OF READERS

QUÉBEC CITY61,000

12%(i-106)

OF READERS

REST OF QUÉBEC180,000

34%(i-80)

OF READERS


5 / ENVIRONMENTS

Rich content presented in unique and engaging contextual environments

LE DEVOIR CONTENT (Full-size sections A and B)

Opinion

Politics

Lifestyle

Economy

World

Culture

Reading

Living

Sports


D MAGAZINE CONTENT (Culture, arts and living - Saturday)

5 / ENVIRONMENTS



5 / ENVIRONMENTS

Écouter | Voir | Lire | Réfléchir | Voyager | Déguster | Vivre | Jouer

M A G A Z I N E

LE

DE

VO

IR /

LE

S S

AM

ED

I 18

ET

DIM

AN

CH

E 1

9 M

AI

/ 2

019

Lire L’Amérique de Michel Tremblay

Vivre Les joyaux de l’Anatolie

LOUDUne journée record

D MAGAZINE CONTENT

CultureDance

Media

Theatre

Movies

Visual arts

Classical

Music

ReadingBiography

Fiction

Comic strips

Reviews

Visual arts

Youth

Poetry

Living Travel

Restaurants

Recipes

Health

Applications

Lifestyle

Wine

Puzzles & games

Food

Gardening

Family

Outdoors

Fine dining

Beer


5 / SPECIAL EDITIONS

THEMESThe special editions team develop content

on a theme of their choice (contextual advertising, without content overview rights).

EVENTSDeveloped by the special editions team to promote an

event, these editions are wholly or partially paid for by the advertiser (contextual advertising, without content overview

rights, although suggestions are considered).

PROMOTIONSDeveloped by the special editions team and/or advertisers,

these sections are treated as advertising. They may be sponsored by one or more advertisers using advertorials (advertising

integrated in the content, with overview rights)


• L E S S A M E D I 2 6 E T D I M A N C H E 2 7 O C T O B R E 2 0 1 9 • C O L L A B O R A T I O N S P É C I A L E

LA CULTURE CULINAIRE QUÉBÉCOISE RAISONNÉE

Et maintenant, on mange quoi ?Peur des pesticides, du suremballage,

des répercussions du transport de nos

aliments sur la planète, des effets de la

consommation de viande… Comme on le voit,

l’environnement et notre alimentation sont

intimement liés. À une époque où nous

voulons mettre la main à la pâte pour réduire

notre empreinte écologique, il est difficile

de savoir quoi mettre dans notre assiette.

Entre le végétarisme, le locavorisme,

le zéro gaspillage ou le biologique,

que choisir pour être plus vert ?

Ce cahier spécial fait partie de la série

Manger le Québec, une collaboration

entre Le Devoir et le magazine Caribou,

créateur du contenu de ces pages.

Depuis 2014, l’équipe de ce magazine

semestriel imprimé et Web (cariboumag.com)

se consacre entièrement à la culture culinaire

québécoise, riche et en pleine affirmation

de son identité.

Fière de s’associer à la série « Manger le Québec » en collaboration avec Caribou.


6 / MEDIA SOLUTIONS

Flexible options adapted to advertisers’ business issues

NEWSLETTERS LE COURRIER DU SOIR What readers need to know about current events

LE COURRIER DU MATIN Important issues of the day to keep an eye on

LE COURRIER DES ÉCRANS The best and worst on the big and small screens

LE COURRIER DES IDÉES A selection of the week’s best opinion pieces

LE DÉFI DE L’INFO Quiz on the week’s current events LE

DEV

OIR

N

EWSL

ETTE

RS

LE COURRIER DU SOIR Sun. to Fri. at 8 p.m. 49,078 47% 300 X 250

LE COURRIER DU MATIN Mon. to Sat. at 6 a.m. 48,000 33% 595 X 90

LE COURRIER DES ÉCRANS Friday at noon 16,900 47% 300 X 250

LE COURRIER DES IDÉES Saturday at 7 a.m. 16,283 50% 300 X 250

LE DÉFI DE L’INFO Friday at 4 p.m. 6,419 66 % 300 X 250

PUBLISHED SUBSCRIBERS CLICK-THROUGHS* AD FORMAT

* Average click-throughs – Media industry, May 2019: 18.01%


6 / MEDIA SOLUTIONS


DIGITAL FORMATS

New/ Programmatic

guaranteed

/ Preferred/private deals

/ Google AD 360

VIDEO IMPACTFUL FORMATS REGULAR FORMATS

• Pre-roll instream (6, 10, 15 and 30 sec.)

• Outstream video

• Outstream video and banner

• Pre-roll instream (6, 10, 15 and 30 sec.)

• Outstream video

• Outstream video and banner

• Native outstream

• 595 x 90 banner

• Big box

• Big box

• Billboard 1260 x 400

• Native outstream

• Billboard video

• Big box

• Banner

• Double big box

• Billboard

• Full screen

• Half-screen

• Quarter-screen

• Double big box


6 / MEDIA SOLUTIONS


IMPACTFUL DIGITAL FORMATTING

Large-format billboard 1200 x 400 With video option

SlimCut - Video streaming SlimCut - Video and banner SlimCut - Native promotion


6 / MEDIA SOLUTIONS


IMPACTFUL PAPER FORMATS (Creative concept)

Half cover Le Devoir front page Full page / Inside front page

Floating 1/3 over double page


6 / MEDIA SOLUTIONS

Custom contentBrands with a message

/ TYPES OF CUSTOM CONTENT

Advertisers can use custom content to position themselves as experts in the field, develop trust in their brand and positively influence the purchasing process of its target consumers.

Content can be presented as articles, quizzes, video clips or photo reports.

/ Special editions

/ Contextual content

/ Advertising content

/ Partner content

FORMATS


/ TYPES OF CUSTOM CONTENT

Developed by Le Devoir in collaboration with the advertiser, BIS content highlights the client’s values without overtly promoting their brand.

Developed by Le Devoir on behalf of the advertiser, ad content promotes or advertises the client’s brand.

Developed by Le Devoir, contextual content mirrors the advertiser’s values and is set in an environment where related advertising fits in well with the content.

3 types of content: Themes, Events and Promotions / Special editions

/ Contextual content

/ Advertising content

/ Partner content


PARAMETERS

/ PARTNER CONTENT

DEDICATED ADVERTISING ENVIRONMENT

(100% sov)

DIGITAL(mobile, tablet, desktop)

PAPER & PDF NEWSLETTERS

FACEBOOK(with handshake)

AMPLIFICATION AND PROMOTION

Facebook and content promotion

Le Devoir BisPartner content

/ Advertisers can present their brand, products and services in far more detail than with traditional advertising.

/ Presented in an editorial style, partner content can be produced in various formats: news, videos, computer graphics or event marketing

APP RETARGETTING


/ PARTNER CONTENT

SERIES OF ARTICLES - Le Devoir in print

QUIZ

INFOGRAPHICS

SIDEBAR

INTERVIEW


/ PARTNER CONTENT

PUBLICATIONS - Le Devoir social mediaARTICLES AND VIDEOS - Le Devoir digital


/ PARTNER CONTENT

Retargeting content readers on Le Devoir

platforms

RETARGETING

Average read time: 3 minutes, 26 seconds

Engagement rate: Approximately 25%

Content rights

Content amplification

DISTINGUISHING FEATURES

Performance indicators

Print runs

Pages viewed

Click rate

Click-through rate

Time spent on the content

Conversion rate

OPTIMIZATION

Content promotion via native ad formats

Amplification on Facebook with

the purchase of a targeted campaign

AMPLIFICATION AND PROMOTION


/ AD CONTENT

Presented in an editorial format, advertising or promotional content (advertorials) can be written by Le Devoir’s special editions team or provided by the advertiser. The content is presented in an ad space labeled “Paid advertisement.”


/ DIGITAL AD CONTENT

EXAMPLE OF AMPLIFICATION (Native advertising)

Content promotion Thumbnail on the home page with logo


/ CONTEXTUAL CONTENT

/ Advertisers can have their ad placed next to existing or custom content that strengthens their brand position

/ We recommend creating an ad that has strong ties to the subject of the content.

/ Advertisers pay for the ad space and positioning, but not for the content development, on which they have no oversight.


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Documents

Media Kit Complete 2020 - Le Devoir · 2020. 7. 7. · Developed by Le Devoir on behalf of the advertiser, ad content promotes or advertises the client’s brand. Developed by Le