Relevance and value of the Publisac: TC Transcontinental launches advertising campaign

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Montréal, April 24, 2019 – TC Transcontinental (TSX: TCL.A TCL.B), owner of the Publisac, is launching a Publisac advertising campaign across Québec this week.

The campaign’s messaging reiterates that the Publisac is a product that is responsibly managed from an environmental standpoint and appreciated by the vast majority of Quebecers to save money, plan their purchases, as well as receive their weekly newspaper. The campaign highlights the relevance and value of this service.

“We found that many elements pertaining to the Publisac are not well known to the Québec population and that some misleading information being publicly circulated has created misperceptions,” explains François Olivier, President and Chief Executive Officer of TC Transcontinental. “With this campaign, we want to reiterate the benefits that the Publisac has been providing to Québec families, communities and businesses for many decades. Furthermore, it must be noted that the demand made by some to transform the Publisac’s current business model into a subscription-based model is the same as asking for the end of the Publisac. Nowhere else in North America does a flyer and free local information distribution model operate by subscription.”

Starting today until the end of May, the campaign is being launched notably in the Greater Montréal, Gatineau, Saguenay, Québec City, Trois-Rivières and Sherbrooke regions. In bus shelters, on buses, in the Montréal subway, in local newspapers and on the web, Quebecers will be able to see four advertising executions:

The Publisac is 100% recyclable – Separate the bag and the paper to facilitate sorting
The Publisac bag and its content are both 100% recyclable, as indicated on the bag. TC Transcontinental has committed to better inform citizens in 2019 about the fact that the bag is recyclable and to encourage them to separate the content from the bag in the bin to help the sorting facilities. In fact, a new visual concept promoting this good practice will soon be displayed on the bag. In addition, TC Transcontinental is presently evaluating different alternatives to its current bag to further limit its environmental impact and offer Québec households an innovative protective solution for the flyers. The company will be conducting tests in the market over the summer and consumers will be invited to share their opinion.

We care about the forest – Flyers are made from lumber residue
In Québec, the Government oversees sustainable forest management, and trees are first harvested for lumber. Sawmill residues are recovered in order to manufacture newsprint which is used for printing the Publisac flyers. The recovery rate for newspapers and newsprint inserts and flyers in Québec is 86%1.

Good for the economy and for local information –
Your merchants + Your weekly newspaper + 4,500 jobs
The Publisac promotes local and regional economy. Now faced with the new global e-commerce giants, flyers help local and regional businesses, small and large, attract nearby customers to the store. Without the Publisac, businesses would be deprived of an effective promotional tool. It is also a first-rate distribution vehicle for weeklies in Québec, an important source of local information. With other distribution options being significantly more costly, the business model for a large proportion of weeklies would be at serious risk without the Publisac2. Finally, the Publisac provides 4,500 jobs in Québec in connection with the production, bagging and distribution steps.

Allows Quebecers to save money – The majority of them consult it to plan their purchases
The vast majority of Quebecers read and like the Publisac. Québec households plan their weekly purchases and save money this way. In fact, 87% of adults in Québec consult it in areas where the Publisac is distributed and 84% use it to find deals3.

To read the latest press release “Petition on the Publisac in Montréal: response from TC Transcontinental” issued by the Corporation, click here

To learn more about the Publisac, a fact sheet entitled “Publisac: Did You Know?” is available on the Publisac.ca and tc.tc websites.


Source: TC Transcontinental

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