Luc Desjardins addresses the Web Offset Association: "The printing industry: crisis or transformation?"

    MONTREAL, April 30 /CNW Telbec/ - Speaking to the general meeting of the
Web Offset Association at their 55th annual convention in Toronto, Luc
Desjardins, Transcontinental's president and CEO, challenged what he called
"the myth of an endangered industry," and spoke instead of an industry that
"like every other, is undergoing a rapid and profound transformation."
    Mr. Desjardins began by listing the challenges facing the printing
industry: the penetration of the Internet, and digital technology in general,
into daily life; the rise of new values, with the primary one being concern
for the environment; the new face of globalization, with the rise of emerging
economies such as China; and the continuation of the printing industry's
intense consolidation in coming years.
    "These changes have been happening in almost every major industry," he
said. "Bread isn't made the way it was 20 years ago, and even the types of
bread have changed: just think of the proliferation of "healthy" or
whole-fibre products. Compare the automated and digital services of today's
banks to those of the 1980s. The same goes for the publishing of books,
magazines and newspapers. Our industry is no exception."
    He then talked about Transcontinental's positioning with respect to these
challenges and to the major trends of the next few years: targeted expansion
internationally, i.e. in the United States and Mexico, where most future
growth will occur; continuation of a niche-based strategy where
Transcontinental aims to become "the best in a certain number of fast-growing
niches where we have expertise and a competitive edge, such as direct
marketing, where we are already a major player in the United States"; the rise
of one-to-one advertising; the trend for companies to reduce the number of
suppliers they deal with and to demand a broader range of products and
services from those they retain.
    "Our sales approach has been based on this premise for the past several
years, particularly in our cross-selling initiatives, as has the development
of our outsourcing model. For our direct marketing clients in the United
States, one of the services we offer is to take charge of their entire
campaign, from A to Z. In Canada, major retailers have transferred their
premedia services to us; once their content has been digitized by us, they can
use it on other platforms. We also offer custom publishing. Once you are part
of the customer's value chain, you become a true partner. What we achieve, in
effect, is maximum customer loyalty. That's the key to it all."
    He went on to describe the unique newspaper-printing outsourcing model
that sets Transcontinental apart in North America and recently resulted in a
15-year, billion U.S. dollar contract to print the San Francisco Chronicle
starting in the spring of 2009.
    "This model was developed in Canada in our work with, among others, The
Globe and Mail and La Presse. In 2005, we started a 10-year contract to print
The New York Times for the Ontario and Upstate New York markets. The very high
level of satisfaction and the prestige of our client won us great credibility
with U.S. newspaper publishers. Today, we are in various stages of talks with
several major players."
    Mr. Desjardins ended with a word about the most important investment a
company can make: investing in its people.
    "It really is the people who make the difference!" he said. "The best
strategy will go nowhere if we don't have the people to carry it out... people
who are motivated, dedicated, qualified, and who can adapt quickly to new
technologies and work as a team. Also, people who are guided by leaders who
can motivate, develop the talent around them, communicate the company's vision
and build a climate of trust. That's why our Evolution 2010 business project
puts such strong emphasis on developing leadership at every level of the
    To read the full text of the speech, visit Transcontinental's home page


    The largest printer in Canada and sixth-largest in North America,
Transcontinental also ranks as the country's leading publisher of consumer
magazines and French-language educational resources, and its second-largest
community newspaper publisher. Transcontinental distinguishes itself by
creating strategic partnerships that integrate the company into its customers'
value chain, notably through its unique newspaper printing outsourcing model
and its value-added services. From mass to highly personalized marketing, the
company offers its clients integrated solutions which include a
continent-leading direct marketing offering, a diverse digital platform and a
door-to-door advertising material distribution network. Transcontinental is a
company whose values, including respect, innovation and integrity, are central
to its operation. Transcontinental (TSX: TCL.A, TCL.B) has more than 14,500
employees in Canada, the United States and Mexico, and reported revenues of
C$2.3 billion in 2006.

For further information:

For further information: Media: Pierre Leduc, Media Relations, (613)
241-6000, Ext. 235, Cell phone: (416) 859-8562,; Financial
community: Jennifer F. McCaughey, Director, Investor Relations,
Transcontinental Inc., (514) 954-2821,,

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