Montreal-based La Presse is a unique news organization. Long-time property of the Desmarais family, the legacy daily, which famously ditched its print edition for an iPad-only app in 2015, became a non-profit in 2018 and launched its philanthropic program a year later. The move stunned many observers -myself included- in Canada.
Five years into their new model, the daily is stronger than ever. I worked many years alongside Florence Turpault-Desroches, Vice-President of Communications and Philanthropy, as a journalist and managing editor at La Presse.
We caught up, and she took me through the steps of their unique formula: philanthropy, advertising, and high engagement of their readers.
