Luc Pariseau Partner, Lawyer

Luc Pariseau Partner, Lawyer

Office

  • Montréal

Phone number

514 877-2925

Fax

514 871-8977

Bar Admission

  • Québec, 1989

Languages

  • English
  • French

Profile

Partner

Luc Pariseau is a partner and member of the Business law group, specializing in tax law.

In his practice, Mr. Pariseau has often been called upon to advise emerging companies, major corporations, family businesses, and non-profit organizations on Canadian and international tax matters.

Mr. Pariseau was also a lecturer for several years. Between 1990 and 1994, he gave courses on tax law related to real estate transactions at Université du Québec à Montréal, and, in 1996, he taught graduate students at HEC Montréal. A sought-after speaker, he regularly gives lectures on current tax issues.

Representative mandates

  • Major projects for international clients in the energy and natural resources, securities, and entertainment sectors
  • Large sales tax claims for insurance companies
  • Represent U.S. firms doing business, or acquiring companies, in Canada
  • Reorganize  family businesses to facilitate transfer to the next generation or to senior executives
  • Estate and post-mortem planning for individuals with sizable assets and complex tax situations
  • Planning and negotiating tax aspects of business acquisition and sale transactions and the drafting of related legal documents for high-valued companies
  • Negotiations with tax authorities and objections to their position regarding income taxes, sales taxes, as well as other direct and indirect taxes

Professional and community activities

  • Founding member and member of the board of directors of the Fondation l'air d'aller, an organization dedicated to improving the quality of life of people with cystic fibrosis 

Distinctions

The Best Lawyers in Canada in the field of Trust and Estates Law, since 2024

The Best Lawyers in Canada in the field of Tax Law, since 2013

Best Lawyer 2016 Best Lawyers 2026

Education

  • M. fisc., Université de Sherbrooke, 1989
  • LL.B., Université de Sherbrooke, 1986

Boards and Professional Affiliations

  • Membrer of the Board of directors of the Fédération des chambres de commerce du Québec
  • Association de planification fiscale et financière
  • Canadian Tax Foundation
  • International Fiscal Association
  • Society of Trust and Estate Practitioners
  1. Generous Federal Investment Tax Credits for Clean Energy Projects

    In 2021, the federal government introduced a series of refundable investment tax credits (the “ITCs”) to accelerate the transition to a low-carbon economy, stimulate economic growth, and support innovation.  The Spring Economic Update 2026 confirms the growing importance of these measures. In particular, it announces that the Canada Revenue Agency (the “CRA”) will give increased priority to requests for advance rulings regarding eligible clean energy projects. In this regard, the CRA plans to increase its capacity to process these applications by more than 4.5 times by July 2026.  In this context, two measures are of particular note: the Clean Technology ITC and the Clean Electricity ITC.  1. The Clean Technology ITC The Clean Technology ITC generally applies to certain capital investments in equipment and systems that contribute to the production of clean energy, the improvement of energy efficiency, and the reduction of greenhouse gas emissions, provided that such assets are acquired and used in Canada in accordance with the applicable criteria.  This refundable credit can reach up to 30% of the capital cost of eligible property. It thus serves as a significant financial lever, helping to strengthen liquidity and improve project profitability, particularly during the early years.  In practice, the analysis required to apply for this credit focuses primarily on the following elements:  the entity’s eligibility (including its status as a taxable Canadian corporation);  the property’s qualification (eligible category, function, and use);  the timeline (dates of acquisition, installation, and commissioning);  the impact of labour requirements, which may influence the applicable rate;  interaction with other tax credits.  The application period covers property acquired and that becomes available for use between March 28, 2023, and December 31, 2034.  2. The Clean Electricity ITC  The Clean Electricity ITC is another measure that is gaining importance. It is of particular interest in structures where the investor (or certain investors) is tax-exempt or belongs to categories of entities for which several clean economy ITCs have historically been less accessible.  Indeed, this credit is designed to be accessible to a broader range of entities, including notably (according to the proposed definitions) certain eligible trusts, designated provincial or territorial Crown corporations, corporations principally owned by municipalities, as well as entities affiliated with Aboriginal governments.  At this stage, the government has published legislative proposals accompanied by explanatory notes, and the CRA has recently consolidated the relevant information on this subject on its website. Notably, it appears that:  the credit would provide a base rate of 15% of the capital cost of eligible clean electricity-related property;  eligibility would apply to property used primarily to generate, store, or transmit electricity, subject to technical and environmental criteria;  the rate could be reduced in the event of non-compliance with certain labour requirements;  the proposed application period would cover investments made from April 2024 and that becomes available for use on or before December 31, 2034.  3. Structuring: Corporation or Limited Partnership  Beyond the technical eligibility of the property, the legal structure chosen for a project will have a decisive impact on the ability to claim ITCs and pass on their economic value to investors.  In some cases, a taxable corporation is simpler to administer and more easily meets the eligibility criteria. Conversely, a limited partnership (“LP”), while useful for certain financing objectives, presents several disadvantages in the context of ITCs:  3.1 Constraints Related to Investors’ Tax Status  Certain tax credits—particularly the Clean Technology ITC, often considered one of the most advantageous—are naturally better suited for taxable investors. When an LP has non-taxable members, converting the tax benefit into economic value may be less optimal, depending on how the credit is allocated and used.  3.2 Allocation of Credits and Limits for Limited Partners  The rules governing credits within a partnership generally require that the allocation to each partner be reasonable, taking into account, in particular, their capital investment and contribution. Furthermore, for a limited partner, the share of the credit may be limited by “at-risk” rules, which cap certain tax benefits based on actual economic exposure. In practice, this can reduce the amount of credit available and limit allocation flexibility.  3.3 Increased Complexity of Monitoring and Compliance  An LP generally entails heavier administrative obligations: calculating at-risk amounts, tracking allocations, documenting contributions and distributions, and ensuring consistency between the partnership agreement, financing agreements, and tax positions. This complexity can become a significant issue in the event of a tax audit.  Conclusion  Federal ITCs represent a major financial incentive for clean energy projects. However, their application depends on technical, tax, and structuring criteria that must be rigorously analysed and documented.  Furthermore, the legislative framework governing these credits is constantly evolving (implementing regulations, administrative guidelines, and technical requirements), making a case-by-case analysis essential to confirm eligibility and optimize a project’s structure.  We invite you to contact our tax team. We would be happy to assist you in successfully bringing your project to completion.  Key Takeaways A Major Administrative Acceleration by July 2026  The CRA is making clean energy a priority: its capacity to process advance tax ruling requests will increase by more than 4.5 times by July 2026. For proponents, now is the time to act to secure early tax certainty.  Two Powerful Financial Levers with Distinct Criteria  Clean Technology: A major refundable credit of up to 30% of capital costs, primarily targeting taxable Canadian corporations.  Clean Electricity: A refundable credit of up to 15% of capital costs structured to include entities that were historically restricted, such as Crown corporations, municipalities, and Indigenous organizations. Legal Structuring Can Make or Break Your ITCs  Choosing the right legal vehicle is just as critical as technical asset eligibility. While popular for financing, LPs introduce significant complexity due to "at-risk" rules, the involvement of non-taxable partners, and a heavy compliance burden during tax audits.

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  2. Federal Budget of November 4, 2025: Enhancements to the Critical Minerals Exploration Tax Credit and renewal of the Mineral Exploration Tax Credit

    The federal budget presented on November 4, 2025 (the “Budget”), proposes a significant change to the Critical Mineral Exploration Tax Credit (CMETC). As a reminder, the CMETC is equal to 30% of “specified mineral exploration expenses”1 incurred in Canada that a company has renounced to flow-through share investors. Critical minerals currently eligible for the CMETC The critical minerals currently eligible for the CMETC are nickel, cobalt, graphite, copper, rare earth elements, vanadium, tellurium, gallium, scandium, titanium, magnesium, zinc, platinum group metals, uranium and lithium (including lithium from brine deposits). Critical minerals added to the list The Budget proposes to expand the definition of “critical mineral” to include the following additional critical minerals: bismuth, cesium, chromium, fluorspar, germanium, indium, manganese, molybdenum, niobium, tantalum, tin and tungsten.  Impact of this measure on mining exploration expenses The measure will make the 30% CMETC apply to exploration expenses relating to these new types of critical minerals that a mining exploration company would renounce to flow-through share investors. The measure will cover exploration expenses renounced under flow-through share agreements entered into after Budget Day and on or before March 31, 2027. The Budget also confirms the renewal of the Mineral Exploration Tax Credit until March 31, 2027 (METC). Please feel free to contact our professionals for more information Canadian exploration expenses incurred by a company after April 7, 2022, as part of mineral exploration activities conducted from or above the surface of the earth targeting mainly critical minerals.

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  3. Provincial Budget 2025: Significant Increase in Public Utility Tax (PUT) Rates

    The PUT is a crucial component of provincial finances and has a significant impact on the operating costs of the many companies providing essential services. The PUT was introduced in Quebec in fiscal 2004–2005 to replace the municipal property tax on specific infrastructure used by companies in certain key sectors. Such infrastructure includes telecommunications network facilities, gas distribution systems, and energy production, transmission and distribution systems. The latest Quebec budget provides for gradual changes, including an increase in applicable rates over the next decade. The rate applicable to electricity production, for example, will rise from 0.7% in 2027 to 1.5% by 2035. However, this increase does not apply to transmission and distribution operations. The rate applicable to telecommunications will also rise from 0.7% to 1.5%. Lastly, the rate that applies to gas distribution will rise from 0.75% to 1.5% by 2035 on the first 750 million dollars in revenue. The portion of revenue exceeding that amount will be subject to a 1.5% rate as of 2027. As part of the changes introduced in the latest budget, the PUT exemption has been expanded to include certain municipal or public bodies performing government functions in Canada, as well as the corporations owned by such entities. A PUT exemption will also be granted on a pro rata basis to entities operating jointly with other non-eligible entities, based on the distribution of voting rights or income and loss shares. An anti-avoidance rule has been established to ensure that such distribution remains reasonable and in keeping with the spirit of the law. These adjustments apply as of calendar year 2025, with declaratory provisions covering the aforementioned exemptions. Through such provisions, companies having met the criteria set out for previous years should be able to claim back the PUT. To do so, they will have to submit their application by June 30, 2026, or the deadline by which they are required to file their tax returns. While it is true that this measure aims to ensure that the PUT reflects the changing infrastructure needs of public utility companies and to optimize their tax contribution, the impact it will have on stakeholders in the targeted sectors will be considerable, and they will have to adjust operations to cope with future increases. Read our first bulletin on the 2025 provincial budget titled “Provincial Budget 2025: New Refundable Tax Credit for Research, Innovation and Commercialization (CRIC)” Read our second bulletin on the 2025 provincial budget titled “Provincial Budget 2025: Major Changes to the Tax Credit for the Development of E-Business (TCEB)”

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  4. Provincial Budget 2025: Major Changes to the Tax Credit for the Development of E-Business (TCEB)

    In this bulletin, we will be discussing the TCEB as part of our series on the 2025 Quebec budget and corporate taxation. This particular tax credit aims to boost innovation and competitiveness in the digital marketplace by providing strategic tax assistance to businesses specializing in information and communication technologies. It was introduced to spur the growth of Quebec’s technology sectors through tax incentives granted to companies developing or integrating e-business solutions.  Before the 2025 Quebec budget reform, the TCEB comprised a 24% refundable tax credit, coupled with a 6% non-refundable tax credit. In 2024, the government began adjusting TCEB rates as part of the updated economic priorities, gradually reducing the refundable credit to 20% by 2028 and increasing the non-refundable credit to 10%. New adjustments were announced in the 2025 provincial budget to ensure that the incentives align more closely with the changing technological landscape, in particular by shifting the focus to the integration of recent emerging technologies, such as artificial intelligence (AI) and data processing and hosting. The new rules provide that only activities that incorporate artificial intelligence functionalities in a significant way will be eligible for the TCEB going forward. In addition, data processing and hosting services (NAICS 51821) have been added to the list of eligible activities, which shows the increasingly important role they play in today’s technological landscape. However, activities aimed at maintaining or upgrading information systems and technological infrastructure have been removed from the list, refocusing the program on cutting-edge technologies. Businesses engaged in inter-company outsourcing, mainly with subsidiaries of foreign companies, are particularly affected by the changes, in that credit rates will be reduced by half if the proportion of such outsourcing reaches 50% or more. The idea is to encourage those businesses to contribute more directly to the local economy and technological innovation in Quebec. The changes will apply to tax years beginning after December 31, 2025, but companies have the option of electing to apply them to tax years beginning after the budget presentation, provided the election is made before the end of the ninth month following the deadline by which they are required to file their tax returns. Read our first bulletin on the 2025 provincial budget titled “Provincial Budget 2025: New Refundable Tax Credit for Research, Innovation and Commercialization (CRIC)”

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  1. Lavery is proud to have helped Quaze Technologies in its sale to Red Cat Holdings

    Lavery represented Quaze Technologies in its sale to Red Cat Holdings, a U.S.-based company specializing in advanced drones and robotics for the defense and national security sectors. About Quaze Technologies Founded in Quebec, Quaze Technologies develops wireless power transmission technology for autonomous systems, such as drones, ground robots, unmanned underwater vehicles and other robotic platforms. Quaze’s technology makes autonomous charging possible, without the need for physical contact, connectors or precise alignment, prolonging the operational autonomy of systems deployed in complex environments. About the transaction This transaction represents a significant step in Quaze’s growth. By joining Red Cat Holdings, Quaze will be able to fast-track the development of its technology and its integration into the international autonomous platform ecosystem, while continuing to advance its open model with third-party manufacturers. The transaction also comes at a time when energy autonomy is becoming a strategic issue for the future of robotic systems. Expertise at the service of growth Lavery acted as legal counsel to Quaze Technologies in this cross-border transaction, drawing on its expertise in mergers and acquisitions and business law, as well as its experience in advising tech companies on growth-oriented transactions. The Lavery team, led by Alexandre Hébert, included Luc Pariseau, Joseph Gualdieri, Jessy Menard and Michael Debay.

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  2. 86 Lavery lawyers recognized in The Best Lawyers in Canada 2026

    Lavery is pleased to announce that 86 of its lawyers have been recognized as leaders in 42 areas of expertise in the 20th edition of The Best Lawyers in Canada in 2026. This ranking is based entirely on peer recognition and rewards the professional achievements of the country's top lawyers. Three partners from the firm were named Lawyer of the Year in the 2026 edition of The Best Lawyers in Canada directory: Josianne Beaudry: Mining Law  Marie-Josée Hétu: Labour and Employment Law  Jonathan Lacoste-Jobin: Insurance Law See below for a complete list of Lavery lawyers and their areas of expertise. Please note that the practices reflect those of Best Lawyers. Geneviève Beaudin: Employee Benefits Law / Labour and Employment Law  Josianne Beaudry: Mergers and Acquisitions Law / Mining Law / Securities Law  Geneviève Bergeron: Intellectual Property Law  Laurence Bich-Carrière: Administrative and Public Law / Class Action Litigation/ Construction Law / Corporate and Commercial Litigation / Product Liability Law  Dominic Boisvert: Insurance Law  Luc R. Borduas: Corporate Law / Mergers and Acquisitions Law  René Branchaud: Mining Law / Natural Resources Law / Securities Law  Étienne Brassard: Equipment Finance Law / Mergers and Acquisitions Law / Project Finance Law / Real Estate Law / Structured Finance Law / Venture Capital Law  Jules Brière: Aboriginal Law / Indigenous Practice / Administrative and Public Law / Health Care Law  Myriam Brixi: Class Action Litigation / Product Liability Law  Benoit Brouillette: Labour and Employment Law  Marie-Claude Cantin: Construction Law / Insurance Law  Brittany Carson: Labour and Employment Law  André Champagne: Corporate Law / Mergers and Acquisitions Law  Chantal Desjardins: Advertising and Marketing Law / Intellectual Property Law  Jean-Sébastien Desroches: Corporate Law / Mergers and Acquisitions Law  Raymond Doray: Administrative and Public Law / Defamation and Media Law / Privacy and Data Security Law  Christian Dumoulin: Mergers and Acquisitions Law  Alain Y. Dussault: Intellectual Property Law  Isabelle Duval: Family Law / Trusts andEstates  Ali El Haskouri: Banking and Finance Law / Venture Capital Law  Philippe Frère: Administrative and Public Law  Simon Gagné: Labour and Employment Law  Nicolas Gagnon: Construction Law  Richard Gaudreault: Labour and Employment Law  Julie Gauvreau: Biotechnology and Life Sciences Practice / Intellectual Property Law  Marc-André Godin: Commercial Leasing Law / Real Estate Law  Caroline Harnois: Family Law / Family Law Mediation / Trusts and Estates  Alexandre Hébert: Corporate Law / Mergers and Acquisitions Law / Venture Capital Law  Marie-Josée Hétu: Labour and Employment Law / Workers' Compensation Law  Édith Jacques: Corporate Law / Energy Law / Mergers and Acquisitions Law / Natural Resources Law  Marie-Hélène Jolicoeur: Labour and Employment Law / Workers' Compensation Law  Isabelle Jomphe : Advertising and Marketing Law / IntellectualProperty Law  Nicolas Joubert: Labour and Employment Law  Guillaume Laberge: Administrative and Public Law  Jonathan Lacoste-Jobin: Insurance Law  Awatif Lakhdar: Family Law / Family Law Mediation  Marc-André Landry: Alternative Dispute Resolution / Class Action Litigation / Construction Law / Corporate and Commercial Litigation / Product Liability Law  Éric Lavallée: Privacy and Data Security Law / Technology Law  Myriam Lavallée: Labour and Employment Law  Guy Lavoie: Labour and Employment Law / Workers' Compensation Law  Jean Legault: Banking and Finance Law / Insolvency and Financial Restructuring Law  Carl Lessard: Labour and Employment Law / Workers' Compensation Law  Josiane L'Heureux: Labour and Employment Law   Paul Martel: Corporate Law  Zeïneb Mellouli: Labour and Employment Law / Workers' Compensation Law  Isabelle P. Mercure: Tax Law / Trusts and Estates  Patrick A. Molinari: Health Care Law  Marc Ouellet: Labour and Employment Law  Luc Pariseau: Tax Law / Trusts and Estates  Ariane Pasquier: Labour and Employment Law  Martin Pichette: Corporate and Commercial Litigation / Insurance Law / Professional Malpractice Law  Élisabeth Pinard: Family Law / Family Law Mediation  François Renaud: Banking and Finance Law / Structured Finance Law  Marc Rochefort: Securities Law  Judith Rochette: Alternative Dispute Resolution / Insurance Law / Professional Malpractice Law  Ouassim Tadlaoui: Construction Law / Insolvency and Financial Restructuring Law  David Tournier: Banking and Finance Law  Vincent Towner: Commercial Leasing Law  André Vautour: CorporateGovernance Practice / Corporate Law / Energy Law / Information Technology Law / Intellectual Property Law / Private Funds Law / Technology Law / Venture Capital Law  Bruno Verdon: Corporate and Commercial Litigation  Sébastien Vézina: Mergers and Acquisitions Law / Mining Law / Sports Law  Yanick Vlasak: Banking and Finance Law / Corporate and Commercial Litigation / Insolvency and Financial Restructuring Law  Jonathan Warin: Insolvency and Financialanick Vlasak: Banking and Finance Law / Corporate  We are pleased to highlight our next generation, who also distinguished themselves in this directory in the Ones To Watch category: Anne-Marie Asselin: Labour and Employment Law (Ones To Watch) Rosemarie Bhérer Bouffard: Labour and Employment Law (Ones To Watch) Frédéric Bolduc: Labour and Employment Law (Ones To Watch) Marc-André Bouchard: Construction Law (Ones To Watch) Céleste Brouillard-Ross: Construction Law / Corporate and Commercial Litigation (Ones To Watch) Karl Chabot: Construction Law / Corporate and Commercial Litigation / Medical Negligence (Ones To Watch) Justine Chaput: Labour and Employment Law (Ones To Watch) James Duffy: Intellectual Property Law (Ones To Watch) Francis Dumoulin: Corporate Law / Mergers and Acquisitions Law (Ones To Watch) Joseph Gualdieri: Mergers and Acquisitions Law (Ones To Watch) Katerina Kostopoulos: Banking and Finance Law / Corporate Law (Ones To Watch) Joël Larouche: Construction Law / Corporate and Commercial Litigation (Ones To Watch) Despina Mandilaras: Construction Law / Corporate and Commercial Litigation (Ones To Watch) Jean-François Maurice: Corporate Law (Ones To Watch) Jessica Parent: Labour and Employment Law (Ones To Watch) Audrey Pelletier: Tax Law (Ones To Watch) Alexandre Pinard: Labour and Employment Law (Ones To Watch Camille Rioux: Labour and Employment Law (Ones To Watch) Sophie Roy: Insurance Law (Ones To Watch) Chantal Saint-Onge: Corporate and Commercial Litigation (Ones To Watch) Bernard Trang: Banking and Finance Law / Project Finance Law (Ones To Watch) Mylène Vallières: Mergers and Acquisitions Law / Securities Law (Ones To Watch) 

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  3. La Presse’s Big Gamble Pays Off

    Pierre-Elliott Levasseur will always remember a conversation he had in 2010 with Guy Crevier, Editor of La Presse, who was also its president at the time. “The first iPad had just come out. We were both looking at the tablet and, although we didn’t know exactly what to think, we knew we had to do something with this new tool,” says Pierre-Elliott Levasseur, who has been President of La Presse since 2016. The rest, as they say, is history. La Presse’s titanic digital transformation and overhaul of its business model became a case study that has been making headlines for almost 15 years. The last major milestone in this evolution was its change of business model in 2018, when La Presse decided to adopt a not-for-profit structure. This allowed it to diversify its revenue streams by obtaining donations and assistance from the federal and provincial governments, in addition to advertising revenue. Power Corporation would no longer own La Presse, abandoning the business model adopted by the media industry for the past century. This new model also enabled La Presse to become one of the first news media in the country to obtain Registered Journalism Organization (RJO) status. Thanks to this, La Presse can now issue tax receipts to its donors, thus diversifying its income and ensuring its long-term survival. All this was a big gamble in uncharted territory, but La Presse was no stranger to risk taking over the years. Why the change in structure? In a difficult economic climate for media companies, marked by declining ad revenues and fierce digital competition, La Presse has chosen to remain faithful to the principle of free access, which is deeply rooted in its mission. Quality information is a public good, and a public good must serve the entire population, for free. We had to find another business model to increase and diversify our revenue streams. If La Presse hadn’t transformed itself, it wouldn’t have survived. We had no choice but to take the risk. Pierre-Elliott LevasseurPrésident, La Presse Six years later, the gamble has paid off handsomely. Since the launch of the philanthropic model, over 75,000 people have donated to La Presse. La Presse is the largest independent French-language media in North America, with over 500 employees, including 220 in the newsroom. Every month, La Presse reaches 4 million readers, or 60% of Quebec’s adult population. “The quality of the product remained at the heart of all our decisions: we never compromised on that,” says Pierre-Elliott. Human challenges Getting there wasn’t easy. “The expression we used in 2018 when Power Corporation was no longer our owner was ‘we’re leaving the nest.’ We had to find a solution together, because otherwise we’d have gone bankrupt together.” The culture of change that La Presse had developed in previous years as part of its digital transformation was the first step towards success. “It wasn’t our first transformation. But it certainly required a lot of communication to reassure people and convince them that we were heading in the right direction.” Its excellent relationship with the unions was another success factor. “The unions supported us and always acted with us.” In addition to a $50 million contribution to fund the transition, Power Corporation retained responsibility for past retirement plan obligations, which cushioned the risk and reassured employees. Legal challenges On top of the human challenges, there were legal obstacles. In order to convert to a not-for-profit structure, La Presse had to obtain a legislative change from the elected members of the National Assembly. When Power Corporation acquired the newspaper in 1967, the Quebec government passed a law preventing the transfer of ownership to foreign interests. A unanimous vote was required to amend the law. “It was definitely a period of uncertainty. It was difficult to move forward operationally,” recalls Pierre-Elliott. In July 2018, the legislative change was approved, and La Presse became an independent, not-for-profit structure. A few months later, the philanthropic program was launched, and La Presse received its first donations from readers. At the end of 2020, the tax transformation was completed, with the Canada Revenue Agency granting La Presse its Registered Journalism Organization (RJO) status, enabling it to become a qualified donee and issue tax receipts for donations received. Committed donors In 2023, 56,000 donors contributed a total of $7.8 million to La Presse, an increase of 13% over 2022. “We started from zero and have now reached nearly $8 million in donations. This would not have been possible without our loyal donors,” says Pierre-Elliott. La Presse ended the 2023 fiscal year with a positive balance sheet and a $40 million reserve fund. “This fund is designed to ensure La Presse’s long-term future, allowing us to weather economic downturns or technological changes. The fund also allows us to reinvest in our mission and in journalism in Quebec.” Never stop innovating At the same time, La Presse has seen an increase in advertising revenue in a shrinking market. These results can be attributed, in part, to yearly innovations in its advertising product offerings. “Our advertising products are based on data and careful audience segmentation, in full compliance with the industry’s highest privacy standards. We listen to our customers and advertisers to understand their needs before making business decisions,” says Pierre-Elliott. In writing its content, La Presse works with tools used by the world’s leading media, including the BBC and The Guardian, to determine angles for its coverage based on readers’ main information needs: to be informed, but also to have context, to be guided in their lives, and to be inspired and entertained. La Presse’s journalistic mission is supported by a solid business team. For example, La Presse employs specialized technology and business intelligence teams. These two teams have nearly 100 employees working on innovative tools that help La Presse compete ethically and locally with some of the solutions offered by American digital giants. La Presse’s digital transformation and change in business model have been essential to its success. “Our commitment to digital transformation was total. We didn’t compromise.” Today, La Presse has a competitive and strategic advantage that’s hard to rival. This year marks La Presse’s 140th anniversary, while La Presse+ celebrates its 11th. Through many storms, independently and without commercial shareholders, La Presse continues to reinvent itself. Not only has its gamble paid off, but La Presse has also remained true to its mission of delivering quality journalism that’s free and accessible to everyone. And that’s something that will never change,” says Pierre-Elliott.

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