Quebec City is the province’s capital city, employing many government employees. The city is also developing high-technology industries, focusing on areas such as lasers, fiber-optics and pharmaceuticals research. The Quebec Winter Carnival attracts many tourists in February. Quebec City’s Laval University is the oldest Canadian Institution of higher education. Le Journal de Quebec is the number one paper in Quebec City with a weekday readership of 200,900. 61% of Le Journal de Quebec’s weekday readers are adults ages 25-54, compared to only 44% of Le Soleil’s readership. Echo Media works with a variety of media options in Quebec City from newspapers to co-op envelopes. Programs are almost exclusively in French. Source: NADbank 2003 Study; Quebec City CMA; F.P. Canadian Markets 2004