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The Winnipeg Free Press enclosed their submission in a full-colour tabloid-size cover letter, which grabbed the judges' attentions right away:
"By, of and for the community. That's the Winnipeg Free Press. National Audience Data Bank (NADBank) numbers have told our story for years. Among major newspaper markets, the Winnipeg Free Press has the highest readership in Canada. But how do we do that in a town with a handful of free weeklies, four local TV stations, two dozen local radio stations, a national newspaper and a daily tabloid which is largely given away? We do it by creating a community, a place that helps our readers live well in their city -- informing, engaging, entertaining and, above all, listening to them."