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1709761549 Steven Mnuchin leads 1 billion effort to save NYCB

Steven Mnuchin leads $1 billion effort to save NYCB

New York Community Bank (NYCB) made a dramatic attempt to regain investor confidence by announcing a new CEO and a $1 billion cash infusion from a group that includes former Treasury Secretary Steven Mnuchin.

Wednesday's moves came after shares of the $114 billion lender fell as much as 45% following reports that NYCB was looking for investors willing to buy shares in the company.

After the $1 billion deal was announced, the stock rallied as much as 18%. It ended the day up more than 7%.

Firms lined up to provide the infusion included Liberty Strategic Capital, a company Mnuchin founded in 2021, as well as Hudson Bay Capital, Reverence Capital Partners and Citadel Global Equities.

She and several bank executives will buy common and convertible preferred stock, effectively taking control of the Hicksville, N.Y.-based company.

The deal also brings a new change at the top. Former Comptroller of the Currency Joseph Otting will become NYCB's new CEO, the third person to hold the title in recent weeks.

The transaction is scheduled to close on March 11 and is subject to regulatory approval.

Steven Mnuchin, founder and managing partner of Liberty Strategic Capital and former U.S. Treasury Secretary, speaks at the 2021 Milken Institute Global Conference in Beverly Hills, California, U.S., October 19, 2021. REUTERS/David SwansonSteven Mnuchin, founder and managing partner of Liberty Strategic Capital and former U.S. Treasury Secretary, speaks at the 2021 Milken Institute Global Conference in Beverly Hills, California, U.S., October 19, 2021. REUTERS/David Swanson

Steven Mnuchin, founder of Liberty Strategic Capital and former Treasury Secretary. Portal/David Swanson (Portal / Portal)

“In evaluating this investment, we considered the bank’s credit risk profile,” Mnuchin said in a news release. His company is expected to contribute $450 million, more than the other investors.

“With over $1 billion of capital invested in the bank, we believe we now have sufficient capital should reserves need to be increased in the future to match or exceed the coverage ratio of NYCB's major bank peers to surpass.”

Mnuchin, who served as Treasury secretary under President Donald Trump and was previously a partner at Goldman Sachs, has experience with another troubled bank.

Customer Barbara Fox waits outside the IndyMac Bank in Santa Monica on Thursday, July 17, 2008.  The frustration didn't stop for some IndyMac customers when they were finally able to withdraw their money from the failing Southern California bank that was seized by federal regulators last week.  Some people had even more problems when trying to deposit IndyMac bank checks at other banks.  (AP Photo/Nick Ut)Customer Barbara Fox waits outside the IndyMac Bank in Santa Monica on Thursday, July 17, 2008.  The frustration didn't stop for some IndyMac customers when they were finally able to withdraw their money from the failing Southern California bank that was seized by federal regulators last week.  Some people had even more problems when trying to deposit IndyMac bank checks at other banks.  (AP Photo/Nick Ut)

IndyMac was a major bank failure during the 2008 financial crisis. (AP Photo/Nick Ut) (ASSOCIATED PRESS)

In 2009, he was part of a group of investors that acquired California mortgage lender IndyMac Bank for about $1.5 billion after it was seized by the federal government during the 2008 financial crisis.

The story goes on

He and the group renamed the lender OneWest and hired Otting to handle the turnaround. OneWest was eventually sold to CIT Bank for more than $3 billion, and Otting later served as acting Comptroller of the Currency during the Trump administration.

This renewed rescue of NYCB brings several changes in NYCB's leadership. Otting replaces as CEO Alessandro DiNello, who served as the bank's true boss since February 6 and officially became CEO last week following the departure of longtime CEO Thomas Cangemi.

DiNello will become non-executive chairman of a smaller nine-member board that includes a number of new faces, including Mnuchin, Otting, Hudson Bay's Allen Puwalski and Reverence Capital's Milton Berlinski.

“We welcome the approach that Liberty and its partners have taken in evaluating the bank and look forward to incorporating their insights in the future,” said DiNello. It is “a positive confirmation of the ongoing trend reversal and allows us to implement our strategy from a position of strength.”

NYCB shares first began falling on Jan. 31 when it surprised analysts by cutting its dividend and setting aside more for loan losses.

The turmoil intensified again last week after the company announced the exit of Cangemi, weaknesses in its internal controls and a tenfold increase in its fourth-quarter loss to $2.7 billion.

The dilemma facing New York Community Bancorp comes about a year after the collapses of Silicon Valley Bank and Signature Bank, whose seizures sparked widespread panic among depositors.

Now there are new fears that the growing weakness in commercial real estate could spill over into other banks and cause new problems.

Fed Chairman Jerome Powell said Wednesday that banks' exposure to commercial real estate was “manageable” but that “some lenders will experience losses.”

The Fed is in contact with banks to ensure they have enough liquidity and capital to absorb any losses, he told lawmakers during a hearing in Washington.

Federal Reserve Board Chairman Jerome Powell appears before the House Financial Services Committee on Capitol Hill in Washington, Wednesday, March 6, 2024.  (AP Photo/Mark Schiefelbein)Federal Reserve Board Chairman Jerome Powell appears before the House Financial Services Committee on Capitol Hill in Washington, Wednesday, March 6, 2024.  (AP Photo/Mark Schiefelbein)

Federal Reserve Board Chairman Jerome Powell appeared before the House Financial Services Committee on Wednesday. (AP Photo/Mark Schiefelbein) (ASSOCIATED PRESS)

“I am confident that we are doing the right things. I believe the problem is manageable. If that changes, I will say so.”

NYCB played the role of savior during last year's crisis, agreeing to take over Signature's assets seized by regulators. But it also pushed NYCB's assets past $100 billion, a threshold that drew tighter scrutiny from regulators.

NYCB said these stricter requirements led to the decision to cut the dividend and set aside more for future loan losses.

NEW YORK, NEW YORK – FEBRUARY 8: A New York Community Bank stands in Brooklyn on February 8, 2024 in New York City.  New York Community Bancorp, a regional lender, has lost about 60% of its value in the past eight days and its credit rating was downgraded to junk by Moody's.  (Photo by Spencer Platt/Getty Images)NEW YORK, NEW YORK – FEBRUARY 8: A New York Community Bank stands in Brooklyn on February 8, 2024 in New York City.  New York Community Bancorp, a regional lender, has lost about 60% of its value in the past eight days and its credit rating was downgraded to junk by Moody's.  (Photo by Spencer Platt/Getty Images)

A New York Community Bank branch in Brooklyn. (Photo by Spencer Platt/Getty Images) (Spencer Platt via Getty Images)

It allocated $552 million, well above estimates, to address weaknesses related to office properties and multifamily housing. NYCB is a major lender of rent-controlled apartments in New York City.

The panic at Silicon Valley Bank began last March after the bank sold assets at a loss, making it harder to raise needed capital.

“When you sell assets, you take losses, so it's better to have capital before you sell assets,” Chris Marinac, a Janney analyst who covers the bank, told Yahoo Finance.

David Hollerith is a senior reporter at Yahoo Finance, covering banking, crypto and other financial areas.

Click here for a detailed analysis of the latest stock market news and events affecting stock prices.

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1709757925 Sugar season Maple producers hope to replenish their coffers this

Sugar season: Maple producers hope to replenish their coffers this year

With mild weather expected to hit Quebec in the coming weeks, expectations are high for the province's maple producers, who are hoping for a good sugar season to replenish their coffers.

• Also read: The maple trees are already declining and that is a problem

On the mountainside in Saint-Malachie, Martin Guay is already preparing to hunt down the leaks in early March.

“I'm still hopeful we'll start early this year,” said the man, who expects more than 15,000 taps in his family's sugar bush. “[Début mars]“I've never seen the shoots running in bunches before,” adds the man, who is particularly afraid of his maple trees suddenly freezing again.

maple syrup

Martin Guay is a maple producer in Saint-Malachie, in the MRC Bellechasse. Photo Jean-Philippe Guilbault

“In recent years, with climate change, we have realized that even though we have the best equipment and the best pumps in the world, Mother Nature always has the final say in the end,” says Mr Guay.

In Rivière-Bleue, in Bas-Saint-Laurent, Justin Plourde also describes the last few days as “unusual”. He has already started collecting “very good quality” maple sap.

“It feels like the beginning of April when the fields are free of snow,” he notes. “There is no heat record that has been broken. […] These are great conditions.”

However, nothing has been won yet, as the mild but not too hot weather is expected to last for several more weeks.

“The Météomedia website has probably never been more popular!” jokes Mr Plourde.

Fill up

Recent volatile seasons have eroded the strategic maple syrup reserve, leaving only 15 million pounds of syrup to make up for production shortfalls.

“Last year's small harvest, combined with continued international demand, put a heavy strain on the reserve,” explains Quebec maple syrup producers spokesman Joël Vaudeville.

Not to mention the craze for maple syrup during the pandemic. Between 2019 and 2020, syrup exports increased twice by 20%.

“When it comes to maple syrup, the years follow one another, but are not the same,” admits the spokesman.

Growers are therefore betting big on this season and 7 million additional taps have been approved in the province's maple groves. When maple trees decline, we want to maximize yield.

These new cuts represent nearly half a billion dollars in private investment.

“Our goal is to provide supplies [la réserve stratégique] to £100 million within five years,” said Mr Vaudeville.

Martin Guay shares the same sense of urgency as the association that represents him.

“This year we have no choice: we have to make syrup, because if we still had a small harvest it would be a disaster,” he says. “We are investing significant amounts of money.”

Production of maple syrup in Quebec

  • 2019: 159.4 million pounds
  • 2020: 175.1 million pounds
  • 2021: 132.8 million pounds
  • 2022: 211.3 million pounds
  • 2023: 124 million pounds

Year-end inventory of the strategic maple syrup reserve

  • 2019: 101.5 million pounds
  • 2020: 104.8 million pounds
  • 2021: 37.4 million pounds
  • 2022: 36.5 million pounds
  • 2023: 15 million pounds

Source: Quebec maple syrup manufacturer

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NYCB shares are rallying after the troubled regional bank announces

NYCB shares are rallying after the troubled regional bank announces a $1 billion capital raise

Troubled regional lender New York Community Bancorp announced a $1 billion capital raise and a leadership change led by former Treasury Secretary Steven Mnuchin on Wednesday, leading to a significant boost in its stock.

NYCB has agreed to a deal with several investment firms, including Mnuchin's Liberty Strategic Capital, Hudson Bay Capital and Reverence Capital Partners, for more than $1 billion in exchange for shares in the regional bank, according to a news release Wednesday afternoon.

Mnuchin will be one of four new members of the bank's board as part of the deal. Joseph Otting, former comptroller of the currency, also joins the board and takes over management.

The stock rose sharply following the announcement, but trading was extremely volatile. Shares were briefly halted that day, rising nearly 30%. When trading resumed, it gave back some of those gains and was last at around 4% on the day after further disruptions.

Prior to the press release, the stock had fallen 42% that day following reports from Portal and the Wall Street Journal that NYCB was exploring a capital increase.

See grafic…

NYCB shares fell sharply on Wednesday.

The stock was at its low below $2 a share on Wednesday, the latest negative milestone for a company that was above $10 a share at the start of January.

The cash injection is the latest development in a turbulent start to the year for NYCB. The bank said in late January that it was dramatically increasing provisions for potential loan losses on its balance sheet, with its exposure to commercial real estate a potential concern. Shortly thereafter, Moody's Investors Service downgraded the bank's credit rating to junk status and NYCB named former Flagstar Bank CEO Alessandro DiNello as chairman of the board.

Then last week, NYCB announced that it had “identified material weaknesses in the company's internal controls related to internal credit review” and announced that DiNello would take over as CEO in what turned out to be a short term.

The questions surrounding NYCB are reminiscent of those surrounding Silicon Valley Bank, Signature Bank and First Republic before all three failed in spring 2023. They were among several regional banks that struggled as higher interest rates depressed the value of older Treasury holdings and led some depositors to move their accounts elsewhere.

With the U.S. economy remaining surprisingly strong and inflation still above the Federal Reserve's 2 percent target, traders have scaled back their expectations for rate cuts this year. The environment of higher and longer-term interest rates could keep pressure on the banks themselves and on commercial real estate, which is a key business for NYCB and many other regional lenders.

The trouble surrounding NYCB may have caught both regulators and investors by surprise. The regional lender acquired a majority of Signature Bank from receivership by the Federal Deposit Insurance Corporation last March.

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Here are the province39s top 5 assets

Here are the province's top 5 assets!

Jeff Bezos, the founder of Amazon, reclaimed his place as the world's richest man on Tuesday, overtaking his rival Elon Musk.

Mr. Bezos's fortune is currently estimated at $200 billion, while Mr. Musk's is estimated at closer to $198 billion.

Not far from them we find Bernard Arnault, whose fortune would amount to 197 billion dollars.

To put these fates in perspective, let us compare them with the most important fates of the province.

Alain Bouchard, founder of Couche-Tard: $7.7 billion.

Lino Saputo, founder of dairy products company Saputo: $4.3 billion.

Jacques d'Amours, co-founder of Couche-Tard: $3.7 billion.

Jean Coutu, founder of the company of the same name: $3.1 billion.

Serge Godin, founder of CGI: $3 billion.

For all the details, listen to Simon Philibert's explanations in the video at the beginning of the article.

Here are the province's top 5 assets! Read More »

1709753459 Interest rate cuts likely at some point this year Fed

Interest rate cuts likely “at some point” this year: Fed Chairman Powell

Federal Reserve Chairman Jerome Powell told House Democrats on Wednesday that interest rate cuts were likely “sometime” in 2024 and that he was open to big changes to a controversial proposal that would require banks to hold more capital.

The central bank chief covered a range of topics during his three hours of testimony before the House Financial Services Committee, touching on everything from immigration to commercial real estate to housing.

However, two topics dominated: monetary policy and banking regulation.

Powell made it clear that he still expects cuts “at some point this year,” even after some hot numbers on inflation, but also warned that the Fed will take its time.

“We want to see a little bit more data,” he added during the question-and-answer session.

Powell also made clear Wednesday that he expects “sweeping and significant” changes to a proposed Fed rule that would require the largest U.S. lenders to maintain larger buffers against future losses.

The rule, the most aggressive change to banking regulation since the 2008 financial crisis, was criticized by Republicans, some Democrats and many banks.

“It is more important that we do it right than that we do it quickly,” he said of that proposal, known as the Basel III endgame.

He did not rule out heeding calls to withdraw the idea and start over with a new proposal.

“If this turns out to be the right thing to do, we won’t hesitate to do it,” Powell said.

Read more: What the Fed's rate decision means for bank accounts, CDs, loans and credit cards

UNITED STATES – JUNE 22: Federal Reserve Chairman Jerome Powell prepares to testify during the Senate Banking, Housing and Urban Affairs Committee hearing entitled UNITED STATES – JUNE 22: Federal Reserve Chairman Jerome Powell prepares to testify during the Senate Banking, Housing and Urban Affairs Committee hearing entitled

Federal Reserve Chairman Jerome Powell prepares to testify during a Senate hearing in June 2023. (Tom Williams/CQ-Roll Call, Inc via Getty Images) (Tom Williams via Getty Images)

Lawmakers from both parties, including House Financial Services Chairman Patrick McHenry of North Carolina, focused on bank capital rules during their questioning of the Fed chair.

“Regulators should pull it back and start over,” McHenry said of these capital rules.

Elsewhere, Powell acknowledged the large amount of feedback his agency had received on the proposal, saying it was “unlike anything I've ever seen.”

The story goes on

Democratic Rep. Maxine Waters of California focused her remarks on housing, saying it is the No. 1 driver of inflation.

“Until we address the underlying housing shortage,” she said, “inflation will remain too high.”

Powell responded that he was indeed monitoring the issue, but that housing was one of several measures he was focused on, saying the “overall story” was a decline in inflation overall.

At other times, he weighed in on topics such as the role of immigration on the economy, last year's bank failures, the potential impact of AI on financial services and the challenges banks face from exposure to commercial real estate.

He said commercial real estate is a “manageable” issue for mid-sized banks, although he expects some losses.

It's an issue the central bank will work on for “several years,” he added.

He also spoke more generally about the economy, often emphasizing that economic developments could go in different directions in the coming months and change the central bank's next steps.

“The pandemic is still writing the history of our economy and we should just be prepared to be surprised with the next chapter, like we were with 2023,” he said.

'Bumpy'

Powell's testimony to House Democrats comes two weeks before the central bank's next policy meeting, where officials are widely expected to leave interest rates unchanged for the fifth straight day.

The Fed last raised interest rates in July 2023 to a range of 5.25% to 5.5%, a 22-year high, as part of the most aggressive campaign to cool inflation since the 1980s.

Powell first suggested in December that the Fed would likely move to cut rates in 2024, and his colleagues predicted a consensus of three rate cuts this year. This led many investors to predict that the first cut would occur in March.

But in the first two months of 2024, Powell and some of his Fed colleagues have warned the public about how soon monetary policy easing might begin, pushing back expectations for cuts to later in the year.

Some better-than-expected inflation numbers and strong employment numbers only reinforced this cautious approach.

First, the Consumer Price Index (CPI) was hotter in January than economists expected, as was the Producer Price Index (PPI), which measures the prices companies pay to produce products and services.

Then last week, the Fed's preferred inflation indicator – the core personal consumption expenditures (PCE) index – rose 0.4% from the previous month, marking the largest increase since January 2023.

The monthly increase marked a significant shift in inflation data. On a six-month annualized basis, core PCE now stands at 2.5%, above the 1.9% level reached in the previous two reporting periods.

Several Fed officials have recently warned that the path to the Fed's 2 percent target will be “bumpy,” and they suggested cuts could now come in the summer or “later this year.” That puts the Fed on a collision course with the presidential election in November.

Powell highlighted the Fed's dilemma in his remarks on Wednesday. In his opinion, cutting interest rates too early could lead to the undoing of excessive progress made so far in reducing inflation. But the Fed also doesn't want to keep interest rates high so long that it weakens the economy, he added.

Investors appear to be listening to the Fed's cautious commentary. They now expect the first rate cut in June instead of March. They also expect three for the year, after estimating a total of six at the start of the year.

However, that timeline could slip even further if progress on inflation stalls or the labor market and wages continue to outperform expectations. A prominent economist has already predicted that the Fed will not raise interest rates at all this year.

“The economic outlook is uncertain and further progress toward our 2% inflation target is not assured,” Powell said in his remarks on Wednesday.

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TikTok More and more income for YouTubers

TikTok: More and more income for YouTubers

TikTok creators' revenue has increased 250% in the last six months thanks to the new TikTok Creator Fund, the company announced in a press release on Tuesday.

This is the new creator compensation program, reinvented a year ago, replacing a $1 billion (approximately CAN$1.35 billion) fund widely used by TikTok content creators was criticized.

The redesigned fund addresses creators' complaints about low payouts under the previous model, with some earning minimal amounts for videos that attracted millions of views.

Originally known as the Creativity Program, the revised program will now be called the Creator Rewards Program following the completion of beta. Unlike its predecessor, this program rewards creators for longer content and offers incentives for videos longer than a minute. TikTok is seeing a significant increase in user engagement with longer videos, with viewers spending 50% of their time on the app watching such content.

Paid subscription program

TikTok also announced Tuesday that creators could now offer paid subscriptions as part of its latest push to offer more monetization options to attract top talent to the app.

The company announced in its press release that its subscription option, formerly known as “Live Subscription,” will be expanded to non-live creators in the coming weeks.

TikTok: More and more income for YouTubers Read More »

SEC adopts rules to improve and standardize climate-related disclosures for investors

The Securities and Exchange Commission today adopted rules to improve and standardize climate-related disclosures by public companies and in public offerings. The final rules reflect the Commission's efforts to respond to investor demand for more consistent, comparable, and reliable information about the financial impact of climate-related risks on a registrant's business and how it manages those risks, while addressing mitigation concerns the associated costs offset the rules.

“Our federal securities laws establish a basic business. Investors can decide what risks they want to take as long as companies raising public money make what President Franklin Roosevelt called “full and truthful disclosure,” SEC Chairman Gary Gensler said. “Over the past 90 years, the SEC has from time to time updated the disclosure requirements underlying this fundamental agreement and, as necessary, provided guidance regarding those disclosure requirements.”

Chairman Gensler added: “These final rules build on previous requirements by requiring disclosure of material climate risks by public companies and in public offerings. The rules will provide investors with consistent, comparable and useful information and issuers with clear reporting requirements. In addition, they will provide specific details about what companies must disclose, which will provide more useful information than what investors see today. They will also require that climate risk disclosures be included in a company’s SEC filings, such as annual reports and registration statements, rather than on company websites, which will help make them more reliable.”

Specifically, the final rules require a registrant to disclose:

  • Climate-related risks that have had or are likely to have a material impact on the registrant's business strategy, results of operations or financial condition;
  • The actual and potential material impact of any identified climate-related risks on the registrant's strategy, business model and prospects;
  • If a registrant has taken actions to mitigate or adapt to a material climate-related risk as part of its strategy, a quantitative and qualitative description of the material expenses incurred and material impacts on financial estimates and assumptions that arise directly from such mitigation or adaptation activities;
  • Specified disclosures regarding a registrant's activities (if any) to mitigate or adapt to a material climate-related risk, including the use of transition plans, scenario analyzes or internal carbon prices (if any);
  • Any board oversight of climate-related risks and any role of management in assessing and managing the registrant's material climate-related risks;
  • Any processes the registrant has in place to identify, assess and manage material climate-related risks and, if the registrant manages those risks, whether and how such processes are integrated into the registrant's overall risk management system or processes;
  • Information about a registrant's climate-related goals or objectives, if any, that have materially affected or are likely to materially affect the registrant's business, results of operations or financial condition. Disclosures include material expenditures and material impacts on financial estimates and assumptions as a direct result of the goal or objective or actions taken to make progress toward achieving that goal or objective;
  • For large accelerated filers (LAFs) and accelerated filers (AFs) not otherwise exempt, information on significant Scope 1 emissions and/or Scope 2 emissions;
  • For those required to disclose Scope 1 and/or Scope 2 emissions, a safety report at the limited assurance level, which for a LAF will be at the reasonable assurance level after an additional transition period;
  • Capitalized costs, recognized expenses, charges and losses incurred as a result of severe weather events and other natural conditions such as hurricanes, tornadoes, floods, droughts, wildfires, extreme temperatures and sea level rise are subject to the applicable one percent de minimis disclosure thresholds, disclosed in a note to the financial statements;
  • The capitalized costs, recognized expenses and losses associated with carbon offsets and renewable energy credits or certificates (RECs), when used as an integral part of a registrant's plans to achieve its disclosed climate-related objectives, will be disclosed in a note to the financial statements Testify; And
  • If the estimates and assumptions that a registrant uses in preparing the financial statements have been materially affected by risks and uncertainties associated with severe weather and other natural conditions or disclosed climate-related goals or transition plans, a qualitative description of the development of those estimates and assumptions, as set forth in disclosed in a note to the annual financial statements.

Prior to adopting the final rules, the Commission reviewed more than 24,000 comment letters, including more than 4,500 individual letters submitted in response to the publication of the proposed rule issued in March 2022.

The adoption notice will be posted on SEC.gov and published in the Federal Register. The final rules will be effective 60 days after publication of the adoption clearance in the Federal Register, and compliance dates for the rules will be phased in for all registrants, with the compliance date depending on the registrant's filing status.

SEC adopts rules to improve and standardize climate-related disclosures for investors Read More »

1709745891 Post in French Ridiculousing Quebec is enough founds marketing

Post in French: “Ridiculousing Quebec” is enough! founds marketing expert Toronto

THE Quebec is being ridiculed must stop, says the president of a Toronto marketing firm, shocked by a CBC report suggesting French signage regulations are absurd. “That's not fair Quebec is being ridiculedit is downright Quebec bashing!” protests the French imperative movement.

“When life gives you lemons, make lemonade.” This is the message that Éric Blais, president of Headspace Marketing in Toronto, tries to convey every day to “decision makers in English Canada doing business in Quebec.”

In fact, many of them are worried because, according to a proposed regulation presented earlier this year, by June 2025 all companies will have to ensure that their signs contain twice as much French as any other language.

“It is certainly restrictive, like any new regulation,” admits the marketer. “But it’s also a great business opportunity.”

Post in French Ridiculousing Quebec is enough founds marketing

Éric Blais is president of Toronto marketing firm Headspace. “decency”

Quebec bashing

However, Mr. Blais notes that it is a little more difficult to get that message across these days because of an atmosphere of mockery of Quebec that maintains “confusion and uncertainty” about the requirements that will soon have to be met.

  • Listen to Yves Daoust's economics section above

    QUB :

As an example, the marketer cites a CBC report that, among other things, explains what certain companies (Canadian Tire, Subway, Costco, Dollarama) would look like if they strictly applied the models exemplified in the infographics created by the government.

To a little jazz tune, we then see giant French words (store, restaurant, warehouse) appear above the signs of certain businesses, all with a sound effect that gives the whole thing a rather comical look.

“There is a little tone of voice that suggests that it is ridiculous and that really doesn't help,” breathes Éric Blais, while clarifying that he is “not defending the law or the government,” which he believes should provide clearer guidelines Company.

1709745880 466 Post in French Ridiculousing Quebec is enough founds marketing

This is exactly the point of the report, defended the CBC in a written statement. “The purpose of our story was to highlight the apparent confusion surrounding the law and the lack of clarity on this matter,” a spokesperson said in an email in English.

The president of the French Imperative Movement, Jean-Paul Perreault, sees this report differently. “It’s Francophobia, it’s extremism […] ! “, he said indignantly in an interview.

myopia

Without going that far, Mr. Blais emphasizes that the misconception that the word “store” has to be written everywhere is on the rise among business people. “Everyone is sticking to that […]. But this interpretation is a little short-sighted,” argues the president of the Toronto company, recalling that the overall presence of French should be at the forefront on permanent and visible exhibits.

“In reality, it is an opportunity for retailers to strengthen the value of their brand and differentiate themselves from the competition, for example by adding a slogan,” he explains.

1709745882 490 Post in French Ridiculousing Quebec is enough founds marketing

“We spend a fortune on advertising to show what we have to offer, and yet we already have walls that could very well be used for that!”

“It may require adjustments to municipal or shopping center regulations, but there remains a more realistic route to comply with the legislation.”

“Ultimately, there will be entrepreneurs who recognize the business opportunity and are willing to comply. Others will do it by giving in, and others will not do it and be fined,” the marketer concludes prosaically.

Advertisement in French: “Opponents spread falsehoods,” says Quebec

It is not the government's fault if there is confusion about the signage rules in French, defends the office of Minister Jean-François Roberge, who believes that some of his opponents are showing disbelief.

“Yes,” said a spokesman for the Office of the Minister of French Language when asked whether he believed there was misinformation circulating about the draft regulation on commercial signage in French.

1709745884 192 Post in French Ridiculousing Quebec is enough founds marketing

Archive photo

“Unfortunately, this is often the case when it comes to Quebec defending its distinctiveness and its French face,” he added.

But doesn't the government bear some of the responsibility for the confusion surrounding the rules it wants to introduce? “We can always do better,” agreed Mr Roberge’s cabinet, before heaping abuse on his opponents.

“However, good will is required and unfortunately some opponents seem to prefer spreading falsehoods and stirring up fear rather than actually taking part in the debate,” it said, without giving a specific example.

The government is clear

Although a marketing expert who supports English-Canadian companies operating in Quebec claims that the government's infographics are not entirely sufficient to understand the nuances of the proposed regulation, Quebec says it has provided “illustrative examples to encourage Quebecers to inform about future requirements.” .

“The Office québécois de la langue française has also met with dozens of companies since the publication of the draft regulations to explain to them the government's intentions,” Mr. Roberge's office added.

Finally, Quebec recalls that the final regulation “has not yet entered into force” and that the comments received are currently being evaluated.

scenario

We have therefore asked the government to comment on a situation that is often discussed in the public sphere. Does Canadian Tire actually have to write the word “Store” in large letters on all branches?

“It is the OQLF that carries out the analysis of compliance with the Charter and our rules for specific cases,” the company initially announced.

However, the presence of descriptions and general French terms such as “automotive center” or “garden center” could ensure that Canadian Tire does not have to change its ad, it said at the time.

1709745887 471 Post in French Ridiculousing Quebec is enough founds marketing

“decency”

“I can’t speak for all of the retailer’s banners, but from the examples I’ve seen they appear to be consistent with the government’s intentions.”

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