With a Saturday newsstand price topping $3, including tax, the Globe and Mail is not targeted at those with low incomes.
Nevertheless, it's surprising to hear publisher and CEO Phillip Crawley declare that he's also not overly enamoured with those of middle incomes, either.
The journalism.co.uk website has reported Crawley's statement at World Publishing Expo 2013 that his company is aiming at a "high-end market".
"We are really only interested in readers who earn more than $100,000," Crawley said, according to the website report.
According to Statistics Canada, there were slightly more than 1.6 million people in this country who earned $100,000 or more in 2011.
Nearly 200,000 of them lived in British Columbia.
Canada's population in 2012 reached 34.9 million.
For anyone interested in mathematics, it means that the Globe and Mail is "only interested" in attracting readership from about five percent of the population.
It's not the first time a Globe publisher has sloughed off poor readers. One of his predecessors, Roy Megarry, stopped offering home delivery in postal codes where average income levels weren't up to the newspaper's standards.
The Globe and Mail's majority owner, the Thomson family, doesn't have to worry about that ever happening to them. It had a net worth of $20.3 billion as of March 2013, according to Forbes magazine. That ranked first in Canada and 24th in the world.