Half of Adults Read Daily Newspapers in Canada

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By: E&P Staff

Almost 50% of people in Canada’s four largest markets read a newspaper on an average weekday, according to the latest results from the Newspaper Audience Databank (NADbank).

NADbank measures readership for Toronto, Montreal, Vancouver, and Ottawa-Gatineau. The data for this survey was conducted in the fall of 2006 and the spring of 2007.

Vancouver tops the four markets with the highest average weekday readership of 53%, followed by Ottawa-Gatineau and Montreal, both at 51%, then Toronto at 47%.

On Sunday, print readership falls compared to daily readership. Twenty-eight percent of adults read a Sunday newspaper in Toronto, 35% do so in Montreal, 23% in Vancouver, and 33% in Ottawa-Gatineau.

The Ottawa Citizen can claim the most daily readers in its market at 28%. In Toronto, 23% of adults read the Toronto Star. Twenty-six percent of adults read The Vancouver Sun on an average weekday while 21% of adults read Le Journal de Montreal.

In Toronto 20% of adults read a newspaper online each week, 15% of adults do so in Montreal and Vancouver respectively, and 22% of adults in Ottawa-Gatineau.

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