By: Jennifer Saba
The Newspaper Audience Databank (NADbank) found that newspapers reach more than three quarters of Canadian adults.
The organization — the Canadian equivalent of the Audit Bureau of Circulations — revealed that 13.9 million adults read a printed edition of a daily newspaper each week in 2007.
Online readership grew 11% since 2006 — 17% of adults read an online newspaper last year.
Taken together, both the print and online editions reach 78% of adults each week.
The NADbank measures readership for 82 Canadian dailies and two dailies in Detroit in 54 markets across Canada.
Breaking down the data further, 50% of all adults read a newspaper yesterday and 26% said they read a newspaper last Sunday.
Smaller markets in Canada have higher readership percentages according to the NADbank. The top five markets by reach (based on the average weekday): Cape Breton, Summerside, New Glasgow, Charlottetown, and Truro.
In the top 10 markets, adults in Winnipeg read the weekly print edition more than any other market with a reach of 82%. Toronto’s weekday reach is 73%, Ottawa-Gatineau is 77%, Montreal is 74%, and Vancouver is 75%.
NADbank found that adults in St. John’s Newfoundland read online newspapers more than adults in other markets. Twenty-seven percent of adults there read a newspaper online.
Ottawa-Gatineau also has a high online readership reach at 24% while Toronto is at 22%.
The Toronto Star has the highest weekly readership in that market reaching 50% of adults. In Montreal La Presse reaches 31% of adults on a weekly basis — more than any other paper in that market. The Ottawa Citizen reaches the most in its market with 54%. The Province and Vancouver Sun are neck in neck in Vancouver at 46% and 47% reach respectively.
The free dailies continue to grow, according to NADbank reaching 28% of adults in Toronto, 25% in Montreal, 30% in Vancouver, and 22% in Ottawa-Gatineau.