NADbank Finds Readership of Canadian Daily Newspapers Remains Strong

Posted Wednesday, September 28, 2011 8:53 am

By: Press Release | NADbank

TORONTO - NADbank Inc. (Newspaper Audience Databank) today announces the release of the 2010/11 NADbank Fall Readership Study. This release includes readership data from the fall of 2010 and the spring of 2011 for the million-plus markets: Toronto, Montréal, Vancouver,Ottawa-Gatineau, Calgary, Edmonton, as well as Halifax.

The results of this study confirm that daily newspapers continue to be a vital source of news, information and entertainment for consumers in seven of Canada’s largest and most competitive markets. The readership of daily newspapers both for printed and online editions remains stable in all these markets.

In Toronto 75% of adults 18+ read either a printed or online edition of a daily newspaper each week. Readership results for other markets are 77% in Montréal, 81% in Vancouver, 79% in Ottawa-Gatineau, 77% in Calgary, and 76% in Edmonton. Online readership is highest in Ottawa-Gatineau (27%) followed by Toronto (26%) and Calgary (25%).

Readers continue to migrate between print and website editions over the week. It is on a daily, rather than weekly, basis that website readership has its greatest impact. On the average weekday readership of the printed editions remains the predominant format; however, readers are more likely to choose to read either the print or website edition. The table below shows reach of print and total reach including website readership.

Today’s release provides members with access to new readership results for 31 Canadian daily newspapers. The full Study, NADbank 2010 released last spring, provides readership for 81 Canadian daily newspapers and 2 Detroit dailies in 53 urban markets across Canada. Also available is readership data for 60 community newspapers in 33 markets and product/retail/lifestyle information in 21 markets.

NADbank Inc. is the principal research arm of the Canadian Daily Newspaper industry and a tripartite organization whose membership is comprised of daily newspapers, advertising agencies, media companies and advertisers. NADbank conducts annual readership, product, retail and lifestyle category studies in urban markets across Canada.

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NADbank Finds Readership of Canadian Daily Newspapers Remains Strong

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