By: E&P Staff The Newspaper Audience Databank (NADbank) -- the Canadian organization that measures newspaper readership -- released its latest findings for four of Canada?s most competitive newspaper markets.
The readership data was collected in the fall of 2005 and the spring of 2006 for Vancouver, Toronto, Ottawa, and Montreal.
The report found that 79% of adults 18+ read a daily newspaper Vancouver and in Ottawa. In Montreal 77% of adults read newspapers and in Toronto, 76% read newspapers.
Readership in Vancouver grew from 50% to 56% when compared to the same period a year ago. Ottawa also experienced an increase in readership from 52% to 53%.
The Toronto Star tops that market as the most read newspaper with a readership of 24% of adults. In Ottawa, the Ottawa Citizen claims the spot with 29%. Le Journal de Montreal is the most read paper in Montreal with 22% of readership while The Province in Vancouver wins the mantle (just barely) with 28%.
Perhaps most notable is rise of the free daily Metro. In Toronto, Metro shares the same readership -- 10% -- with The Globe and Mail. And ten percent of adults read Metro in Montreal. In both Vancouver and Ottawa Metro is read by 6% of all adults.
The NADbank is the principal research arm of the Canadian daily newspaper industry. Like the Audit Bureau of Circulations, it?s a tri-part organization comprised of daily newspapers, advertising agencies, and advertisers.
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