Toronto-based Newspaper Audience Databank, principal research arm of the Canadian daily newspaper industry, has released the 2009/10 NADbank Readership Study, which it says confirms that dailies remain a "vital source of news, information and entertainment for consumers in seven of Canada's largest and most competitive markets."
NADbank has posted readership data from fall 2009 and spring 2010 for the million-plus markets of Toronto, Montréal, Vancouver, Ottawa-Gatineau, Calgary, and Edmonton, as well as for Halifax. Readership of daily newspapers' print editions and Websites is stable in all these markets.
Among the million-plus markets, 76% of Toronto residents over 18 read either a printed or online edition of a daily newspaper each week. Results kept climbing in other markets: 77% in Montréal, 78% in Calgary, and Edmonton, 79% in Vancouver and Ottawa-Gatineau.
Online readership registered highest in Ottawa-Gatineau, at 30%, followed by Toronto and Calgary, both at 25%.
Information released this week provides NADbank members with access to new readership results for 31 Canadian dailies. The full Study, NADbank 2009, released last spring, provides readership for 81 Canadian dailies and two Detroit dailies, in a total of 53 urban markets across Canada.
Also available are readership data for 60 community newspapers in 33 markets and product/retail/lifestyle information in 22 markets.
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