ComBase Market Focus: National community newspaper readership

While 69% of Canadian adults read the last weekday issue of their community newspaper, only 47% read yesterday's weekday daily.
* 26% are exclusive community paper readers.
* 42% of Canadians are light TV viewers.
* 26% of Canadians did not listen to radio yesterday.
* 9% listen only to CBC.

Among adults with a college, university, or post-grad education, 67% read community papers compared to 52% that read the daily paper.
* 60% of adults 18 to 24 read the last weekday issue of their community newspaper compared to 37% who read their weekday daily newspaper.
* 67% of professionals read their community paper compared to 52% that read their daily newspaper.
* 72% of adults with a household income over $75,000 read the last weekday issue of their community newspaper compared to 61% who report they read the weekday daily newspaper.

Exclusive community newspaper readership:
* 27% of women read only their community newspaper.
* 31% of self-employed adults only read their community paper and cannot be reached with advertising in daily newspapers.

Source: ComBase 2003-2004 Study
ComBase, the Community Newspaper Database, is a syndicated consumer-media survey of more than 400 Canadian markets that provides market-by-market information. It is an initiative of the Canadian Community Newspaper Association and its nearly 700 members across the country. For more information, contact Kelly Levson, senior project manager, kellylevson@combase.ca.

While 69% of Canadian adults read the last weekday issue of their community newspaper, only 47% read yesterday’s weekday daily.

* 26% are exclusive community paper readers.

* 42% of Canadians are light TV viewers.

* 26% of Canadians did not listen to radio yesterday.

* 9% listen only to CBC.

Among adults with a college, university, or post-grad education, 67% read community papers compared to 52% that read the daily paper.

* 60% of adults 18 to 24 read the last weekday issue of their community newspaper compared to 37% who read their weekday daily newspaper.

* 67% of professionals read their community paper compared to 52% that read their daily newspaper.

* 72% of adults with a household income over $75,000 read the last weekday issue of their community newspaper compared to 61% who report they read the weekday daily newspaper.

Exclusive community newspaper readership:

* 27% of women read only their community newspaper.

* 31% of self-employed adults only read their community paper and cannot be reached with advertising in daily newspapers.

Source: ComBase 2003-2004 Study

ComBase, the Community Newspaper Database, is a syndicated consumer-media survey of more than 400 Canadian markets that provides market-by-market information. It is an initiative of the Canadian Community Newspaper Association and its nearly 700 members across the country. For more information, contact Kelly Levson, senior project manager, kellylevson@combase.ca.