Newspaper readership in Canada remains strong
New data reveals over 75% read a daily each week.
The Newspaper Audience Databank released the 2007/08 NADbank Readership Study for selected markets today, which includes fall 2007 and spring 2008 readership data from the country’s most competitive markets: Toronto, Ottawa-Gatineau, Montréal, Calgary, Edmonton and Vancouver. The Calgary CMA and Edmonton CMA readership reports include 24 hours and Metro results for the first time.
Ottawa-Gatineau led the pack with an 82% over-18 readership of printed or online edition of a daily newspaper. Calgary followed with 79%, Vancouver at 78%, Montreal and Edmonton respectively at 77%, and Toronto at 76%.
Online readership grew with the highest weekly reach in Ottawa-Gatineau (24%), followed by Toronto at 22% and Calgary at 18%.
The new readership results cover 28 Canadian daily newspapers. The Toronto Star led in weekly readership in the Big Smoke, La Presse in Montreal, the Ottawa Citizen in Ottawa-Gatineau, the Calgary Herald in Calgary, the Edmonton Journal and The Province in Vancouver.
The full study, NADbank 2007, provides readership for 85 Canadian daily newspapers and two Detroit dailies in 54 urban markets across Canada, and also includes readership data for 57 community newspapers in 33 markets and product/retail/lifestyle information in 19 markets.