* More than 1,250,000 adults in Vancouver report reading a weekday or weekend edition of their local community newspaper. This is 78% of the city’s adult population.
* By comparison, 67% of adults report reading any daily newspaper (weekday or weekend).
* Almost a quarter of the Vancouver population (367,900 adults) cannot be reached with daily newspapers and only read community newspapers.
* Exclusive community newspaper readers in Vancouver tend to be female and between the ages of 25 and 34.
And when it comes to other media in Vancouver:
* 27% of adults admit they didn’t listen to any radio yesterday.
* 15% report listening to non-commercial CBC stations.
* 44% of adults report watching less than 9.5 hours of television in the past week, or less than an hour and a half a day.
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.
