* 54% of adults in Atlantic Canada read last weekday issue of their community newspaper.
* 47% read yesterday’s weekday daily.
* 27% of community newspaper readers are exclusive community paper readers.
* 36% of Atlantic adults are light TV viewers.
* 28% of Atlantic adults did not listen to radio yesterday.
* 10% listen only to CBC radio.
Even in the most desirable target groups, community newspapers are better read than daily newspapers in Atlantic Canada.
* Among adults with a college/university+ education, 56% read community papers compared to 35% that read the daily.
* Among adults with household incomes over $75K, 62% read the community paper compared to 52% reading the daily.
* 42% of adults aged 18 to 24 read the last weekday issue of their community newspaper compared to 19% who read their weekday daily newspaper.
* 59% of professionals read their community paper compared to 34% who read the daily newspaper.
* 62% of adults with a household income over $75,000 read the last weekday issue of their community newspaper compared to 52% who read their weekday daily newspaper.
Exclusive community newspaper readers in Atlantic Canada – those who only read their community paper and cannot be reached with advertising in daily newspapers – include 29% of women and 31% of self-employed adults.
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.
