Globe vs. Post: spinning the NADbank numbers

As expected, the NADbank 2007 readership study numbers appeared in newspapers across the country yesterday. Here's what the two headliners - our national newspaper warriors - had to say about themselves and each other.

NADbank released its 2007 readership numbers on Wednesday. Yesterday, the Globe and Mail and the National Post took the opportunity to state their strengths in numbers.

As covered in MiC‘s report, the NADbank numbers showed the Globe‘s total weekly readership (in 49 common markets) is 2,769,100. The Post‘s total weekly readership is 1,570,200. In online weekly readership, the Globe leads with 940,700, while the Post follows with 386,200.

In a press release, the Post emphasized that its online readership has soared by almost 50% in Toronto, the greatest percentage increase of all its newspaper competitors in that market. Across the key markets of Victoria, Vancouver, Calgary, Edmonton, Winnipeg, Toronto, Ottawa and Montreal, the paper’s online readership grew 37%.

The Post also celebrated the fact that its weekday readership grew by 2.6% across major markets, and in Vancouver and Victoria, the paper gained over 20,000 weekday readers. The number of managers and professionals who read the National Post and its business section, the Financial Post, increased by 8% on weekdays in eight key Canadian markets. As well, readers reporting more than $100,000 in household income jumped by 7% on weekdays and 9% on Saturdays.

Post readers spent 7% more time with their newspaper on weekdays in key markets surveyed by NADbank. The amount of time readers spend with the print edition of the Post and rose by 2% across the eight markets – while Globe and Mail readers spent 5% less time reading the Globe‘s online and print products.

The number of readers who pay to have the Post delivered to their homes soared by 21% on weekdays in the eight key markets, while home delivery of the Globe and Mail increased by 4%, noted the Post. In Toronto, home subscriptions to the National Post grew by 22%, compared to 13% for the Globe.

The Globe emphasized that its average weekday readership went up 3.9% to 911,600 (attributed partly to the launch of the Globe Life section and the paper’s redesign) and that Saturday readership held steady at 1,032,600 (up 0.1%). Weekday readership in Toronto was up 7.3%, while Saturday readership grew 1.3%.

The Globe also broke down some stats on readership demos. National average readership is up 4.9% for women and up 6.3% for readers aged 25-54. Readership gains among university graduates, post-graduates, managers and professionals, those in households with income of $125,000 or greater or those personally earning $100,000 or more also ‘outpaced the market growth in these categories,’ states the newspaper.

In its jab at the Post, the Globe stated that its advantage over the Post continues to grow – with weekday readership is 69.3% greater and Saturday readership 102.7% more than the Post.