Data dive: Canada’s digital-print divides

Infographic: Newspaper readers are starting to skew digital, while magazine readers still love to flip a printed page.

La Presse made headlines at the end of 2015 when it went executed its plan to stop printing its weekday newspaper and migrate readers over to its popular daily tablet app La Presse+.

While the French-language paper has the highest percentage of digital-only readers in Canada, it actually isn’t that far ahead of some national titles also looking to attract online readers.

According to print and digital numbers from Vividata pulled by IPG Mediabrands for MiC, 64% of La Presse‘s audience was digital between January and June 2015. That’s compared with 14% of the title’s audience being print-only and 22% of people who read the paper in print and online.

But despite not having the same app-first strategy, other publications are fast catching up to La Presse. Le Devoir, for example, has a digital-only readership of 60% compared with a print-only readership of 24% and 16% print and digital readership.

The National Post is the English newspaper with the highest amount of digital-only readers, coming in at 64%. The paper has a print-only readership of 21%, with 16% reporting that they read the paper in print and online.

The Toronto Sun is the only print newspaper brand with a reach over one million that has a higher percentage of print-only readers than digital-only.

On the flipside, magazines have a higher percentage of print-only readers, with top 10 English and French titles both averaging a digital-only readership of 14%. People has the highest digital-only readership, at 27%, with Maclean’s close behind at 26%. Ricardo is the French-language magazine with the highest digital-only readership, coming in at 35%.

Over half of readers at all of the top 10 English magazines titles access content only in print, with nine out of 10 French titles (Ricardo is the digital-heavy exception) also following that trend.


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