Wednesday, September 17, 2008

Newspaper readership is holding up, says NADbank study

Just released data from the Newspaper Audience Databank (NADbank) for selected markets shows that newspaper readership remains strong, with over 75% of the population reading a daily each week.

This is particularly true in the most competitive markets in Toronto, Ottawa-Gatineau, Montréal, Calgary, Edmonton and Vancouver, according to a story in Media in Canada.


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%.(The Calgary CMA and Edmonton CMA readership reports include 24 hours and Metro results for the first time.)

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, La Presse in Montreal, the Ottawa Citizen in Ottawa-Gatineau, the Calgary Herald in Calgary, the Edmonton Journal and The Province in Vancouver.

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