Magazine article Editor & Publisher

More Than 75% of Canadian Adults Read Online and Print Newspapers

Magazine article Editor & Publisher

More Than 75% of Canadian Adults Read Online and Print Newspapers

Article excerpt

The Newspaper Audience Databank (NADbank) found that newspapers reach more than three quarters of Canadian adults.

The organization -- the Canadian equivalent of the Audit Bureau of Circulations -- revealed that 13.9 million adults read a printed edition of a daily newspaper each week in 2007.

Online readership grew 11% since 2006 -- 17% of adults read an online newspaper last year.

Taken together, both the print and online editions reach 78% of adults each week.

The NADbank measures readership for 82 Canadian dailies and two dailies in Detroit in 54 markets across Canada.

Breaking down the data further, 50% of all adults read a newspaper yesterday and 26% said they read a newspaper last Sunday.

Smaller markets in Canada have higher readership percentages according to the NADbank. The top five markets by reach (based on the average weekday): Cape Breton, Summerside, New Glasgow, Charlottetown, and Truro.

In the top 10 markets, adults in Winnipeg read the weekly print edition more than any other market with a reach of 82%. …

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