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Latest NADbank Press Release

FOR IMMEDIATE RELEASE: March 17, 2010
 

NEWSPAPERS REMAIN AN IMPORTANT RESOURCE FOR CANADIANS

TORONTO - NADbank Inc. (Newspaper Audience Databank) today announces the release of the 2009 NADbank Readership Study for .

Once again daily newspapers have demonstrated their value to Canadians. They continue to be a relevant source for news and information across Canada. Over three-quarters (77% - 14.7 million) of adults living in markets where a daily newspaper is available read either a printed or online edition each week.

The printed newspaper continues to be the primary source for readers; 73% read at least one each week; 22% read an online edition on the average week. Most adults migrate between print and online editions; 4% read only on the Internet. On the average weekday 47% read a printed daily newspaper, 44% read a Saturday edition and 23% a Sunday edition.

Local news is the most popular content read in daily newspapers – 73% of readers usually read these pages. News is the most commonly read content and this is followed by a variety of other information and entertainment which varies by reader; Arts and Entertainment generally being the most popular after the news.

Today’s release of the 2009 NADbank Study provides members with access to readership results for 81 Canadian daily newspapers and 2 Detroit newspapers in 53 markets across Canada. Also available, is readership information for 60 community newspapers in 33 markets. Including resident markets and extended areas, NADbank Study captures the readership habits of 72% of Canadian adults.

This year’s results show readership to be stable. In the 22 markets measured in 2008 and 2009, weekly print readership remained stable at 73%; online readership increased from 20% to 22% resulting in an overall increase in newspaper readership (78% in 2009 compared to 77% in 2008). In the 22 markets there are 13 million weekly readers; in the top ten markets 11.1 million and 9.4 million in the million plus markets.

Readership varies by market and results for the top five markets; Toronto, Montréal, Vancouver, Calgary and Ottawa-Gatineau are included in this release.

Readership Overview
Readership tends to be higher in smaller versus larger communities. The highest weekly readership markets are Charlottetown (91%), Cape Breton (91%), Thunder Bay (91%) followed by Peterborough (88%) and Brandon (88%).

Weekly readership for print only and total readership for the top fifteen markets is highlighted in the following table. The highest readership, for both print and online is Winnipeg, followed by St. Catharines-Niagara, Halifax, Windsor and Québec City.
 

For more information, please contact:

Anne Crassweller
President
acrassweller@nadbank.com
(416) 923-4502

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