The NADbank 2010 Study provides newspaper readership data for 84 daily newspapers in 53 markets and 60 community newspapers in 33 markets across Canada. Of the 53 markets included in the 2009 NADbank database, 26 are readership-only markets measured in 2008 and 2009, 21 are readership-product markets and 6 are readership-only markets measured in 2010.

Both telephone and product/retail/lifestyle questionnaires have been updated to reflect changes in the local market environment along with minor improvements in the layout. The telephone survey remains unchanged from 2008.

The product/retail/lifestyle questionnaire has two new quesitons and one change to an existing question.

New questions to the 2010 telephone questionnaire:

1. Newspaper website and portals

• Visited or accessed newspaper/hub website yesterday, in past month

2.   Number of times, either at home or elsewhere, visited or accessed newspaper website in past seven days

•   Number of times in total visited or accessed newspaper website yesterday
•   Amount of time spent visiting or accessing newspaper website yesterday

3.  Method of accessing newspaper website. On the occasions when visiting a newspaper website

•   Always use a computer
•   Always use a smartphone
•   Use both methods from time to time

Change:

• Access to the Internet changed from past three months to past month

TYPES OF STUDIES
NADbank currently offers daily newspapers the option of conducting a readership-product study or a readership-only study as described below.

READERSHIP-PRODUCT STUDY
Newspapers in large markets participate in the readership-product study. This study includes a telephone questionnaire and a self-completion, mail-back product/retail/lifestyle questionnaire. A comprehensive list of categories measured is presented in the first half of this Study Guide. In the 2010 Study, 21 markets participated in the readership-product study.

All of the readership-product markets have a blended sample. The 2010 results for blended sample markets are based on data collected over in 2009 and 2010. In five readership-product markets, community newspapers were measured as part of the telephone survey.
 

READERSHIP-ONLY STUDY
Newspapers in smaller markets (less than 200,000 population) may participate in the readership-only study and have the option of using their data for three years. Newspapers in the readership-only study conduct a full sample in year one, and their data is carried forward in the database for years two and three. No product/retail/lifestyle data is available for these markets. The inclusion of small markets in the NADbank Study provides NADbank members with a standardized measurement approach to newspaper research.

Twenty-nine readership-only markets also measure community newspapers as part of their survey, in addition, media reliance questions for information about automobiles, entertainment, home electronics, and clothing are asked during the telephone interview. Six markets participated in the 2010 readership-only study. There are 32 readership-only study markets in the 2010 database.