NADBANK RELEASES FIRST PART OF 2002 STUDY
By Adnews Staff
NADbank has released the readership and demographic results of its 2002 study. The data covers 67 daily newspapers in 45 Canadian markets. According to the study, 54% of adults over 18 years of age read a newspaper daily, 60% read a newspaper on weekends and 75% read at least one issue of a daily newspaper per week. In the top 17 markets, there are 11.6 million weekly readers. In the top ten markets, there are 10 million readers. In the one million plus markets (Toronto, Montreal, Ottawa/Hull, Calgary and Vancouver) there are approximately 8 million readers. About 2.4 million adults read an issue of The Globe and Mail in the average week, while 1.7 million read the National Post. Windsor remains the top market with a population of more than 150,000, where 88% of adults read a newspaper in a given week. This year's study includes content readership data for 24 markets. According to that data, the most often read content in daily newspapers is local news, followed by world news, provincial news and national news. Readership data for the sports, business, arts, editorial, food, lifestyle, travel, automotive, comics and real estate pages varied by market and target group. The study's product data will be released in late May.