NADBANK ISSUES STUDY RESULTS
By Adnews Staff
NADbank has released the readership and demographic results of its 2003 study. Data was collected from 75 Canadian daily newspapers in 52 markets, and from 46 community newspapers in 23 markets. According to the study, newspaper readership remained stable in the top 17 markets, as did the amount of time adults spent reading daily newspapers. The study indicates 11.7 million weekly readers in the top 17 markets, 10.3 million in the top ten markets and approximately 8 million in the one million plus markets of Toronto, Montreal, Ottawa-Gatineau, Calgary and Vancouver. According to the study, adults spend 47 minutes reading daily newspapers on an average weekday and 88 minutes on the weekend. Other results: 54% of adults 18 years of age and older read a newspaper on weekdays, 60% read a newspaper on weekends, 74% of adults read at least one issue of a daily newspaper per week. In the average week, approximately 2.4 million adults read an issue of The Globe and Mail and 1.6 million read the National Post. The study also includes product data which will be released in May.