NADbank shows newspaper readership still steady
By Adnews Staff
NADbank has released its 2004 study of readership and demographic data drawn from 74 Canadian daily newspapers in 52 urban markets nationally. The study also includes data from 56 community newspapers in 29 markets. According to the results, newspaper readership was marginally up in the country's top 17 markets, with 11.8 million weekly readers in 2004 versus 11.7 million in 2003 and 11.6 million in 2002. Newspapers had eight million weekly readers in 2004 in the largest markets of Toronto, Montreal, Ottawa-Gatineau, Calgary and Vancouver, a figure which has barely changed over the past three years. According to the study, the amount of time adults spend reading daily newspapers also remains constant at 47 minutes on an average weekday and 88 minutes on a weekend. Across all markets, 53% of adults will read a newspaper today, 58% will read a newspaper on the weekend and 74% will read at least one paper this week. According to NADbank, newspaper readership has been more or less stable for the past five years.