NADbank issues 2005 newspaper readership study
By Adnews Staff
NADbank has released its 2005 Canadian newspaper readership study. The report includes readership and demographic data on 77 daily newspapers in 54 markets and 61 community newspapers in 34 markets. According to the results, newspaper readership remained stable last year in the top 17 national markets. Overall, 51% of adults read a newspaper on a given day, while 78% of adults read a newspaper at least once in a given week. The amount of time a reader spends on a newspaper also remained stable last year at 47 minutes for a weekday issue and 88 minutes for a weekend edition. Also, 15% of adults read an online edition of a newspaper in a given week. Among the national papers, The Globe and Mail drew approximately two million readers per day across all markets, while the National Post drew 1.4 million readers. In Toronto, the Toronto Star drew 24% of the daily readers, The Toronto Sun 11%, The Globe and Mail 10% and the National Post 5%. In Montreal, Le Journal de Montreal garnered 22% of the daily readers, La Presse 15% and The Gazette 11%, while the Globe and the Post drew 1% each. In Vancouver, The Province attracted 27% of the daily readers, The Vancouver Sun 26%, the Globe 6% and the Post 5%.