PMB STUDY RELEASED
By Adnews Staff
The Print Measurement Bureau released the results of its 1996 study last week. PMB '96 contains data on the readership of 67 Canadian publications, most of them consumer magazines. There are five magazines new to the study this year: Canadian Gardening, Marquee, Demiere Heure, Echos-Vedettes and Primeurs. Overall English readership remained about the same as it was the previous year and French readership increased slightly. The 1996 study contains new data on individual retailers across Canada and a new section measuring the impact of emerging media, including electronic magazines. Data is also available on TV program viewing habits and radio listening by station call letters in Toronto, Montreal and Vancouver.
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