NADbank releases 2006 Readership Study
By Adnews Staff
NADbank has released its 2006 Readership Study. The study is based on readership and demographic data from 81 Canadian daily newspapers in 55 markets and 61 community newspapers in 34 markets. According to the study, 51% of adults over the age of 18 read a newspaper yesterday, while 53% read a newspaper last weekend. Seventy-seven percent of adults read at least one issue of a daily newspaper each week. The study indicates that newspaper readership remained stable in 2006, with 11.8 million weekly readers in the 17 largest Canadian markets. The amount of time spent reading a daily newspaper remains unchanged from 2005 at 47 minutes on a weekday and 88 minutes on a weekend. Sixteen percent of adults read an online edition of a newspaper in 2006. Among the national newspapers, 2.3 million adults read an issue of The Globe and Mail in an average week, while 1.4 million read an issue of the National Post. In Toronto, the Toronto Star attracted 982,000 readers on an average day, while The Toronto Sun received 483,400, The Globe and Mail received 381,600 and the National Post received 224,900. In Montreal, Le Journal de Montréal received 663,400 readers on an average day, while La Presse received 431,300, The Gazette received 290,200, the Globe received 33,000 and the Post 32,100. In Vancouver, The Province attracted 491,600 readers on an average day, while The Vancouver Sun received 480,700, the Globe received 89,700 and the Post 59,600.