NADbank releases 2008 readership study
By Adnews Staff
NADbank has released its 2008 Readership Study. The study is based on readership and demographic data from 80 Canadian daily newspapers in 54 markets, 58 community newspapers in 33 markets, and two daily papers from Detroit. According to the study, 48% of adults over the age of 18 read a newspaper yesterday, while 44% read a newspaper last weekend. Sixty-nine percent of adults read at least one issue of a daily newspaper each week. Readership of online editions of newspapers has increased 13% since 2007, with 19% of adults having read a newspaper online in the last week. The study indicates that newspaper readership remained stable in 2008, with 12.4 million weekly readers in the largest 19 markets. Among multi-market newspapers, 2.9 million adults read an issue of the Globe and Mail in an average week, 2.8 million read an issue of the Toronto Star, 1.7 million read an issue of the Toronto Sun and 1.5 million read an issue of the National Post. In Toronto, the Toronto Star attracted 937,000 readers on an average day, while the Toronto Sun received 474,000, the Globe and Mail received 382,000 and the National Post received 194,000. In Montreal, Le Journal de Montréal received 579,000 readers on an average day, while La Presse received 444,000 and the Gazette received 294,000. In Vancouver, the Province attracted 418,000 readers on an average day, while the Vancouver Sun received 428,000.