NADbank releases 2009 Readership Study
By Adnews Staff
NADbank has released its 2009 Readership Study. The study is based on readership and demographic data from 81 Canadian daily newspapers in 53 markets, 60 community newspapers in 33 markets, and two daily papers from Detroit. According to the study, 47% of adults over the age of 18 read a newspaper on an average weekday, while 44% read a Saturday edition and 23% read a Sunday edition. Seventy-three percent of adults read at least one print issue of a daily newspaper each week, which 22% read an online edition at least once per week. The study indicates that newspaper readership remains stable, with 13 million weekly readers in the largest 22 markets. Among multi-market newspapers, 2.9 million adults read an issue of the Toronto Star in an average week, 2.8 million read an issue of the Globe and Mail, 1.5 million read an issue of the Toronto Sun and 1.4 million read an issue of the National Post. In Toronto, the Toronto Star attracted 979,000 readers on an average day, while the Globe and Mail received 406,000, the Toronto Sun received 372,000 and the National Post received 167,000. In Montreal, Le Journal de Montréal received 612,000 readers on an average day, while La Presse received 384,000 and the Gazette received 267,000. In Vancouver, the Sun attracted 461,000 readers on an average day, while the Province received 458,000. In Calgary, the Herald attracted 285,000 daily readers, while the Sun garnered 139,000. In the Ottawa-Gatineau region, the Citizen received 242,000 daily readers, the Sun 129,000 and Le Droit 84,000.