NADBANK EXPANDS 1999 STUDY
By Adnews Staff
NADbank of Toronto has expanded its 1999 measurement of daily newspapers in Canada. The study will include readership data on 60 daily newspapers in 40 urban markets, which will represent 92% of the total weekly circulation. The main study will consist of telephone interviews to measure newspaper readership and a mail survey to collect product category data. The mail questionnaire has been expanded to include more information on consumer retail purchases and product consumption habits. It will be about 23 pages in length, six more pages than last year. Newspaper readership will be measured in Toronto, as well as in an extended Ontario market, which will include the cities of Barrie, Oshawa, Collingwood, Midland, Orillia, Lindsay, Peterborough, Cobourg, Port Hope, Belleville, Woodstock and Stratford. A new small market study has been added to encourage participation from smaller newspapers. Thirteen newspapers will be measured in this portion of the study. The results of the survey will be available by early October