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Vividata releases first readership study

Toronto-based NADbank and Print Measurement Bureau have released their first readership study as the merged organization Vividata. The new organization will provide audience measurement for magazines and newspapers. Its studies will make use of an annual sample of 36,000 Canadians categorized nationally and into 50 markets. It will provide print and digital metrics for 80 magazines and 78 newspapers, released four times per year.

The organization's Fall 2015 study shows that 56% of Canadian results read a newspaper daily. While readership of print newspapers has declined by five percent, readership of digital editions has increased to 31%. Magazine readership remains unchanged at approximately 75%, again with an increase in digital readers and a decline in print readers.

"This research represents a significant achievement for Canada's publishing business," said Steve Maich, Vividata board member and senior vice-president of publishing at Rogers Communications. "Now we have the insights we need to build an even stronger and smarter future for Canadian readers and advertisers. As advertisers, agencies and publishers, we knew that we needed to come together to create deeper and more timely data, reflecting the full range of reader preferences and activity across all platforms."

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