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NADBank: Canadians still reading newspapers

Discussion in 'Journalism topics only' started by AMacIsaac, Mar 25, 2009.

  1. AMacIsaac

    AMacIsaac Guest

    Yet the business model of 'slash, hack and burn' prevails. Maybe it's just because you guys are doing it, so it's cool for us to do it?


    NEW YORK Almost 75% of Canadian adults read a print edition of a newspaper each week, according to the Newspaper Audience Databank (NADbank).

    However, online readership is still very small. Only 4% of adults read newspapers online exclusively. Less than 20% of adults read a newspaper online during the week, a 13% increase over 2007.

    The total reach of newspapers -- print and online -- in Canada is 77% on a weekly basis.

    NADbank conducts readership studies on behalf of Canadian newspapers, advertising agencies, and advertisers.

    As in the United States, more adults tend to read newspapers in smaller markets. NADbank reported that highest weekday readership of newspapers is in Cape Breton.

    In the top 10 Canadian markets, Winnipeg has the highest readership.

    Online newspaper readership is highest in Halifax: 30% of adults in that market have read a newspaper Web site each week. In Toronto, 23% of adults have read a newspaper Web site each week.

    The Toronto Star reaches the most adults in Toronto weekly at 49%. Almost 30% of adults in Montreal read La Presse on a weekly basis, more than any other newspaper in that city. The Ottawa Citizen reaches 49% of adults weekly in Ottawa-Gatineau. And in Vancouver, The Province narrowly beats the Vancouver Sun with 47% of adults reading the former. The Sun reaches 45% of adults.
  2. BRoth

    BRoth Member

    This is DB'd from another thread, but this finds similar numbers:

    NEW YORK - More people read newspapers -- both print and online -- in Rochester, N.Y., than any other city, according to Scarborough Research. Rochester has the highest integrated newspaper audience, with newspapers reaching 87% of adults in the designated market area (DMA).

    Cleveland and Buffalo, N.Y., followed Rochester. Newspapers reach 86% of adults in both DMAs.

    The average integrated newspaper audience is 75% for the 81 markets measured by Scarborough.

    "This data begs the question: is the constant negative news feed on the industry warranted when newspapers are actually being read by three-fourths of the adult population?" Gary Meo, senior vice president, print and digital media at Scarborough, asked in a statement. "When you look at audience data, it seems irrational that advertisers are leaving newspapers because the numbers speak for themselves."

    Even in the markets that ranked lower on the list, newspaper penetration is still quite high. Scarborough said in Las Vegas and Bakersfield, Calif., 59% of adults in each market read a newspaper or Web site.

    "Readership rates vary market-by-market and frequency defy local generalizations about declining audience," Meo said. "In order to obtain an accurate, in-depth portrait of newspaper health, in print and online, one needs to drill down to this local level."

    Scarborough defines the integrated newspaper audience as the percentage of adults in the market who have read the printed newspaper or visited the newspaper's Web site or did both during the past seven days. The study takes into account all newspapers, not just the dominant local daily.
  3. budcrew08

    budcrew08 Active Member

    Both of these stories bring up some interesting points. If more than half the people over 81 different markets (in the U.S.) are reading the news either in print or online, why then when the poll that asked if newspapers would be missed if they disappeared is only at 1/3?

    IMO, it's one of those things that would only really be noticed once it was gone. Unfortunately.

    Another interesting thought.. why would Rochester, N.Y., out of all the different places, be the highest?
    Paging pseudo and farmerj to the white courtesy phone, please.
  4. RickStain

    RickStain Well-Known Member

    I'm not sure how accurate calling people up and asking them if they read a newspaper really is.
  5. Double J

    Double J Active Member

    They don't actually read the newspapers there, or anywhere else in Nova Scotia for that matter. They just buy the paper because they need something to wrap up the fish. (Hi, A-Mac! ;D)
  6. AMacIsaac

    AMacIsaac Guest

    Ha ha ... now explain Winnipeg.
  7. Double J

    Double J Active Member

    They buy and burn newspapers there to stay warm. :D
  8. AMacIsaac

    AMacIsaac Guest

    You know, I had a funny feeling it would go somewhere like that ...
  9. Johnny Dangerously

    Johnny Dangerously Well-Known Member

    You make a good point. People respond to survey questions with answers that make them look the way they'd like to appear (or the way they'd like to see themselves), not always the way they really are.

    That said, the surveys' larger points could still be true.
  10. Double J

    Double J Active Member

    Here's what's really funny - NADbank. Huh-huh-huh....nads. ;D
  11. AMacIsaac

    AMacIsaac Guest

  12. Double J

    Double J Active Member

    Chill out, it's only a frigging joke.
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