Newspapers remain an important resource for Canadians – NADbank 2009 Study

Once again daily newspapers have demonstrated their value to Canadians. They continue to be a relevant source for news and information across Canada. Over three-quarters (77% – 14.7 million) of adults living in markets where a daily newspaper is available read either a printed or online edition each week.

The printed newspaper continues to be the primary source for readers; 73% read at least one each week; 22% read an online edition on the average week. Most adults migrate between print and online editions; 4% read only on the Internet. On the average weekday 47% read a printed daily newspaper, 44% read a Saturday edition and 23% a Sunday edition.

Local news is the most popular content read in daily newspapers – 73% of readers usually read these pages. News is the most commonly read content and this is followed by a variety of other information and entertainment which varies by reader; Arts and Entertainment generally being the most popular after the news.

Today’s release of the 2009 NADbank Study provides members with access to readership results for 81 Canadian daily newspapers and 2 Detroit newspapers in 53 markets across Canada. Also available, is readership information for 60 community newspapers in 33 markets.

Including resident markets and extended areas, NADbank Study captures the readership habits of 72% of Canadian adults.

This year’s results show readership to be stable. In the 22 markets measured in 2008 and 2009, weekly print readership remained stable at 73%; online readership increased from 20% to 22% resulting in an overall increase in newspaper readership (78% in 2009 compared to 77% in 2008). In the 22 markets there are 13 million weekly readers; in the top ten markets 11.1 million and 9.4 million in the million plus markets.

Readership Overview

Readership tends to be higher in smaller versus larger communities. The highest weekly readership markets are Charlottetown (91%), Cape Breton (91%), Thunder Bay (91%) followed by Peterborough (88%) and Brandon (88%).

The highest readership, for both print and online is Winnipeg, followed by St. Catharines-Niagara, Halifax, Windsor and Québec City.

Online Readership

Readership of online editions of daily newspapers continues to grow, 22% of Canadians read a daily newspaper online each week. As with print editions, readership varies by market. Adults living in Ottawa-Gatineau are the most likely to read daily newspapers on the Internet; 31% each week. This is followed by Halifax (28%), Charlottetown (28%), Windsor (27%), St. John’s NFLD (27%), North Bay (27%), New Glasgow (27%), Toronto (26%), London (25%), Thunder Bay (24%) and Cape Breton (24%).

Free Dailies

Free dailies continue to attract a stable audience and are now available in 7 markets. Readership for Metro and 24 hours is available for the first time in Edmonton with this release.

For tables and details on readership in major Canadian markets, visit the NADbank website –

The 2009 Study will be released to NADbank members in two stages. Readership and demographic data are being released today, while product data will be released in May.

NADbank is the principal research arm for the Canadian Daily Newspaper industry and a tripartite organization whose membership is comprised of daily newspapers, advertising agencies and media companies and advertisers. NADbank conducts annual readership, product, retail and lifestyle category studies in urban markets across Canada.

For more information, please contact: Anne Crassweller
NADbank Inc.
Telephone: (416) 923-4502
E-mail: acrassweller@n