Canadian Newspaper Industry Profile Study

shutterstock_110471792 (Medium)Canadian journalism and the newspaper industry are in crisis. As an industry, we need to work together to support Canadians’ continued access to real news and sustain the critical function of Canadian journalism.

News Media Canada, in partnership with the Department of Canadian Heritage, is building a comprehensive profile of the Canadian newspaper industry to document the changes and the challenges that face our industry in 2017-2018 and beyond. Your help is critical to ensuring we build an accurate profile of our industry to ensure that policy-makers have the most accurate quantitative data to help inform, and influence, future decision making. For this to happen, all Canadian newspaper publishers need to share some key information that is essential in accurately “taking the temperature” of the industry. Confidential surveys will be emailed to newspapers across the country at the beginning of November 2017. The response deadline will be January 31, 2018.

The importance of this project cannot be overstated. If you have not participated in our surveys in the past, please seriously reconsider as your input is vital; now more than ever before. Please consider providing at least some of the data requested in the survey. If you have participated before, please continue. Help us to support journalism in Canada.

Department of Canadian Heritage programs, like the Canadian Periodical Fund (CPF), have been incredibly important to many newspapers in support of their delivery of unique Canadian content. We are building a database (with information never before collected by our industry) to ensure that Government policies and programs continue to effectively support journalism in Canada.

Please be assured that this information is always treated with the utmost confidentiality. All information collected by Totum Research remains completely confidential at all times and is not available to any other parties.  Please consider participating to support our industry.

Your support for journalism is essential!

Inquiries can be directed to:

Claude Heimann, Totum Research,, (905) 731-6531

Kelly Levson, News Media Canada,, (416) 923-3567 x 3401

Survey Timing:

  • Survey mailing: October 31, 2017
  • Final deadline: January 31, 2018


Frequently Asked Questions

Q. How will the results of the survey be used? To whom will they be shown?

A. The survey is a joint initiative, managed by News Media Canada and substantially funded by Canadian Heritage.  The purpose of the project is to collect robust, annual statistics about the state of the newspaper industry.  Results will be shared – at an aggregate level – with News Media Canada and the Department of Canadian Heritage.   Aggregate results will also be made publicly available on News Media Canada’s website.

Q. Will participation in this survey affect the subsidies I already receive from the Department of Canadian Heritage?

A. Canadian Heritage has informed us that the results are for research purposes only and will in no way impact the funding levels of applicants for PCH programming.  The results that are shared will be aggregated and financial information about individual publications and companies will be kept strictly confidential (i.e., they will not be shared with the Department nor News Media Canada).

Q. Will the results impact the funds that are available for community newspaper support in the future?

A. Canadian Heritage has informed us that the data is being used to track the state of the newspaper industry.  More information can be requested from Ashish Sharma at the Department of Canadian Heritage at .

Q. What is the role of News Media Canada in this process?

A. The survey is a joint initiative, managed by News Media Canada with funding from Canadian Heritage.  News Media Canada’s role includes identifying newspapers to be surveyed, survey administration including questionnaire development and communication of the final results.

Q. Are News Media Canada members going to receive preferential treatment as a result of their involvement?

A. No. All participants in the survey will have equal access to the final aggregated results and there will be no preferential treatment based on involvement in the survey.

Q. Will I be able to get the results/some of the results?

A. Topline aggregated results will be posted on the News Media Canada website at the end of the survey. For more information contact Kelly Levson, Director of Marketing and Research at

Q. I am having trouble completing the survey online.

A. For questions relating to completion of the online survey please contact Claude Heimann, Totum Research at or (905) 731-6531.

Q. I would like to participate but don’t want to provide information online.

A. To receive a spreadsheet version of the question please contact Claude Heimann of Totum Research at or (905) 731-6531.

Q. I am concerned about providing sensitive or confidential information.

A. We recognize that not everyone is comfortable sharing some of this information so, while we hope you will complete the entire questionnaire, you can choose to provide only the information you are comfortable with. Totum Research takes confidentiality very seriously and all information collected on individual publications remains tightly controlled at all times and is not available to any other parties, including our partners in this project.  Totum Research will only provide consolidated data to other parties.   Totum Research is willing to sign a Non-Disclosure Agreement to ensure confidentiality.  Please contact Claude Heimann at