Canadian readership 2006

nadlogo.gifIn the two major Canadian markets Toronto and Montreal growth of free dailies seems to be over. In both cities 13% of the 18+ readers read a free daily daily, which almost the same as in 2005 (slightly up in Montreal, sightly down in Toronto) according to the last NADbank research. In Montreal Metro is the third paper (11% daily readers) after Le Journal de Montréal (23%) and La Presse (15%), 24 heurs (7%) follows after The Gazette (10%) of the fifth place. Both free papers gained readers. In Toronto both titles lost some readers and are now on the fourth and fifth place after Toronto Star, The Toronto Sun and the Globe and Mail with 9% (Metro) and 8% (24 Houres) of the 18+ population reading the titles. In Ottawa Metro has a daily reach of 6% while in Vancouver 24 Houres (12%) has a higher readership than Metro (6%). Best read papers in Vancouver are still the Sun and the Province (both 27%).

24hours1.jpg24 Houres Toronto was upsized from micro to tabloid last week, Vancouver will make the move soon. Ottawa, Montreal, Calgary and Edmonton already are printed in tabloid. With tabloid Quebecor can make pages for both free dailies and Sun editions, 15 to 20% similar content to reduce costs is expected. Sun Media is not afraid of cannibalism because the Sun’s readership is more male, while free paper readers are more educated and ’slightly’ younger.

Sources: Globe & Mail, Media in Canada, NADbank

One Response to “Canadian readership 2006”

  1. Notes from a Teacher: Mark on Media » Saturday squibs (updated) Says:

    [...] Update 1: Canadian readership 2006. Freesheet readership is plateauing in two major Canadian cities according to recent numbers. And included in the report is news that 24 Hours, the magazine-sized freesheet that appears in a number of Canadian cities, is upsizing to tab. [...]