More readers for Canadian free dailies
New 2007 readership data for Canada by NADBank showed increased readership for free dailies in the four major Canadian markets. In Toronto 28% of the 18+ population (1.2 million) reads a free daily at least once a week (26% in 2006, 18% in 2001). In Montreal the percentage was 25 (23% in 2006, 17% in 2002). In Ottawa weekly readership increased from 13% in 2006 to 22% in 2007; in Vancouver weekly readership of free papers went from 28 to 30%.
In Toronto Metro is now the second best-read paper (435,000 daily readers, 10% of population) after the Toronto Star (953,000 readers, 22%). 24 hours (349,000, 8%) is fifth after Toronto Sun and the Globe and Mail. Metro passed the Sun on the list.
In Montreal paid papers Le Journal de Montréal (588,000 daily readers, 20% reach), La Presse (432,000, 15%) lead before Metro with 313,000 daily readers (11%), paid paper The Gazette (305,000, 10%) and 24 heures with 230,000 readers (8%).
In Ottawa the Ottawa Citizen reaches 28% of the population every day (255,000 readers), The Ottawa Sun 13% (123,000), Le Droit is third with 95,000 readers (10%) while Metro is fourth with 71,000 (8%). The combined English and French 24 hours/24 heures editions have 46,000 daily readers, just after The Globe and Mail with 50,000.
In Vancouver 24 hours is the third paper (223,000 daily readers, 12% reach) after The Vancouver Sun (450,000 readers, 25%) and The Province (414,000 readers, 23%). Metro reaches now 7% of the population (132,000 readers), up from 6% in 2006. Both paid papers lost readers compared to 2006.
Overall in Canada total newspaper reach increased because of the readers of online editions - up 11% since 2006. Most online readers, however, read also a printed version.