Daily newspapers are not dead yet, apparently.
That’s the news coming out of the NADbank (Newspaper Audience Databank)’s Fall 2009/Spring 2010 readership study released today. The organization collected newspaper readership data from the million-plus markets—Toronto, Montreal, Vancouver, Ottawa-Gatineau, Calgary, Edmonton and Halifax—and concluded that “daily newspapers continue to be a vital source of news, information and entertainment in seven of Canada’s largest and most competitive markets.” The study also includes readership stats from 31 Canadian daily newspapers.
On the whole, the results are positive. At least three quarters of adults in Toronto, Montreal, Vancouver, Ottawa-Gatineau and Calgary read a printed or online edition of a daily newspaper each week. And while you might assume the majority are reading newspaper content online, an average of less than 25 percent of newspaper readers—and as low as 5 percent, in the case of the Toronto Sun—are visiting Canadian newspaper websites.
As is the case with the majority of contemporary polls, though, you have ask—were any cellphones called? The missing column in these stats is the average age of those polled. Just sayin’.