74 per cent of adults read their community newspaper

On January 11, 2010 the Canadian Community Newspaper Database Corporation (ComBase) announced the results of its 2008-2009 study, with readership data for 218 markets across Canada.

Overall, community newspaper readership remains strong, with 74 per cent of Canadians reading their community newspaper. Readership is particularly strong among desirable target groups:

• 76 per cent of women
• 78 per cent of baby boomers
• 77 per cent of adults with children
• 74 per cent of university-educated adults
• 76 per cent of homeowners
• 78 per cent of affluent Canadians (i.e., household income >$75K)

According to the 2008-2009 study, adults 18 and over in Canada have read any of the last four issues in their communities.

Two hundred thirty-five newspapers participated in ComBase 2008-2009, which includes media consumption data for community newspapers, daily newspapers, ethnocultural and other newspapers, radio, television and Internet.

Results for individual markets have been distributed to participating newspapers. ComBase is in the process of releasing the complete database to media planners who use information systems software. National and regional highlights, as well as a list of markets and media, are available on the ComBase website at www.combase.ca. Data requests may also be submitted via email to research@combase.ca.