Canada is a country of 13 million households and 31 million people. Community newspapers represent a billion dollar business with over 1000 titles publishing at least weekly in either, or both official languages. With a total circulation of 11.2 million copies weekly, proprietary and non title-specific research suggests average issue readership of at least 60% nationally, higher than any other media. In most markets, the community newspaper is the medium of record. Until this year, community newspapers were the only major medium in Canada without a national audience study. Other major media â€“ television, radio, magazines and outdoor â€“ have had annual data available to planners for decades. The only national research available for community newspapers came from the Print Measurement Bureau measurement of â€˜local community newspapersâ€™ â€“ a generic, non-title-specific, category â€“ through a national sample; but, it was believed by some that both the question wording and sampling methodology under-represented readership.
Symposium: 2003: Cambridge, Massachusetts, Session 3 - Methodological Issues
Authors: Dunn, Elena, Matuk, Raj
Organisations: ComBase, Thompson Lightstone & Company Ltd.
Topics: Newspaper Measurement