NADbank 2008 Readership Study

Weekly readership has remained stable indicating that daily newspapers continue to be a
relevant source of news and information for Canadians. Almost three quarters of Canadians
(73%), 13.7 million adults 18+, read a printed edition of a daily newspaper each week.

Canadians continue to turn to daily newspapers as a source for local news (73% of readers
usually read local news) as well as other news and arts and entertainment.

Over the past several years, daily newspapers have capitalized on the growth of the Internet to
build readership of their online products; readership of online editions of daily newspapers grew
by 13% since 2007, 19% of adults read a daily newspaper on the Internet in the past week.
Many adults read both printed and online editions; however, 4% of adults read only online
editions. The total reach of Canadian adults through printed and online editions of daily
newspapers is 77% each week.

The release of the NADbank 2008 Study provides members with access to readership
results for 80 Canadian daily newspapers and 2 Detroit dailies in 54 urban markets across
Canada. Also available is readership data for 58 community newspapers in 33 markets.
Across Canada, the 54 markets and their extended market areas represent 72% of Canadian
adults.

Readership varies among the markets measured. Across all markets, 48% of adults 18+ read a
newspaper yesterday, 44% read a newspaper last Saturday, and 25% read a newspaper last
Sunday. By Friday, 69% of adults have read at least one issue of a daily newspaper and 77%
have read a newspaper, either printed or online, in the past week.

The NADbank 2008 Study indicates that daily newspaper readership remains stable in the top
19 markets across Canada. There are 12.4 million weekly readers in the top 19 markets,
10.7 million in the top ten markets and 9.1 million in the one million plus markets of Toronto,
Montréal, Ottawa - Gatineau, Calgary, Edmonton and Vancouver. Total number of readers in
the top 19 markets compared to 2007 NADbank Study remains relatively unchanged.

Readership Overview
Readership tends to be higher in smaller communities than in larger centres; the highest
weekday readership is in Cape Breton, followed by Summerside, New Glasgow, Charlottetown
and Truro. On Saturdays readership is highest in Cape Breton, Summerside, Thunder Bay,
Truro then Charlottetown. It may be that smaller markets have more stable communities and
tend not to be overwhelmed by the breadth of media choices in larger communities.

Readership in the Top Ten Markets
Readership varies by market. In the top ten markets the highest daily and weekly readership is
in Winnipeg. In Edmonton the market readership data does not reflect the total market
readership, as the new mid-survey entrants Metro and 24 hours are not included. The
readership data for Metro and 24 hours will be available in the spring of 2010.

Weekly Online Readership

Readership of online editions is highest in Halifax; 30% of adults read an online edition each
week. This is followed by adults living in North Bay (27%), St John’s, Newfoundland (27%),
Ottawa-Gatineau (26%), Thunder Bay (24%), Fredericton (24%), Sault Ste. Marie (23%), and
Toronto (23%).

Readership of Free Dailies

Three new free dailies were measured in 2008. In Calgary, both Metro and 24 hours were
measured and in Halifax Metro was measured. Free daily newspapers continue to maintain their
position in the marketplace; 1.1 million adults in Toronto read in the past five weekdays (25% of
adults 18+), 717,000 in Montréal (24%), 624,700 in Vancouver (34%), 183,000 in Ottawa-
Gatineau (20%), 159,000 in Calgary (17%) and 113,000 in Halifax (37%).

Readership Results

Toronto CMA - In Toronto 44% of adults 18+ read a newspaper on the average weekday, 65% read at least one paper Monday to Friday, 69% read a printed edition in the past week and 74% read either an online or printed edition by the end of the week.

Montréal CMA - In Montréal 49% of adults 18+ read a newspaper on the average weekday, 68% by Friday, 74% read a printed edition of a newspaper each week and 76% read either a printed or online edition in the past week.

Ottawa-Gatineau CMA - In Ottawa-Gatineau, 49% of adults 18+ read a newspaper on the average weekday, 71% read an issue by Friday, 75% read a printed edition in the past week and 81% read either a printed or online edition of a daily newspaper in the past week.

Vancouver CMA - In Vancouver, 51% of adults 18+ read a newspaper on the average weekday, 73% read an issue by Friday, 75% read a printed edition in the last week and 78% read either an online or printed edition of a daily newspaper in the past week.

The 2008 Study will be released to NADbank members in two stages. Readership and demographic data are contained in the above release, while product data was released in May.

NADbank is the principal research arm for the Canadian Daily Newspaper industry and a tripartite organization whose membership is comprised of daily newspapers, advertising agencies and media companies and advertisers. NADbank conducts annual readership, product, retail and  lifestyle category studies in urban markets across Canada.

For more information, please contact:
Anne Crassweller, President, NADbank Inc.
Telephone: (416) 923-4502
E-mail: acrassweller@nadbank.com