Industry Campaign

WELCOME IN MORE HOMES THAN YOU’LL EVER BE

To download the campaign ads, click here.

Canadian newspapers and their sites are vibrant and healthy. And while the newspaper business is changing, and Canadians are embracing digital and free versions of the paper, the changes are not as radical as you might think. Here are some relevant facts to consider:

Newspapers

• Almost half of Canadian adults, read a daily newspaper on an average weekday ¹
• Daily newspapers are read by 3 out 4 adults each week ¹
• Readership of print daily newspapers has been stable over the past 5 years ¹
• Readers spend 46 minutes with their daily newspaper, up from 44 minutes in 1999; and they spend 224 minutes a week with their daily ¹
• Community newspapers are read by 74% of Canadians each week ²
• Advertising in newspaper is welcomed – More Canadians indicate they prefer "newspapers with ads/wouldn’t be same without the ads" vs. other media where ads are not welcomed ³
• Consumers are more absorbed in newspapers than any other media - as they’re more attentive and more involved in reading
• Advertising in newspapers is trusted more than any other medium ⁵

Newspaper sites

• 19% of adults read an online newspaper in the past week – this has grown from 10% in
  2001 ¹
• More than three-quarters of online readers also read a print newspaper ¹
• Visitors spend 115 minutes weekly reading newspaper sites ¹
• Almost half of consumers would take action after seeing ad on a local newspaper website – scoring higher than local TV sites (44%), magazine (42%), user review (39%) and portals (37%) ⁶

For more information on daily or community newspapers, or to have a presentation delivered to your team which provides an overview on the state of newspapers in 2009 (including the latest innovative uses of the medium from around the world), contact Suzanne Raitt, VP of Marketing and Innovation, Canadian Newspaper Association.

NEWSPAPERS. THE MOST TRUSTED MEDIUM.

Sources
1. NADbank 2008 (see http://www.nadbank.com/en/study/readership)
2.  Combase 2005/2006
3.  Totum Research 2008 (commissioned by the Canadian Newspaper Association
4.  The Advertising Research Foundation (New York), White paper on Measures of Engagement (June 2006)
5.  World Media Trends Report 2008
6.  Jupiter Research 2008