Facts & Data
Readership remains strong
The data from the latest ComBase study affirms the reason for our continued success—community newspapers are valid and relevant media that offer exceptional reach across Canada.
89% of adults are print or online newspaper readers
74% of adults read any of the last four issues of their local community newspaper while only 63% read any of the last five issues of their weekday daily newspaper
25% of community newspaper readers are exclusive and cannot be reached with advertising in the daily newspaper
Among adults with a university+ education, 74% read community papers compared to 69% who read daily newspapers
Among adults with household incomes over $75K, 79% read the community paper compared to 70% who read the daily newspaper
77% of women 25-49 are reading community papers compared to 53% who are reading their daily newspaper
31% of adults with children read only their community paper and cannot be reached with advertising in daily newspapers
Eight out of ten radio listeners are also reading their local community newspaper.
Source: ComBase 2008/2009 – Population 5,542,317 – Sample 39,812
ComBase is North America’s largest media study, measuring in excess of 400+ individual Canadian markets and providing insightful data on cities, towns and villages across the country. The study provides consistent and accurate, market-by-market information to assist in the buying and selling of community newspaper advertising space. The initiative was launched by the Canadian Community Newspapers Association and its more than 750 members Canada-wide, and is the principal readership research conducted on behalf of the community newspaper industry in Canada.
Read more about community newspaper readership
“Since its beginning, nearly a decade ago, ComBase has adhered to rigorous reporting standards, and every study that has been released, starting in 2003, has been subject to the intense scrutiny that one would expect from a Tripartite Board of Directors. As a founding Board member, and long time user of the data, I am confident that the most recent study has passed all the “scrub tests” that we could apply to it.” David Stanger, President, DSA Media Network