Dailies stable: NADbank

The latest NADbank numbers show daily newspaper readership in Canada is stable and healthy, with dailies being the first choice for information in six of eight categories.Also out with the sixth annual NADbank launch are figures for The Financial Post, the...

The latest NADbank numbers show daily newspaper readership in Canada is stable and healthy, with dailies being the first choice for information in six of eight categories.

Also out with the sixth annual NADbank launch are figures for The Financial Post, the subject of some speculation for the last 12 months.

fp figures were not released last year because of some measurement problems.

NADbank ’92 says this year the average issue readership for adults 18+ was 69%, the same as it was last year, but down one percentage point from 1990.

Surveying more than 12,000 Canadians, NADbank found they relied principally on daily newspapers for automotive news; for products they might like to try or buy; for economic and business news; for influence in buying decisions; to compare products and services; and for news about a town or city.

In fact, NADbank says in this category dailies received more than twice as many votes as its next closest competitor, community newspapers. Television came third.

NADbank ’92 says a total of 282,900 readers 18+ read the daily Financial Post in Toronto, Calgary, Edmonton and Vancouver.

Not unexpectedly, the daily Post has most of its readers 18+ in Toronto, with 169,100. The least number is in Edmonton, with 20,100.

The average household income for daily Post readers is remarkably similar in all four cities.

In Toronto, the average was $78,485, with the figure in Calgary down slightly at $71,574. In Edmonton, the average household income was up on its southern Alberta rival a bit at $73,258. In Vancouver, the average was the lowest of the four cities, at $69,648.