In this special report, we attempt to provide some insights into the Quebec newspaper and magazine marketplace.

Ten publishers and directors of marketing explain, based on their experience and research, what makes the reader of Quebec newspapers and magazines distinct.

As well, PMB Print Measurement Bureau provides an overview of Quebec magazine readers.

The report continues to page 32.

To understand the patterns of magazine readership in total in Quebec, one would need to measure all the magazines read in the province.

That is clearly out of the question.

However, we can shed some light on the picture by looking at the readership of the 24 French-language magazines which PMB Print Measurement Bureau does measure.

Insight

It is not perfect, but it does provide valuable insight.

Interestingly, the readers-per-copy figure for the magazines measured by pmb has increased steadily over the last years and has probably stayed constant even through the recessionary times of 1990-91 (reported in PMB ’92.)

The actual publications measured by pmb may change slightly from year to year. But overall, with so many magazines measured, the figures do give a pretty good indication of at least constant readers-per-copy and maybe even some growth.

The readers-per-copy figure in PMB ’92 translates into more than 10 million Quebecers who read the 24 magazines.

The 24 French-language publications have a slightly younger age profile than francophone Quebecers in general. And certainly, readership among the over-65s is extremely low on a per capita basis.

Sectors

Readership of the 24 magazines also skews towards both the more highly educated sectors of the Quebec population and the upper-income segments (readership, for instance, is 19% higher on a per capita basis in households with income over $50,000. And it is 18% higher among Quebecers with university degrees.)

Demographics

Anyone interested in the advertising scene in Quebec probably has more things on their mind than just demographics – like how Quebecers shop, and how and where they spend their money.

PMB data show that the Quebec magazine reader is 11% more likely than the average member of the population to fit into the lifestyle category of ‘Born to Shop’ – people who thoroughly enjoy the experience of shopping, who buy impulsively at times, and who are likely to try new products and services.

Quebec magazine readers show many fascinating variations in the products they buy, where they shop and the services they use.

Banking

One example from PMB ’92 shows that Quebecers who use the Caisse Populaire for their regular banking are more likely than the general population of the province to be heavy magazine readers.

Frequent

The top category of magazine readers in Quebec are also more likely to be frequent wine drinkers (40% more so than the population norm for the province) and they are over 70% more likely than the average Quebecer to rent cars for business use.

Steve Ferley is vice-president of marketing at PMB Print Measurement Bureau, an organization that provides research into the reading habits and lifestyles of magazine readers.

French-language publications measured in PMB ’92: A+ magazine Affaires, Chatelaine, Clin d’Oeil, Coup de pouce, croc, Decoration Chez-Soi, Decormag, Femme Plus, Filles d’Aujourd’ hui, L’actualite, L’Essentiel, Le Bel Age, Le Lundi, Les Affaires, Les Idees de ma Maison, Madame au Foyer, Renovation Bricolage, Revue Commerce, Sante, Selection du Reader’s Digest, Sentier Chasse-Peche, Tele+, Touring, TV Hebdo.