Mag readership up: PMB study

A new study from PMB Print Measurement Bureau says there has been an overall general increase in magazine readership, with average readership up 14% over last year thanks to some new arithmetic by Statistics Canada.Steve Ferley, vice-president of marketing at pmb,...

A new study from PMB Print Measurement Bureau says there has been an overall general increase in magazine readership, with average readership up 14% over last year thanks to some new arithmetic by Statistics Canada.

Steve Ferley, vice-president of marketing at pmb, says the federal agency made a 5% contribution to that rise by making some arithmetical changes in population definitions.

pmb uses the population definitions for its studies.

Ferley says he and pmb have the utmost confidence in the reliability of the new study, PMB ’94, despite the Statistics Canada changes.

This year’s study was released June 15.

Maclean’s

This year, according to PMB ’94, Maclean’s magazine had a circulation of 570,000, a total readership of 2.411 million adults aged 12+ and 4.2 readers a copy.

The new study also reported a fairly even split among male and female readers of Maclean’s.

It reports the magazine had 1.292 million male readers aged 12+ and 1.118 million female readers aged 12+.

Last year, Maclean’s had a circulation of 582,000, a total readership of 2.257 million and 3.9 readers a copy.

The magazine’s male-female readership split for 1993 was not given.

Saturday Night, which was not in PMB ’93, has a circulation of 404,000 this year, 670,000 total readership and 1.7 readers a copy.

Like Maclean’s, its competitor for upmarket advertising, Saturday Night’s male-female readership was about even.

PMB ’94 shows Saturday Night has 325,000 male readers and 345,000 female readers.

Western Living

Last year, Western Living had a circulation of 248,000, a total readership of 422,000 and 1.7 readers a copy.

This year, PMB ’94 shows Western Living with a circulation of 229,000, total readership of 421,000 and 1.8 readers a copy.

The magazine has 187,000 male readers and 234,000 female readers.

Ferley says pmb uses a 20,000-person annual sample that is national and in English and French, adding, pmb conducts personal interviews for the studies, which last, on average, about 45 minutes.

Among the better-known French titles, pmb numbers are quite stable.

Last year, Madame au Foyer had 309,000 circulation, 331,000 total readership and 1.1 readers a copy.

Madame au Foyer

This year, the study shows the magazine has 313,000 circulation, 336,000 readers and 1.1 readers a copy. The readership split is 56,000 males and 280,000 females.

Selection du Reader’s Digest had a 337,000 circulation last year, 757,000 total readership and 2.2 readers a copy.

This year, the magazine has 338,000 circulation, 721,000 readers and 3.0 readers a copy.

Toronto-based pmb has 250 members.

PMB ’94 has data on 69 publications.