NADbank delays figures

Concern in Quebec over NADbank '94 figures has led the Newspaper Marketing Bureau to delay releasing readership information about the province for the first time in 10 years.Chuck Chakrapani, a media consultant reviewing the Quebec data, says some publishers are concerned...

Concern in Quebec over NADbank ’94 figures has led the Newspaper Marketing Bureau to delay releasing readership information about the province for the first time in 10 years.

Chuck Chakrapani, a media consultant reviewing the Quebec data, says some publishers are concerned with discrepancies between this year’s circulation and readership figures and have asked for a 2 1/2-week delay in releasing results.

It is not clear yet if the discrepancies result from statistical error or from something else, says Chakrapani, the president of Toronto’s Standard Research Systems.

The apparent problem with NADbank’s Quebec results appears centred on French-language papers.

Mark Rousseau, director of marketing for the nmb, which co-ordinates the survey and oversees its distribution, says that while some members have expressed concern over the results – Rousseau will not name the members – he is satisfied internal NADbank checks have found everything about the Quebec part of the survey to be in order.

For their part, executives with French-language papers in Quebec are extremely closemouthed.

Robert Daoust, research and marketing director at Le journal de Montreal, was reluctant to comment, saying the situation is ‘very delicate’ and referred questions to the nmb.

Mario Savard, vice-president of marketing for Montreal-based La Presse, declined comment.

Savard referred questions to nmb President John Finneran.

Jean Sanche, director of advertising for the English-language Montreal daily The Gazette, says he is pleased with the survey, but, adds that like all NADbank members in Quebec, he agreed to a further review of the Quebec data.

The Sherbrooke Record – Quebec’s other large English-language daily – is not a member of NADbank.

Rousseau says some Quebec members asked to have the results put back almost three weeks until a third party can check to see if survey specifications were followed to the letter.

The survey was released in Toronto Sept. 26; the Quebec results should have been announced the day after. The Vancouver release of the data went ahead as scheduled on Sept. 29.

NADbank, an annual survey of consumers and daily newspaper readership, is paid for by 43 dailies across Canada competing in 32 markets.

Each year, NADbank surveys 12,000 adults, providing a rolling sample of 24,000 adults.

NADbank surveys are completed by Canadian Facts.

Rousseau says that although NADbank members have had concerns about some survey findings before, they have always been resolved before the public launch of the study.

He says, this year, some Quebec members’ concerns were raised too late to be addressed before NADbank ’94 went public.

Chakrapani’s report is due no later than Oct. 13 or 14.

Rousseau says NADbank will release the Quebec findings Oct. 15. DC