Tribune, Postmedia readership numbers strong
Postmedia Network Inc. has the highest readership of all Canadian newspaper groups, with 10.7 million weekly print and digital readers, according to a new study by Vividata. In Welland, readership of The
Tribune held steady at an average of 46,000 a day, Monday to Friday, according to Vividata.
Meantime, average daily readership of the National Post, also a Postmedia daily, jumped by 20 per cent in the Welland-St. Catharines area during the one-year period ending March 31, 2016, according to Vividata. Readership of the rival
Toronto Star fell by 12 per cent in the region over that same time. Postmedia publishes the National
Post, as well as daily broadsheets including the Calgary Herald, the Edmonton Journal, the Montreal Gazette and the Ottawa Citizen. Last year, it substantially increased its audience when it acquired 175 publications, including the Sun Media chain of tabloids, from Quebecor Media Inc. for $316 million.
By comparison, Torstar Corp. has 8.7 million weekly print and digital readers across Canada. In addition to the Toronto Star, Torstar publishes the Hamilton Spectator, the Waterloo
Region Record and the free commuter paper Metro in Toronto, Vancouver, Ottawa, Calgary, Edmonton, Winnipeg and Halifax.
The Globe and Mail reaches 6.4 million weekly print and digital readers, according to the study. The Globe is fully owned by The Woodbridge Co. Ltd., which also has a controlling stake in Thomson Reuters.
The study highlighted growth of the Post, particularly in print, and its combined weekly print and digital readership reached 4.5 million.
“The dominant footprint of Postmedia across the country reinforces our commitment to providing quality content and audiences to our readers and clients in print and digitally. The combination of a wonderfully curated National Post section and strong local reporting is serving our customers very well,” said Gerry Nott, senior vice-president of content at Postmedia.
According to numbers released by Vividata in May, more than half of newspaper readership in Canada accesses content on multiple platforms, and cross-platform readership of digital content in Canada has grown more than four times since 2012.
The survey also shone a light on reading habits of millennials. On the average week, daily newspapers reach 77 per cent of millennials (18to 34-year-olds) and 85 per cent of adults 50-plus. Digital and cross platform readership is strongest among millennials, at 38 per cent, 18 per cent higher than for adults 50-plus.
To that end, the combined Postmedia network draws the largest number of weekly digital readers at 6.1 million, while Torstar brings in 4.3 million. The Globe and Mail has digital readership of 4.5 million.
Adults older than 50 remain the largest readership group for print newspapers, and Postmedia has a combined 8.1 million weekly print readers. Torstar brings in seven million, and The Globe and Mail 3.6 million.
Vividata’s survey was created in October 2014, after the amalgamation of media analysis firms NADbank and the Print Measurement Bureau. It replaces separate newspaper and magazine surveys that were conducted by the previous companies. Vividata measures audience performance for more than 70 daily newspapers, with 38,000 Canadians in more than 50 markets surveyed.