Newspaper Readership

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Newspaper Readership
Newspaper Readership
07/08
Readership
Weekday
The Edmonton Journal — powerful every day of the week.
268,900
31% Reach
The Edmonton Journal reaches
31% of all Edmonton area adults
on an average weekday.
128,500 15% Reach
Saturday
262,800
30% Reach
That’s 268,900 potential buyers of
your product or service reading the
Edmonton Journal today. During
the course of a week, 458,000 metro
Edmonton adults will turn to the
Edmonton Journal at least once to
satisfy their information needs.
124,300 14% Reach
224,900 26% Reach
Sunday
140,800 16% Reach
Last Week
0
100,000
200,000
458,000 53% Reach
347,100
40% Reach
300,000
400,000
Edmonton Journal
500,000
Readers
Source: NADbank® 2007/08
Base 864,900 Edmonton area adults
Edmonton Sun
Method of Obtaining Newspaper
67%
Subscribe
at Home
10%
Copy at
Place of Work
Bought
Personally
Edmonton Journal readers read their
paper at home, where important
purchasing decisions are made.
67% of weekday Edmonton Journal
readers receive their newspaper
at home by subscription.
24%
7%
5%
26%
16%
Other
Source: NADbank® 2007/08
Base: Weekday readers of the
Edmonton Journal and the Edmonton Sun
42%
0%
10%
20%
30%
40%
Edmonton Journal
Exclusive Choice
50%
60%
Edmonton Sun
Share of Average Weekday Audience
Exclusive Sun
92,300
The Edmonton Journal is
the exclusive choice of
Edmontonians.
If you’re not advertising
in the Edmonton Journal,
you’re missing 64% of
Edmonton area local
newspaper readers.
70%
26%
10%
• 74% of all local weekday newspaper readers, are Edmonton Journal
readers.
• 64% of all local daily newspaper readers, are exclusive Edmonton Journal readers.
64%
Duplicate Audience
36,200
Source: NADbank® 2007/08
Base: 361,200 Edmonton area
local weekday newspaper readers
Exclusive
Edmonton Journal
232,700
& EDMONTONJOURNAL.com
While providing strong reach to all demographic groups, both the Edmonton Journal and EDMONTONJOURNAL.com
demonstrate exceptional strength in reaching adults who are well-educated and high-income earners.
22%
AGE
10%
38%
30%
GENDER
49%
HOUSEHOLD
INCOME
12%
21%
9%
51%
39%
19%
HOUSEHOLD
TENURE
9%
MARITAL
STATUS
12%
OCCUPATION
12%
65%
8%
22%
16%
EDUCATION
17%
9%
35%
Men
Women
< $30,000
$30,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000+
11%
6%
27%
47%
10% 7%
14%
22%
56%
18 to 24
25 to 49
50 to 64
65+
52%
Men
Women
46%
< $30,000
$30,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000+
20%
89%
20%
18 to 24
25 to 49
50 to 64
65+
36%
76%
Own
Rent
Married/Living
Together
Single
Other
Professionals/Other
White Collar
Senior/Other Mgmt.
Blue Collar
Clerical/Admin/Bus.
Support/Arts
Post Secondary Grad
or Higher
Some Post Secondary
High School Grad
Some High School
or Less
Source: NADbank® 2007/08
Base:268,900 Edmonton area adults – weekday readers.
17%
8%
71%
14%
8%
26%
22%
10%
31%
4%
49%
Own
Rent
Married/Living
Together
Single
Other
Professionals/Other
White Collar
Senior/Other Mgmt.
Blue Collar
Clerical/Admin/Bus.
Support/Arts
Post Secondary Grad or
Higher
Some Post Secondary
High School Grad
Some High School
or Less
Source: NADbank® 2007/08
Base: 96,400 Edmonton area adults who have read/looked into online newspaper in past week.
readership
Readership: Edmonton Journal
readership
Reaching Edmontonians
489,800 Edmonton
area adults read the
Edmonton Journal
(printed or online) over
the course of a week.
Source: NADbank® 2007/08
Base: 864,900 Edmonton area adults
Reaching Albertans
The Edmonton Journal is the #1 read daily newspaper in northern Alberta.
315,084
Albertans read the
Edmonton Journal
each weekday.
Edmonton
• Each weekday, 268,900 adults
in the Edmonton CMA read the
Edmonton Journal.
• Outside the CMA, an additional
46,184 adults read the
Edmonton Journal.
Source: NADbank® 2007/08 — 268,900 weekday readers in the CMA
Source: Journal circulation — 46,184 readers outside the CMA based on
2.79 readers per copy
NADbank®
The Newspaper Audience Databank, or NADbank®, is a comprehensive database of daily
newspaper readership demographics and consumer behaviour information. It includes adults in 54
urban markets and encompasses 84 daily newspapers.

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