Newspaper Readership

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Newspaper Readership
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.
8%*
AGE
31%
24%
37%
HOUSEHOLD
INCOME
5%*
9%
14%
51%
21%
MARITAL
STATUS
7%*
20%*
71%
5%*
12%*
EDUCATION
38%
66%
18 to 34
35 to 49
50 to 64
65+
GENDER
49%
51%
< $30,000
$30,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000+
Married/Living
Together
Single
Other
Post Secondary Grad
or Higher
Some Post Secondary
High School Grad
Some High School
or Less
Men
Women
10%*
HOUSEHOLD
TENURE
88%
8%*
OCCUPATION
10%*
28%
22%*
Own
Rent
Professionals/Other
White Collar
Senior/Other Mgmt.
Blue Collar
Clerical/Admin/Bus.
Support/Arts
*small sample, use with caution
Source: NADbank® 08/09
Base: 106,900 Edmonton area adults who have read/looked into the Edmonton Journal
online in past week. Total may not equal 100 due to rounding.
Weekly Readership
More people are reading the Journal than ever before! With the addition of our exclusive online
readership, 59% of Edmonton area adults read the Edmonton Journal over the course of a week... 529,200
people! That’s more people being exposed to the Journal than we’ve ever recorded.
EDMONTONJOURNAL
497,400
Calgary Herald
The Ed
m
Journa onton
l is the
487,200
Edmonton Sun
Numbe
r
O
Daily N ne
ews
366,700
Calgary Sun
pape
across
Albert r
a
349,100
206,800
Globe and Mail
137,300
National Post
0
150,000
300,000
450,000
600.000
Source: NADbank® 08/09 7-day cume
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
markets and encompasses 82 daily newspapers.
09 newspaper readership
demographic profile
Readership: Online Audience
08/09
Newspaper Readership
NADbank®
The Face of Edmonton
Reaching Albertans
132,000 15% Reach
Sunday
255,700 28% Reach
157,000 17% Reach
Last Week
497,400
55% Reach
366,700 41% Reach
0
100,000
200,000
Edmonton Journal
300,000
400,000
500,000
Readers
Duplicate Audience
64,500
• 71% of all local weekday newspaper readers, are Edmonton Journal readers.
• 55% of all local daily newspaper readers, are exclusive Edmonton Journal readers.
Source: NADbank® 08/09
Base 902,900 Edmonton area adults
Edmonton Sun
Exclusive Choice: Share of Average Weekday Audience
The Edmonton Journal
is the exclusive choice of
Edmontonians.
That’s 286,200 potential buyers of
your product or service reading the
Edmonton Journal today. During
the course of a week, 497,400 metro
Edmonton adults will turn to the
Edmonton Journal at least once to
satisfy their information needs.
5 %
of Edm 5
o
n
local ne ton area
wspape
r
reader
s.
16%
29%
If you
advert ’re not
is
Edmon ing in the
ton Jou
rna
you’re
missing l,
55%
22%
Married/Living
Together
Single
Other
13%
MARITAL
STATUS
18%
EDUCATION
69%
Post Secondary Grad
or Higher
Some Post Secondary
High School Grad
Some High School
or Less
9%
21%
53%
30%
Source: NADbank® 08/09
Base: 401,200 Edmonton area
local weekday newspaper readers
Exclusive
Edmonton Journal
221,700
OCCUPATION
Own
Rent
91%
14%
9%
23%
14%
Professionals/Other
White Collar
Senior/Other Mgmt.
Blue Collar
Clerical/Admin/Bus.
Support/Arts
Source: NADbank® 08/09
Base:286,200 Edmonton area adults – weekday readers.
Total may not equal 100 due to rounding.
CIRCULATION
HOME SUBSCRIBERS
With the largest circulation of any daily print
publication in northern Alberta, our readers are
loyal and value the Edmonton Journal brand to deliver
trusted news and advertising.
The Edmonton Journal is delivered to approximately
87,532 homes every weekday morning….that’s 70%
of our total circulation going to those who have chosen
to make the Journal a part of their daily routine.
90,000
80,000
120,000
100,000
80,000
60,000
40,000
70,000
60,000
50,000
40,000
30,000
20,000
20,000
Exclusive Sun
115,000
8%
HOUSEHOLD
TENURE
26,361
284,100 32% Reach
15%
41%
Men
Women
89,245
Saturday
14%
19,391
The Edmonton Journal reaches
32% of all Edmonton area
adults on an average weekday.
179,600 20% Reach
< $30,000
$30,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000+
8%
49% 51%
89,351
Weekday
286,200 32% Reach
25%
GENDER
17,065
HOUSEHOLD
INCOME
31%
87,532
Readership: The Edmonton Journal — powerful every day of the week.
24%
18 to 34
35 to 49
50 to 64
65+
76,147
Source: NADbank® 08/09 — 286,200 weekday
readers in the CMA
Source: Journal circulation — 64,229 readers
outside the CMA based on 3.33 readers per copy
20%
120,742
re
Edmonto ad the
n Jou
each wee rnal
kday.
AGE
57,177
350,429
Albertans
126,576
Edmonton
61,438
• Outside the CMA, an additional
64,229 adults read the
Edmonton Journal.
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.
125,589
• Each weekday, 286,200 adults
in the Edmonton CMA read the
Edmonton Journal.
demographic profile
Readership:
10,000
0
0
Journal:
Sun:
Journal:
Sun:
Journal:
Monday- Monday- Saturday* Saturday** Sunday*
Friday
Friday
Avg*
Avg**
Sun:
Sunday**
* Edmonton Journal - Audit Bureau of Circulations for the six months ending
March 31, 2009; Average Total Paid Circulation
** Edmonton Sun - Canadian Circulations Audit Board for the 12 months ending
December 2008, copies sold at less than 50% of basic price excluded
Journal:
MondayFriday
Avg*
Sun:
Journal:
Sun:
Journal:
Sun:
Monday- Saturday* Saturday** Sunday* Sunday**
Friday
Avg**
* Edmonton Journal - Audit Bureau of Circulations for the six months ending
March 31, 2009; Average Total Paid Circulation
** Edmonton Sun - Canadian Circulations Audit Board for the 12 months ending
December 2008, copies sold at more than 50% of basic price.

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