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Media News
Newspaper Redesign and Launch of Globe Life Contribute to Weekday
Readership Increase of 4 Per Cent
TORONTO - The 2007 newspaper readership data just released by NADbank shows The Globe and Mail average weekday readership went up 3.9 per cent to 911,600* and Saturday readership held steady (up 0.1 per cent) to 1,032,600. This data reflects the impact of product enhancements including the redesign of the newspaper and the launch of the new weekday Globe Life section in April of last year.
"The Globe and Mail continues to outperform the market," commented
Phillip Crawley, Publisher and CEO, The Globe and Mail. "We're very pleased to
see the positive impact of our product investments last year. We've had great
advertiser response to Globe Life and knew that it had resonated well with
readers. It's very gratifying to see the tangible impact on our NADbank
numbers."
The details of the NADbank data show strong performance for The Globe and
Mail against key demographics. National average readership is up 4.9 per cent
for women and up 6.3 per cent for readers aged 25 to 54 years - both targets
for the new editorial content introduced in 2007.
In addition, The Globe and Mail continues to build on the strength of its
core markets. Readership gains among university graduates, post-graduates,
managers and professionals, those in households with income of $125,000 or
greater, or those personally earning $100,000 or more, were even more
impressive, outpacing the market growth in these categories.
Across the country The Globe continues to lead all other newspapers in
reach of post-graduates, senior managers, professionals and those earning
$100,000 or more.
"Our strategy of adding readership among key segments while continuing to
hold and grow our core has worked extraordinarily well," said Crawley. "We're
able to offer advertisers access to the consumers they need and want to
reach."
The Globe and Mail saw particularly strong readership growth in Toronto
with weekday readership up 7.3 per cent and Saturday readership up 1.3 per
cent.
The Globe's advantage over the National Post continues to grow. National
weekday readership is 69.3 per cent greater and Saturday readership is 102.7
per cent greater than the Post's. The Globe dominates national newspaper
readership in all six top markets (Toronto, Vancouver, Montreal, Ottawa,
Calgary and Edmonton.)
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