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Media - Readership
National Post builds readership in key markets
Online readership soars by almost 50% in Toronto, 37% across key
markets(*)
TORONTO - The National Post continues to build on the impressive gains it has made over the past two years while targeting readership in major markets across Canada, according to an independent study conducted by the Newspaper Audience Databank Inc. (NADbank) in 2007.
The NADbank survey, which is relied upon by media buyers to guide
advertising purchases, reported that the Post's weekday readership grew by
2.6% across major markets in 2007 when compared to the 2006 survey results. In
Vancouver and Victoria, the Post gained over 20,000 weekday readers in 2007
compared to the year before.
National Post's online readership in Toronto soared by almost 50% in the
2007 NADbank study period, the greatest percentage increase of all its
newspaper competitors in that market. In key Canadian markets, the Post's
online readership increased by 37%. Over the past year, nationalpost.com, the
National Post's web site, was rebuilt from the ground up to deliver breaking
news, commentary and analysis to Canadians. The web site underwent a major
redesign at the end of November and since then its viewership numbers have
grown even more substantially.
National Post has focused its efforts on building readership in Canadian
markets with large urban populations in order to offer advertisers a targeted,
highly desirable and unique audience. According to the NADbank survey, the
Post continues to deliver the metrics advertisers demand. The number of
managers and professionals who read the National Post and its business
section, the Financial Post, increased by 8% on weekdays in eight key Canadian
markets. As well, readers reporting family income of more than $100,000 in
household income jumped by 7% on weekdays and 9% on Saturdays.
National Post readers spent 7% more time with their newspaper on weekdays
in key markets surveyed by NADbank. The amount of time readers spend with the
print-edition of the Post and its online offering, nationalpost.com, rose by
2% across the eight markets. Globe and Mail readers, meanwhile, spent 5% less
time reading the Globe's online and print products.
In addition, the number of readers who pay to have the National Post
delivered to their homes soared by an impressive 21% on weekdays in the eight
key markets, while home delivery of The Globe and Mail increased by 4%,
according to NADbank. In Toronto, home subscriptions to the National Post grew
by 22%, compared to 13% for the Globe.
"We're delighted in our success in building on our long-term strategy
focusing on increasing our readership in key Canadian markets," said
Mark Spencer, the National Post's vice-president of advertising. "Our content
and design is also attracting highly desirable demographics that our
advertisers seek and our readers are spending significantly more time enjoying
the Post."
The National Post was recently given 51 design awards by the Society for
News Design, an international organization devoted to excellence in visual
journalism.
Known for its intelligent and insightful reporting and commentary,
stylish appearance and sense of humour, National Post continues to attract a
loyal and influential base of readers.
This past year, National Post embarked on significant redesigns of its
print and online publications with aggressive interactive plans that include
the roll-out of numerous online, mobile and video offerings, providing a
comprehensive multi-media national news service to Canadians.
(*) Key markets are Victoria, Vancouver, Calgary, Edmonton, Winnipeg,
Toronto, Ottawa, Montreal.
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